Inbound marketing is proven to show astounding return on investment (ROI) - if that marketing targets buyers correctly and designs attractive content that guides them through the sales funnel. A vital action that boosts your overall inbound effort is integrating your campaigns.
Marketing integration is like throwing a good party. Invite the fun guests so word gets out, post it on social media, send out invitations, and call a few people as a reminder. All of these efforts end up creating a clear message people understand and remember.
Successfully Integrating Marketing Campaigns
It's the same premise with building a successful marketing integration, which is a strategic way to plan out your marketing campaigns so they tie together for maximum benefit. Failing to do this leaves certain campaigns twisting in the wind with no support, and marketing ends up with a mere trifle of the goal met.
According to Altimeter's recent report, 70% of marketers lack an integrated content strategy. When it comes to attaining goals and showing real results, this oversight costs marketing big. Three roll-on-the-floor-crying ways not integrating marketing campaigns negatively affect inbound objectives are:
Lacking consistency. Sending out a press release about a new product, offering a webinar presentation about a second product, and advertising about your new website launch fails to offer consistency in the form of repetitiveness. According to the LinkedIn Technology Marketing Community, developing a consistent content strategy is one of the top 5 marketing challenges. It's crucial marketers take measures to ensure the campaign message is constant and uniform across all communication channels. Create a cohesive effect with similar keywords and pictures. Otherwise, your efforts as a whole suffer.
Ignoring content that creates maximum impact. Not taking the time to reinforce the message ends with campaigns performing poorly or completely flopping. Aim to communicate your message throughout each piece of content, at each stage of the buyer's journey. A targeted audience that reads the same overall message more than once is more likely to retain the information, and be swayed toward a buying decision.
Disregarding potential cost efficiency. Undoubtedly, inbound marketing gives companies a big bang for their buck, but even the best content creation doesn't create strong ROI if it's disjointed and stand-alone. In addition to increased ROI, a steady, harmonious story told through different content offers cost savings in a number of ways. Using the same graphics more than once saves money in the design budget, and employing keywords and phrases across multiple channels saves money in the content budget.
Integrating marketing campaigns is a must if businesses want to reap big rewards in the forms of lead generation and customer acquisition. Committing to a consistent and thorough integrated message strengthens the reach of your message, empowers your strategies, and shoots positive results through the roof. Put some brain power into planning and integrating each and every marketing campaign!
