Why should your company strive for better integrated marketing? The marketing world has changed from recent years from simply radio, newspaper and television advertisements. In a reality where the Internet and social media is a large part of our lives, companies need to integrate their efforts to get their message out to the world.
Better integrated marketing is something successful companies have been striving for to communicate their message.
With fewer people using traditional media, it can leave companies confused as to how to now talk to their target audience about their company. Here are five ways for your company to use better integrated marketing to send your message.
1. Know your audience.
Depending on the product or service your company offers, there’s a good chance that there is a specific type of person that you are trying to get to buy it. People are so different; narrow down characteristics of the type of person in the group to which you’re trying to sell. Conceptualize the ideal person you think best enjoys your product. Would a man or woman be more likely to buy it? What generation or age range does he or she belong in? What are his or her life goals? What are certain lifestyle factors that would result in their interest in your company? Are they more likely to be on social media or traditional media? Which media are they most likely to use? Instead of trying to reach everyone in the world, keeping to a narrower group of people will be more effective and more personal to those you are trying to reach.
2. Keep to a few channels that you know best.
We’ve heard the saying before that if we spread ourselves too thin, we’re not giving our best and the results will show it. The same goes for social media and other media channels. If you as a company are on every social media channel, it can get very time consuming and you may not be able to produce good quality content on any of them. In addition, working on a channel that you aren’t familiar with, or as experienced with, will show. For example, if you feel you’re most familiar with Facebook and Instagram, but lacking with Twitter, people on Twitter will notice that you don’t know what you’re doing and will think less of you as a company. Instead, focus on those channels that you can navigate and post content in such a format. People will see that you know what you’re doing and be more likely to look into your company.
3. Maintain consistency.
As a company, you need to keep everything consistent among your marketing channels. Make sure that as your company is developing content for its various media channels, you keep the overall message and goals the same. People appreciate having an idea of what to expect when they see an ad, post or video by your company. In addition, keeping the theme and tone of your marketing content similar will give your audience a sense of who you are as a company, giving it its own personality.
4. Lead viewers somewhere.
Whether it’s purchasing your product or service, bringing them to your website, or simply getting them to talk about an important issue, lead your viewers towards a goal you want them to do. You could be posting article links to relevant information in your industry, but there is no guarantee they will go any further. Get them thinking about buying your product without the obnoxious “Buy Now” in big letters. Encourage them to talk about an important issue that you’re advocating. Show them that there is something you would like them to do without seeming pushy.
5. Collaborate with YouTube content creators.
One of the biggest but less talked-about media channels is YouTube and YouTubers (independent content creators using a YouTube channel), leaving room for opportunities of better integrated marketing. While posting a video commercial on your company’s own channel would enable people to re-watch your commercial if they wanted, there is much more you could do on YouTube. YouTubers, formerly known as vloggers (video bloggers) when YouTube started gaining traction, have an audience that listens to what they have to say. The biggest sources of income for these YouTubers are AdSense money and sponsorships. AdSense gives YouTubers the option of getting money for every time a viewer watches the entire ad that was placed before their main video. Sponsorships would have the YouTuber talk briefly about the company and what they offer or integrate the product into their video, depending on what the product it and what kind of videos the YouTuber creates. Viewers will more likely listen to your company’s message if it is being channeled through someone they already like.