Managing multiple marketing channels – PPC, SEO, social media, email, content – is a challenge. Each platform has its own audience and approach, making it tempting to create separate messages and strategies for each. But this often results in a disjointed brand experience that leaves your audience lost. A unified marketing strategy that utilizes all channels to their full potential ensures they are working together to deliver the right message at the right time.

Craft Your Marketing Journey, Not Just Messaging

Eliminate wasted efforts by using the proper channel for each stage of your lead funnel. Here’s how to craft a unified marketing strategy that maps your audience’s journey, aligns channels with their research habits, and nurtures leads towards conversion.

1. Map Your Audience’s Journey: Identify a target audience and map their buying journey. At each stage, consider how they research solutions and what type of information would be helpful.
2. Align Channels with the Journey: Ask yourself where they are looking for the information they need at each step. For example, use paid and organic search to capture initial problem-solving searches. Lead them to a landing page that expands on the solution.
3. Nurture Leads: Utilize forms and/or remarketing capabilities. For this example, you could capture email addresses from a newsletter signup offering further content and use display ads with a remarketing audience to keep your brand visible and offer the next step in their journey (e.g., product demos).

You can create this journey with many different digital channels and with consideration to a variety of starting points. Developing it this way creates a cohesive experience, guiding your audience towards a solution and conversion.

Making Your Marketing Channels Work for Each Other

Another benefit to merging your marketing efforts is the ability to optimize each effort quickly and efficiently. By working together, your marketing channels can become a powerful feedback loop, constantly informing and refining each other. This allows you to identify what resonates with your audience and tailor your marketing strategy for maximum impact.

• Keyword Targeting:  Paid search data is a goldmine of insights into user behavior and keyword performance. Use this information to refine your SEO strategy.  For example, if a particular keyword performs well in paid search ads, you might want to optimize website content to target that term as well.  Conversely, if certain keywords underperform in paid search, you might re-evaluate their relevance for your SEO strategy. You can also use PPC tools to spy on your competitor’s ads which may inform your messaging or targeting.
• Testing New Landing Pages and Content: You can run PPC ads that link to different versions of landing pages or blog posts. Track which ones convert better, and use those insights to optimize your website content for organic search or landing pages for additional PPC campaigns on different platforms (like social ads).

These are only a few examples of how to use performance to inform optimizations to other channels. Having visibility to all touchpoints is crucial to identifying these opportunities.

While it seems intuitive to craft separate messages and strategies for each platform, it often leads to a clunky brand experience. Instead, a unified marketing strategy that leverages all channels to their full potential ensures cohesion and consistency in messaging, ultimately guiding audiences along a seamless buyer journey. Additionally, by merging marketing efforts, businesses can optimize each channel efficiently, leveraging insights from one channel to refine strategy for another and vice versa. This allows businesses to continuously adapt their overall marketing strategy for success. If you’re ready to un-silo your marketing efforts, talk to us about our Lead Generation digital marketing program where we design a data-driven strategy that guides your audience towards conversion by utilizing the right channels in the best way.