Digital marketing initially had a routine of connecting to the target audience on the surface level. But as and when marketing tools evolved and the digital marketing world got broader, connecting to the target audience wasn’t and isn’t enough.
The B2B companies, (most of them) flounder with issues like failure to communicate, complicated buyers journey and marketing silos. To overcome the issues, a website needs to create an integrated digital marketing strategy that helps a buyer in smooth journey. A step by step procedure guides you in achieving the desired integrated marketing strategy internally.
A crystal clear strategy
An integrated digital marketing strategy has to be clearly communicated among the internal sales team. Sales, marketing, customer service and related team members, all need to comply on a clear, single narrative of the buyer’s journey and set them as their unique customer touchpoint.
The internal teams need to have the clarity regarding the journey of a buyer. Every member need to hear the key message clearly.
Strategies that adhere to buyer’s journey
Converting the strategies to a buyer’s journey is not an easy task. It needs to be communicated very well among the internal sales team. The process then needs to be formatted, step by step through flow charts to ensure there is no confusion.
Reviewing of current content to ensure it’s relevance, connectivity to a specific persona and finally mapping to buyer interests.
Present the specifics visually
Specifics are mapped in a particular visual way that provides clarity to the internal sales team. Ideas from different sales team members can be added to an integrated digital marketing strategy as the team works closely with the buyers at every section.
Define shared goals to get sales, marketing, customer service, internal subject matter experts and field sales representatives focused and excited. When teams feel their input is appreciated and valuable, they put in effort for collaborating in the development of effective content.
Style guides and digital channels
Once, the strategy is developed create a style guide that focuses on the issues like when, where, how and why? Each team is busy focusing on their aspect of the sales pipeline. Creating a style guide makes it easier for teams to deliver consistent content that caters to a single story arc.
Work on which digital channel you want to operate for content generation like blogs, emails, social networking sites etc. Integrate email campaigns with your marketing automation tool, CRM, and marketing content platform. By integrating emails with the right marketing tools, you will get to discover what emails works best for the target audience.
Finalise the Loop with Content Optimization
Content optimisation for a website is necessary in generating a better Return on Investment (ROI). Content is necessary to get into the deeper aspect of what a buyer wants. Examine and clear any content inefficiencies in production. This will keep people up to date on the health of the content.
On a whole, plan, execute and optimize an integrated digital marketing plan that has a potential for generating customers.