The Ultimate Guide To Integrated Marketing For Startups

www.namify.tech

3 min readNov 13, 2019

When it comes to crafting a startup marketing strategy, integrated marketing is most often given the least priority. And truth be told, integrated marketing is an essential component of startup marketing.

What Is Integrated Marketing?

According to SmartInsights.com Integrated marketing is a strategic approach to integrating communications and interactive experiences targeting defined audiences and individuals which coordinates all aspects of marketing of a brand including paid media, earned media and owned media.

The essence of integrated marketing lies in the fact that it involves coordinating messages across different channels and the results arising from this are much better than when taking a comparatively less integrated approach that lacks coordination.

Why Integrated Marketing?

Consider this. You come across a new startup brand on Instagram and visit its website. But when you do so, you see that the message or campaign on the website is different from what you saw on their Instagram handle.

Not only will you have a hard time understanding the gist of the brand but also question its authenticity.

Many startups neglect integrated marketing communications and the result is usually an inconsistent and unorganized message that doesn’t create the right user experience.

Integrated marketing helps in eliminating these disparities and differences irrespective of how or when a customer interacts with the brand.

To sum things, here’s what makes integrated marketing impactful:

Reaching a wider audience than a single marketing channel
Greater chance of being visible on multiple channels, keeping your brand top-of-mind and pushing visitors towards conversion
Trust building with a consistent message on multiple channels

How To Build An Integrated Marketing Campaign?

#1 Establish Your Overall Goal

Before considering what channels to make a part of your integrated marketing campaign, you need to consider the goal of the entire campaign. Whether you’ve launched a new product or service, you need to know what you want to achieve.

Your goals should be related to a few Key Performance Indicators (KPIs) like Traffic, Engagement, Top (and falling) content, Impact, Sentiment, Lead generation, and Sales.

A multi-channel campaign should consider the bigger picture like how the campaign impacts business revenue and sales opportunities.

#2 Setting Goals For Each Marketing Channel

Once you have established your overarching goal, you will have a better idea of what channels can help you achieve it.

The various types of marketing channels are:

To reach a wider audience and effectively spread your campaign message, your integrated marketing campaign should include a diverse collection of marketing channels. You can keep experimenting with them and decide for yourself what’s working for you and what’s not.

#3 Define Your Buyer Personas By Channel