Small Business Integrated Internet Marketing Campaign Management
Running a successful integrated internet marketing campaign is never fully complete as throughout the entire process additional data is being collected from the various campaign channels that will help to improve its over all performance.
Behind every successful integrated internet marketing campaign are key components that need to work together effectively. For small and medium-sized businesses (SMBs), it is even more important to consider all of these key components in conjunction with one another in order to effectively increase revenue with their digital marketing campaign strategy.
Outlined below are several of the most important components that make an integrated marketing strategy successful.
1. Fully Responsive Website Design
This is the foundation for all your marketing strategy. If your marketing was a state, your website would be its capital. Your website is by far the most important component of your digital marketing strategy because this is where all the traffic you have been working so hard to generate will lead customers to. For your website to be a lead and conversion magnet it must be:
- Mobile Responsive: This means your website must look good on any device, be it PC, Tablet or Smartphone. In fact, recent data shows that upwards of 94% of people in the US search for local information on their smart phones.
Below are some helpful tools that may help you become more mobile-friendly in Google’s eyes:
- Be consistent: Your website must convey your branding and messaging to harmonize with your other marketing materials and channels. It must be consistent with your social media pages as well.
- Speed: People have short attention span and if your website takes too long to load, your bounce rate will increase dramatically. Nobody wants to spend the whole day waiting for your website to load, especially when your competitors’ loads much faster.
Believe it or not, Google also provides tools to test your site in order to determine its page load speed, while also providing improvement tips once the test has completed: Google Page Speed Insights.
2. High Quality, Targeted Content
Content is almost as important as having a website, if not more.
Your content is what drives traffic and engagement with your brand. Without a plan to provide high quality content consistently, your integrated internet marketing strategy will be lacking and very likely unsuccessful.
There are various types of content you can create to optimize campaign performance, such as blog posts or articles, case studies, videos and Infographics. If you’re just getting started (or a content marketing veteran), take a look at our Content Marketing Goofs infographic.
However, regardless of the type of content you decide to create, in order for it to achieve its desired result, your content must:
- Be original: Nothing turns off potential customers when they see plagiarized content. They will immediately lose trust in your company and this will ultimately affect your company’s reputation in the long run.
- Provide Value: People hate being sold or marketed to. As a company, you might think the most important aspect of creating content is to talk about yourself or your products or services, but in order to truly be successful with your integrated marketing plan, you need to provide value.
You need to create content that people will see so much value in it they will be compelled to share it with their own circle thereby creating an online word of mouth. By providing value, you also position your company as an authority in your niche and this will generate more traffic to your website in the long term.
- Reflect your brand:Your content must reflect your company’s values. People do not buy products; they buy brands and your content must reflect that. Your brand is not just your logo or your colors, it is the emotion you evoke in your customers by the quality of information that you provide to them and the resulting trust and confidence that is generated. This is what builds brand loyalty.
Just as direct mail was used by marketers before the advent of digital technology with great result, so has email been used in recent years with tremendous results.
Although email marketing may not receive the same level of hype as such relatively new internet marketing channels as social media, it is one of most effective ways to keep in touch with your prospective customers and to direct them through the sales funnel with what is called drip campaigns.
As you will see from the chart below, with open rates exceeding 20% and click thru rates of more than 3.5%, email marketing proves to still be an incredibly effective medium.
Some of the benefits of incorporating email marketing into your overall strategy are:
- It helps you stay in touch with your current or potential customers
- It is a source of revenue as you can upsell or cross-sell current customers
- It helps you convey your brand messaging and USP quickly and easily
- It is fast and effective
Once again, if you’re an industry vet or newbie, we provide strategies to Maximize your Email Marketing Dollars.
4. SEO – Search Engine Optimization
People use search engines to make informed decisions when either making a purchase or choosing which firm to use for their service needs. For your company to rank high in the search engine results, you need to have a good SEO strategy in place, which means that SEO is also a vital component of any integrated internet marketing strategy.
In order to achieve optimal SEO campaign results, one of the first strategies is to incorporate relevant keywords into your website content and blog posts; optimizing for SEO needs to be considered at each and every stage of the lifetime of your website as well your marketing campaigns. The content generated for all channels needs to be consistent so that when an email recipient or a website searcher lands on your site, they see a direct match to the content that they are expecting to see.
Without creating this consistent message and driving website visitors with the negative effects will be two-fold: marketing dollars will be wasted since the website visitor being marketed Product A is seeing details on Product B and since there is little or no relevance, the website visitor will very likely leave, or Bounce, from your site very quickly.
You can start by researching keywords that relate to your industry and then specifically your niche and see what other people are searching for with free tools like Google Keywords.
5. Social Media Marketing
This is by far the most effective way to generate online word of mouth for your brand. Social media platforms like Facebook, Twitter, Instagram and Linkedin can help you connect directly with your customers. With these platforms, you can perform customer service and also get customer reviews which can have a positive influence other potential customers’ purchasing decisions.
Social media channels are also effective in driving traffic to your website with advanced ad targeting options. With platforms like Facebook, you can remarket to people who have visited your website, thereby increasing the chances that they will buy from you. You must also ensure that you use social listening tools to be aware of what consumers are talking about in order to address their needs directly and keep track of your brand image (online reputation management).
6. Paid Marketing
To get more traffic to your website, you need to invest in paid advertising or search engine marketing.
Paid ads include Google Adwords, PPC and Display ads. There are many advantages of paid ads including:
- Speed: PPC ads can be launched quickly, bringing in targeted traffic and qualified leads to your website, unlike organic SEO that takes the time to build up.
- Testing Capabilities:Because paid ads can either be on search engines or banner ads on websites and blogs, you can reach a lot more people cost-effectively especially if you choose pay per click ads. Another benefit is that it provides highly targeted website traffic.
- Reach: PPC is a great way to provide low-risk testing for keywords, enabling you to determine if a full site optimization campaign is worthwhile. It is also great for landing page A/B testing, allowing you to direct traffic to your choice of different pages of your site in order to find which pages convert at the highest rate.
7. User Experience
Your company’s website design should play a major role in your integrated marketing strategy.
Things like usability, navigability and accessibility will determine your conversion rate i.e., the amount of people who enters your sales pipeline directly from your website’s landing page.
Once again, likely no surprise, but Google places heavy emphasis on a site’s usability when it factors your site’s search engine ranking. In addition, to the previously mentioned mobile responsiveness, Google will also emphasis SSL certificate (as a potential site security factor) and existence of popups and how it effects content access.
In a more direct factor for usability A/B testing should be deployed in such components as email campaign content as well as landing page calls to action.
A/B testing, in its simplest form is a strategy whereby multiple versions of marketing content is generated and tests are performed with small audience segments to determine which content version provides optimal results prior to delivering this optimal campaign to the wider audience.
Examples of A/B Testing can be:
- Email subject line content to track open rates
- Email content to track click thru rates
- Site landing page content and/or calls to action, and
- Banner ad versions to track response rates
8. Lead Management and Lead Nurturing
The major objective of every marketing campaign is to generate leads and to nurture them into customers. Converting leads into paying customers should be the ultimate goal of every SMB and this is done through a lead management strategy, the finer points of which can be found at our Lead Nurturing post.
Webinars are online seminars that should be integrated into your digital marketing strategy. It is very important to add webinars because it helps to position your company as a thought leader in your industry. By continually educating consumers in your SMBs industry, you can build trust, increase web traffic and brand awareness, and eventually generate leads.
10. Video Content
If pictures are worth a thousand words, imagine how many words a video is worth. It is essential for you to add video into your marketing strategy. It is a well-utilized conversion strategy to add explainer videos to your landing page because videos are easily assimilated. Videos can also easily be shared via social media channels causing virality to occur which increases your website traffic.
11. Marketing Automation
Marketing automation lets you automate a lot of the components that we have outlined above. At the heart of every successful digital marketing campaign is automation because it allows you to quickly test different variations of your marketing materials and gives you real-time insight into what is successful and what it isn’t.
17 Benefits of Marketing Automation can be a bit of a primer for you if you’re unfamiliar
12. Customer Intelligence
Your digital marketing strategy will not be complete if you do not take customer intelligence seriously. Knowing exactly who your website visitors are is the fastest way of converting anonymous website visitors into leads and then into customers. With tools like intercom.io, you can easily get insight into who visits your website, their location and their demographic, helping you refine your target audience and also helping you fine tune your messaging and CTA to suit them.
13. Campaign Performance Analytics
Another crucial component of an integrated marketing plan is analytics. Without measurement, SMBs have no real way to track what is working and what isn’t. Free tools like Google Analytics help you monitor your website traffic, where they are coming from and it also helps you monitor if they meet the conversion goals you have set up. The availability of data is paramount to maximizing your return on investment.