Integrating Your Marketing Platforms to Maximize Your Reach

By Samantha KaramJuly 13, 2015

Only 22 percent of businesses feel they are successfully integrating their online and offline campaigns. That means 78 percent don’t feel successful, and I simply can’t have that. When you’re developing a marketing campaign, you have to make sure all of the components flow well. This means making your platforms as seamless as possible so you can reach a wider audience and produce an effective campaign.

Not sure how to make that happen? I’ve got you covered with these basic steps.

First, identify who your target audience is. Figure out the demographic and psychographic, and then determine the best marketing platforms to reach them. What magazines and websites do they read? What do they talk about on social media? You need to understand your audience and how they like being communicated to before you can deliver a message that will grab their attention. You can’t win over a Carli Lloyd crowd by talking about Jordan Speith.

Make sure all of your marketing platforms display the same message and theme to promote consistency. People need to see the same message at least three times for it to be effective. That means you need to distribute your message in as many ways as possible (Facebook, email, direct mail, etc.). But be careful not to overload them with your message — nobody likes being stalked by a pair of pants.

Do all of the pieces of your marketing puzzle fit together as a whole? Make sure the message in each ad is logically connected to the others, is understandable as part of the bigger picture and doesn’t contradict any other message in your campaign.

You can also figure out which platforms don’t serve your campaign well by tracking your ads’ performance. For example, if you’re targeting smartphone users, you’ll want to track phone leads. A call tracking provider lets you assign unique toll-free numbers to the ads on each of your platforms. By analyzing the number of calls each ad generates, you can determine which ones are and aren’t effective in generating calls (and therefore ROI). I like to call that a marketer’s dream come true.

Did I miss anything? Let me know what you do to keep your ads consistent across different mediums!

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