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.
- 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.
- Review your customer data. Is it good enough? What does it tell you? Where are the juicy segments? Is it ripe for micro-campaigns?
- Use Google Analytics to understand how your website is being used and how it needs to work harder. I recommend this book.
- Don't just build web pages, build landing pages with calls to action and which support the campaign collateral which links to them.
- 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.
- 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.
- Carry your brand identity and personality across all collateral. Give a joined-up experience wherever your customers are.
- Encourage sharing. Like. Tweet. +1. Go sharing-button crazy.
- 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.
- Encourage feedback to build compelling peer reviews, to learn more about what your customers think, and as an opportunity to engage personally with them.
- Think about how print can work harder to drive a sale, a sign-up or a web visit.
- 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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