1. 5 Integrated Marketing
Improvements To Start Today
by Keith White
Copyright 2012 ParkerWhite Inc

2. 5 Integrated Marketing Improvements To Start
Today
I’ve heard it over and over again. “My Marketing Team doesn’t do anything like
this. Marketing basically tweaks our website, makes our brochures, and things
like that. ”Good integrated marketing is far more than “collateral marketing” and
“making changes on our website.”
My advice is to sit down with your marketing team or Agency and find how many
of these 5 Integrated Marketing Improvements you have working for you.
1. Understand what your Prospects and Clients want to know.
Are you creating all of your marketing from inside
your company’s walls? Look at your competitors;
listen in on the social conversations of your clients
and prospects. Talk to your stakeholders inside
and outside your company. Marketing decisions
need the support of research in order to be viewed
favorably by customers and to stand up to
competition and other external pressures.
Consequently, all areas of marketing and all marketing decisions should be
supported with some level of research.
While research is key to marketing decision making, it does not always need to
be elaborate to be effective. Sometimes small efforts, such as doing a quick
search and/or survey on the Internet, will provide the needed information.
Start now by joining the social networks of your clients and prospects and
monitoring the conversations as they relate to your company or products.
The marketing agency that you hire should be able to make marketing decisions
that will benefit your clients and your company in the long run. For that the
agency will go through considerable research to come up with the perfect
strategy that will run well with the target sector. You need to be aware of where
your competitors stand and you need to know what exactly your customer is
thinking.
Copyright 2012 ParkerWhite Inc

3. 2. Plan on Giving before you Get.
It’s nice when prospects finally come over to listen. It’s
nicer when they leave as a client, but between those
events, You’ve got to give, and give, and give! So create
an offer: Something of value, (remember to research).
Make it easy for your prospect to get it.
What might you offer?
• A research or white paper
• Access to a video
• Inclusion on a premium list, perhaps a “First-To-Know” whenever you
introduce a new product or service
• Industry specific intelligence
•
The offer doesn’t have to be “big.” But it does need to provide real and immediate
benefits. Make it valuable and, yes, your prospects will “pay for it” with contact
information and participation. Maybe agree to “sit” on a review panel for you and
help create brand loyalty.
The taste of success can be felt when your prospective clients become real
clients and make them a loyal client so they will remain your staunch supporters
when the need arises. To know what kind of offers really interest your client you
will have to know their needs and wants. Provided you treat them with care and
respect, you can get to them. When you make changes to the current product,
you can make your regular clients know of it immediately. For that you have to
include them in the premium list of clients. You have to do a lot of research to
know who all are there in that list. Again making use of CRM tools will help you
when you want to get closer to your clients. When you create something for your
clients make sure it is accessible to them. It must be something they can achieve
without making any sacrifices.
Copyright 2012 ParkerWhite Inc

4. 3. Test, Test and Test the messaging and offers.
Not sure which marketing generates the most inquiries….. Test it.
Analytics allows you to A/B split – that is, you can measure
the effectiveness of one marketing piece or message to
another. Your call to action should never be the same for all
clients or prospects. Do not forget to database the
intelligence you receive from this testing for your next
marketing outreach.
25% of the time, ask them to visit a designated page on your website.
25% of the time ask for email.
25% of the time ask for email, name, and company.
25% of the time sign up for your e-newsletter.
Remember what gets measured, gets managed.
Strong clients will remain with you but those that are not sure are fickle and will
leave at the slightest hesitation. You have to keep them interested with offers,
especially credible offers that they will love. For that you need to know why they
come visiting your website and interact with your brand. Your marketing
techniques will vary depending upon the demographics of your clients. The
results will tell you which is the correct method of designing your webpage and
the elements found in it. Emails and newsletters are the two best ways to
communicate to your prospective clients. You can supplement your promotional
campaigns and offers with social media networks.
Targeted content drives activity. Today’s marketers currently deliver targeted
content to 24% of Website visitors on average. 58 percent of these marketers
reported an incremental lift in conversions as a result of using A/B tactics.
Content and messaging delivered with contextual meaning for Web site visitors
consistently outperforms generic one-size-fits-all content.
Copyright 2012 ParkerWhite Inc

5. 4. Make Google, Bing and Yahoo Choose You!
Search engines have a job to do: Serve the most
relevant Web destinations, in order, for each
conducted search. Why should these search engines
choose your website as its first choice? Because you
let them “know” that this page is very relevant for the
key search terms. Is your social media optimized, how
about all of your marketing that drives lead generation
and sales. Make sure you “search engine optimize”
(SEO) all of your marketing to provide the “lift” that
increases the ROI and is needed to really attract the
search engine’s attention. This attention to making your marketing integrated
includes images, videos, blogs, micro sites and all your social media outlets.
You have a very good website with tremendous graphics, top quality content and
all that you need to make sure a first page ranking in all the popular search
engines. But if you have not yet gotten the top rating then there is something
wrong and it is the job of the marketing agency to find it and suggest a solution.
Their SEO team will have to transform your website in such a way that these
search engines will choose you instead of the other way round. You need to do a
thorough research to know what all keywords click well with the target segment.
These are the words that visitors usually type when they want to search for
something in the search engines. If you have the same keywords in the correct
density then you can be rest assured that these major search engines will
approach you and place you among the top.
Copyright 2012 ParkerWhite Inc

6. 5. Measure, Analyze, Improve
Does most of your marketing get measured and analyzed?
If you’re not sure, go to your analytics software or Google
account and see how many of your online and offline
campaigns have measureable goals attached by segment.
Like I said earlier, what gets measured gets managed.
With Analytics, you can learn:
• Which of your online, offline campaigns are bringing in visitors!
• Number of visits, page views, and time spent on site.
• Which are your popular pages?
• Which searched keywords bring traffic to your site?
• What part of your marketing mix is creating the most “lift”?
• And much more..
Get started today improving the ROI on your existing marketing communication
activities, follow these 5 easy steps and enjoy the outcome. Don’t forget to get in
touch with me and report back on your success or improvements to these tips.
It is as simple as that. You need to measure your success and concentrate on
the tactics that failed. Sit down with your marketing agency and find what went
wrong and where. It is easy to measure your success by conducting research.
You can conduct both online and offline research to gauge the results of the
marketing campaign. Through this research you can easily understand the
number of times visitors accessed your webpage, how many of them revisited,
how long they stayed in your page, what are the keywords that made them come
to you and so on. You can analyze the results and seek to improve on the weak
points in your marketing campaign. Armed with these results you can easily mark
your next marketing campaign.
You can enjoy a heavy influx on your ROI if you follow the above mentioned
techniques. It is easy and workable.
Copyright 2012 ParkerWhite Inc

7. About ParkerWhite Brand Interactive
ParkerWhite Brand Interactive brings a depth of experience in building both
business-to-business and consumer brands for companies in the fitness, health,
medical device and consumer products industries. So whether it’s establishing
brand positioning, creating an integrated product launch campaign or developing
a website with a targeted social media and online communications strategy, we
offer our clients new ideas and strategies backed by solid insights to deliver
brand experiences that engage customers. In short, your brand becomes a
thriving entity, hence our motto: we give brands life.
Click here to receive a website analysis for better lead generation!
ParkerWhite Inc
Keith White
The Sanctuary Brand Strategist
230 Birmingham Drive, 760.783.2020 ext 25
Cardiff-by-the-Sea, CA 92007 keith@parkerwhite.com
www,parkerwhite.com
Copyright 2012 ParkerWhite Inc