We’ve all heard about the dangers of putting all your eggs in one basket – and in the world of social, it couldn’t be more accurate. If a brand is investing heavily in organic social while its competitors are dialing up their influencer campaigns and paid spend, keeping up will be a constant challenge. Staying competitive, resonating with the right people, and creating a more holistic and authentic presence on social media all leads to one approach: integrated marketing.
Integrating marketing can mean a lot of things. Deciding on what it looks like for your program is the first step to success, and getting started is the second. Remember: you don’t have to do it all. Select your marketing channels based on your goals, not the other way around. At Social Tribe, we’re experts on all things social – including organic, creative content, influencer, and paid – and we let your program’s priorities inform our strategic recommendation for how much time should be spent on each piece. So, how do you know what integrated marketing should look like for you? A deep dive into your audience, of course!
Know Your Audience
The first step to any integrated marketing campaign is to dig into the data to identify your target audience. At Social Tribe, we start with our social listening and audience profiling tools to determine:
- Key demographic data about your audience
- What they’re interested in professionally and personally
- Where your audience spends most of their time on digital
- The type of media they consume
…and a lot more! From here, we can design an in-depth audience persona like the one below that lets you know who you should be targeting, and how. That’s step one to building a successful integrating marketing campaign.
Understand How to Reach Your Audience
Now that you know your audience, it’s time to determine exactly what engages them. Let’s say you want to drive brand awareness. You know that your audience is interested in industry trends and thought leadership content, so what’s the best way for you to reach them? Would your target audience resonate more with a trends-focused video featuring your CEO and a credible influencer, or an interactive asset that lists out the benefits of the new tech? Maybe it’s both – maybe it’s neither. Understanding how to reach your target audience will ultimately dictate what your integrated marketing campaign looks like at the execution stage for each of your marketing channels.
Nail Down Your Messaging
Creating a plan that works seamlessly across multiple marketing channels, such as influencer, paid, and organic, is no easy feat – but the right approach makes it possible. Identify your high level, big picture messaging and let it trickle down to all of your marketing activities. Picture this: you have an upcoming product launch. What happens if your owned channels are saying one thing and your employees or influencers are saying another? Alignment is essential. Here’s an example of how it comes together:
Communication is Key
Juggling multiple activation ideas and activities at once can seem like a lot if you don’t set clear expectations for your team. If your integrated marketing campaign touches multiple groups within your marketing structure, make sure they’re all aligned on the deadlines so that your content goes out how and when it needs to. From there, you’re ready to put your plan into motion!
Get Started Today
Understanding your audience and what resonates with them is the key to a winning integrated marketing strategy. Start there and follow your findings to create compelling content and a story that engages. If you’d like help learning about your audience, our team of digital experts is always ready to assist!