4 Steps to an Integrated Approach to Online Marketing

Online marketing makes it possible for your business to reach potential customers everywhere from your back yard to the other side of the world. So with so many potential customers, why do some online marketing strategies fail?

The simple answer is that online marketing isn’t the same as integrated online marketing. Integrated online marketing means you’re diversifying your marketing strategies and approaching your advertising from multiple angles.

That level of diversification gives you a better chance of overall success. If one marketing strategy fails, another one can cover for it until you refine it to succeed.

To make sure you’re using integrated online marketing, follow these key steps, and if you’d like to speak with a specialist about how our integrated marketing agency can help your business, you can reach us at 888-601-5359.

WebFX is a full-service Internet marketing agency, and we can help you create a custom marketing campaign for your unique business.


1. Set common goals and objectives

An integrated online marketing plan brings all of your marketing strategies together into one cohesive experience. But that won’t happen if you don’t set goals.

Decide on goals and then determine how each part of your marketing strategy helps you achieve it. If your goal is to increase revenue, ask how SEO, PPC, content marketing, reputation management, or any of your other marketing strategies help you achieve that. If you just want more traffic to your website, ask yourself how people get to your site through each marketing strategy.

The reason it’s so important to ask yourself these questions is because if you can’t give a specific answer for a certain strategy, you probably don’t need it to achieve your goal.

That saves you money while the rest of your marketing tactics works toward your set objectives.

2. Create a consistent voice for your brand

If you want to effectively reach new customers, one of the best things to do is create a consistent voice across your social media marketing, email marketing, SEO, and other strategies.

Cabelas Twitter account

That means you use the same expressions and language to approach an audience from all sides. With a consistent voice, your potential customers can easily recognize you (even without your brand name). The only big exception to this rule is if you’re targeting different audiences. Different audiences require different voices, and a decision to target multiple audiences could result in multiple approaches to your marketing strategies.

Cabelas homepage interface

If you choose to go after more than one audience, it’s best to pick one audience that acts as your primary demographic. Speak to them most of the time on social media and through your website to make sure you keep them engaged.

Afterward, you can create separate pages on your site that are targeted to your secondary demographic. You can also create new content for email marketing to better engage that demographic, if you’d like to increase the chances that they’ll become customers.

3. Coordinate your teams

What happens when you have two teams working toward two different goals? Basically, nothing. A lack of coordination between your teams is an immediate setup for failure.

The people who run your social media campaigns should speak to your SEO specialists, and your content marketers should talk to your PPC managers (at least occasionally). And, naturally, they should all pursue the goals that you set for your company.

The best way to promote coordination is simply to promote communication. Make sure that everyone in your marketing department understands your goals, the steps you need to take to achieve them, and what part they play along the way.

With a coordinated marketing department, you’re ready to take the last step to successful integrated online marketing.

4. Track your performance

Rome wasn’t built in a day, and a successful integrated online marketing strategy didn’t get results in a week.

Every time you improve some part of your strategy, you’re taking another small step to success. That step might attract one new customer, but that could be one more on your goal to a 20% customer increase, year over year.

Likewise, today you might’ve only attracted 300 people to your site, but that could still be 5% better than yesterday. And when you’re working with good, honest marketing, that’s a steady climb to the top.

The best way to track your performance is to use Google Analytics or proprietary marketing software like MarketingCloudFX. That way, you can track who’s on your site, when they got there, how they got there, and what they do. With that information, you have all the data you need to definitively state whether your marketing is working for your company.

If you don’t track your progress, you don’t have the data you need to see if your spending is actually helping your business. And if that happens, then you can bet you’re wasting money somewhere.

WebFX is a full online marketing firm

At WebFX, we’ve built our careers on perfecting online marketing. Our team of experienced Internet marketers have become experts in SEO, PPC, content marketing, and more, and they get high-quality results for our clients that help grow businesses on the Internet. Now, we’ll help you grow, too!

Contact us today to develop your unique online marketing plan!