By Tim Priebe
March 21, 2023

Better ROI with interconnected marketing

Are you putting all your marketing eggs in one basket? If so, you're missing out on the power of interconnected marketing and running a high risk.

Whether you’re a small business owner, a one-person marketing team, or part of a larger organization, the success of your marketing efforts depends on being strategic. It’s important to invest in multiple marketing channels and utilize them wisely.

But what does that mean?

When you combine the power of multiple platforms with a coordinated, connected strategy, you increase your chances of success and get the most out of your ROI.

Let’s dive into why this approach works.

Benefits of an integrated marketing strategy

Using an integrated marketing approach, each platform supports and strengthens the other platforms. Each channel has its strengths and weaknesses when marketing your specific organization. So by combining them, they can balance each other out and create a more effective marketing strategy overall.

While your ideal customer may be primarily on one platform, it’s likely some of them utilize other platforms as well. Even if you pick one platform to focus on, you should have some presence on other major platforms as well.

For example, if you have an email newsletter that is regularly sent out to your subscribers, social media can be used to promote that newsletter and drive engagement.

If your website is a huge part of your marketing efforts—and generally speaking, it should be—you can use SEO tactics to help impact where you show up and how you look in search engines like Google.

Additionally, having multiple channels means that you can make better use of different types of content. Longer posts perform well when posted by LinkedIn profiles, where images are the primary type of content for Instagram.

Using multiple platforms increases awareness

Finally, using multiple platforms can help increase brand awareness, i.e., how many of your ideal customers know about you and your organization.

Certainly, more people will be exposed to your organization more than once. For example, if they see a post on LinkedIn about a downloadable PDF, click through to your website to enter their email address and download it, then you can then include them on your email newsletter list.

This gives potential customers multiple touchpoints, which increases the likelihood that they’ll eventually buy from you. Plus, the only way you can create raving fans is with multiple touchpoints.

Putting all of your eggs in one basket when it comes to marketing is not only risky, but it isn’t nearly as powerful as using multiple platforms with interconnected tactics and strategies like integrated marketing does.

While you shouldn’t feel pressured to take advantage of every single platform, utilizing multiple digital channels that make sense is how you create a successful marketing strategy.

Does this feel overwhelming? You can certainly reach out to a professional like me for help. My team and I would be glad to talk with you about what makes sense for your organization.

Or you can simply start small. Just have a website? Sign up for a Facebook account or an Instagram account and start posting there on a regular basis. Then over the course of a year, add additional platforms and strategies regularly, like additional social media platforms, email marketing, and SEO efforts.

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About Tim Priebe

Tim is a public speaker, author, publisher of Edmond Business, and the owner of Backslash Creative. He helps businesses that are worried they don’t have the expertise or time required to invest in doing their own digital marketing. He helps them plan where and how much to invest and often helps execute the plan.

Tim started the Edmond Business online magazine in May 2020 to fill a need in the community when The Edmond Sun shut down and stopped publishing their monthly magazine, The Business Times.