I have a confession to make. I love jigsaw puzzles. And I love seeing all the jagged pieces fit together to create a kitten playing with yarn, a barnyard full of animals or a castle on a hill.
I think that’s why I enjoy integrated digital marketing so much. It’s another puzzle to piece together. All the parts work seamlessly together to help you grow your B2B business, connect with your audience and create a cohesive branding experience. Content marketing, SEO, web design…by combining all these tactics, you multiply the effectiveness of each one. The challenge is figuring out how all the various pieces fit together.
Today, I’m sharing 4 integral pieces to successful integrated digital marketing for B2B businesses of all sizes.
1. Consistent Brand Messaging
An integrated digital marketing plan should deliver a clear, cohesive message across all channels and communications. It should be a message that resonates with your audience and inspires brand loyalty. Gives your company a competitive edge. Tells a compelling story. All while staying true to your brand’s core identity.
Before you can fully leverage the potential of integrated marketing, you must nail down your brand messaging. Here are some guidelines for developing effective and engaging messaging:
- Interview the C-suite, sales team, customer service representatives and anyone who interacts directly with your customers.
- Examine your competitors’ messaging, including taglines, slogans, mission statements, “About Us” pages and social media profiles, and see where you can differentiate yourself.
- Go straight to the source and ask your existing customers for insights and their overall perception of your brand.
Use all of this information to develop a messaging platform that takes your target audience’s needs and your unique value proposition into consideration.
2. Content Marketing
Content is the powerhouse of a successful integrated digital marketing strategy. By sharing quality content on social media websites and industry blogs, you drive traffic to your website and improve conversions. You also win the trust of your target audience and keep your brand top of mind.
Content marketing is especially relevant to B2B tech brands. B2B buyer cycles continue to grow longer and more complex. In order to hit revenue goals and support growth, B2B companies must deliver relevant, compelling content at every stage of the buyer’s journey. When you share educational content that speaks directly to their needs and helps them solve their challenges, you set the stage for meaningful, long-lasting customer relationships.
3. Website Strategy
If you have a content marketing strategy that drives more traffic to your website, you want to ensure that your website looks…well, nice. Otherwise, your website visitors will run for the hills, never to return again.
Make sure your website is dressed to impress. But remember that a high-performing website requires more than just a pretty face. You also need a responsive, mobile-friendly website that is easy to navigate and optimized for conversions. Here are a few best practices for designing a high-converting website:
- Strip your website of complex, technical jargon your customers aren’t familiar with.
- Position your calls-to-action where they are easy to find.
- Make sure your website navigation is intuitive and easy to use.
- Set up landing pages that ask for contact information in exchange for a content offer, demo, free trial, etc.
Sound challenging? That’s because it is. If you’re feeling overwhelmed, seek the expert guidance of a B2B web design agency. Search for an agency that specializes in integrated digital marketing and conversion design.
4. Search Engine Optimization (SEO)
There’s no denying that SEO plays a pivotal role in your integrated digital marketing strategy. A solid SEO strategy is key to getting your brand noticed in a crowded digital landscape.
When you target the right keyword phrases and produce quality content, you maximize your website traffic and boost your rankings. Conversely, using old-school tactics like keyword stuffing, link baiting and heavy use of anchor text can harm your site’s rankings. Focus on appealing to both search engines and users, and you will reap the benefits.
While this is by no means an exhaustive list, it is a good jumping off point for your integrated digital marketing strategy. As you use these tactics to build a strong framework, the other pieces will start to gradually fall into place.
All marketing tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating all tactics, the programs become more effective and cost efficient. An Integrated marketing communication plan helps you meet real business objectives – generate leads, grow revenues, gain market share, and become the leading brand.
Courtney Feairheller is a Digital Content Specialist at Schubert b2b. She graduated from Lafayette College with a B.A. in English. When she's not working, you can find her re-reading Harry Potter or taking way too many photos of her 4 cats and 3 dogs.