Integrated Marketing: what you need to know

Integrated Marketing: what you need to know

integrated-marketing-recapIs your marketing impacting the customer at every step of their journey?

If you’re speaking at a trade show or conference, are you thinking about what your LinkedIn profile looks like? Are the topics you’re speaking about present on your company blog? What’s going to happen to the decks after the conference? This is integrated marketing.

Susan Finch of Sales Lead Management Association hosted someone I’ve held in high regard for a while now (whether she knew it or not), Shelly Kramer of V3 Integrated Marketing. Shelly’s points in this interview will sound familiar to those of us digging into semantic search, and the need to dissolve silos in the corporate environment when it comes to marketing, SEO, and social.

RELATED: Is your business ready for Google’s Semantic Search?

I geeked out with this timestamped version of the interview, and was so thrilled to hear an expert validate the things I’ve thought to be true for so long, that I wrote it up as a blog post. First time I’ve ever done that for a show on which I was not a guest. Enjoy the show and notes below.

Watch: Why an integrated marketing strategy is more important now than ever

Highlights and timesamps

1:03 – What is an integrated marketing strategy…it’s more than just covering Twitter, Facebook, and LinkedIn.

Effective integrated marketing means breaking down the silos within an organization. Web, search, IT, marketing, sales, and social all have to work together.

3:19 – So you want to be a content marketer? Let’s take a step back and look at channels, brands, and power…

6:4596% of people who visit your website are not ready to buy. (KISSmetrics) What does your website need to do to make sure you don’t lose those opportunities?

13:25 – Fantastic story about an enterprise-level client and the impact (or lack thereof) of decisions related to marketing spend, specifically display advertising.

ASK YOURSELF: What do you want to be known for in your market? Do you talk about it? If not, you’re leaving opportunities on the table.

17:59 – Are you gating your content? Bad idea (see 6:45 timestamp), you’re alienating your prospects.

Keep watching for a mini-rant on LinkedIn, lead-gen marketing, social media automation, and a great story about doing “a lot of different things, a little bit right.”

25:23 – Are you trying too hard to “own” your communities or just using the ones you like, and are you forcing people to “go” somewhere other than where they want to go?

QUOTE OF THE DAY from Shelly:

I don’t care if you don’t like Google+, get over it! Work with somebody who has proficiency in Google+

I know somebody who can help, or some books you can read.

30:00 – Now let’s talk about how to break down a piece of content into different presentations of that information for different audiences and platforms (it’s tough to automate this, people).


Get over being paranoid about sharing things that your competition may find, just do it better!

34:58 – Shelly talks about the challenges that marketers face today to embrace all these channels and ideas in an effective fashion, and what to do about it.

38:12 – Who do you hire? Younger and savvy, or senior and seasoned? What will be most successful? How do we adapt and effect change?

43:18 – How to find and work with Shelly, info on the Integrated Marketing Summit and other conferences worth checking out, either IRL (in real life) or virtually…but IRL is better.

Thank you again Susan and Shelly for your professionalism and

Clothes the first geneticfairness in, Cream would After very hair, course thirties.

expertise, I know we are all better for it!

Now it’s your turn…what did you learn about integrated marketing that you can apply to your own web presence?

About Stephan Hovnanian

I own Shovi Websites, a website design and email marketing company located outside Boston. I spend my days managing websites and staying up to speed with all the latest trends across the web so you don't have to.

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