Integrating marketing activities improves success

When it comes to marketing you cannot rely on just one activity to attract enquiries or make sales. Time and time again we see that integrating marketing activities helps to widen the reach of the campaign and increase the likelihood of success.

So how does integrating marketing work in practice? Here are a couple of examples of incorporating different marketing channels into your campaigns:

Organising a seminar or event:

1. Send an invitation, a printed invite is likely to generate more response.
2. Later on send one, possibly two, emails as a reminder.
3. Promote the seminar on your website under the firm news section.
4. Mention on social media, posting something about the seminar once or twice a week, ideally incorporating images and photos relevant to the event.
5. Consider placing an advert in the local paper or relevant trade journal if you want to attract a wider audience.
6. Phone your target list, who you haven’t had responses from, to check they have received the invite and to personally invite them to attend.
7. On the day of the event, have someone taking photos and posting onto your social media accounts. Ideally tag anyone who is attending the event, so that you extend your social media reach to their connections as well.

For more tips on how to organise a killer seminar, read our blog ‘Boost your seminar attendance‘.

Using telemarketing to generate leads:

1. Send a letter (not email) to your target audience, offering something they may be interested in, e.g. a free tax health check, review of their accounting system for MTD etc. Make sure there is a link to your website using an easy to read IP address, which readers can easily re-type.
2. If they use social media start following them, so they see your name in another environment, which helps to create a feeling of familiarity.
3. Make a follow-up phone call a week or so later to confirm receipt and to see if they would like to book an appointment/free review etc.
4. If they cannot recall seeing the letter, offer to resend or email it to them and try to book a convenient time to call again to see if they are interested. They will now have your firm name in their head, so are likely to be more receptive to receiving marketing communications from you.
5. If they say they are not interested at this time, ask if they would like to receive your newsletter, as a means of staying in touch and giving them an ongoing reminder as to who your firm is and how you help people/businesses like them.
6. If they ask to be taken off your marketing list, you should do this straight away, making a note of the date they asked to be taken off and ideally give a reason why.

Marketing is about being in the right place at the right time, plus an element of luck! By combining marketing activities you will increase the likelihood of your target prospect responding favourably to your efforts.