Integrated Marketing – Get More Bang For Your Marketing Buck

Integrated Marketing – Get More Bang For Your Marketing Buck:rom Business 2 Community by Ashley Nea

In the wake of Google’s latest algorithm update, Penguin, marketers are on the lookout for new ways to drive traffic to their website. With the over-optimization penalty slashing some website’s rankings, it’s time to think ‘outside the box’ when it comes to online promotion.We’re living in the 21st century; and there are hundreds of ways you can market your business. If you’ve got the budget, radio, television, and billboard advertisements are great ways to publicise your latest products. But if your budget is more on the modest side, integrating the more affordable methods is certainly the way to go. Integrated marketing is a comprehensive marketing strategy, which involves combining a number of different techniques. Coupled together, these techniques help give you a rounded and often more successful campaign. Here, we look at four offline marketing techniques you should be using to help send traffic to your site:

Printed Advertisements

While the World Wide Web is playing an increasingly important role in for many people, we shouldn’t neglect the power of print. A well designed and well placed printed advertisement can do wonders for your business. Local publications are the best place to start, as this is where your main clientele will be based. Make the most of images, attention-grabbing headlines and an impossible-to-resist call to action. Many people are still traditional when it comes to printed adverts, so make sure you don’t alienate this client base. Use this advert to send people to your website with incentives such as a discount code or free delivery. Also make sure the design of your printed advertisement is consistent with your brand identity, to keep your overall marketing strategy recognizable.

Postcard Marketing

Once widely used, the power of postcard marketing should certainly not be underestimated. A personalized note to your customers can grab their attention, and remind them why they bought from you in the first place. Use the small space wisely, sticking mainly to bullet points and images as these will have the greatest impact. Drive traffic to your website with an irresistible sales pitch and targeted message. Keeping your postcards personal is a great way to encourage a purchase. You can track the success of your postcards by including a unique URL and tracking the number of visits. This will help you figure out if your technique is a success or not. If unsuccessful, you can simply alter the design or the message until you discover what works.

Direct Mail

If you have more to say than a postcard allows, a good old fashioned letter is a great marketing strategy. You can use this to promote new offers, products, or services; or even send customers to your new Facebook page. This will help you bring together many elements of your marketing campaign, as well as reaching out to your clientele. Some important points to remember include:

• Keep the letters informal and personalised
• Short, snappy sentences and bullet points are easier to read
• Images, subheadings and whitespace are important design features
• Call to action and body copy should be well thought out

Telesales

Another traditional marketing technique that can be used in your campaign is telesales. However, rather than just phoning up customers, direct them to your website or social media pages. For many small businesses, this personal approach is well received and could help boost your sales. Obviously this method won’t work for all businesses, so you should consider how likely it is to work for you. As long as you’re polite and know when to hang up, telesales could prove to be a great technique for you.
Ultimately, integrating your marketing is a smart strategy for all businesses, but especially in the aftermath of Google’s algorithm updates. Try out a few tactics to see what works best for you, and make sure you mix it up. The key, it seems, is diversity with your links and with your campaigns. If you’re looking to integrate your marketing with printed business literature, visit charterprint.co.uk. The trade printers are the perfect people to give your mail shots the competitive egde.
What integrated marketing tactics do you use in your small business? Share your small biz diamonds in the comments section below.
Have a successful day!
Image provided via charterprint.co.uk