Integrated Marketing Communications Strategy

An Integrated Marketing Communications Strategy is much more effective than stand alone strategies.

Many  companies run one of the programs below, and call it done.
If you or your marketing people are still looking at a single marketing tactic as a “campaign”, there is great news: you have an opportunity get a lot more mileage out of your marketing dollars simply by changing the way you think of a campaign, and developing a holistic integrated marketing communications strategy.

You should broaden the definition of a marketing automation campaign to include all of the tactics and other elements necessary to find and engage your prospects, and develop them into sales opportunities. Some may develop instantly, but many need time and continued communication. The expectation is that money and other resources spent on the campaign will result in more potential customers who are ready to talk to a sales person. In the high ticket, complex sale arena I’ve never seen a single campaign that could accomplish all of that alone. When you develop a strategic and comprehensive marketing campaign, you should take a close look at what you really want your prospects to do and how your marketing is going to help make that happen. This is where your focus should be – on the desired results first, and individual tactics second.

Here are some good questions to ask as you develop your own marketing campaigns. The first six are relatively common in developing good direct marketing programs-the last three take it further...

  • Who is your target audience?
  • Where can you find them?
  • What do you want them to do?
  • What can you offer that will be of great enough value to get them to do what you want them to do?
  • How many different ways can you make the offer?
  • How many chances will you give the prospects to respond? What will you do after prospects accept the offer?
  •  How many different offers will you need to make in order to get an acceptable number of prospects to become qualified leads?
  • When will you know a prospect is ready to be passed to the sales team?
  • How many sales-ready prospects do you need to generate to justify the campaign and consider it a success?
We know from experience and 3rd party research that most of the prospects you generate will not be ready to talk to a sales person. How will you maintain a relationship with the majority of your prospects if all you have is an ad campaign?
When you think about what you’ll do to advance the prospects after they accept the initial offer, you’ll be moving beyond mere demand generation and into a more complete lead generation effort or integrated marketing communications strategy– with powerful results. You’ll see that integrating multiple tactics produces a logarithmic effect.

An integrated marketing communications strategy can help you grow your bottom line.

    Testimonials

  • We are very proud of these actual customer testimonials, and we can provide customer references upon request...

  • "For the $500 a month we spend in Internet marketing with Integrity Internet Consulting we generate over $10,000 in monthly revenue - plus residual revenue."

    - Local Denver Service Business

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    - Denver Architect

  • Integrity manages my Pay-Per-Click program for the USA, the UK and Australia. We invest over $10,000 a month in our marketing and recieve over $100,000 every month in sales.

    We have now begun to implement a Search Engine Optimization program for a fraction of the PPC investment and are very excited to see the results!

    -International Retailer