Get Fact Up #20 - Integrated Marketing & Your Website

This episode explores how you can integrate different activities with your website, to make a real impact with your target audience. Bringing all this marketing collateral together allows you to acquire and nurture your ideal client. From SEO to Social Media and even PR, there should be a place for all of these channels in your integrated marketing strategy.

Resources:

What effective B2B Content Marketing Looks Like - Content Marketing Institute

Content Marketing Statistics - Forbes.com

Non-Integrated Marketing Departments = Non-Integrated Marketing - Direct Marketing News

Discover 4 Key Differences Between B2C and B2B Marketers - Content Marketing Institute

Struggling With Content Creation Ideas? - MeMedia Can Help

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GET FACT UP #20 TRANSCRIPT

-Good morning, Australia! Let's get fact up on integrating your marketing with your website. I'm Chris Hogan, founder and CEO of MeMedia. Let's get into it.

Marketing has and always should be top of mind when designing and developing your website. The last two Get Fact Up episodes have been paving the way for today's discussion on how best to integrate all of your online marketing activity with your website.

Put simply, all of your marketing collateral should never work alone. Nothing ever does work on its own. Integrating your website with your marketing activity will create a path of least resistance for people to do business with you. So essentially, we wanna break down those barriers so people don't have an excuse not to do business with you.

Content marketing plays a huge role in integrated online marketing strategies, and it's how you reach out and pull your audience into your website. Then over time, nurturing them and offering the sale. So who else uses content marketing?

Forbes.com recently released a summary of the latest statistics on content marketing. 88% of B2B Marketers currently use content marketing as part of their marketing strategy, yet only 32% have a documented content marketing strategy. 76% of B2C marketers report using content marketing. However, only 37% of them say they have a documented content marketing strategy.

So let's take a look at how you can integrate content marketing into your integrated online marketing strategy. Whether it be creating written blog content, design infographics, photos, video, or graphic designing images, all of this needs to be accessible via website.

As mentioned, the best place for this is within your blog. But hiding your blog content under your main menu link is rather pointless. Sharing your content via social network and email marketing is a way to reach out and pull your ideal client into your website.

As we mentioned, bringing all of this marketing collateral together, we should never discount any earned media through PR. That needs to be mentioned on your website also. This adds a level of credibility to your company that might otherwise be missed by new visitors.

So let's take a look at how each online marketing activity works to acquire and nurture your ideal client. So let's talk SEO. Organic search is often the highest converting of all channels, and adds credibility to your brand. But guaranteeing search engine results page visibility is difficult to control, which is why SEO integrates well with paid search.

Now on to PR. PR is not traditionally a digital marketing activity. However, through precision, social targeting, placing precious PR content in front of influences eyeballs via social feeds is a cinch. After all, media players, bloggers, journalists and editors all use social media too, right?

So let's run over paid search, otherwise known as search engine marketing or SEM. This is often used and configured to target the potential client at various stages in the buying lifecycle via their search intent. Whether they are learning, buying or using, paid search advertising allows you more control over what you appear for in the search engine results pages, including targeting geographics and device. This is why SEM integrates well with other activities such as SEO, paid social, and retargeting.

Now on to paid social. Paid social reaches people early in the buyer's life cycle though psychographic targeting including attitudes, interests, lifestyle and demographics. But because you're discovered, often without buyer intent, these prospects need to be nurtured. This is why paid social works really well with retargeting and email marketing.

Organic social really only works in two ways, and that's when you pay to increase the reach of your content. Community management can also be used to nurture leads that may have questions about your products online, like presales.

Retargeting works well to keep your brand top of mind for those prospects which have not converted yet. Know however, this tends to only offer value when dealing with larger amounts of inbound traffic that may have been generated through the efforts listed before, and works best with e-commerce websites.

So this is how integrated online marketing works to acquire and nurture your prospects and is best done by curating quality content. So you can see how without your website, content, advertising, and PR all being interwoven together, all of these efforts could be waste of your time and money. And most important of all, encouraging that sale or conversion through cleverly designed landing pages means that you are tracking your most important KPO of all.

And that's all we have for today, Australia. Thanks very much for listening. We'll see you next time.