A quick poll: how many Lenovo Community members once worked not for yourself but for a large corporation? One with multitudes of employees, massive marketing budgets and entire departments dedicated to matters such as integrated marketing communications?
I did and I left knowing a fair amount about how to show up to potential customers at the right time with the right information. I also 100% did not do it alone; it took an army of integrated marketing communications (IMC) professionals and more than a few thousands of dollars from those generous budgets.
That’s not a brag or a flex, I am glad to be on my own — like you. But I won’t lie. I miss the luxury of having an SEO analytics expert, a demand-gen pro, and a dedicated email marketer available to share the workload.
But that was then and whether you’re a business of 10 or 200, all that marketing still needs to take place. I don’t know about you, but I can attest, navigating digital marketing all on your own (shiver) can at times, feel overwhelming.
We’re not alone though! Nearly half (47%) of small business owners are handling their marketing efforts entirely on their own.
In this post, my goal is to demystify integrated marketing communications and leave you with a better understanding of why it’s important for growing your small business, along with some how to’s.
Understanding the digital presence of your small business
Your online presence is more than just a digital version of your storefront, it's your primary tool. And if your offering isn’t a product but a service, besides word of mouth, digital really is your only tool.
No pressure :)
Consider this statistic: 81% of shoppers research online before making a purchase decision. This is likely not surprising. Think about the last time you contemplated a new purchase — you too probably checked out your options online first — whether that was via a search engine (like Google), on Facebook, Instagram, TikTok or another digital platform.
This search-first reality underscores the need for your business to have not only a compelling presence online but also an integrated one.
So how do you create an online presence that lets you connect (however strategically) with potential customers? Let’s get to it.
Unpacking Integrated Marketing Communications
Integrated marketing isn't just a mixture of strategies; it's a cohesive plan where each part or channel, (SEO, social media, email, and content marketing), works together to create a unified message.
Here’s a breakdown of four key IMC components and how each contributes to a cohesive marketing strategy.
SEO: Understanding your online presence
The power of online visibility cannot be understated. For instance, business sites receive 10 times more traffic from search engines than social media. That’s a compelling argument for taking Search Engine Optimization (SEO) seriously when it comes to driving traffic to your site and, ultimately, driving growth.
While SEO can get deep rather quickly, it should be a fundamental aspect of any digital strategy. If you’re not familiar with it, SEO involves the process of fine-tuning the content on your website so that it ranks higher in search engine results. When SEO is done well, the likelihood that potential customers will find you near the top of the page, if not first, is exponentially higher. This is a big deal when you’re competing with countless competitors.
There’s a saying that colorfully explains the importance of SEO: “The best place to hide a dead body is on the second page of search results.”
The best place to start with SEO is comprehensive keyword research. This involves identifying the terms and phrases your target audience uses when searching for products or services like yours.
For example, if your business offers mobile pet washing, what would people trying to find services like yours enter in the search bar? It’s those words you want to be sure to use on your website. This is content optimization: Tailoring your website's content to match search queries. When you increase the relevance of your content, the visibility of your site climbs, too.
While there is no shortage of sites and tools for conducting keyword research. Here are a few of the most common free resources (note — these are just suggestions, the Pro Community is not aligned with any of these tools):
Google Keyword Planner provides data about search volume, competition and suggests related keywords.
AnswerThePublic provides the questions and phrases people search for around a keyword.
Ahrefs Keyword Generator’s free version of their keyword tool shows the top 100 keyword ideas for any keyword or phrase, along with the top 10 related questions.
Keep in mind that while these tools offer free functionalities, they might have limitations in terms of the number of searches per day and depth of data (and they’ll definitely have paid options.). But as a scrappy small business, know that you can always combine several of the free tools to get a comprehensive understanding of the keyword landscape that applies specifically to your business.
Social media: Creating a connection with customers
An extension of your brand, social media lets you create a direct and personal connection with your customers. And yes, it’s a great place to promote your offerings but it's just as important to think of social media as a space for starting conversations and cultivating a community.
To do that requires creating content that resonates with your audience — content that is not only engaging but also sparks discussions and encourages sharing. Whether it's behind-the-scenes glimpses, user-generated content, or thought-provoking posts, each piece should add value and invite interaction. A good rule of thumb with social media is to aim for a balance between what your audience loves to see and what represents your brand’s values and message.
A word of caution: authenticity in your social media strategy is non-negotiable. Potential customers are no different than us as consumers — we don’t always want a sales pitch and can spot lip service a mile away.
Avoid that by sharing actual stories from within your company, highlighting customer experiences, and celebrating milestones. This humanizes your brand, making it more relatable and trustworthy. Authenticity also means engaging with your audience in meaningful ways – respond to comments, participate in relevant conversations, and show appreciation for their support.
At its most basic, ground your social media strategy in building relationships, not just followers.
Email marketing: Your direct line of communication with customers
Email marketing is a uniquely powerful tool in your digital toolbelt, offering a direct line of communication with your customers. And a personalized touch in email marketing can create a lasting impact.
Personalization goes beyond addressing recipients by their names; it involves tailoring the content to align with their specific interests, past interactions and preferences. This level of customization not only garners attention but significantly boosts engagement rates.
Each email you send should deliver value, offering something beneficial to the recipient, whether it's insightful information, exclusive offers and events, or early access to new products. The goal is to ensure that opening your email feels rewarding to your customers. This approach fosters a sense of exclusivity and appreciation, encouraging them to stay connected and engaged with your brand.
Here’s a quick jump start on creating a personalized email marketing strategy:
- Collect relevant data by gathering basic and detailed customer information through sign-up forms and interactions. (Be sure you comply with privacy laws.)
- Segment your audience by dividing your email list into groups based on demographics, behavior, or purchase history so you can target your messaging appropriately.
- Use automation tools to schedule posts, send automated emails, and track customer interactions. Popular email marketing tools include Mailchimp or HubSpot.
- Respect customer preferences and privacy, always offering clear options for email preferences and opt-outs.
A final word: Balance email frequency so you avoid becoming overwhelming to your customer’s inbox. You want them to look forward to your emails, not delete them!
Content marketing: Your brand's voice
Simply stated, content marketing is content that you create to educate your customers and keep them engaged, ultimately driving them to take a profitable action (buy something), repeatedly.
The beauty of content marketing is the vastness of opportunities it affords to not only share your brand’s voice but establish and amplify it as well. It can come in many forms – from insightful blogs that demonstrate your expertise to engaging videos that showcase employees and offerings. Whatever the format, the content you create and distribute should be valuable, relevant and consistent.
When you weave narratives that connect with your audience on a personal level, you make your brand relatable and memorable. By combining educational material (perhaps an infographic that explains a complex topic visually) with an engaging tone, your content becomes more than just a means of communication; it transforms into a powerful conduit for building lasting relationships.
The best part of integrated marketing communications?
When you create content that resonates with your audience, it’s likely you’ll be rewarded with better, more loyal customers along with increased sales.
So take the time to get to know your customer and find out what their challenges are. Then use all your marketing channels to communicate that you can solve them and have a good time while doing it, authentically, consistently and repeatedly.
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