integrated marketing

Feb, 2025, Issue 7

By: R.Barriga

marketing is what connects you and your audience

But, what even is marketing?

Is it just an ad you run online, the content you publish on your social platforms, your website? The answer is yes, well technically it’s a lot more than just those previously mentioned pieces. It’s also your email marketing, your traditional printed media, and even broadcast advertising.

walk with me for a minute…

The word marketing means a lot of things to a lot of different people, but essentially it boils down to your reputation. Which is developed by your messaging and reinforced by your branding.

When you coordinate your efforts across all your printed and digital touch points it becomes a strategic approach that develops the face of your business. It represents you before anyone meets or sees a member of your organization.

Done correctly it aims to connect your advertising to your organic efforts. A consistent brand message across all of that highlights your purpose, what you stand for, and does it all in a positive light.

5 key pieces to properly execute your marketing efforts

Consistency - Imagine seeing an ad on TV, then visiting the website, and seeing an organic post on social media and they all have a different look and tone.. It would be very confusing!

Coordination - All of your channels need to work together, it’s not so much about all of them having the same message, but they should all have a similar goal. A piece of content could be developed to drive traffic to your website where the visitor can browse around a landing page, or a brochure could have a link that provides a helpful manual or downloadable file. (This is lead generation)

Focus - Good marketing stays focused on a target, most people think their efforts should be aimed at everyone, but that’s simply not the best plan of action. When you focus on everyone you end up somewhere in the middle but nowhere near the top, the key is to niche down to be able to focus on the guy who wants to be best, the woman who is focused on saving time, or the cautious individual who wants to make sure they stay ahead of potential problems.

Strategy - It’s not just about doing a little bit of everything and seeing what sticks. Integrated marketing needs a clear strategy outlining goals, specified channels, and a key message that communicates why your service, product, or cause is worthy of your targets time.

Results - For all of these efforts, there should be measurable results. Whether it’s to increase visits to your site, develop leads for your services, convert more transactions for your products, or generally boost awareness around your business or brand. Measuring what worked and what didn’t is how you refine and optimize for the future.

Engaging Your Audience:

Once you've attracted visitors, you need to keep them engaged. This is accomplished with attention-grabbing headlines and personalized content that is tailored to your target audience's interests.

Additionally, fast load times and easy navigation are key for keeping visitors on your site as a slow loading page will quickly turn away viewers. A proper menu with internal linking also ensures they can find their way around your site.

Lastly, compelling calls to action encourage visitors to take the desired steps, whether it's signing up for a newsletter, exploring your services, or making a purchase.

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Informing Your Viewers:

Clear and concise copy is essential to effectively communicate your message. Avoid jargon and use simple language that everyone can understand.

A logical structure to your content and information makes it easy to follow with the help of visual hierarchy. Start with headings, move on to subheadings, sentences, and bullet points if needed. This helps visitors scan your content quickly.

Consider these ideas and incorporate them into your website to generate more interest to your site.