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Steven Male

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27

Sep

What is joined-up marketing? Part 4.

Updated | 5 months ago

Tags: Content, Strategy, Social media, Mobile, Email, Marketing


Joined-up marketing in twelve steps

In writing this series on joined-up marketing as extended copy I know I'm ignoring all the rules which say that blogging should be short, pithy, to-the-point, bullets rather than paragraphs. Nobody reads from a screen, do they?

So, to sum up, here are a dozen takeaways - common-sense ideas for joining up your marketing.

  1. Know what you want to achieve, how you will measure it, how you'll know if it's worked and what you will try next if it fails.
  2. Review your customer data. Is it good enough? What does it tell you? Where are the juicy segments? Is it ripe for micro-campaigns?
  3. Use Google Analytics to understand how your website is being used and how it needs to work harder. I recommend this book.
  4. Don't just build web pages, build landing pages with calls to action and which support the campaign collateral which links to them.
  5. Mobile is no longer a nice-to-have. It's what you should start with. Everything should be optimised for mobile. If you don't have the budget for this, start small with a series of standalone mobile pages - try our Quick response marketing service.
  6. Incentivise email sign-up and social following - and resource it! Make sure that if people follow you that you're giving them something to follow.
  7. Carry your brand identity and personality across all collateral. Give a joined-up experience wherever your customers are.
  8. Encourage sharing. Like. Tweet. +1. Go sharing-button crazy.
  9. Don't just engage with people when you want them to buy from you. Communicate to enhance the brand experience. Curate third-party content. Be sociable with social. Say thank you. Say sorry. Use regular, purposeful email to keep people familiar with you.
  10. Encourage feedback to build compelling peer reviews, to learn more about what your customers think, and as an opportunity to engage personally with them.
  11. Think about how print can work harder to drive a sale, a sign-up or a web visit.
  12. Write a plan. There's so much to do that you need to know what you have time for and what works best for your customers. Record everything you do and everything your customers did as a result of it. Repeat the stuff that works - and don't be afraid to try something a little bit different to make it work even better.

If you've made it to the end, email me for a special prize (just kidding). But do get in touch if something here strikes a chord - or a nerve. It would be great to hear what you're doing and the issues you're facing when joining up your marketing.

 
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