Integrated Marketing expert, Lori Jones, is obsessed with the outcome of every program her company, Avocet Communications, creates. I&I provides insight on how you can ignite your sales through integrated marketing, advertising, public relations, social, and digital story telling. We hope these posts make you think, spark some “aha!” moments, and illustrate just how important a truly integrated communications strategy – and a solid, inspired brand presence – is to success and longevity.
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August 22, 2018

Define the SOLUTION, Target the CUSTOMER, & ENGAGE your audience: The Core of an Integrated Marketing Strategy

At Avocet we take an integrated approach to every marketing strategy we put in place. We don’t JUST design a website. We don’t JUST do media relations or JUST maintain our clients’ Facebook pages. To effectively grow a brand, to strategically make a brand in demand with the audiences that matter most, and impact the bottom line, you must have strategies that build upon each other and support and connect throughout your brand’s core messaging.

Every marketing tactic – whether that be PR, digital, advertising, social, collaterals, or media relations – must function in three key areas:

  1. It must define and differentiate the solution your brand provides. Remember: your customers don’t buy what you make, they buy the SOLUTION you provide. Put simply, how does your product or service help make someone’s life better or easier?
  2. It must speak directly to your customers. We don’t let our clients spin their wheels by casting too wide of a net. We do our research and create lists of core audiences that are laser focused and built upon an understanding of what those customers need and what their concerns and pain points are. It is from there that we are able to formulate a marketing strategy that makes our clients – the services they provide, the product they sell, the solution they offer – relevant and relatable.

We also take a deep dive into their competitors so that we understand what their customers are looking at, what they might be buying, and from that knowledge we craft strategies to intercept that interaction in favor of our clients.

  1. It must engage your customers. It’s one thing to know who you’re wanting to sell to, it’s quite another to truly engage and connect with them in a way that creates loyalty, brand affinity, and an army of brand ambassadors that will willingly help you grow your business. That engagement must involve your company across all its departments: customer service, sales, marketing, and even the C-suite. And, equally as important, that engagement must be authentic and genuine.

On a recent episode of the Integrate & Ignite podcast, I interviewed David Dupont of TeamSnap. He and I talked about this very subject and he shared how he approaches marketing from these three perspectives and how they have helped grow his brand. Listen here.

About this author

Lori Jones

President & CEO - Avocet Communications. Increasing Customer Acquisition Through Integrated Marketing Communications

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