How to Build Your Brand With An Integrated Marketing Strategy

On average, a customer’s journey consists of 19 online touchpoints before converting. Even if you consider your business to be based on word-of-mouth referrals, it’s essential to reach your customer using an arsenal of highly coordinated tactics across an array of touchpoints (or interactions with your brand).

What is the story of your brand?

Building a brand involves conveying your brand’s story. Your story helps create the public’s understanding of your business, services, and unique selling propositions. Why should customers choose you? What problems do you solve for them? Once you have honed in on your brand’s narrative, you can pick which tactics will work best together to tell it.

What tactics will you use to tell that story?

There isn’t a cookie-cutter branding plan to fit all industries. It all starts with an integrated marketing strategy specific to your business and ideal customers. Integrated marketing involves harmoniously coordinating a multitude of marketing tactics to achieve brand goals. Some key tactics that are paramount to consider include:

  • Digital Marketing
  • Social Media Marketing
  • Email Marketing
  • Print Marketing
  • Website Design
  • Promotional Products
  • Trade Show Displays
  • Company Stores

Before trying to use every tactic you can think of, examine your existing strategy. Ask yourself the following questions: how many ways do I currently reach my ideal customer? What are they and are they effective? Your answers will create a base off of which you can build a stronger brand by eliminating, tweaking, or adding to your tactic implementation.  

These tactics, when executed in a deliberate manner, help reach potential customers across various touchpoints. Reaching people across touchpoints is important because different tactics resonate with different people depending on their demographics and shopping habits. An integrated marketing strategy should incorporate social media, emails, and digital marketing ads to reach your target client, as well as more “traditional” tactics such as prints ads and mailed postcards.

Not sure where to start with your marketing strategy? We can help you evaluate the most effective and affordable ways to reach your customers, and help position your brand’s story to add impact to your marketing efforts.