If you want to enjoy better results and implement the best practices to generate leads and sales, you need to cut through the noise of your marketing strategies. But how can you do that? The answer is integrated digital marketing.
By integrating your digital channels into your business marketing and communication plans, you can present a compelling image to your prospects.
You increase the chances of getting noticed and assist clients to go through the buyer’s journey, going from a visitor to an excited and loyal fan.
The Concept Of Integrated Digital Marketing?
Integrated digital marketing includes the idea of building a unique form of expression that’s easy to recognise in all of the channels your customer employs.
That implies that this strategy combines all your marketing tactics. Then, each campaign and approach completes the other, producing a consistent image in the mind of the users and outlining the steps they need to follow in their journey.
By being consistent, you will be recognised by your audience. But integrated digital marketing also implies creating a well-structured and precisely defined marketing plan.
That includes handling your online presence by managing different channels of the digital world and making sure your company is online, where your customer already is.
All those actions should point in one direction only and display the same image to be easily identified by your users.
Unifying All the Channels
We can implement this concept by studying the idea of a digital picture. What is a picture? Just a collection of pixels that work together to help us perceive a specific form.
When those pixels are taken apart they make no sense, but when they assemble, we get the precise meaning. Then, communication follows. The same concept is behind your digital marketing.
If you create a method to combine all those channels, producing the same experience for the audience, your marketing operates as a whole and makes more sense to your prospects.
Therefore, buyers will go from one touchpoint to another without remarking any difference. They will go seamlessly through the buyer journey without any obstacles.
To sum this up, integrated Digital Marketing is about developing a plan to ensure you’re using digital media and guaranteeing you’re using it properly.
Those means of communications combine three types of digital media:
- Paid media, mostly paid advertising
- Earned media, implying the organic search through your website or blog
- Owned media, including social media, email, and others
The Main Channels of Integrated Digital Marketing
To integrate your digital channels into your business marketing and communication plans, first, you need to identify the channels. The last paragraph gave you a quick glimpse of what those are. Let’s take a closer look and explain how to utilise them.
Placing your website on top of Google SERPs must be your top priority when you handle digital strategies, such as content marketing. Organic search should drive prospects to pages that describe clearly who you are and what you’re providing.
That indicates your content must be highly relevant to your audience, encouraging them to take the next step in the buyer’s journey. And you can achieve that by utilising SEO techniques, such as link building, precise use of keywords, and improvement of your website’s loading speed.
Social media incorporates many channels of communication. It’s a collection of communities that holds 3.5 billion people, representing 45% of the world’s population, as this study recently showed.
We’re talking about numerous opportunities: Facebook, LinkedIn, Instagram, Youtube, Pinterest, or Twitter, just to list a few. Each community has its characteristics and demands different approaches.
However, you have to ensure your brand is essentially the same across all social media accounts, carrying the same image. Then, you can improve your strategy in a context that’s familiar to the audience.
One way to accomplish that is to design a brand persona, with a distinct language and voice to apply in every media. By doing that, you connect with prospects and convince them to trust you as their friend trying to help, and not another business trying to get their money.
Your content marketing strategy also has to adjust to the other tactics. It’s crucial to focus on producing useful, powerful, interactive content, with the same style you’re addressing in all the other channels. Considering the user experience as well, create content that meets the buyer persona’s needs, and it’s captivating to read.
For example, if your content aligns with your social media strategy, you can direct users from Facebook or Instagram to sign up for more on the website.
Or you can help them to solve problems or address pain points with educational pieces. You begin the conversation on one channel and end it in another.
The channel of paid advertising can complete the others. It can involve one or all of these:
- Paid search incorporate all pages displayed on top of Google results page;
- Display ads include banners that display the message through visual and text on sites;
- Social media ads are visual pieces designed to be shared on social networks.
A paid search holds almost 65% of the clicks for the most prominent keywords on the Google results page — so don’t neglect to add them to your strategy.
Make sure you’re applying segmentation properly to reach out to the right people at the right time.
The Benefits of Integrated Digital Marketing Strategy
Let’s examine some advantages of an integrated digital marketing plan.
When marketers combine the means of communication, they can effortlessly create brand awareness. After all, your business will be everywhere on the internet, available for buyers to start a conversation.
Your company will be on the social media channels they use, on their email, and in Google search when they look for something.
Building a consistent marketing plan is the secret to delivering a higher and faster ROI (Return Over Investment). Every action will reward your business with more sales and better results, increasing revenue, and enabling rapid growth.
That is because it’s simple for leads to engage when you reveal a straightforward, harmonious story.
As we could observe in several examples previously discussed, you can boost your conversion rates with an integrated plan. You will talk to your prospect with a unique voice and provide them with an outstanding experience wherever they go online.
So, they will be compelled to sign up in order to learn more about your company and become a lead.
When all your marketing endeavours point in one direction, it’s easy for buyers to recognise where you want them to go.
A great way to create loyalty is to place your brand continuously in the mind of the customer. That implies being efficient and consistent with your content, advertising, and social media message.
Efficient, in this case, it indicates your communication is customised to the needs of your target audience. On the other hand, consistent means integrating all your digital channels.
An integrated digital marketing strategy is always producing the same experience on every touchpoint and engagement of your customer with your brand.
You can do that by integrating every digital channel into your business marketing strategy and planning your tactics with a single goal in mind, getting all of them to operate together to drive your customers further in the buyer’s journey.
If you want to know how to integrate your digital channels into your business marketing and communication plans, contact us today and consolidate your online presence.