Too many marketers live in silos. Their strategy too often fails to address all the ways they could be reaching their target audience. In many cases if they are reaching their audience through the right channels the message is not consistent or integrated properly.
When I build a digital marketing plan for a client there are three primary points that I focus on. I encourage you to think about these three points if you are struggling with your own marketing challenges.
1. Channel Diversity - Are you reaching your customer in the places and at the times when it matters most? If you’re a real estate agent you should be reaching your customer in newspapers/tv/etc. (local paper, home shows) , online through real estate websites and social media (sites like Facebook, Trulia, Realtor.com), and in their email box or on your customers mobile device (with services like HItxt, http://www.hitxt.com). These are the primary ways your customer is consuming messages/communication which is why you need to be there. The levels of these channels start with a broad, untargeted reach (newspaper, etc.) and funnel to a very specific and personal connection with the customer through mobile interaction and email.
If you are successfully reaching your customer in these three areas you are building deep brand equity and a higher propensity to significantly speed up your sales cycle.
2. Message Consistency - So you are reaching your customer in the three primary channels listed above, but how consistent is your message. Ensure that customers are not getting conflicting messages between channels. Also, it’s important to use one channel to promote the other. For example listing your site URL on your TV spot. Or listing your SMS listing information in your classifieds ad. Showing a customer that your reach spans well beyond the way they are finding is important to demonstrate your ability as a marketer.
3. Measure the Team - This is an integrated strategy so don’t measure it in silos. Too many times I hear marketers criticize on area of a strategy like this consistently more than others. The fact of the matter is there are channels that will receive direct sales or leads and others that will drive sales or leads to that channel. It’s like hockey, players stats reflect actual goals scored and assists. The assist part is as important as the goal. Yes, you need to make sure you are seeing an ROI through any marketing efforts, but at the same time think holistically in how you are reaching people and how they will likely respond.
Don’t give your target customers the excuse that you were not accessible to them. Reach them at every point possible and deliver the clearest and most consistent message possible.