Build an Integrated Marketing Campaign: Enough with Shotgun Marketing

I’m going to give you a few tongue-in-cheek marketing definitions for thought:

E-mail blast:  A desperate attempt to reach my customers because it’s been two months since I’ve communicated with them and I have something AMAZING to tell them.

Last minute ad buy:  I realize that I’ve never purchased an ad in this magazine before and that I have no intention of ever doing so again but this FEELS SO RIGHT.  And it’s 85% off the rate card. 

Setting up your blog:  I’m going to put this word “Blog” up on my website navigation bar and then I’m going to write “Coming soon!”  And then I’m going to promptly get busy with everything else I have to do and NEVER WRITE A WORD.

I have some advice: stop wasting your time.

I know, I know.  It’s a little harsh.  But you have a marketing plan.  Stick to it. - Develop it. - Enhance it.  But don’t start using the scattershot techniques and hope that someone, somewhere will find you.   None of these practices are going to get you anywhere fast.  And measuring the ROI of these tactics?  You’ll never get there. 

Let’s take a look at some cold, hard truths:

• There are scores of information on ad frequency.  Some say people need to see an ad three times for it to stick.  Some say seven.  Some go as high as twenty.  And what about the competing ads?  Your customers’ brains are so jam-packed with images, words and ideas.   You think that a “one and out” deal might reach them?  You’re throwing your money away.
• Email open rates vary by industry.  Nonprofit faith-based e-mails have an average open rate of 25% while marketing/ad/PR agencies average around 13%.  Click-throughs are even more challenging.  Don’t spend your time doing one email blast without following up or without nurturing your prospects.

• 77% of internet users read blogs.  Small businesses with blogs generate 126% more leads.  Companies that have blogs have 97% more inbound links.  Start writing, cha-cha.  (All statistics, thanks to this fabulous infographic.)

So what? 

Developing an integrated marketing plan, and utilizing integrated marketing services is the best (the BEST) thing you can do for your business.  Marketing is a vital component of your overall business plan and you should take some time to create both push and pull marketing tactics.  Really.   Today.  (Or, at the very least, tomorrow.) 

What are your current marketing strategies? How well are they working?