Many marketers have talked about the importance of synchronizing online and offline marketing campaigns. However, few have spoken about the importance of synchronizing online marketing tactics into one cohesive package. So, it is no wonder that a lot of online marketing campaigns end up as jumbled messes which don’t support a final goal.
Using Multiple Tools at Once
If your goal is to build a house, you don’t start with a hammer and nail everything in place only to move onto the saw later. Rather, you get a team together to saw, hammer, drill, and sand all at once so the house is built as a cohesive unit.
For online marketing to succeed, each method should be looked at as a tool to be used for reaching an ultimate goal. This means you must plan all your online marketing campaigns (email, PPC, SEO, social media, website design…) together.
Unfortunately, we rarely see this sort of cohesion in online marketing for SMB. The reason is because no one can be an expert in all forms of online marketing. Thus, we rely on teams to launch the campaigns, and the teams often don’t work together. I’ve personally seen the disasters this can cause – such as when the email marketing team member promotes a new product, but the business’s website doesn’t display that new product at all.
In general, it is best to use smaller teams for internet marketing services. The smaller teams can better communicate and synchronize efforts to reach the goal of increased sales.
Example of Synchronized Online Marketing
To understand how online marketing methods need to sync together, take this scenario as an example: Your brick-and-mortar store is having a Mother’s Day sale.
Website Design: Make sure your website is ready for the sale. Have your designers redo the site so the sale and gift ideas are highlighted.
Email Marketing: Starting several weeks before the big sale, you send subscribers an email reminding them that Mother’s Day is on the way. Direct them to your blog posts about how to pick the best gift.
Blog: Also several weeks before the big day, you start writing regular blog posts about Mother’s Day. Don’t just write about gift ideas – write interesting articles about the role of mothers in society. Look to major media for article ideas, like the great NY Times post called The Mother of All Bad TV Moms
Facebook: Start interacting with your customers. Don’t just tell them about the sale (remember, social media isn’t just about you!). Instead, solicit feedback with posts like “What did you get your mom for Mother’s Day last year?”
Email Marketing: Two weeks before the big sale, send out another email with a coupon for a special discount. This time, direct them to a website page of gift ideas.
PPC: If you are using paid advertising, make sure that you are highly targeting your ads for the big Mother’s Day sale. Make sure the landing page coincides with the ads.
Email Marketing: The big day is getting close, so send out another email with a “last minute” special discount. Be sure to link to the most popular Mother’s Day gifts this year.
If you get all your online marketing methods synchronized correctly, you can dramatically increase your conversion rates. Keep in mind this isn’t just about bombarding your customers with marketing messages in hope that they will respond to one! Synchronization works because it delivers your message as a cohesive package.
One common mistake with online marketing campaigns is forgetting to follow up with customers. You want to make sure that your customers know you value them – even after they have made a sale. Use email, social media, your blog, and your website to thank customers for a great Mother’s Day sale. You can also turn your sale results into valuable content – such as interesting blogs like “How many shoppers waited until the last minute to buy their Mother’s Day gift” and Facebook posts like “What did you do for your mom on Mother’s Day?”