How to Implement Integrated Marketing in Your Organization
by Debra Harrsch
Marketing covers a lot of territory these days, and it’s easy to get confused about what you should do and when – never mind the abundance of tools to help you execute your ideas. Perhaps more important than making all those individual decisions is launching your marketing activities with an integrated marketing approach.
An integrated marketing approach ensures that you provide a consistent experience with your brand to your customers. Think about it. If you deliver multiple messages across marketing channels, you’ll confuse your customers instead of achieving brand awareness or the leads you need to meet your revenue goals.
Integrated marketing always starts with your messaging
Whether you’re selling a product or a service, marketing always starts with your messaging. Your messaging must be targeted and remain consistent across every marketing channel from your website, to email marketing, to advertising, to social media, and across all of your content assets. It’s not until you have the messaging for all your buyer personas nailed down that you build out the engine to drive your marcom plan.
Building an integrated marketing plan
I love analogies, and I think about integrated marketing plans in terms of a car engine. There are many moving parts in a car engine, and we all know that a car will not work if a part of your engine is either missing or not working properly. You can’t move forward if every part of that engine isn’t running smoothly.
The same thing is true of integrated marketing plans.
You’re building a marketing engine to accelerate your business. In creating your marketing engine, you’ll need to assemble all your marketing choices and assets into a cohesive plan. You want to make sure all parts of that engine – from your social media and website to your white papers, case studies, videos, and podcasts – are working together to propel your business forward.
And you need to remember that while you can build an engine, you can’t expect it to drive anywhere unless you maintain it. It will need oil and gas (or electricity), and it will need to be monitored and tuned-up periodically.
Marketing is the engine that will take your sales team to where they need to be
You’ll maintain your marketing engine based on shifts in market trends and on what your sales team is saying. The business development team is closest to your customers. Because the marketing department isn’t always in the room when sales is doing their pitches, it’s essential to have ongoing conversations with them. Open communications allow you to understand what sales is seeing and what kinds of questions the customers are asking. One of the most beneficial moves any marketing department can make is to work together with the sales team.
(I find that going to trade shows with our customers and listening to them pitch is incredibly important, and it helps laser-target their marketing campaigns.)
Engine building sounds complicated
Do you need to build a turbocharged marketing engine to get started?
No. I think the best integrated marketing plans start simple and grow from there. We don’t start with a Lamborghini. We begin with a little Honda Fit. Marketing engines need to start simple, and then you can keep upgrading the plan. We do get to the turbocharged engine, but that level of work isn’t going to happen in a few months.
As you are building your marketing plan, you’ll need to keep in mind that you may need to create multiple engines. This will be the case if you sell into different markets or deliver products or services with a complex buying process (for example, many people in a company are involved in the buying decision). In these cases, you’ll need to build engines that speak to the different personas involved in that process. For instance, if the chemist, the IT department, and procurement are involved, you’ll want your brand messaging to address each of those people and their unique challenges or concerns in your marketing.
The point is to put the most efficient and robust lead-generating engine together. To do that, you need to review your assets, figure out where you are, and figure out what has to change. Ask yourself if there is anything that needs fixing, if you need to add assets to your mix, or if you need to repurpose older content?
What’s in a plan?
We know that the engine parts include all your marketing elements like social media, website, white papers, blog posts, case studies, videos, podcasts and ads, etc. But, it doesn’t just include the elements themselves. It also includes where you are placing those elements.
For example, you may decide to use print and digital ads to target that chemist I mentioned above. The marketing action isn’t just a matter of developing the creative for the ads.
When you use an integrated marketing approach it means that the ad in question has the right messaging for the chemist’s stage in the buyer’s journey, along with a landing page which completes the marketing message in the ad – and drives the chemist through to a back-end asset (such as a white paper) that moves them forward on their journey. It also means that the ad creative may be used in social media, and that the white paper may be developed into a blog post and organic social media content to drive the chemist to the landing page and white paper.
Do you see how by keeping your messaging tight and assets working together, you are able to explain the full story of your product or service to your customers and help them in the journey to buy? You’re also able to re-use and repurpose your marketing assets, which can help your budget stretch further.
Everything works together and drives leads
Let me share a case study with you. We have a software client who has seven distinct vertical markets. Those range from highly regulated pharma to oil and gas (O&G) to food and beverage (F&B). We need to build integrated plans for each of those verticals, so we treat them as separate engines.
When we built the plan for the pharma vertical, for instance, we didn’t just look at building ads. We built a messaging platform for the personas in that vertical. And then we built the assets for that vertical. In this buying process, there are multiple personas. They have a chemist and a senior lab director who both need to solve a scientific problem. There is an IT department that has to integrate the software with other internal systems. And there is the procurement office which is not intimately involved in the science.
Expanding this thinking across their business for each vertical’s plan, we created ad campaigns to use across all of their marketing opportunities – from Google display ads to digital and print publication ads, to podcast and webinar sponsorships. We also created videos, white papers, case studies, brochures, tech sheets, and PR based on new offers that have been launched in each vertical. We made sure that all of these elements worked together across every channel, from advertising to social media to trade journals to audio and visual media.
When we built their campaign for the year, that campaign flowed throughout all six verticals. It looked slightly different for O&G than it did for pharma, but it has the same theme and the same energy driving it forward.
(You may not realize it, but ad campaigns have longer legs than you might think. You don’t have to change your ad campaign every year. I know people will say to me, “oh, you know, we’ve seen that for a while.” Yes, maybe you’ve seen it for a while, but your customers/prospects may not have.)
Last quarter we generated more than 1,600 leads with 55 requests for demos and an RFQ from our digital pharma campaign. In addition, we had 64 Google search phone calls last quarter requesting demos.
Keep it running and producing leads
And just like tuning up an engine – to keep your plan operating smoothly and getting you everywhere you want to go – you need to run diagnostics on your marketing actions and measure performance.
When you’re measuring your ROI, keep in mind that the challenge in marketing is people need to see things six to eight times before they react to it or remember it. Your ROI may in fact be attributable to several of your activities. For example, you may not know if the first ad you ran made the difference or if it was the non-promotional thought leadership article that ultimately drove the lead conversion – or if it was a combination of four or five different marketing actions you took that made the difference in your prospect’s mind. This is why it is called a buyer’s journey, moving from “aware” to “consider” to “buy.”
Drive your business forward with integrated marketing
Marketing’s job is to produce leads to help propel your business forward. But, to drive anything forward, you need an engine. That engine is your integrated marketing plan.
If you need help developing an integrated marketing plan to drive your business forward, give us at call.
Brandwidth Solutions serves the healthcare, life sciences, technology, and contract pharma industries. We work with companies that want to make the most of their marketing – that want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.