“Integration is the glue that gives the marketing team access to intelligence about what’s going on in the market, and the ability to communicate efficiently across a variety of channels.” So says Andrew Gaffney of Demand Gen Report in the introduction to the recent webinar, “Marketing’s Missing Links:Calculating the Cost and Benefits of Integrating Channels, Campaigns & Reporting.” Andrew and Janelle Johnson of Act-On covered the status quo, what marketers should be doing, and the seven key tactics to integrate.
- Email. Marketers continue to struggle with reaching the right audience and creating compelling content. But marketers who integrate social links with their email marketing messages see click-through soar: 370% higher when shared via LinkedIn; 190% higher with Twitter.
- Social media. Most of us consider social media a peripheral player…only 7% think it is mature; 89% think it is not a major lead source. Play to social’s strengths, using it tomonitor conversations and nurture relationships. Make it easy for people to “Share” and “Like” your content, and add hashtags (#) to live events.
- Online events can be a lot of work, but are very rewarding. They position you as a thought leader, provide useful content for campaigns and blogging, provide fodder for social media, complement your white papers, and generate leads through registration forms. After the live events, recordings should be on your site, available 24/7.
- Blogs can seem disconnected from the rest of your content, but they’re a great SEO tool. Make them relevant: Update blog posts regularly; reference integrated campaign content; include a call to action.
- Landing pages are very effective when used correctly. Just say No to generic, boring pages. Provide a specific, focused offer; a single call to action;and tie your campaign elements (look, feel, images, language, offers, et al.) together. Then test and tune, to boost conversion.
- Website intelligence. Most of your website visitors are anonymous. Find the ones who are potential prospects doing their buyer’s research, by using website visitor tracking to identify visiting companies and correlate traffic to marketing campaigns.
- Integrated analytics. You need aggregate data that shows how campaigns, offers, channels, lead nurturing programs, lists, segments, etc. are performing. You also need to be able to see prospect behavior across channels, so you have a more complete picture of behavior and interests, and so you can implement meaningful lead scoring. Tip: Know what you want to measure in your campaigns before choosing a solution to do that measurement.
In sum, integrating your marketing efforts gives your prospects a seamless, consistent experience with your organization. And it gives you a range of tools and tactics that work together to amplify your results.
There’s much more in this presentation, including scenarios, strategies, and tips for success with each tactic. Watch the on-demand webinar, and let us know what you think.