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.
Marketing
October 6, 2015

Integrated Marketing: Three Tips to Get You Started

There is no shortage of marketing channels, online or off. But when you’re a small business owner with limited knowledge of the digital marketing industry, this can be overwhelming. What works well in print and television marketing, isn’t necessarily true for social media and search marketing.

One mistake many small businesses make when moving into the digital marketing space is failing to integrate their digital marketing efforts. While they may have spent a decent amount of time and money on a well-designed website, their social media channels might look like they belong to a completely different company.

Here are a three ways to better integrate your digital marketing strategy:

Pick your channels carefully

Not every business needs a Pinterest account. If your business is a consumer product start-up, Pinterest is an excellent marketing channel. However, if you’re a technology firm, marketing on Pinterest may distort your brand image. Rather than adding every new digital marketing tactic to your strategy as they pop up, take a look at where you can use your resources most effectively.

Maintain consistency

Your website should be the flagship of your digital marketing strategy. As you build your online presence outward from that point, your brand image should remain consistent on social media pages and search campaigns. On social media, your profile images, descriptions, and posts should all reflect the look and feel of your website. On search, your text and description should also mirror the voice you have created on your website. Maintaining a consistent image of your business online will ultimately increase your company’s credibility.

Integrate communications

Social media is where you’re going to engage with your audience the most. However, only about 20 percent of your posts should be self-promotional. otherwise you will look too self-serving and decrease your company’s credibility. That means you have to make the most of that 20 percent. Make sure your promotional posts lead back to your website. Likewise, don’t use search marketing to promote your social channels if the end goal is your website. Integrating your marketing communications to drive traffic to a single goal will increase your campaign’s effectiveness.

The world of digital marketing can be overwhelming. However, if you focus your resources effectively you can make a significant impact on your bottom line.

For more information about how to better integrate your digital marketing strategy Lori Jones today.

About this author

Lori Jones

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

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As marketers, our job is to conceive of and deploy strategies...
 
I often say that the best plans are those that change....
 
For millennia, humankind has been telling stories. Every culture, throughout history,...
 
As CEO of a mid-sized agency, I make what seems like...
 
Marketing automation is, according to industry  statistics , a $32 billion business....
 
50 of the Countries Top Entrepreneurs and CEOs Talk Strategy, Leadership,...
 
At Avocet we are keen strategists that spend our days coming...
 
Today’s consumers are inundated round the clock with literally thousands of...
 
To describe the agency business as “fast paced” is a bit...
 
Marketing is an ever-changing, ever-evolving business. It’s fast, on-trend, and won’t...
 
I’ve been in the marketing business for a long time. I’ve...
 
At its core, branding is about one thing: value proposition. Defining...
 
Let’s take a short survey. No pen or paper needed. Be...
 
Sometimes a good metaphor really crystalizes an important point. And, as...
 
Are you keeping up with constant developments and new tools in...
 
As a business owner, you may sometimes feel that you are...
 
You have been planning this event for months. You have it...
 
HubSpot’s 2015 State of Inbound Marketing Survey offers marketers some valuable insight into how the industry...
 
When was the last time your business held a meeting to...
 
The marketing world of today is much more complicated than the...
 
Successful digital marketing requires an integrated approach in order to be...
 
In small businesses, marketing plan development can make or break you. It is important...
 
Integrated marketing communication is a strategic marketing effort that has rapidly...
 
There is no shortage of marketing channels, online or off. But...
 
Perhaps one of the most time-intensive components of an integrated business...
 
As a small business, your success hinges on getting the word...
 
One of the most important strategies to integrate into your communications...
 
Public Relations, specifically media relations – that sought after, extremely important...
 
If you’re a start-up, your entrepreneurial plate is full. It’s fun,...
 
In today’s online world, the face of marketing is constantly changing....
 
Picture a chair in your mind. Now, imagine that all four...
 
In the agency world a large portion of your job is...
 
Yes, content is still king, but there are so many kingdoms...
 
We field many questions regarding the differences between customer segmentation and...
 
Ironically, this blog is about blogging. Many of you may be...
 
Most companies develop their marketing plans starting with the normal research,...
 
Have you sat on a bus recently or jumped on an...
 
Most of us have heard the phrase “content is king”, but...
 
Here are some highlights I wanted to share from the SMMW14...
 
Within the last couple years Facebook ads have taken off.  As...
 
In a role where I am consistently in need creativity, I...
 
Traditional or online, the most successful marketing entails every aspect of...
 
When you think of social media what comes to mind? Photos,...
 
1. Focus On Profit Margins Are you focused on selling products...
 
60 Second Read The fact is that you don’t need to...
 
Can LinkedIn be an effective lead generator for your business? In...
 
• One of the most difficult things for companies to do...
 
Our friends at  eMarketer  just published a handy infographic dubbed  US Digital Media Usage: A Snapshot of 2013 .  Today,...
 
We had the pleasure of recently attending the  BOLO 2012  conference this year...
 
“Don’t be afraid to give up the good to go for...
 
We all know that profitable businesses are built on customers –...
 
Providing the right content at the right time in the right...
 
Pinterest…it’s an image sharing service yet so much more and it...
 
• In 1999, The Cluetrain Manifesto documented what businesses would have...
 
• With recent reports stating that there will soon be more...
 
How do you get your message to stand out and resonate...
 
• After its poor IPO showing and with a need to...
 
• Over the past three months, Google has been refining its...
 
The  Avocet  team had the opportunity to participate in  Arc Thrift Stores  charity golf outing...
 
In today’s complex marketing landscape, it is increasingly difficult to capture...
 
• Believe it or not, the year is half over. Now’s...
 
Savvy marketers are constantly challenged with creating engaging content that resonates...
 
The New Orleans Times-Picayune announced that it is ceasing daily publication...
 
• In all business categories, the defining decision a customer or...
 
Consumers’ use of QR Codes is growing in popularity, up 157percent...
 
It can be terribly confusing – so many social media platforms....
 
The Facebook IPO rollout, hyped to be a huge success, turned...
 
• The late night master’s trademark can be used a great...
 
• Pinterest, the image-based social media network, is riding a wave...
 
Here is a great article from  Search Engine Land  that gives some great advice...
 
Here is a link to the new  video  produced by Bing that...
 
Recently, we came across a great  article  addressing how up to 94%...
 
July 2010 – Special Summer Issue: Cracking The Marketing Code Estimated...
 
June 2010 – Estimated Reading Time: 60 Seconds 60 Second Articles:...
 
May 2010 – Estimated Reading Time: 60 Seconds 60 Second Articles:...
 
April 2010 – Estimated Reading Time: 60 Seconds 60 Second Articles:...
 
March 2010 – Estimated Reading Time: 60 Seconds 60 Second Articles:...
As marketers, our job is to conceive of and deploy strategies...