7 Immutable Laws of Marketing Campaign Success – Part 4

It has to be fully integrated

With all the digital platforms available today, email, Google, Facebook, Instagram, Twitter etc, it can seem as if there are a myriad of different marketing techniques and message to try and master.

In truth, things are a lot simpler than it seems, providing you ensure your technology and message are both fully integrated and coherent.

By looking at each platform as a stand-alone opportunity, you’ll end up with a fragmented and at times haphazard marketing campaign. This causes you message to be fragmented, which is confusing to your target audience. A confused mind says no, and takes no action.

Without a properly structured and integrated marketing approach to all the platforms you choose to use, you’ll struggle to determine which parts are working and which parts are simply sucking time and money.

The direct effect of this is a reduced ROI and the inability to properly assign the right ROI to the right medium.

From a technology perspective, it might take a couple of hours to get everything linked up and in sync, but as you run your campaigns this will save you from hours of manual intervention. Manual intervention is also unreliable, which undermines the effectiveness of your campaigns.

Your integration needs to take three things into account:

1 – Fully integrated media types

Ensure there is a coherent message between all the media types you use, Email, Social, Web, Print, Direct Mail

2 – Tech integration between platforms.

Ensure there is clear hand-off between the different platforms, CRM, Facebook, Google, Twitter etc…

3 – Tight integration of Marketing, Sales & Operations

You can have the greatest marketing campaign ever conceived, but if your sales team isn’t properly briefed, or operations drops the ball, your success and ROI will be diminished.

With a fully integrated approach to your marketing – Integrated across all platforms, media, technology and business functions, you’ll dramatically improve your chances of success.

You’ll ensure there is a consistent message, no matter how someone comes across and interacts with your business.

You’ll be able to track every sale back to the media or ad spend that brought that customer to you.

Through a coherent, consistent message to your target market, you’ll increase your conversion rates at every stage, which guarantees a greater and more predictable ROI.

Litmus Test:

Is your message uniform across all media and platforms and being delivered consistently?

Pieter K de Villiers

Author: Pieter K de Villiers

Pieter K de Villiers is slightly obsessed with systems. The systems and process automation he builds for small businesses are transformative, to say the least. Pieter is a Co-Founder of Barefoot Digital and the Amazon best-selling author of “Barefoot Business: 3 key systems to attract more leads, win more sales and delight more customers without your business killing you”.