Putting together a marketing campaign consists more than simply creating a new piece of content, say a white paper, then sending an email to your lead list that a new white paper about XYZ is available. This is a typical drip marketing campaign – a one-size-fits-all style of marketing. It is static, does not take into consideration the interactions of your leads and does not extend to any other promotional channels.
Rather than a one-time shot at converting leads, consider the many ways you can leverage that paper, increase your reach, AND gain a higher rate of conversion.
How? By taking that one piece of content, your new offer, and turning it into an integrated marketing campaign.
Integrated Marketing Communication (IMC) is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other.
A consistent brand message includes sharing the same message, the same visual identity, and the same call-to-action across all forms of communication. The integration – communicating across a number of channels - allows you to reach more of your audience with consistency in look, feel, and tone, all designed to support each other.
“To draw in their attention, deliver a strong message using multiple media sources. Repetition gives you more chances at conversion. Hitting prospects through different channels builds a stronger awareness.” – Marketing MO
Here is how to get started building your integrated marketing campaign:
1. Set a goal for your campaign. Examples include increase the number of visitors to your website, subscriptions to a newsletter, or even drive a set number of purchases.
2. Know your audience. Know their demographics, their attitudes and interests.
3. Make a list of the channels your audience uses – Twitter, Facebook, Instagram, etc. Determine which channels will help you to reach your goal.
4. Create your primary piece of content – white paper, video, slideshare. While you cannot use the same piece of content for each channel as it currently exists, pull segments of content, and visuals to create new promotion pieces for your new offer. This is where having your list of where you plan to distribute will help you determine the type of content you will need.
a. Twitter: 140 characters. Use symbols to make your tweet easier to read and use photos to add value to your tweet.
b. Facebook: While you can post lengthy messages, limit them from 100-119 for optimum results. Pin posts and highlight posts. Include images.
c. LinkedIn: Share links and photos frequently.
d. Pinterest: Use rich pins – way of adding useful information to your pins.Use taller images for more repins.
e. Blogs: Blog consistently. Make your quotes and stats shareable.
5. Make a list of keywords. Using the same keywords and phrases throughout the variety of your content types will help to gain traction and optimize for SEO.
6. Use market automation tools. They streamline your efforts, save time, and enables you to test your efforts in a variety of manners. Automate your social posts, and your email campaign. Use the tools to provide new offers to your leads nurturing them to convert.
7. Take a look at your post-campaign metrics. In addition to learning the results of your efforts – did you achieve or even exceed your goal? Use market automation tools help to understand what channels were the most effective.
Rather than continually creating one-offs, and spending an enormous amount of time creating new substantial pieces of content, start integrating. Leverage that piece of content and share across the Internet. The benefit of an integrated marketing campaign is to increase your reach. Your target audience is the same, however you are increasing the likelihood they will be exposed to this new offer by reaching them where they are present. As a result, this provides you with a greater chance of not only gaining interest but also converting. Exceed that goal, by integrating your efforts.