5 Tips for Building an Effective Integrated Marketing Campaign

Aug 14, 2018 | B2B, Branding, Digital, Public Relations

So you want to build the best marketing campaign ever with the greatest ROI?

Start by making your campaign integrated (read: cross-promotional). When you’re developing an integrated marketing campaign, think through your target audience’s every day. From morning to night, what are your target audience’s behaviors? Are they more likely to pick up a local newspaper, or check their Facebook feed? Watch their favorite sitcom on Hulu or listen to their local public-access radio station? An audience with identical demographics may share several of these behaviors. An audience with vastly different demographics may share even more of these behaviors.

Case in point: Gavin™ recently developed an integrated marketing campaign for The HealthyWoman Program of Central PA. At its core, the program serves women ages 21 to 64. That’s right— 21 to 64. Obviously the behaviors of most 21-year-olds are vastly different from the behaviors of 45-year-olds and 64-year-olds. This is why a strong integrated campaign is such an effective tool.

Tip 1: Mobile-first Website

At this point, everyone knows a website needs to be mobile-friendly to be successful. At Gavin™, we take this understanding one step further and design for mobile first. We understand smartphones are no longer luxury items, but part of our daily lives.

That’s why every website is designed for the optimal user experience on mobile.

For The HealthyWoman Program of Central PA, we created a sign-up form that was easy to read and complete using a mobile device.

Tip 2: Everyday SEO

Your website is only as strong as your SEO. If your target audience cannot find your website, it might as well not be there. This is why we monitor every client website every day at Gavin™.

From a website’s setup to its launch and beyond, our digital specialists monitor audience behavior to determine what brings users to a site.

When we built HealthyWomanProgram.com, we incorporated not only keywords throughout the pages, but also set up a blog to consistently update audiences on trending topics and established pay-per-click campaigns with Google Adwords.

Tip 3: Credible Public Relations

What will drive audiences to your website? Email marketing and social media are excellent strategies, particularly because your business or organization can control the message on both platforms. But they might not reach every audience.

Public relations efforts can reach a socioeconomically broader range of audiences through community-access channels, free weekly newspapers, trade magazines and niche blogs.

Most importantly, published articles and broadcasted segments can bolster your organization’s credibility and help position your team as industry experts.

When your target audience sees your brand name in print or hears it online, they’re more likely to Google it right away or remember it later. And when you work with our team, we ask the media to directly link your brand’s mention to your website.

Tip 4: Targeted Social Media

So you’ve gotten a national blogger to tout your brand’s story? Spread the word! Social media is a great platform to build upon your credibility, whether by sharing PR clips or your own blog posts.

Because you control the message here, you can choose what you want to share, when you want to share it. You can also choose how you want to engage your audience, whether with a photo contest or a “call now” ad.

What we at Gavin™ love most about social is the opportunity to advertise to direct audience segments. With The HealthyWoman Program of Central PA, we’ve been able to target 21- to 64-year-old women interested in health care in central Pennsylvania. When you’re able to pinpoint your target audience by not only age, gender and geographic region, but also shopping and behavioral habits, you have struck marketing gold.

Tip 5: Email Marketing

With all the attention garnered by social media today, why bother with email marketing? Because in order for your message to reach its intended audience on social media, that person has to open an app or head to a website. You can’t count on audiences to scroll through news feeds every day.

Email marketing, however, arrives in an inbox. Even if your intended audience doesn’t open the email, they’ve glanced at the sender and subject line, reminding them of your brand presence.

If they open the email, click throughout your website or share stories on social media— bonus!

Email marketing requires a long buildup over time. Gathering subscribers can require substantial effort in and of itself — clear call-to-action buttons on social media pages and your website, and paper sign-up forms in offices or at events can help grow your email audience. The rewards are great, however, since most subscribers have already shown interest in your brand in signing up for your e-news.

What’s more, with email marketing, your business or organization can segment its subscriber lists. So, for example, an e-newsletter The HealthyWoman Program sends to its medical providers may not include the same content as the one it sends to current patients. Sending information relevant to each party will only increase open and click-through rates.

At Gavin™, we listen to our clients’ needs first, then build a campaign to meet those needs. If you’re considering an integrated marketing campaign, talk with us. We can guide you through best practices and make recommendations that will bring the best ROI to your brand.