Many small businesses approach marketing as a collection of separate tasks rather than a unified strategy. This can lead to a scattered, inefficient approach that makes it hard to see real results.
So, what is joined-up marketing, and why is it so important for your business?
This video explains:
What Is Joined-Up Marketing?
Joined-up marketing is about ensuring all your marketing activities work together as part of a cohesive plan. Whether it’s your social media, email marketing, website, or even offline advertising, everything should point towards the same goal: attracting potential customers and turning them into loyal clients.
Unfortunately, many small businesses treat their marketing as a series of individual efforts rather than looking at the bigger picture. This can make it harder to get the results you want because none of your efforts are working together effectively.
Why Does It Matter?
Your website is one of the most important elements of your marketing. It’s your home base, the place where all your marketing should lead. Unlike social media platforms, which can change at any time, your website is fully under your control. That’s why it’s so important to make sure all your marketing, from social media posts to in-person networking, directs people back to your website.
Your website should not only provide valuable content but also encourage visitors to join your email list. This allows you to stay in touch with potential customers, offering them useful information and updates that position you as an expert in your field.
How to Tie Everything Together
With so many marketing options available, it can feel overwhelming to figure out where to start. The key is ensuring all these activities work in harmony. Here are a few ways to achieve that:
- Social Media: Your social media channels should be driving traffic to your website, while your website links back to your social media profiles, creating a loop that keeps your audience engaged.
- Email Marketing: Use email campaigns to direct subscribers back to your website, where they can find relevant blog posts or resources that match their interests.
- Networking & Offline Marketing: Even your offline efforts, like networking events or print ads, should tie back into your online presence. Use unique URLs or special call-to-action phrases in print media so you can track how people found you.
The Role of a CRM System
To keep track of all these different marketing activities, a Customer Relationship Management (CRM) system is essential. A CRM helps you manage your contacts, track where your leads are coming from, and understand how they’re interacting with your business.
For example, I use ActiveCampaign, which integrates with my website, social media, and email marketing. This allows me to see what my customers are doing, like which blog posts they’re reading or which pages they’ve visited.
With this information, I can tailor my marketing efforts to meet their needs, and even automate certain tasks, like sending a follow-up email when someone visits a specific page.
Don’t Forget About Offline Marketing
Offline marketing efforts should also be part of your joined-up approach. If you’re placing ads in a magazine or handing out flyers at an event, make sure you include a way to track their effectiveness. This could be a unique URL or a specific phone number, so you’ll know exactly where your leads are coming from.
The Benefits of Joined-Up Marketing
When your marketing is joined up, you can:
- Easily see which activities are working and which ones might need tweaking.
- Automate parts of your marketing, making your life easier and freeing up time for other tasks.
- Build stronger, more consistent relationships with your customers by keeping communication relevant and timely.
You’ll also avoid the mistake of doing random, one-off marketing efforts. Without a proper plan, your marketing can feel disjointed, but when everything is connected, you’ll start seeing better results.
Final Thoughts
Joined-up marketing is about making sure all the pieces of your marketing puzzle fit together. By using a CRM system and ensuring all your channels, both online and offline, are aligned, you’ll be in a much stronger position to attract new customers and grow your business.
Need help joining up your marketing?
Simply email me at karl@smashingselfemployment.com and we’ll arrange a chat about how I can make your marketing far more coherent and effective.