How Good Copywriting Services Can Help Boost Your Marketing

Copywriting is quickly becoming one of the most powerful web-boosting tools.

With good copywriting, you can effectively:

• Define and enhance your brand identity.
• Convey your message to your ideal client.
• Nurture lasting relationships built on loyalty and trust.
• Transform your product from an option to a #1 must-have.
• Differentiate your brand from competitors.
• Rank higher on Google SERPs.
• Position yourself as an industry expert.
• Influence and persuade your audience to take action.

Suffice it to say, it’s well worth the investment!

Interested in learning more about how copywriting services can benefit your business? Keep reading!

Words Hold Incredible Power

Words hold incredible power, potential and opportunity. They can influence, persuade, warn, prompt and call to action!

But more than that, they can also affect feelings and emotions.

For example:

Kind words can help foster camaraderie and friendship. “Hey! I loved your presentation today. You’re a great public speaker!”

Harsh words can easily tear down and destroy a relationship. "You're the worst friend!"

Emotionally charged words can even bring a person to tears! It’s one of the reasons why films like the Titanic became such classics. “I’ll never let go, Jack!”

The Notebook is also a great example of this! Have you heard this famous Nicholas Sparks quote?

“I am nothing special, of this I am sure. I am a common man with common thoughts and I've led a common life. There are no monuments dedicated to me and my name will soon be forgotten, but I've loved another with all my heart and soul, and to me, this has always been enough...”

Pretty gut-wrenching stuff, right?

It’s incredible how words can influence our emotions in the moment and stay with us for days or years to come!

They are so powerful, in fact, that marketers use words to help structure their marketing campaigns. AKA copywriting!

Here are some examples:

Have you ever felt that urgent need to pick up your phone during a radio ad? “Be caller number 1 to win lunch for your whole team!”

Have you ever clicked “show more” on an Instagram post that got you hooked in the first 4 words? “Don’t read the caption👇👀”

That right there is the power behind good copywriting. And it’s yours for the taking!

Copywriting vs. Good Copywriting

Today, consumers look for relationships, answers, knowledge and trust. 

They look for solutions to the problems they face. They look for brands that they can trust to be up-front and honest with them.

But above all, they long for connection!

Why?

Because according to a recent article by Business News Daily, “consumers show similar emotions in relationships in brands as they do with other humans”.

In other words, consumers personify brands.

They build a relationship with that brand, just as they would a human - with trust, conversation, experience, etc.

This is where copywriting and good copywriting can differ.

Copywriting can easily come across as fake, fluffy nonsense that’s only purpose is to make a quick sale.

Good copywriting conveys your message clearly, uniquely and effectively. But, first and foremost, it’s relationship-driven - one of the most crucial factors of a successful brand in 2023.

Click here for our Top 5 Content Writing Tips!

Utilizing Good Copywriting In Your Marketing Strategy

The world of digital marketing is constantly evolving. But the one thing that’s become clear is the need for quality content.

Let’s be honest. With the internet at their fingertips, consumers don’t need to go far to find a great product.

But how do you ensure that customers find and choose your product over the masses?

By using your newfound power of words!

Step 1: Capture Their Heart!

Whether it’s a blog, landing page, social media post or Facebook ad, your content should,

a) Capture the heart of your audience,

b) Show them the truth of who you are.

Click here for 7 Reasons To Start a Blog in 2023!

Capture The Heart of Your Audience

According to a Microsoft 2015 report, you have 8 seconds to capture your audience’s attention.

While it’s a little sad to admit, apparently our human attention spans have shrunk to that of a goldfish. If not shorter!

So when we say it’s imperative to get your audience’s attention fast, we mean it!

Thankfully, good copywriting gives you the power to do just that!

But to catch their attention, you'll need to do your research.

Target Audience Questions:

• What makes your audience tick?
• What motivates your audience?
• How does your audience think?
• How does your audience communicate?
• What does your audience care most about?
• What challenges does your audience experience?

These questions enhance your content approach - ensuring it effectively reaches your audience.

Be Yourself

This is an age-old message you've probably heard since you were three. But the truth of the statement stands the test of time.

There is incredible value in simply being ourselves, staying true to who we are and standing firm in our beliefs. 

But have you ever used that same mentality in your brand messaging?

Your brand is a part of you. And with good copywriting, your brand voice can become an extension of the powerful voice you bring to the world!

As mentioned above, humans personify brands. And while this is helpful knowledge, we can take it one step further.

We can personify our brand first!

Brand Personification Questions:

• What does your brand stand for?
• What are your brand’s core values?
• What is your brand about?
• What makes your brand stand out?

These questions take your brand to a whole new level!

Step 2: Get The Message Out, Loud and Clear!

Now that you’ve thought of your customer, you can begin the construction of your messaging.

First, you’ll want to consider the benefits and features of your product. How can you relate these benefits and features to what you know about your audience?

Using the knowledge you have of your audience to write clear and compelling messaging is the key!

For example:

When a customer searches for ‘headphones’, you need to strategically position your headphone brand as the #1 must-have.

But how do you do that?

Maybe your headphones have the “best all-around sound”. Communicate this to the customers looking for the best quality sound. 

Maybe they’re easy to pack in a suitcase, making them “the perfect travelling buddy”. Communicate this to your avid travelling customers.

Maybe they’re packaged with 100% eco-friendly materials. Communicate this to your environmentally conscious customers.

Or maybe they’re the only headphones designed for sensitive ears. You guessed it…communicate this to your customers with these sensitivities!

Whatever the truth of your product is, good copywriting communicates the message loud and clear. 

Invest In Professional Copywriting Services at OSM!

A good copywriter ensures your message is crystal clear and reaches your target audience effectively.

Ready to take your marketing efforts to the next level?

Contact our team today for professional copywriting services.

You can reach us at 613-969-0626 or contact us online!

The Best Local Facebook Advertising Agency, Quinte! Get Results Today!

You see Facebook ads all the time! For food delivery services, local retail stores, apps, restaurants, etc. 

The list of companies using Facebook in their marketing strategies is endless!

But have you ever stopped to think about what would happen if you used Facebook ads for your small business? 

The cool thing is, no matter how big or small your business is, Facebook ads offer incredible potential! 

Huge companies like Netflix have 86 million likes on their pages. And then there are small businesses, like yours and mine, which have about 500-1000! 

Regardless of your business size, you have the potential for improved reach, high-quality leads, widespread brand recognition and more!

With Facebook’s micro-targeting, you can reach your niche audience with the right message at the right time!

Keep reading if you’re on the fence about adding a Facebook ads strategy. 

OSM, your Facebook Advertising Agency, Quinte, share our complete Facebook ad guide below! 

Your Small Business Guide To Facebook Paid Ads

Digital marketing has come a long way since that first clickable banner ad in 1994. That first ad was part of the You Will campaign by AT&T. 

44% of people who saw that ad actually clicked on it!

Crazy right?

After that, the advertising world exploded! The potential to put your product in front of so many people worldwide was too good to pass up.

And here we are today, almost 20 years later, still engaging with the same general concept as that first banner ad. 

But way better!

Today's technology has advanced so much that we can pinpoint who we want to see in our ads. We can specify where, how, when and why our ads get shown.

And the results are incredible!

You no longer have to filter through a giant list of prospects to find potential leads. 

Your unique Facebook ad can reach the people who WANT to hear from you! Facebook filters for you, so you’re left with high-quality leads. 

Interested? Who wouldn’t be?!

As a local Facebook advertising agency in Quinte, we’ve seen the success that Facebook ads can bring. And we’d love to see that same success happen for you! 

Let’s dive into the specific benefits of Facebook ads!

Facebook Ad Benefits:

• Micro-targeting (including psychographic and competitor targeting)
• Measurable Performance
• Audience transparency (behaviours, interests, re-marketing tools)
• A variety of ad formats 
• Specific ad objectives 
• Budget-friendly options
• Compatibility with integrated ad campaigns

So, here’s the real question…

Should You Invest in Facebook Ads?

As a small business, stability and growth are the keys to success. 

Consistency in your clientele is vital to keep your business running smoothly. But a steady influx of quality leads to help your business grow is also crucial.

Facebook ads could be the solution for you! 

This powerful web marketing tool offers unmatched brand awareness and exposure. 

But we’re not going to say that Facebook ads are for everyone. Every business is unique and needs a marketing strategy that fits its specific needs. 

As a small business, you don’t just want to throw a wide net out and catch whoever happens to fall in. You want to target specific individuals that already fit your niche audience. 

For example, a 30-second Super Bowl commercial worth over $5 million can reach a HUGE audience. Last year (2022), it had around 99 million viewers! 

Talk about a wide-net tactic!

You’ll notice, though, that the brands in these commercials have varying audiences. Brands like Budweiser, Uber Eats, General Motors and Lays have many target personas. That means a wide-net tactic could produce great results for them.

But for a small business with a smaller, specific niche audience? A Super Bowl commercial would most likely be a waste of money. 

You need a platform that puts your product in front of the right people. The people who are already looking for you!

When SHOULD you invest in Facebook ads?

• You've optimized your website for Facebook traffic.
• You have a defined niche audience.
• You have the available budget.
• You have a defined brand message and goals in place.
• You have the right resources to run the ad.
• You already have an existing social media presence.

Is that you? If so, Congratulations! 

You could be the perfect candidate for Facebook ads. 

Ready to get started? Contact our team, your local Facebook advertising agency, Quinte! 

When SHOULDN’T you invest in Facebook ads?

• Your niche audience isn’t on Facebook. 
• You don’t know who your niche audience is.
• The ROI on a Facebook Ad no longer makes sense.
• You don’t have an existing social media presence (learn how to engage with your niche audience on social media). 
• You have an unclear brand message.
• You have an undefined sales funnel.
• You don’t have someone to manage your ad(s) for you (when is it time to hire a marketing agency?).

Not quite ready for a Facebook ad? We can help! 

At OSM, we offer digital marketing services that can help give your brand the boost it needs. We'll define your marketing strategy, clarify your messaging and help you get started!

Best Practices For Facebook Ads:

If you’re planning your ad strategy, the next step is to learn how to get the most out of your Facebook ad(s). 

As we mentioned before, you don’t want to reach just anyone. You want your unique audience! 

And to do that, you’ll need to apply what you know about your audience and this platform to create something that, 

a) Stands out from the sea of competitors vying for your audience’s attention, and 

b) Compel them to take action on your ad!

Here are some tried and true ways to make your 2023 Facebook ad make a powerful impression:

1. Write compelling ad copy that’s clear, concise and relatable. 

If you've been engaging with your audience for a while, you probably already have a strong social media presence. Great! You know what makes your people tick. 

Use that knowledge to write ad copy that’s unique to them. 

2. Create imagery that catches your audience’s attention.

We recommend high-resolution imagery (photos, graphics or videos) that compliments your ad copy. We also recommend using bright, contrasting colours that don’t clash with your branding.

3. Write a catchy and clear headline. 

Your headline should be short and to the point. You want your audience to immediately understand your ad and engage.

4. Use a strong CTA (call to action).

Your call to action button should encourage your audience to take the next step. Although this button isn’t customizable, there are tons of CTA options, each dependent on the type of ad you choose to run.

For example, if you run an Awareness ad, you’ll have CTA options like:

•  Download
• Get Directions
• Get Quote
• Learn More

While if you have an Engagement ad, you’ll have different options like:

• Contact Us
• Call Now
• Book Now

Learn more about Facebook Ad best practices through Meta!

Work With OSM, Your Facebook Advertising Agency, Quinte!

Ready to get started with your first Facebook ad? Give us a call!

We’ll put your brand in front of the right people at the right time and the right place. 

Book a marketing consultation online or contact us by phone at 613-969-0626. 

We look forward to working with you!

7 Benefits of Hiring a Local Digital Marketing Agency For Startups!

The New Year is here - full of fresh starts and exciting opportunities! 

Our team at OSM can’t wait to see what this year has in store - for both existing companies and new startups!

Will 2023 be the year you start your own small business? 

If so, keep reading! 

We wrote this article with emerging small businesses in mind - AKA you! 

Because there’s no reason why you should be jumping into this exciting moment in your life alone.

And while you might not have the budget for in-house employees, there’s a cost-effective way to get the help you need! 

Hiring a local digital marketing agency for startups gives you a competitive edge from the get-go! They can help you: 

a) Create a strong foundation for your business.

b) Hit the ground running.

c) Scale, scale, scale!

A digital marketing team is your key to starting strong and staying strong!

Below are 7 benefits of hiring a digital marketing team as a new small business:

1. More COST-EFFECTIVE

You’d be surprised at the cost of an in-house operation vs that of an agency.

Over time, the agency route typically costs much less!

Here’s why:

First, you won’t have to hire a specific employee for each digital service you need.

These roles range anyway from content writers to SEO specialists! With many more between! 

Hiring a marketing team means you get an all-in-one marketing wizard!

Secondly, you won’t have to pay for other costs associated with having full-time employees.

These extra expenses include payroll taxes, health care costs, salaries, benefits etc. 

Thirdly, you won’t have to pay for costly subscriptions to essential marketing tools. Your digital marketing agency has these covered for you! 

2. Access To Professional Digital Marketing Tools

Agencies have professional tools to optimize and streamline their digital marketing services. These tools typically come with a costly one-time payment or subscription. 

Since agencies use them for all their clients, they can sign up for cheaper package deals. This help lower their overhead costs - and yours! 

Examples of these digital marketing tools include:

• Content Research Tools
• Keyword Research Tools 
• Website Development Tools and Plug-Ins
• Competitor Analysis 
• Paid Search Management 
• Automation Tools 
• Creative Cloud 
• Stock Imagery Subscriptions etc. 

You’ll have to pay for these services alone if you do your marketing yourself. But if you hire an agency, a fraction of these costs is usually built into your plan! 

3. Curated Solutions For Your Specific Business 

Every business is unique. It has its own mission, vision, audience, niche etc.

Key differences set you apart, even if you sell similar products as your neighbour. This is your USP (unique selling point)!

Because your business is unique, your marketing strategy should also be. Marketing is not a one-size-fits-all solution. It’s a specifically curated plan that’s designed for your business alone. 

When you hire a digital agency, they work with you to create a strategy that fits. This strategy is a realistic plan that intentionally caters to your business goals and budget. 

4. Expert Marketing Advice 

Having someone in your corner is a huge asset as a brand-new small business. That could be a mentor, a coach, a fellow business owner, a consultant etc. 

A digital marketing agency for startups provides you with an on-call marketing expert!

Helping businesses grow from the ground up is what they do every day.

5. Fresh Ideas and Practical Strategies 

An agency also brings a third-party perspective to your growing business. They provide fresh ideas and strategies from new marketing trends and past experience! 

Digital marketing is constantly evolving. Social media algorithms, Google ranking metrics and ad targeting techniques are changing all the time in order to find new ways to keep their audience happy. 

For example…

Google uses different ranking metrics to help show more accurate search results. 

Two recent ranking metric updates include the Helpful Content Update and the Core Algorithm Update. Both were released this year! 

These updates focus on quality web content. They help Google determine whether your site satisfies its visitors. 

Your digital agency studies these updates to help you create rank-able content!

6. Improved Online Presence 

One of the main goals of a digital agency is to help you create and sustain a healthy online presence. This could be within your social channels, website, Google Business Listing etc. 

Social media management services help set up, grow and enhance your social media platforms. 

Web marketing services help grow your online reach, traffic and leads.

Google Business Listing services help optimize your local visibility. 

7. More Time For You! 

Lastly, and one of the most valuable to business owners, is the time you get back when you hire an agency. 

As a business owner, you wear a lot of hats. You’re the accountant, production manager, production team, sales associate etc. 

Not to mention the entire marketing team!

If you ask us, that’s too many hats for one person to wear.

Your small business can quickly take centre stage in your life - monopolizing your time. But with a digital agency, you can spread out these roles to the team that always has your back!

Here are 5 signs that it’s time to hire a marketing agency. 

OSM: Your Quinte Digital Marketing Agency For Startups!

Looking for a local digital marketing agency for startups in Quinte? We’ve been serving our Belleville community and beyond since 1997. And we’re excited to work with you! 

Meet our OSM team! We are passionate and dedicated individuals - ready to take your business to the next step. 

Our Digital Marketing Services:

• Web Hosting Services
• Website Design and Development 
• Search Engine Optimization (SEO)
• Keyword Research 
• Copywriting Services 
• SEO Blog Writing Services 
• Branding
• Reputation Management 
• Social Media Management 
• Facebook Ads Management 
• Google Ads Management
• Strategy
• Integrated Campaigns 

See more of our web marketing services on our website!

You can also message us online or call us at 613-969-0626 to speak with one of our team members!

Festive Web Marketing Ideas For Your Small Business This Christmas!

It’s time to deck the halls! Or, in this case, your web marketing platforms!

As a small business, it’s easy to think you’re “too small” to go big during the holiday season. After all, most companies go all out with festive decor, events and sales. And those large-scale businesses have more space, money and time to make something extravagant come to life. I’m 

Is it possible for a small business to capture shoppers’ attention even amid the holiday buzz?

Of course! And you don’t need a huge budget or a massive space to make that happen.

In this article, we help small business owners create their winter wonderland - online!

Ready to deck your small business in some holiday fun? Let’s start by creating your Christmas web marketing strategy!

Why Invest In Holiday Marketing?

If you own a business, you know how important it is to both,

1. Bring a unique, creative spark to the market, and
2. Stay on trend with your audience.

It’s why you’ve invested time and effort into learning new platforms and creating one-of-a-kind content! It’s also the reason you installed TikTok, created your first Real and started blogging.

And, in all honesty, it’s the reason you’re here, reading this article, too!

You want to learn HOW to tell your story - how to put yourself out there, engage in the 2022 marketing era and make your mark.

Well, you’re on the right track!

Holiday marketing is not a new concept, as you well know. But staying in tune with your audience and creating content that speaks directly to them in each season? That’s never a stagnant thing to begin with!

Your audience is constantly looking for fresh ideas, new sales and an incredible shopping experience.

And what better time to do that, than at Christmas time?

During the holiday season, shoppers are on the hunt for more than the perfect gift. They’re looking for the best deals, bonuses and experiences. All in hopes of making their Christmas season PERFECT.

This tension to create the perfect Christmas experience is one of the main reasons why holiday web marketing is so effective.

Demand. Urgency. And a willingness to buy.

Customers aren’t simply window-shopping or leaving empty carts in your e-commerce platform anymore. Their buying behaviour has switched from passive to active - increasing their urgency and their willingness to buy.

This increase in demand presents you with the perfect opportunity! The opportunity to create new, holiday-themed content that catches your consumers’ eye.

Benefits of Holiday Marketing

• Increased Brand Awareness
• Creative Opportunity
• Business Growth
• Product Growth
• Increased Reach
• Increased Engagement
• Increased Sales
• Increased Website Traffic
• Increased Brand Awareness
• Improved Retention of Existing Customers

So get creative this holiday season with your holiday marketing!

Creating Your Christmas Web Marketing Strategy

Before you start throwing tinsel around, you need a plan of action. Or, to be more precise, a Christmas web marketing strategy.

Grab a scrap piece of wrapping paper and your jolliest pen - it’s time to start planning!

Start Early

There’s a reason we launched this article earlier than planned.

While the phrase, “better late than never, " sometimes works, we don’t recommend it as a philosophy for your holiday marketing.

We wanted to get this information to you as early in the season as possible! So you have the time you need to collect your resources, get a plan in motion and start executing - before the holiday buzz hits.

And, to be honest, it’s already begun!

The 2021 report by the Retail Council of Canada (RCC) stated that 30% of Canadians planned to start Christmas shopping in late October. And 36% said they planned to begin in early November. 

Rumour has it, this year is no different!

With stats like that, it’s crucial to have your holiday marketing ready to go as early as possible!

Set Your Goals

What are your business goals this holiday season? While many businesses go for the typical increase in sales or foot traffic, your goals might look different.

• Improved Brand Recognition
• Increased Reach
• Improved Brand Reputation
• Optimized Brand Positioning
• Increased Prospects
• Improved Customer Retention
• Optimized Customer Experience

And don’t forget! While you’re setting your goals, remember to make them SMART - Specific, Measurable, Attainable, Relevant and Timely.

Target Your Audience With Intentionality

Whether you have one target demographic or many, learning how to target your holiday marketing to them specifically is vital.

Once you decide WHO you’re targeting, you’ll be able to decide WHERE to launch your efforts and HOW to reach this demographic most effectively.

Start by asking yourself some questions:

Where are your ideal customers?

What are their consumer behaviours?

How can you best connect these answers to launch a campaign that meets your customer exactly where they are - physically and emotionally?

7 Effective Christmas Marketing Ideas For Your Small Business

Now that you have a plan, it’s time to get cracking on your holiday web marketing!

Below is a list of easy and effective Christmas marketing ideas. Some of these are tactics we’ve done ourselves, some we've worked on with clients, and others we've seen trending in the market.

Which ones speak to your business, clientele, budget and resources?

While it may not be realistic or in your best interest to do them all, we recommend selecting at least a handful of them. And there are lots of options to choose from that are both affordable and effective!

Host a Contest

Contests are a great way to generate buzz for your business, especially when prizes are involved!

Try hosting one of the below Christmas-themed contests on your social media:

• Tag campaigns
• Hashtag challenges
• Photo contests (i.e. the ugliest sweater)
• Instagram story quizzes (i.e. which Christmas Move is our favourite?)
• Video contests (i.e. best Christmas carol parody)

Offer a Giveaway

Giveaways are a fantastic web marketing tactic to use over the holiday season! They can help you reach new customers, spread the word faster and encourage a sense of community on your platform.

When planning your giveaway, we encourage you to also collaborate with other local small business owners. This can help expand your reach to other potential customers and improve your brand reputation.

Decorate Your Website

Do you run an e-commerce business with no physical store location? If so, try this!

While you have no halls, racks or storefronts to decorate, you do have your online store. And there’s no reason why you can’t spread some holiday cheer on your site!

Here are some simple holiday website decor ideas you can put in place:

• Festive graphics
• Holiday greeting popups
• Christmas web banners
• Seasonal imagery, colour scheme and language

Get Seasonal On Your Socials

And while you’re at it, get seasonal on your socials too!

Start by customizing your cover and profile photos, Then branch out into festive social content, graphics, videos etc.

Incorporate holiday jargon into your captions and ensure your content is as seasonal as you can make it.

One of the recommendations we give our clients at OSM is to book a holiday photoshoot! This can help spice up your content and give your customers something fresh and seasonal to enjoy on your account!

Offer Holiday Discounts

This one is a no-brainer. Who doesn’t LOVE a good holiday discount?

If you’re looking for a way to increase your sales, clear out your inventory or launch a new product, a discount is definitely the way to go.

Examples of Holiday Discounts:

• Early bird offers
• Gift card bonus offers
• Free shipping
• BOGO (Buy One Get One)
• Flash sales
• Bundle and save sales
• Referral discounts

Make a Christmas Gift Guide With Your Products

Want to promote new or existing products? Try highlighting these products in a Christmas Gift Guide!

Gift guides are easy to make. And they simplify your customers’ shopping experience as well!

Step 1: Title your gift guide.

Step 2: Select appropriate products.

Step 3: Include photos and links to these products.

Step 4: Launch!

Once you’ve completed the list, you can launch it on almost any platform.

We recommend sharing your gift guide on visual and shareable platforms - like Instagram, Facebook, Pinterest and even your blog!

Release Festive Newsletter Content

Celebrate the holiday season with your newsletter subscribers! Your newsletter can help you engage with your online community, share festive content and attract people to your website.

There are many ways for you to interact with your newsletter subscribers over the Christmas season. That could be sharing a holiday campaign, thanking your customers for their support over the year, or simply sharing a festive video of your team! 

At OSM, we typically share a final Happy Holidays message with our newsletter subscribers before we go on holiday ourselves. It’s an incredible way for our team to thank our customers for their support and wish them a Merry Christmas!

That’s a Wrap!

Which of the above Christmas web marketing ideas will you put into action?

As a small business, you have the incredible opportunity to capture your unique customers' attention. And it doesn’t require a large budget or a storefront! All you have to do is harness your creativity, make a plan and get to it.

Need help putting together your holiday marketing materials? Our team at OSM is happy to help! 

Our affordable digital marketing services help your small business gain the traction it needs - even during the holiday buzz!

To learn more about our services, contact our team at (613) 969-0626 or view our digital marketing packages here!

How To Create Integrated Campaigns That Boost Your Web Marketing Success!

As a small business owner, integrated campaigns can seem daunting and out of reach. 

After all, they involve a series of media platforms, web marketing tactics, social media efforts etc.

If multiple third-party companies run your marketing department, it can be especially challenging to organize a consistent message across your channels.

However, though the concept may seem intimidating, it’s 100% doable - even for a small business!

Launching and running a successful integrated campaign is simple as long as you have the right tools, resources, and know-how.

We break down the necessary factors of a small business integrated campaign below. Keep reading to learn how to put together your own multichannel campaign!

How Can An Integrated Campaign Boost Your Web Marketing Success?

Before we get into the 5 steps of creating a successful campaign, let’s first learn what integrated campaigns are and why they are beneficial.

What Is An Integrated Campaign?

In short, integrated campaigns present a consistent message across all your marketing communication channels.

Companies use them to reach a larger audience, increase brand awareness, build excitement etc. 

Typically, integrated campaigns use the same principles as branding, including similar visual aesthetics, wording, tone etc. This ensures a unified look across all platforms - increasing brand recognition and improving communication efforts.

Are Integrated Campaigns Beneficial?

As a small business, we understand that your time, money and resources are especially valuable and limited. And we don’t take that knowledge lightly.

In fact, that knowledge is what fuels our desire to provide these free marketing tips and tricks!

So, how can an integrated campaign boost your web marketing success? Is it really worth it?

Let’s go over some of the benefits below!

Benefits of Launching An Integrated Campaign As a Small Business:

• Boosts Revenue
• Expands Reach
• Streamlined Management
• Creates Brand Continuity
• Increases Brand Recognition
• Optimizes Your Marketing Budget
• Builds Excitement
• Improves Brand Communication
• Multiple Connection Opportunities
• Cost Savings
• Keeps Your Brand Top of Mind
• Builds Trust

Create Your Own Multichannel Campaign As a Small Business

Now that you know what integrated campaigns are and how they benefit small businesses, let’s learn how to create one!

Step 1: Get Everyone On The Same Page

The first and most important step is to get everyone on the same page.

As a small business owner, you likely have multiple companies/freelancers making up your team. You have a company for your email campaigns, another for your social media coordination, another for your web hosting etc.

While this can be a great way to delegate your business responsibilities, it does make campaign creation slightly harder. And it's why you must always ensure each team member is aware of the campaign scope, given the proper materials/instructions and follows through with the plan correctly.

This is how you ensure your message is consistent, clear and accurate. And that all marketing schedules properly align with your plan.

Otherwise, your social media team might understand things differently from your web marketing team, and so on. Leaving your audience with a muddled message.

So, gather your team for a quick huddle and make sure everyone is aware, involved and prepared.

Step 2: Identify Your Ideal Audience

The second step in creating your campaign is to think about your audience.

A lot of companies choose to focus on their brand messaging before selecting their target audience. But at OSM, we believe the customer always comes first.

So identifying WHO your customer is, WHAT they’re looking for, and HOW you can meet their needs has to be your top priority.

Note: It is possible to have more than one ideal target audience to focus on. That’s the benefit of a multichannel campaign! You can target a variety of people at once with the same message.

Step 3: Create Your Message

Once you’ve nailed down your target audience, it’s time to craft your message.

This message can be in the form of written content, graphics, video creation or even photography.

Campaign messaging typically surrounds a special, promotion, discount or feature. However, you can create a campaign for pretty much anything!

As your creating this message, keep in mind these 3 key factors:

• Your target audience.
• Your campaign goal(s).
• Message adaptability.

Target Audience

We already mentioned the importance of your target audience. But as you create your message, always remember to circle back and ensure your content serves their interests first.

Campaign Goal(s)

Your campaign will lack direction and purpose if it doesn't have a set goal or objective. So before you start creating your messaging, decide on your campaign goals and KPIs (key performance indicators).

A few common campaign goals include:

• Traffic growth
• Sales increase
• Brand awareness etc.

Message Adaptability

The third factor to keep in mind is how adaptable your message is.

Since an integrated campaign involves multiple channels, your messaging has to be able to adjust to each one accordingly.

For example, if you record a video podcast, what are some ways you can repurpose that content for other channels?

1. You can separate that longer video into smaller portions for posting on social media.
2. You can transcribe the podcast into a blog article as web marketing content.
3. You can even use the audio from your video to create Instagram Reel content.

Planning your content creation with this in mind will ensure you have the opportunity to share your campaign across multiple platforms.

Step 4: Strategize When and Where You Will Launch Your Campaign

Now that you have your message, it’s time to strategize where and when you will launch it. Since you’ve purposely crafted your message to be adaptable for most channels, you have lots of options to work with!

As you strategize, don't forget to circle back to step 2 and ensure you choose the best channels for your specific audience.

For example:

Is your audience browsing the internet? Or scrolling their Facebook feed?

In this case, which is more effective - Google Ads or Facebook Ads?

Understanding which is more effective and realistic, considering your messaging, can help you strategize a successful campaign placement.

Common Advertising Channels For Small Businesses:

• Web Marketing (i.e. website content, SEO, Google ads)
• Social Media
• Email Marketing
• Sales Promotions
• Events
• Packaging etc.

Once you’ve narrowed down which channels best suit your audience and messaging, the next step is to find the perfect time(s) to launch!

For this, you’ll need some insight into when your ideal audience is most active on your channels. From there, you can better estimate the best posting time for your content!

Step 5: Launch, Monitor and Measure Your Campaign

Ready to launch?

Once your campaign goes live, have your team monitor it daily. We recommend having your team on standby, ready to respond to incoming messages, inquiries, or hiccups as they come up.

Finally, the final step in your campaign journey is to measure its success. In this step, you’ll analyze your campaign results with the goals you created at the start of the process.

Did your campaign meet your goals? Why or why not?

One of the best things about a campaign is that you can use the knowledge you gained from previous results to better guide future campaigns!

Create Your Next Integrated Campaign With Our OSM Marketing Team!

Are you ready to give integrated campaigns a shot? Our web marketing team at OSM is here to put your message into action!

Our digital marketing services offer:

• Content Writing
• SEO
• Google Ads
• Facebook Ads
• Website Content
• Social Media Coordination
• And More!

Get in touch with our team at (613) 969-0626. Or connect online!

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