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System approach
An integrated marketing communications program isn't designed in a vacuum, but as a system of cross-supporting tactical tools. Each tool has an intended purpose.
Website
A website provides immediate access and crucial early impressions that qualify your organization, products, and/or services. Interactive tools inform and educate the visitor. Downloads provide literature on-demand until the print versions can be snail-mailed. Read about Borns' approach to website development and scope of services.
Social media
Over half of B2B marketers are using social media, this is up from only 15% in 2007. Social media is about having conversations with people based on your common interests. What you or your company has to say can be interesting and engaging to exisiting and potential customers. This audience can find you through social media—Twitter, Facebook, LinkedIn, Flickr, YouTube. You can "pull" followers, friends, fans in with this Web 2.0 tactic.
In addition, social media can also enhance the search-ability of your website.
Collateral
Corporate, product, and service literature; white papers; case studies and more provide your audience with a tangible, information-rich rationale for choosing your organization over the competition.
Trade show
Industry events such as trade shows and conferences are great opportunities for face-to-face interaction with your customers, prospects, recruits, and media. Your exhibits, pre- and at-show promotions, and demonstrations are ideal opportunities for positioning and for making lasting impressions.
Publicity
News releases, articles, interviews, testimonials, case studies, and white papers lend credibility and confirmation to your marketing efforts.
Direct marketing
Direct marketing done right is the most productive, measurable, targeted element of a B2B marketing program. Lead generation is extremely cost effective: as low as 20% of the cost of using trade advertising. And you gain invaluable intelligence when you include email campaigns and the web.
Consistently consistent
Each component of this integrated system must be absolutely consistent with the rest in terms of brand message, visual identity, typography, colors and tone of message. Ensuring a consistent brand experience in every situation is critical to developing and building on brand awareness.
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