Most savvy potential customers aren’t going to jump at your products or services right away. It takes a lot of nurturing to demonstrate your value and establish trust before people are willing to spend their money with you.
Integrating your digital marketing efforts can help you build a relationship with your audience in a way that isolated campaigns simply can’t offer.
Read on to discover the basics of an integrated marketing campaign and why it’s so important today.
What is an integrated marketing campaign?
An integrated campaign isn’t just about running similar advertisements on different channels. Today, it means creating a seamless experience for prospects, leads, and current customers.
You want to stop thinking of your Facebook, SEO, Twitter, WhatsApp, and email as separate marketing experiences and start unifying them to create one flexible experience.
An integrated campaign can still refer to sending a similar message across multiple channels. Today, however, you have so much access to data about your customers. You can provide personalized experiences and customer journeys for everyone.
Personalized campaigns generate 18x more revenue than generic content.
Here are a few examples of how you can create an integrated marketing campaign.
- Send customer journey emails to your subscribers based on triggered events, like viewing a product page.
- Share snippets of your Facebook or Yelp reviews in email campaigns.
- Sponsor a Facebook post encouraging followers to subscribe to your email.
- Identify your most engaged audience members by figuring out who follows and interacts with your brand across multiple platforms.
- Sync data from your website, social media, and messengers to meet your customers’ needs.
- Create retargeting campaigns for Facebook based on behavior like visiting a product page or signing up for an event.
- Start a branded hashtag and encourage your customers to share photos of your products on Instagram or Twitter.
Below is an example of a customer journey by Sephora.
How do you measure an integrated marketing campaign?
It isn’t easy to measure the results of an integrated campaign because your efforts are spread across multiple channels.
To get started, figure out your mail goal and how you’ll quantify that goal. If your goal is brand recognition, you could measure Twitter engagement, Facebook follows, website traffic, or email subscribes.
If your goal is bottom line conversions, monitor how many people convert into customers and identify where they’re converting (email, social media, Google, etc.). You could also keep an eye on how many people are visiting your product or service pages to learn more about what you offer.
Does it matter?
An integrated campaign is very important for building brand recognition and trust. Most leads won’t bite right away; they need to familiarize themselves with your values, products, and how you can improve their lives.
Digital marketing is vastly different from traditional marketing. If you ran a TV advertisement, for example, a potential customer may see it 30 times over a weekend to the point where they can recite it back verbatim.
On the internet, advertisements may only appear in front of someone for a second or two before they quickly scroll past. And digital marketing usually requires a lead to take some kind of action to learn more about your services or products before they even consider making a purchase.
An integrated marketing campaign can make sure the same people see your content multiple times.
Now that you understand what an integrated campaign is and why it’s so important, you can start building an automated email marketing campaign that integrates with other social channels. With so much data and tools at your fingertips, it’s never been easier to understand your audience and how you can help them solve problems.
Are you ready to learn more about personalized automated campaigns? We have an in-depth guide on automation to get you started.