Have you ever had difficulty remembering someone’s name? There are many strategies to improve memorization, but one that is often recommended is saying the person’s name twenty times in a row. The same concept can be applied to building an internet marketing strategy. It’s not enough to create a message and share it only one time. The likelihood of our audience seeing the message, retaining it, and reacting to it is low. To gain the most from an internet marketing campaign, it must be far-reaching and use multiple channels. This concept is called integrated marketing, and when it’s implemented properly, the results are tremendous. Here are a few key steps to consider.
Identify where your audience hangs out
One of the first steps for creating any marketing campaign is to identify our audience. We need to know as much about them as possible. Find out who their influencers are, what media they read, where they get their information, and who and what is important to them. This information is important when writing our messages and calls-to-action. It’s also important for choosing the channels for the internet marketing campaign.
Integrate multiple channels in the campaign
An integrated campaign should include major channels such as Google Adwords and Facebook, as well as more personal channels, such as a company blog. Just as in the scenario above, our audience needs to see our information multiple times before they take action. Consumers rarely buy on impulse and instead conduct extensive research before making a purchase. By choosing multiple channels, that are important to our audience, we align our business with what is important to our audience. We are also contributing to the information that appears when a consumer researches our business during the buying cycle. By using multiple channels, we are distributing quality content about our business and products.
Use storytelling and repetition
Content and repetition are key to remaining top-of-mind with our audience. Integrating multiple channels in an internet marketing campaign offers the opportunity to tell your product story. The marketing message should be consistent across channels, however, the context in which it’s shared needs to fit the channel and capture your audience’s attention. For example, sharing the message on Facebook will be different than how it is shared in a blog post.
The number of channels available to share our messages is growing every day, and at the same time, our audience’s attention span is shrinking. If we want any chance of our message reaching the audience and moving them to action, we have to synchronize the message across multiple channels.