Ok, so this is all great, but how do you accomplish this? Well, it’s not for sissies! It does take some deliberate consideration, some guts to push back to management when all they want is ‘more’ and a different lens onto your marketing mix.
For example, how about having the person or agency you use for social media meet with your advertising firm and your search company? Yes, all in the same room to discuss what the language of your customer is using, and how best to optimize your advertising and your search using the insight garnered by your social media company. Maybe you’ve done this already. If you have, I applaud you, seriously! For those that haven’t yet, I highly recommend it. I did this when getting ready for the launch of Parallels Desktop 8 for Mac—the ultimate way to run Windows apps on your Mac. I pulled our teams and agencies together so we could synergize, align and strategically focus our efforts. This yielded a more comprehensive and cohesive campaign that has improved our overall Return on Advertising Spend (ROAS) and drove three times the impressions in advertising than we had before.
Public relations is another key program to integrate with your campaigns. Go beyond simply optimizing and aligning PR messages with search and advertising. Leverage your hard-earned public relations wins by mining your editorial coverage for influential reviews and quotes that support your value proposition and key messages. Then, integrate these diamonds into your social media campaigns, marketing materials and advertising to amplify your impact by creating a network effect that helps drive consideration, trials and purchases.
The bottom line: Integrate! Tie your marketing elements together. It’s hard and it takes time, but doing so will help you get more out of your marketing spend. Look for unusual ways to leverage the different pieces of your marketing mix in a fashion you haven’t done before. It’s very likely you will learn something! After all, who wouldn’t rather have a wonderfully prepared meal over a handful of popcorn?