The following is a guest post by Nancy Myrland - A discussion that is taking place with increasing frequency revolves around how to integrate social media in to our existing business practices. Two points I always include in my marketing and social media presentations are:
We will deal with #2 in the next post, but today let’s talk about the absolute necessity for all social media efforts to be integrated.
Integrated marketing is not new. The need to coordinate all marketing activity within an organization is as old as marketing itself.
In order to understand integrated marketing, it’s helpful to remember the 2 C words. Any marketing tactic, whether social media or other, must be…
…in order to truly be integrated in to existing marketing practices. No marketing practice should exist in isolation unless your marketing plan and goals call for only one marketing tactic to be effective. This is rarely the case as all marketing can be bolstered by additional tactics, or channels, to help communicate the message we are attempting to share with our target markets.
For example, let’s say you have a lateral, or new professional, to help your real estate practice. You decide that, in order to share this exciting news, you will:
At the same time, you should be discussing what other virtual tactics, via social media, you could be using to give your announcement a bit more firepower. In other words, you are going to choose virtual marketing tactics to complement your campaign.
Here are just a few:
I think you’re getting the idea. Just think of every channel you can use to stretch the message you are sending. These channels, or media, need to make sense. If potential clients, future hires, referral sources, media or current clients are there, that’s where you should be posting.
You’ve already begun to tackle this part by devising the tactics I suggested above. What makes them coordinated is that it is important to come up with a schedule that is timed, timely and flows in order to stretch your message across a time frame you decide would be advantageous to your clients and your firm.
Points to remember:
It’s simple. This is all you need to do:
Once you’ve done all of the above for your announcement, or whatever marketing project you have, you can then create your Marketing Implementation Plan that shows overall strategy, goals being targeted, tactics being used, messages being communicated, channels and media being outlined, dates for each to be executed, and specific people responsible for each tactic.
Remember, marketing via Social Media or any other channel must be integrated by being coordinated and complementary.
What would you add to this discussion about Integrated Marketing?
Nancy Myrland, President, Myrland Marketing, is a Certified Social Media Speaker, Trainer & Consultant, and a Professional Marketing Advisor with more than 20 years experience in partnering with clients to build their business by strengthening their relationships with their clients. She started Myrland Marketing in 2002. Join us and our guest Nancy to learn three steps to successful B2B social media marketing below.
Thursday, August 25, 2011 @ 12:30 PM EDT, 9:30 AM PDT
Special guest Nancy Myrland, President of Myrland Marketing, and Kuno's inbound marketing team reveal three steps to successful B2B Social Media Marketing.