What is an integrated digital marketing campaign?
The phrase ‘integrated digital marketing campaign’ might sound fancy (and a bit intimidating!), but all it really means is that you have coordinated all your online marketing so that you have multiple touch-points all working together to direct people to your services. This can have a huge impact on the effectiveness of your marketing, and it’s actually far simpler than you might think.
How does it work?
Instead of doing a bit of advertising here, a few social media posts over there and chucking in the odd e-shot every so often, creating an integrated digital marketing campaign enables you to ensure that all your marketing activities are in sync, pulling or pushing prospects in the same direction.
Think of your campaign like a river with lots of streams flowing into it, gradually directing your potential customers straight to you. You start off with a strategy for what you want to achieve (the river), and then create multiple touch-points (the tributaries) that all feed into each other and ultimately towards your business.
Why do it?
Increased exposure and reach – different people respond to different forms of marketing, so by creating lots of different ‘streams’ you are increasing your chances of reaching as many people as possible, which then leads to more customers and more sales.
Greater return on investment – integrated digital marketing campaigns are shown to generate better results than uncoordinated marketing activities, so you’ll get far more bang for your buck if you’re strategic about it.
Higher conversion rates – you’re far more likely to convert leads into purchases if you have multiple points of interaction because they help you to establish a relationship with potential customers, which builds trust and familiarity with your business.
What marketing tools can you use and how can they be integrated?
There are lots of digital marketing tools at your disposal, including e-shots, social media, PPC (pay-per-click) advertising, websites, re-targeted online advertising, webinars, free videos and online workshops.
As an example of how some of these elements can be integrated, you could make your PPC advertising work harder for you by using it to capture data (to build up your database) and to direct people to your website, where they can sign up for a free webinar. Once people have signed up, you can then send them a gift or introductory e-shot.
Formulating a strategy is a crucial first step in developing an effective digital marketing campaign: it means that you’re starting out with a clear idea of what you want to achieve and how you plan to achieve it, and enables you to keep track of your progress so that you can make adjustments as you go along.
Create a digital persona for your business so that you maintain a consistent tone and brand voice across all your digital material; this should reflect your company’s core values and culture. By keeping these things consistent across your entire campaign, you ensure that each element helps to reinforce the whole.
If you would like support creating your integrated digital marketing plan – email us to set up your free consultation