With the advent of the digital era, the ways in which it is possible to communicate with your potential clients/customers have grown exponentially in number. These days, a savvy marketer is approaching the customer using a combination of direct mail, email, advertising both print and digital, social media in its ever-evolving forms, telemarketing, promotions and good old face-to-face meet-and-greet.
The problem is, even if you are doing each and every one of those things, it isn’t enough. You can flood your audience with a deluge of marketing from all available sources, but if those sources aren’t integrated, it all becomes a big mess. In the old days, when communication channels were limited, it was acceptable to have separate marketing campaigns for each channel. Today, with so many sources of communication available, it becomes necessary to normalize your messaging across all channels so that it doesn’t become confusing for people who may be receiving that messaging from multiple places.
So how does one make sure that their marketing communications are integrated? Stay tuned, and I’ll tell you!
Keep It Consistent
The main thing you should focus on in order to integrate your communications is consistency. No matter the communication channel you are using, the messaging should use the same base copy and design elements. If you do this properly, it will actually save you money and/or time in the long run, since you will only need to produce the initial design and copy once, and then you can iterate them out to fit each area where you will use them. It is important to think ahead and provide your designer with a list of places where you intend to use the design, so that she can create appropriately sized graphics, wherever they might be needed.
Tailor it to the Type
I know this may seem like the opposite of what I just told you, but stick with me here! Once you have created the copy and design that you intend to use for your integrated campaign, it is important to make sure that you adjust it to best fit each type of communication channel you intend to use. Think about the types of people who are likely to use each format, and make sure you’ve tailored your message to speak directly to them.
Time to Start Tracking
Of course, you can’t know exactly how to tailor your communications to your audience if you don’t know what they want or how they behave. That’s why it is important that you are tracking consumer response to your messaging across as many channels of communication as possible. Most competent email marketing services, such as Mailchimp and Infusionsoft, offer robust tracking for their services. Google Analytics provides free tracking for your website, and using a link shortener like Bit.ly or Goo.gl will let you track interaction with your links wherever you might put them. Once you start collecting data on how people are interacting with your communications, it will be much easier to figure out how to tailor it to fit their needs.
Want a team to help you make sure you marketing communication is as integrated as possible? Give Solamar a shout!