To be successful in marketing in 2019, business owners and CMOs must use all the tools at their disposal. They can’t expect to invest their entire marketing budget into Facebook ads and come away with a winning strategy, any more than you can expect email marketing alone to carry the day. Success in digital marketing requires an integrated approach, which means pulling together different tools, channels, and strategies and using them in a way that is focused, harmonious.
The key to understanding this integrated approach is to think in terms of the consumer journey—and specifically, to view it as a series of “micro-moments.” As a consumer evaluates potential products and services, he or she will inevitably have a number of little touchpoints with your brand—micro-moments. The goal of an integrated marketing approach in 2019 should be to implement each digital marketing channel—be it SEO, PPC, social media, email, content marketing, or retargeting—in order to increase micro movements, then connect the dots and make it into a viable lead or transaction.
That’s a tall order but hardly an impossible one. The best way to get going is by consulting with a digital marketing firm, like Sefati & Co, and requesting assistance formulating an integrated approach. In addition, we can recommend a few tips for using an integrated marketing strategy to orchestrate these micro-moments with your consumer.
Start by Identifying Which Channels Convert
Integrated marketing isn’t just about creating something new; it’s about building on what works. The first step is identifying the channels where you’re already getting conversions, and using them as the basis and model for your integrated marketing plan. Also, not all channels are designed for conversion. Some such as Native ads are great for branding and awareness, and other ones like Google and Bing ads are better for conversion.
Know Your Audience
It is equally important to develop an understanding of your audience, which means leveraging both historic and real-time data, your own analytics as well as third-party data and surveys from customer service. As you synthesize this information, we would also recommend crafting buyer personas to guide you in creating marketing collateral.
Build a Strategy Where Content is King
As you create an integrated digital marketing plan, make sure it takes into account the creation, amplification, and syndication of original content, as well as curated content; you might consider disseminating content through such diverse channels as email, PPC, Native ads, social media, video marketing, and other forms of digital marketing and digital advertising.
Ensure That You Measure Everything
Doing marketing without configuring and studying data from your web analytics is like flying blind. Make sure you move forward with data to guide you. Measure everything, especially the performance of your content, and regularly refer to your analytics to guide you in revising and refining your marketing approach.
As you create content, never do it in a void, but rather think about how your content works in the context of different channels; create blogs with your social media platforms in mind, landing pages that correspond with your PPC ads, and so forth. Make sure that all of your marketing endeavors are aligned, and that you’re working to complement each and amplify the effects of the channels.
Think in Terms of Micro Moments
In all of this, make sure you keep those micro-moments in view. Give each marketing channel an expected micro goal and then focus on optimizing for those metrics. A few micro-moments you might focus on include:
- Newsletter subscription
- Material download
- Comments on a blog post
- Clicking on a phone number or email address
- Searching for related content
These micro goals should always point toward the macro goals—that is, viable leads, appointments, and/or transactions.
Bring it All Together
Ultimately, creating an integrated marketing strategy is something that requires ongoing engagement. It’s a process, not a destination; it’s something you’re always working toward, always fine-tuning. And the best way to do that is with the guidance of trained professionals.
That’s where Sefati & Co. comes into play. We have more than 20 years of experience and proficiency in a wide range of digital marketing channels and strategies. To learn more about how we can help you with your integrated marketing approach, contact our team right away.