An integrated marketing communication plan is a systematic approach in which all your business communication with your customers and stakeholders is consolidated under a single theme or brand. Every ad, promotion, press release or online message must be a part of a bigger consistent message. This cohesiveness will give your clients the feeling that your company is trustworthy.
As the final purpose of marketing is to drive up revenue, build brand awareness and increase market share, you need to do this effectively. Creating an integrated marketing communication plan is the first thing you need to do. You can do so by following these six steps.
Clear objectives give your communication plan focus. Don’t be too soft on yourself – set quantifiable goals such as “increase revenue by 10% each year”. This will motivate you and will make sure you focus on those activities that add the most to your bottom line.
The identity of your business is expressed through it’s logo, slogan and use of colors. Make sure all these things really fit your business and are used consistently on flyers, business cards, your website and any other marketing materials. It’s best to use a single slogan and make sure that your logo fits the color schemes you use.
You should think well about the things you want to communicate to your customers and stakeholders. What is important for them, what benefits are they especially interested in, how do you want them to perceive your business? Then include all this information in a brochure, your website or in any other content-based marketing tool. By giving people an opportunity to learn about your business, you will develop their trust in your solutions and this is crucial to get the sale.
Awareness and visibility are at the core of the process of attracting new clients. Through free publicity, ads, direct mail campaigns and your website, you make your position in the market stronger. It is important, however, that your communication efforts target the right audience – those people that are going to buy your services and products. It’s only useful to be visible if your message and approach are consistent and add to your bottom line
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Often even more important than attracting new customers is making sure you keep your current ones. Start an online newsletter to let past clients know you’re still there, and to let them know about special offers and news about your business. A regular, well thought out newsletter reinforces the impression that your company is serious, trustworthy and consistent.
As time progresses, things will change for your business, but if you have a plan with goals, means and a budget it will help you stay focused and get things done.
Think about the right elements for your marketing communication mix. You must make sure all communications are visible, coherent, organized and strong. If you develop your integrated marketing communication plan by following the steps outlined above, you can succeed.
Stephen Gill is the editor of Marketing-Strategy-Solutions.com - a guide to marketing strategy for small businesses. Read more about integrated marketing communication at his site.