Why Your Small Business Needs An Integrated Marketing Strategy
Keyword rankings aren’t worth a damn by themselves anymore. Seriously, they’re not. Even if your analytics show you in the #1 spot for a given keyword, there’s a good chance you’re still appearing on the middle of the results page. Here’s an example of a search for the word “bankruptcy” on a mobile phone:
If your website ranks #1 in the search results for the keyword “bankruptcy”, the user still needs to do a whole lotta scrolling until they get to your listing. All of that stuff before it? Yeah, none of that counts in the rankings. SEO is still an important strategy, but it can’t be your only strategy.
What Is An Integrated Marketing Strategy?
Integrated marketing is about delivering the right message to the right audience at the right time through the right channel. To get the job done, your strategy needs to include email, direct mailing, public relations, social media, and digital advertising.
It’s not enough to optimize your website. You need to be everywhere your customers are. Think of it holistically:
- A customer receives promo mail from your brand. They might throw it away, but they’ll see it.
- They see a social media post from your company promoting the same products.
- An email is delivered to their inbox with the same branding and message as the mail and social post.
- The customer gets curious and clicks to your website.
- They leave your website, but later on, sees one of your paid re-marketing advertisements on an unrelated website.
- They don’t click the advertisement, but they decide to search for your brand on Google.
- They find your website organically and read a few pages. This time, they buy something!
This isn’t the flow of every integrated marketing strategy, but it’s an example of how the system can work. Five different marketing tactics were used in that customer’s journey before they bought something. The campaign utilized direct mail, social media, email, SEO, and PPC to make a conversion.
Everything works together and builds momentum. It’s not an easy task, but it can be done with the right gameplan. Just make sure you track everything to give proper data attribution throughout the process.
Interested in learning more about integrated marketing? Check out these seven marketing strategies your small business must use to keep up with modern customers.
About Us
CG Marketing Group is a talented team of creatives and strategists who can make your business awesome. We like to have fun, but we’re very serious about digital marketing.
To sum us up in a single word — Scrappy. We’re always eager to branch out and apply new tactics to create successful campaigns. Our crew works hard to bring value, get results, and keep our clients happy.