By Rachell Newburn

In a previous blog post, Integrated Marketing: More Than a Buzzword, I discussed the importance of implementing a strategic integrated marketing campaign. In basic terms, this means that you need to ensure your customers are hearing the same messages from you across all of your marketing channels.

There are a lot of moving parts in your integrated marketing campaign. You will need to strategize how best to use your website, blog, Facebook, Twitter, Instagram, company newsletters and even e-invites to events to get your message out. Clearly, social media outlets are the “buzzworthy” places where your customers are interacting with you. However, keep in mind that you still need to engage in traditional media, like print, radio and TV, for a well-rounded marketing/PR effort. This strategy can be so overwhelming that it becomes the last thing on your to do list … which we all know means it’s the least likely item to check off! Here are some steps that can help you become a strong brand ambassador across all channels.

Let’s say that you would like to promote an event that your business is hosting.

Start by writing a long-form blog post about the event, including event details and expanding on why you are holding this event and why people should attend. Now, you’ll consider this the foundation upon which all of your other content will be pulled from.

Next, modify the blog post for Facebook. While you have over 63,000 characters to work with on Facebook, you definitely do not want to use them all. Your Facebook users read in chunks, and it’s been proven that shorter posts get more likes and shares than longer ones. Do your best to limit your Facebook post to 80 characters. Yes, 80! The idea here is not to give away all of the information, but rather to entice your reader to click on a link that will go back to your blog or event page to learn more.  Oddly enough, the Twitter sweet spot is around 100 characters, which is more than Facebook. Just like Facebook, write something compelling to encourage your followers to engage by visiting your event page and signing up. On Instagram, you’ll find the best way to communicate is through an interesting image with a short caption to accompany it.

Next, take your blog post and formalize it into a compelling press release. This can be posted to your website and pitched to local print, radio and TV media. Ask the media to publicize the event (many outlets have community calendar listings), offer an exclusive interview with an executive and invite the media to cover the event. Finally, create an email invitation to your mailing list or customer base. This is a great tactic for reaching the people who may not regularly engage with you on social media channels.

It’s true that a cross-channel marketing campaign will take a little bit of time to create. However, by posting the same thing in a slightly different way across those channels, you will be able to maximize the interaction on that particular platform. The goal is the same: Get people to the event!

Bottom Line

If you take the time to strategically reach out to your customers and clients on a variety of platforms, you will see results. Using a step-by-step process, you can easily modify your message to reach the maximum amount of people through social media and traditional marketing/PR channels. This is the second of a series of articles dedicated to integrated marketing. Stay tuned to future blogs to learn more about how to create an integrated marketing campaign that aligns with your business’ growth goals.


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