An integrated marketing campaign ensures that you engage with your audiences across high value channels and key platforms (media relations, digital, social, direct, email and more). It might sound easy, but there are a number of factors that will determine whether your campaign will be successful. At Springboard, we will build a strong integrated marketing campaign that consists of traditional marketing and PR as well as elements from Spring³, our digital marketing framework.

Here are our top tips for developing your integrated campaign.

CREATE BUYER PERSONAS

Who are the potential buyers of your product or service? Using market research, real-time analysis and in-depth insights, you can develop semi-fictional representations of your ideal customers. Outlining their motivations, goals, buying patterns and demographics can give you real insight into what platforms and media they use, and what motivates them to make a purchase and more. The Springboard team works with our clients to develop their customers’ ‘pain points’. Using these ‘pain points’ we can uncover what value or solutions our clients can provide to solve their customers’ issues.

DEVELOP KEY MESSAGES

From the outset, you need to have a very clear idea of the top three things you want your target audience to hear about you. We use these three core messages across all collateral and communications to ensure a consistent message. Defining the key messages can be a difficult task, so we have developed our Think Tank to work with you to define these ahead of any campaign.

CHOOSE COMMUNICATIONS CHANNELS WISELY

You don’t need to be visible on all platforms, just the ones relevant to your target audience. Figure out which social media platforms your audiences use, and which media they are likely to read and focus on those. For example, when it comes to social media, it is better to do one platform well, than many poorly for the sake of it.

DEVELOP YOUR DIGITAL CONTENT STRATEGY WITH OUR FREE EBOOK.

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MAINTAIN CONSISTENCY

Remaining consistent across all channels can be a challenge, but it is important that your communications have a familiar look and feel. It is a general rule that potential customers must see or hear your brand 8 times before taking an action, so it is vital to be immediately recognisable across all of the channels you use. This includes consistency in tone of voice, imagery, key messages, design and more.

ALIGN WITH YOUR MARKETING FUNNEL

Your campaign should align with your marketing funnel and address audiences at each stage. Your marketing funnel should seek to attract, nurture, convert and engage customers and potential buyers. The tactics and content you use should target customers at each stage of the buying process, from awareness to consideration and, finally, to purchase.

MEASURE IT

Last but not least, you must set goals for the project or campaign and evaluate key performance indicators (KPIs) frequently to ensure you are on track to meet those goals. Use the real-time data and feedback that you gather to make changes over the course of the campaign if required, to ensure a successful outcome.

For more information on Spring³ and how we can create an integrated content-driven digital marketing strategy for your business, email info@springboardcommunications.ie. 

Post by Susie Horgan

Susie founded Springboard in 2011, and has developed the business into a leading, director-led communications agency. She has worked for over 20 years in senior marketing and public relations roles.