An integrated marketing strategy is something most businesses would say they want because it sounds good. However, many are not really sure what that is, what it looks like or why you need one.
An integrated marketing strategy is an approach that delivers a consistent message across all marketing channels. Its objective is to insure that your target market receives the same brand image and message about your goods or services, no matter where they see it.
Here are examples of marketing and branding a business might use:
- Business Logo
- Business Cards
- Promotional Brochures and/or Flyers
- Online Business Directories
- Social Media Sites
- Magazine/Newspaper/TV/Radio/ ads
And this list can go on, and on depending on the business…
In theory, it sounds pretty simple. In practice, it can be surprisingly difficult. Especially if your implementation is fragmented and different people/vendors complete various components. Consistency in colors, fonts, text, graphic styles and message are more difficult to integrate.
The Single Service Provider
The right service provider requires a diverse set of skills. These include web design, graphic design, branding, search engine optimization and social media marketing, just to name a few. Working with the right firm provides the opportunity to develop a branding and marketing strategy that is consistent across all marketing channels before you begin. To find the right service provider, make sure to research your options. Look at their past work, look for reviews or comments on the quality of their work and ask questions.
Start with a common vision of what you are trying to achieve. Whether your organization is large, medium or small, the key is to make sure that all decision makers share and agree upon a similar vision of what you are trying to accomplish and why.
Identify your current position. Quite often, a business will already have one, two or more of these components in place. This requires analyzing the quality of the existing components/materials and determining whether they can be integrated with the overall vision or whether they need to be altered or replaced.
Identify the channels you will use to communicate with your target market. Where will you need to be so that wherever your potential customers look, you are there with a consistent brand appearance and message? This doesn’t mean that you need to be everywhere, or be all things to all people, it just means that you should prioritize your efforts so that the largest part of your target market gets your message.
Plan for the resources you will need. An integrated marketing approach needs to be worked consistently and across all channels which requires coordination and effort. When you look at failed marketing strategies, as we often do, you find that a top reason they fail is due to a lack of priority. Other factors come into play taking focus away from the plan. Consistency is not easy. One approach many clients use, especially smaller ones with limited resources, is to outsource part or all of the program. This not only brings additional resources to the table, but also objectivity/accountability and specialized skillsets.
Consistent monitoring and occasional tweaking are necessary. We continually refer to the old adage “if you don’t measure it, you can’t manage it”. Successful programs always monitor their implementation, measure their success, and make “tweaks” as necessary. Marketing is never a “set it, and forget it” proposition.
The bottom line is that working with a single qualified service provider to guide you through this maze of tools and techniques is more cost effective, more consistent, you have a single point of contact which reduces confusion and finger pointing, and it typically results in a more cohesive approach with better outcomes.