Are you like most successful business owners and looking for more time in your day? Your to-do list fills up quickly, and marketing is often one of the tasks that falls by the wayside. There are customers and employees to manage, bills to pay, and plenty of administrative tasks that seem to trump marketing. But what if you had one tool that made it all easier? Marketing integration is that tool, and it can change the way you work.
Move Traffic in an Orderly Fashion
Out in the world, we have stop lights and directional arrows that keep us moving toward our goal. When it comes to marketing, you need to have that kind of direction in place too. Customers won’t move unless you tell them to move; but once you’re clear, they’ll move in the right direction all day long.
If you have an ad or post on social media, you want to drive the people who see that to your website offer. On the landing page, you either want them to buy your product or, if they’re not ready yet, sign up for your newsletter. Now, customers have seen a post about your product or service, visited a page that tells them more about it, and have received an email giving them even more information about why they need to buy from you. In that email newsletter, it will redirect them to a blog that tells them why to buy that product or service and how to use it to fulfill their needs.
This is how you drive traffic from one location to the next—and eventually the sale—using marketing integration.
Make Your Content Work Smarter
The best thing about all of this marketing integration is that you can essentially use the same content in multiple places. Let’s start with a blog. When you write a blog, it can be posted:
- First, on your website (with a clear call to action).
- On your LinkedIn profile, which shares it with your connections.
- On your Medium profile, where it can be picked up by people who are not yet familiar with you or your brand.
- In your newsletter as a short blurb that links to the full blog on your website.
- As a video, either with a person sharing the information or as a content video, such as on Lumen5.
You can also create a blurb to share your blog across all of your social media channels with a link that directs back to the blog itself on your website.
With just one blog, you’re now able to share it six different ways. Talk about some smart marketing integration!
The Key to Marketing Integration: A Content Calendar
If you want to do marketing integration well, you need to develop a content calendar (otherwise known as an editorial calendar). This is where you’ll lay out exactly what you’ll be sharing from week to week and where you’ll be sharing it. That way, you’ll have a clear plan of attack.
Build your calendar first based on upcoming events, such as holidays or back to school. Fill in the blanks with FAQs in your business, as those always create great content.
Before you know it, you’ll have a quarter, six months, or even a year mapped out. You’re ready to work smarter, not harder, with the power of marketing integration!
How Can We Help?
Ink & Quill Communications offers outsourced marketing solutions for our partners so you can focus on your to-do list and leave the marketing to us. We’d love to spend some time with you to discuss the challenges you’re having and how we can guide you to a better solution. Schedule a brief discovery call to get started.