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Integrated Marketing: A Roadmap for Small Business Success

By Antjuan LaShawn on Jul 28, 2023

When you’re running a small business, it can sometimes feel almost impossible to get your business in front of your audience, to get it known. People see a ridiculous number of commercial messages per day, between 4,000 and 10,000. That’s twice as many as in 2007. It takes some strategy to break through that kind of clutter. It takes integrated marketing.

What is Integrated Marketing?

You may be focused on your company, but the rest of the world isn’t. Most people don’t even notice a message until they see it seven times. You want your audience to see your message in several different channels. You want them to feel like it’s everywhere, for example, in ads, in social media, in blog posts, in email.

The most successful businesses use several different channels to reach their audience with a consistent message. The right hand must know what the left hands is doing when you are reaching out to your audience. This integrated marketing approach amplifies your message, making it more likely to resonate with your target audience.

Why is Integrated Marketing Important for Small Business?

As a small business owner, you don’t have the luxury of an infinite budget. Integrated Marketing can be your best friend here. By aligning your marketing efforts under one comprehensive strategy, you avoid duplicating work, increase efficiency, and create a coherent brand image. Plus, it can offer a higher return on investment. When customers see your consistent message across different platforms, it builds trust, making them more likely to choose your business over others. Integrated marketing can also help make your business appear much bigger than it really is.

There are various ways to break down marketing channels. Consider these for your small business.

Social Media

Social media isn’t just for sharing cat videos (though some of us do enjoy that quite a bit). Platforms like Facebook, Instagram, LinkedIn, and TikTok are powerful tools to connect directly with your customers. Post regularly, engage with comments, and share content that showcases your products or services. Consider ways to increase engagement such as running contests to increase user-generated content.

Email Marketing

Yes, email marketing is still alive and well! Keep your current customers loyal by making special offers. Regular newsletters with updates, special offers, and engaging content can also help you maintain an ongoing relationship with your customers. Nurture new customers with suggestions and helpful information. Reach out with email. No need to wait for customers to come to you.

Website, SEO and SBO

Your website is your online storefront. Make sure it’s clean, easy to navigate, and mobile-friendly.

Pair this with strong Search Engine Optimization (SEO) practices, and you increase the chances of people finding your business when they search online.

Consider newer, lesser known options such as Search Box Optimization (SBO) as a way to grab customer attention before they ever see competitive links.

Content Marketing

Blogs, videos, ebooks, white papers, podcasts, webinars and infographics are just a few forms of content marketing. By providing valuable content, you establish your business as a trusted authority in your field. This encourages people to come back to your site and, ideally, choose your business when they’re ready to make a purchase.

Local Advertising

Don’t overlook the power of local advertising. This includes everything from listing your business on local business directories and review sites, having an up-to-date Google Business Profile and sponsoring local events and teams. Look for ways to create strong connections with your community.

Pay-Per-Click (PPC) and Online Advertising

With PPC, you pay a fee each time someone clicks on your ad. For small businesses, it can be an effective way to ensure your service or product appears at the top of search results even if temporarily. You can have your ads shown to a local audience.  It’s a fast way to get in front of your audience even if your business is new and you have not yet built up organic SEO.

Public Relations (PR) and Media Outreach

Sending press releases about new products or significant company milestones to local media outlets can garner free publicity. Holding local events for your customers also falls into the PR category as does appearing as a speaker at industry conferences.

How to Effectively Integrate Marketing Channels

The most successful businesses use as many marketing channels as possible. But as a budget-conscious small business, you do not need to try to use them all. But you should be using at least three.

How can you select the most effective marketing channels for your business? Here’s a simple strategy:

  • Define Your Target Audience: Before you start, know who you want to reach. Create a detailed picture of your ideal customer.
  • Set Clear Objectives: What do you want to achieve? More sales, website visits, or perhaps greater brand awareness? Define it.
  • Craft a Consistent Message: Regardless of the channel, ensure your message remains consistent.
  • Choose Your Channels Wisely: Based on your audience and objectives, select the channels that make the most sense for your business. For example, if you are a B2B business, TikTok may not be the place for you, but LinkedIn almost certainly is.
  • Analyze and Adjust: Regularly review your results. Are the chosen channels meeting your objectives? Be prepared to adjust as necessary.
  • Budget Wisely: Allocate your budget according to which channels are most effective for your goals and be mindful not to overspend.

Leverage the Power of Integrated Marketing

Integrated Marketing isn’t just a buzzword; it’s a sustainable, effective strategy for small businesses. It involves taking various marketing channels and weaving them together into a single, focused effort. This way, you’re not just throwing darts in the dark. You’re launching a well-planned, coordinated campaign that speaks directly to your audience.

Remember, it’s not about being everywhere at once; it’s about being where your customers are with a consistent and memorable message. To schedule a free consultation about how Umbrella Local can help, complete this form or call us at 1(646)440-1426.

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