Social media. Email. Google ads. SEO. Content marketing. PR. Direct mail. Lead nurturing. Traditional advertising. Webinars and seminars. Apps. Websites and landing pages.
The list could go on and on as there are no shortage of ways to reach a customer these days.
But to be effective marketers, we can’t look at each of these marketing options on their own. Integrating them into a 360-degree marketing campaign is what makes a company stand out and claim victory in today’s market.
What Is a 360-Degree Marketing Campaign?
Probably without even realizing it, you have experienced time and time again the effectiveness of 360-degree marketing campaigns. And the fact that you didn’t even notice it proves how well it was executed.
Maybe you notice a poster or billboard for a new pair of shoes and then you hear an ad for the same shoes on the radio; you spot an ad for them in your Facebook newsfeed, and then you receive a postcard with a coupon for them in your mailbox.
At that point, you’re salivating to buy them, so you go to your computer to pull up the landing page listed on the postcard, which is specifically designed for that campaign. After you make your purchase, you begin to receive emails from them for similar shoes and accessories you also want to own.
This is the magic of a well-thought-out 360-degree marketing strategy. It feels like the company is everywhere, and the more times you see their ads, the more you want what they are offering.
A 360-degree marketing campaign takes integrated marketing strategies to a new level, with the goal being to cohesively deliver an offer consistently across all touchpoints, platforms, and devices at the right time, in the right place, and with the right message.
This holistic approach ensures that every possible interaction with a prospect or customer is meaningful. It means that when your target market sees a tagline to a campaign on social media, they will also see it when they visit your website or when they receive an email from you.
It’s a user-centric concept that provides a complete view of the customer journey from beginning to purchase and beyond, helping to move customers through this process smoothly. The mark of a truly successful 360-degree marketing strategy is when there are no gaps for customers to fall through.
9 Key Components of a 360-Degree Marketing Campaign
While anything marketing related can fit into a 360-degree marketing campaign, the main components include the following:
An Effective Website
Your website is often your company’s first impression, and it certainly makes a lasting impression. It should provide ease of use, be professionally designed, and convey an image of authority and trust. UX (user experience) is paramount with websites of today, and that means load times should be quick and websites should be responsive and easy to use on mobile devices.
When it comes to a website as part of a 360-degree marketing strategy, landing pages are essential. Sending targeted prospects to a specific page for the exact campaign they found you through is what will add to the consistency required in this type of marketing.
An SEO Strategy
SEO (search engine optimization) ensures your website is visible in search results. While time-consuming, SEO is what provides you with free, organic traffic that will keep coming for years if done right.
The most important aspects of SEO come from blogging, which allows you to create a steady stream of useful and shareable content and gives you the means to increase your inbound links. On-page keyword strategies and off-page link building are also an important part of an effective SEO strategy.
PPC (pay per click) advertising operates at the other end of the spectrum from SEO. Both work hand in hand: PPC is what gets you the immediate traffic you are looking for, but it is once and done; SEO takes longer to acquire the traffic, but it brings in traffic over and over again.
PPC is an art that requires keyword research to find the targeting parameters that hit on the proper customer intent, aren’t too competitive, and provide a good monthly search volume, as well as continuous monitoring and reevaluating to maximize results.
Email marketing is still one of the best ways to nurture leads along a journey from strangers to loyal customers. By providing useful information, creating keep-in-touch autoresponders, and spreading important news and deals through email, you can stay in front of your customers and prospects on a regular basis.
If you do your email marketing right and use software that allows you to properly segment your lists, you can learn a lot about your customers and prospects so that your campaigns can be even more effective moving forward. For example, you can set up automations that put people who click on a certain link or make a certain purchase into their own lists so that you can market to them separately.
Social Media Marketing
Social media is one of the best ways to engage with customers and potential customers. In your 360-degree marketing strategy, it can be the glue that holds it all together, as it can be used to strengthen relationships, raise brand awareness, and interact with followers.
Ensure that your social media actions are in alignment with the image you are trying to portray and the message you want to get across with your marketing campaigns. Bring value to your posts, always reply to your comments and messages, and respond with tact to negative comments.
Content marketing is the marketing of today because it provides mega amounts of value to your followers and it keeps Google happy at the same time. Through quality content, you can increase brand awareness, establish your company as reputable experts, land new customers, and drive organic traffic. Content marketing is more than just articles. It can also include infographics, videos, e-books, social media, and more.
In-store and in-person marketing is still an important part of a 360-degree marketing campaign for most companies. What you say in person and what you display in your store or office must be consistent with what you are saying in your digital marketing. In-person tactics might include going to trade shows, attending local events, engaging in your community, making sales calls, and going to networking events.
PR is an essential part of any successful 360-degree marketing campaign. What you are saying to the communities where you do business must be in alignment with the rest of your 360-degree marketing strategy.
Traditional Advertising & Print
Newspaper, radio, and TV ads hold up to the same standards of consistency, as does print advertising. These things are less competitive these days and therefore can be a highly effective means of reaching your target market.
A 360-degree marketing campaign is the best way to reach potential customers with the message they want to receive in the right time and place. With a cohesive solution like this, your next marketing plan is sure to beat all the rest.
In Part 2 of this article, we’ll look at how this type of marketing can benefit your business and the steps to take to make it happen.