Integrated marketing involves using different marketing tactics to produce a comprehensive and consistent message that reaches potential customers from multiple channels. Many companies in the industrial automation space — and beyond — fall short in this regard. For example, a company might write a few social posts about visiting its booth at XYZ trade show and call it a day. But in this case, if you build it, it they will not necessarily come.
Before building an integrated marketing campaign, you should first consider your goal. For example, your goal might be obtaining a certain number of leads through various efforts. In that case, it’s important to have a plan that dictates what you’ll be doing with these leads and how you can reach out to them in a timely manner — especially at a trade show, where quick follow-ups have become standard practice.
After identifying your goal, you’ll then choose marketing channels to utilize for the campaign. You should also brainstorm about the messaging and types of content you want to create. Systems integrators and distributors will respond to different messaging than potential end users of industrial automation technologies, for example, so your content should reflect that difference.
Once you’ve put a plan in place for an integrated marketing campaign, it’s time to start executing. Here is a look at some different channels and tactics that can be utilized for an integrated marketing campaign:
Email newsletter: Send a series of emails that convey your message, whether it’s about a trade show, a product launch, or something else. If applicable, segment your mailing lists and send tailored messages to each audience so you can better gauge audience interest through engagement.
Landing pages: Set up dedicated landing pages that are reached when readers click through from the newsletter. If you are segmenting your mailing lists, set up pages with messages for specific audiences; these pages should be hidden from your main navigation. Be sure to include a form that is connected to your CRM system for people interested in getting more information.
Lead nurturing: As part of the campaign, set up a lead nurture program that can track reader engagement over time and move leads through your sales funnel, allowing your salespeople to follow up with the most interested parties in a timely manner. These emails may be set up to send to segmented lists or your entire audience, depending on the campaign type.
Social media: Augment your email efforts with a series of social media posts. If the campaign is set up around a product launch or event, be sure to make posts before, during, and after the event. Always include links — ideally CRM tracking links — back to your website and be as specific as possible. For example, point to a specific product page, industry vertical page, or event page.
Advertising: In some cases, it makes sense to put some additional budget toward advertising. Options include event sponsorships for lead generation and LinkedIn PPC campaigns using emails from the lead nurture program to get in front of potential buyers.
If you’re struggling to build an integrated marketing campaign, contact us now! Our team of account executives, writers, web developers, and graphic designers are ready to help you build your most successful campaign yet.
Contact Us Today
Whatever your marketing goals may be, TECH B2B Marketing can help with them all. To learn more about how we can help with your next integrated marketing campaign, contact us today.
