3 Keys to Integrated Digital Marketing
You know it’s important for your company to speak with “one voice.” But with all the online platforms available today, how do you do that consistently and effectively?
Boil it down to these three essential tasks:
1. Take a comprehensive approach. Review your goals for the year and determine which online channels will help you achieve those goals.
2. For each online channel, develop a set of communication goals, strategies and tracking tailored for the medium.
3. Make your website the hub for all your efforts, defining how each of the other channels fits in that framework.
Here’s an example of how it can work. You pick a social media platform where you can reach your target audience. And via that social media platform, you continuously promote relevant content that’s hosted on your website. Your social media strategy should consider short-term goals and of-the-moment issues to increase engagement, while also allowing for the long-term, brand-building approach supported on your website.
Done right, an integrated approach creates a deeper brand experience and brings more and better sales leads to your company. In a future post, we’ll talk more about how to do that, exploring various forms of online media content and how they relate to an integrated digital marketing strategy.