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!
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.
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.
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:
Now that you know what integrated campaigns are and how they benefit small businesses, let’s learn how to create one!
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.
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.
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:
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.
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:
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?
Planning your content creation with this in mind will ensure you have the opportunity to share your campaign across multiple platforms.
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.
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:
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!
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!
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:
Get in touch with our team at (613) 969-0626. Or connect online!
And don’t forget to sign up for our newsletter to not miss our next blog post!
The idea of growing your small business exponentially as fast as possible is exciting. But, in most cases, it’s also very, very difficult.
Especially if you don’t have the tools or resources to get you where you want to go.
Bet you think we just crashed and burned this article, right?
Well, that depends on how you look at it!
No, this is not a typical 10 Steps To 6-Figure Success Guide.
at Georgian Downs when you travel to Innisfil.
I’m not giving you a list of things to spend money on or fill up your schedule.
In fact, everything I talk about in this article is 100% free.
This article is about building a sturdy foundation for your business to grow on. One that withstands the unexpected. From high winds to seemingly never-ending pandemics to unflattering budget cuts.
It’s about the roots.
So, here’s the honest truth:
While I’m a big believer in business success, I'm not a fan of the typical route it takes to get there.
I don’t dream of hustling 24/7 and climbing my way up a rickety ladder to a reality that’s…to be real…exhausting at best.
That’s just not for me.
And if you’ve read this far, I’m guessing it’s probably not for you either.
Our WHY goes a lot deeper than deep-pocket goals, which means we have to root our marketing strategies in something deeper too.
Let’s camp there for a bit.
What is your business success rooted in?
In my eyes, business success is about having:
These are the things I always come back to at the end of the day. And I believe they are the life-changing "6-figure success tips” that will actually help businesses succeed in the long run.
And, if you notice, none of them has to cost a dime!
You can’t grow a successful business without first building a team that’s strong enough to uphold it.
That’s just fact.
But what makes a strong team?
A team with aligned values, purpose and passion is a force to be reckoned with!
This isn’t a popular opinion, especially in the corporate world. But I highly recommend prioritizing joy at your job.
As business owners, it’s easy for us to lose sight of the reasons we launched in the first place.
At the start, everything was exciting. Challenging. Scary. And thrilling!
But after running the business for a few years, things start to settle into a rhythm.
Never stop doing things that bring you joy in your business. Prioritize them. Make them a part of your daily or weekly routines.
Habits are what stabilize the rungs on your ladder to success.
They are the practical, steady, dependable staircase you can take to reach your goals!
Remember in my last article when I mentioned the groundbreaking truth? That habits actually outweigh goals in the business world?
In that article, I mentioned how I actually love goals. But it's the habits we build and implement that have the bigger impact.
Our daily attitude, routines and behaviours are what create that strong foundation for our company's growth - one rung at a time!
I love building lasting, meaningful relationships. In fact, it’s one of my favourite things about being a business owner!
The opportunity to connect with other businesses in Quinte and surrounding areas has made such a big difference in my life.
That’s why I started Shop Talk Quinte! A platform built for meaningful, intentional, authentic conversations with entrepreneurs and professionals alike!
(Pssst…if you haven’t guessed it, this is one way that I prioritize joy in my job!
To be honest with you, these conversations have taught me the real way to create a community in business.
They’ve taught me how to network with heart. And how to allow people to see the real me. And to be brave enough to share my genuine answers with them. Just as they are brave enough to share theirs with me.
Even though it’s uncomfortable (because it can be)!
This leads me to my next point…
We all have a comfort zone. And that’s not a bad thing!
Being confident and comfortable in what you do is so valuable. Especially in business!
But there’s also unique value in being simultaneously confident and UNcomfortable. Strength in knowing you have to do something and being willing to give it your best shot - regardless of the doubt creeping in.
As business owners, we’re given challenges like this almost daily.
Maybe it’s initiating a difficult but necessary conversation with another team member.
Or maybe it’s downloading TikTok and making your first video.
Whatever your UNcomfy is, I encourage you to embrace it! To get comfortable with being uncomfortable.
This is something I encourage my whole team to do.
To stay curious. To keep learning new things and pursuing excellence in their unique niche.
It doesn’t mean you have to go back to school or take expensive courses. But it does mean having a willing mind and a teachable spirit.
We have to learn how to be okay with losing.
Not everything we try is going to work. And sometimes, we just have to try a whole host of different things before something really sticks.
Whether that's a career choice, a campaign, a product design etc.
Instead of becoming discouraged, we can become empowered to keep going.
Because in the words of Thomas Edison,
“I have not failed. I've just found 10,000 ways that won't work.”
And isn’t that what learning is all about?
As I mentioned above, I love having these intentional conversations. And I hope they are as impactful to you as they are to me.
Let's continue this discussion online!
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- Josh & The OSM Team
Being a business owner is hard.
Now, don’t get me wrong! I love it. I love the creativity and talent I see every day in my team. I love the passion I see in our clients. I love the daily challenge I’m presented with to lead and grow my business to new heights. And I love having flexibility with my family to live a life I love.
And while these things don’t necessarily make my job any easier, they do make it so incredibly worth it.
So, while I could give you all the helpful business advice on how to start, grow and accelerate your business - I’m not.
At least, not today ;)
Because what I want most for you is deeper than that.
I want you to enjoy what you do wholeheartedly. To wake up on a Monday morning and start your day with excitement and confidence.
I want you to be unafraid to lead your business forward with the vision you have for it. And I want you to build healthy habits and relationships with your team.
I want all this for you.
So, in this article, you won’t find fluffy encouragements or empty sentiments. Mostly because I don’t believe you can stand firm on fluff. And also because everyone knows you can’t go very far on an empty tank.
Instead, I’m giving you a behind-the-scenes look at owning a business - the pretty and the not-so-pretty.
I hope you learn some of the most impactful lessons I have had to unpack and digest over the years. Because I believe It’s truths like these that impact our success the most.
This is one of the first things you’ll learn - and it’s not a fun one. It is, however, necessary to understand.
As a business owner, the buck stops with you.
In other words, your business is your responsibility. So whether the result is good or bad, you must be willing to accept the criticism - regardless of whether that critiquing is constructive or not.
Nobody likes the blame game. And frankly, it will get you nowhere.
So while nobody likes to hear the words “it’s all your fault”, sometimes that's what we have to accept. Only then can we take the necessary steps forward to healthy reconciliation.
My advice? Be the bigger person.
Who here loves confrontation and conflict resolution?
(I’m not expecting a lot of hands to go up)
If you’re like me, the resolution part is easy! But getting there is less than fun.
I used to shy away from confrontation because it seemed like a more peaceful solution.
But if you want to build a successful business based on your and your company's core values, you must face the issue head-on.
Otherwise, what started as a simple disagreement could lead to a very unnecessary argument.
In my experience, learning to be upfront and kind is the best approach to confrontation - AKA cultivating kind candour!
Do you ever feel guilty for taking a break?
For setting a strict boundary on your schedule?
Or for limiting how much time you spend at the office?
You’re not alone!
In North America, we are taught to EARN our rest.
In our fast-paced world, getting as much done in as little time as possible has become more than a social norm. It’s become the goal of most career-focused individuals!
But in reality, this mindset is causing increased stress, anxiety and burnout - especially as businesses recover from the COVID-19 pandemic.
According to a CFIB and Nexim Canada study, 66% of small business owners are close to burnout.
And this burnout is precisely why boundaries and rest are so necessary.
To work on and in your business effectively, you need to learn how to approach it from a place of rest - not exhaustion.
In my experience, a solid vision and healthy habits always outweigh a goal.
You might be shaking your head in disbelief right about now. After all, how can a company move forward and grow without a goal in mind?
But I’m not telling you to stop making goals.
In truth, I love goals!
But I believe the habits we build and implement in our daily lives hugely impact these goals.
I believe practising core values and implementing healthy routines are the ONLY way to effectively achieve these goals.
Every company has a vision. And everyone in that company needs to understand the direction that vision is taking them.
But what are you and your team doing to get there?
How can we build strong, healthy habits that support our vision?
We touched on this topic briefly in our 2022 Social Media Engagement Guide. But, as a business owner, I believe this is one of the greatest lessons you can learn.
Here it is:
Not everyone will like you.
And not everyone will understand you.
But, regardless of who does or doesn’t, you must stand firm on your values. You must treat others as you would want them to treat you - with respect.
At OSM, we love connecting with and supporting local businesses.
Our VISION is to help you cultivate, grow and thrive.
And we make it our DAILY HABIT to give you the practical tools and creative solutions you need to do just that!
You can find these tips on our Facebook, Instagram, TikTok and YouTube channels!
And don't forget to sign up for our newsletter too! We'll keep you updated on all that's happening at OSM, as well as upcoming events and new blog posts!
Social media engagement is a free and powerful tool that can entirely change the way you do business. It is the key to quality brand growth, lead generation, customer relationship management and loyalty in 2023.
And it all happens within a small, hand-held device!
So how do you leverage this technology for your business?
This article explores the ins and outs of social media engagement - from theory to execution! If you’re new to social media, you’ll want to keep this article within reach.
Keep reading to learn how to,
a) Catch your audience's attention,
b) Keep them interested and committed to your content, and
c) Create an engaged community within your niche.
Ready to get started?
If you’ve ever responded to a Direct Message on Facebook or replied to a comment on an Instagram post, you’ve engaged on social media.
But there’s more to it than that!
RESPONDING to your audience is one thing. But REACHING OUT to your audience is another. And continually showing up, even after that initial interaction, is yet another!
Social media engagement is a two-way street. And, when done effectively, it can also present a domino effect.
Have we lost you? Hold up! Let’s put this into perspective.
You meet up with a friend over coffee. Chances are, during your meeting, you and your friend will have some back-and-forth dialogue. You ask a question, your friend answers, they say something funny, and you laugh.
That’s the first form of engagement.
The person standing in line heard the joke and laughed. The barista then asks what was so funny, and they tell her. She repeats the joke to her coworkers. And her coworker then tells the lady at the drive-thru window.
Then the lady continues to tell that joke to her friends, family and coworkers throughout the rest of the day.
Now your simple act of engagement has spread like wildfire!
And while this may look a little different on social media, the concept remains the same.
In the world of social media, you can measure engagement with:
In a nutshell, social media engagement is how your audience reacts, connects and interacts with your content.
Here’s the thing…
A big following means nothing if your followers are not engaging with you.
That’s like hosting a big party where everyone shows up, but nobody does anything when they get there. Nobody drinks the punch. Nobody dances. Nobody even talks to you!
A big group of silent, bored people is the opposite of what you had planned for the party.
And the same is true for social media.
An active social media audience is crucial in 2023.
Especially if you’re in the market for brand growth.
However, we’ll let you in on a little life hack:
With the constantly changing algorithms, it can be hard to stay TOP-OF-PAGE. But if you engage consistently and effectively with valuable content, you can work towards an even higher goal:
One of the great benefits of social media engagement is brand awareness and recognition.
Once you’ve created your brand identity and have a solid strategy, the next step is to start showing up for your audience.
In this initial step, you’re finding your niche and showing up where your audience is already hanging out. You’re joining the party, introducing yourself and essentially handing out your business card.
As you continue to show up and engage, this audience will begin to not only know you but also recognize you - even from afar!
To be honest, we’ve found some of our best friends in business on social media.
How cool is that?
Once we found our niche and started interacting, it was easy!
We found many people with similar passions, goals and interests as us. That’s how our podcast, Shop Talk Quinte, began!
We found so many people in our community with a heart for the meaningful work they did. And we admired that in them. So we invited them to have a conversation with us!
We asked them questions. We answered the questions they asked us. We listened to their responses. And them ours.
We began to understand, inspire and learn from one another.
And voila! To this day, we have grown to call them friends.
We are proud to be brand affiliates of their companies. And they are proud to be brand affiliates of ours!
There are many types of lead generation:
But one of the most valuable forms of lead generation in 2023 is social media.
Your social media business account holds limitless market potential!
As you continue to build relationships and become a trusted thought leader in your industry, you begin the first stage in the lead conversion funnel: awareness!
In this stage, the client is getting to know you. The value you bring. The problem you solve.
They’ll begin to trust you!
Keeping in touch with your current and potential customers has never been easier with social media engagement!
With a quick post, you can keep everyone updated on the minute-by-minute happenings of your business. Whether that be new products, unexpected announcements, upcoming holiday closures, new ventures…etc.
They can also ask you questions any time - day or night - in an easy-to-use medium.
By opening that line of communication on social media, you’re inviting MORE interactivity, connection and interest. And all you had to do was show up well!
So, how do you do that? How do you effectively show up on social media in 2023 to achieve these benefits?
We’ll teach you!
Step #1 to showing up on social media is to get to know yourself.
AKA your brand.
In our brand discovery meetings, we ask all sorts of questions to get to know you, your brand, your vision for the brand, goals, ambitions, values…etc.
Before you start engaging on social media, ask yourself these questions. They’ll help guide your content strategy and messaging!
Know Your Audience
And, of course, once you know yourself, you will then have to discover your target audience.
After all, how do you expect to find someone if you don’t know who you’re looking for?
Start with the basics, like age, gender, location and interest.
Then, move on to language, visual content and tone!
How does your target audience talk?
What tone of voice do they relate to?
What types of visual content speak best to them?
Once you know who you're targeting and how to best communicate and relate to them, you can start creating content directly for them!
Create Content That Counts
And that brings us to content!
Want to succeed on social media?
Then you need to create meaningful and valuable content.
You need intriguing content that relates to your people and encourages engagement!
Start by creating original content that is authentic to you and your brand.
Then use that valuable content to start conversations or encourage people to talk about you on their profiles.
It can be as simple as sharing an interesting fact about yourself and then asking whether your audience can relate.
This is where the original, authentic content comes in.
Advertising has been around for a very long time. And people usually know how to spot a salesperson from a mile away.
So if you plan to only talk about your business or products, you might as well just not go on social media. Because that’s not what people want.
And it’s especially not what they want on social media!
Social media should be a place to gather, connect, relate, share and exchange.
Now that doesn’t mean you can’t sell on social media. Because you absolutely can! It’s just not the goal.
The main goal is to build and nurture personal relationships. Even relationships between clients, potential customers and other business owners!
So, as you begin showing up online, try to veer away from all the sales pitches you’ve memorized. Instead, be human! Interact authentically with your audience and focus on being a genuine presence online.
And lastly, be brave!
To engage online, you have to put yourself out there.
So, involve yourself in those conversations.
Reach out to new people and brands.
Interact with content from other accounts.
Share your thoughts.
And don’t forget to also be an active listener!
You’ll be surprised at how many incredible relationships you will build!
Was this information helpful? Inspiring? We’d love to hear your thoughts!
Follow along with the OSM team on Instagram, Facebook, Twitter, TikTok or LinkedIn. Or stay in touch with us by signing up for our newsletters!
2022 is a crazy time to be alive. And an even crazier time to run a business! If you’re still on the fence about starting a website and investing in web hosting, this is the sign you’ve been waiting for to make that jump!
And we’ll tell you why…
During the COVID-19 pandemic, the retail world came to a screeching halt. And we’re only just now recovering from the aftermath!
When COVID first hit and brick-and-mortar shops began closing their doors, small business owners had to make an important decision.
Should they stick it out and hope for the best? Or should they follow the rest of the world and shift to a hybrid business model?
While some businesses did decide to stay put and hope that in-person shopping would return, many others made the jump into e-commerce. They purchased a domain name, invested in web design and became a part of the growing online shopping community.
And thank goodness they did! Because online shopping grew by 5.5% that year alone (2019-2020).
And this shift has only continued since then!
Yes, doors did open again, and in-store shopping returned. But the shift to digital shopping wasn’t necessarily a temporary solution. The world was already headed in the direction of incredible technological advancement before COVID.
So, in some ways, the pandemic simply sped up the process.
Today, around 6,000,000 people are online shopping every minute! And 85% of consumers are now using the internet regularly to discover local businesses.
They pull out their mobile phone, type in a few words relating to their search and choose one of the highest-ranking page results on their search engine results page (SERP). All in hopes that the product, service or other information they are looking for will pop up. This process is why SEO (search engine optimization) is so vital in 2022.
But here’s the thing…
Google (or any search engine for that matter) isn’t a wizard. If you want to get found online, you have to show up and fight for your spot!
But SEO isn’t the only tool used to get you there…
If you want to compete with the other billion or so sites in the world, your website needs to be:
You also need a good web host support team to back you up!
Are you ready to start generating online traffic and business revenue? It’s time to get online with reliable website hosting services!
If you want a website, you need website hosting. There’s no way around it.
But what exactly is website hosting anyway?
To better understand it, we have to take a bit of a deep dive into the complexities of the internet.
Don’t worry - it’s not as scary as you think!
In short, internet browsers (or web browsers) are the tools used to scan the internet and present web pages to the searcher. They simplify and convert the code (HTML) used to create websites so that we’re able to see things like text and images.
Your internet browser is what allows you to see the page you’re reading right now!
Examples of Internet Browsers:
The internet is a globally connected network system. It can access and retrieve data worldwide!
As you search online, your web browser sends access requests (HTTP requests) to internet servers using an internet connection - a means of network communication.
This communication allows browsers to search for, find and retrieve information for the searcher.
Without the internet, browsers would have no way of accessing the servers that hold all the world’s websites!
Internet servers are what hold (or host) websites. They receive those access requests from your browser (sent through the internet) and allow your websites to be found and retrieved by the searcher.
When we say your site needs hosting, we’re saying that your site needs a home on one of these servers. Only then can the online community find your business!
Essentially, having your website hosted means that it is safely stored and accessible online.
And that's how web hosting works!
By now, you probably have a pretty good idea of why having your website hosted is so important. But do you know what makes a GOOD website hosting service?
Server reliability is one of the most important factors to consider when selecting a web hosting provider. Why? Because a weak server can boot your website offline - leaving your site entirely out of the internet’s reach.
If this happened, you could lose search traffic, viewership and potential sales!
A good website hosting company has a stable server and has an annual network uptime score above 99.5%.
Strong security is a must for any website, but especially for one that collects or stores personal data.
A secure web host protects your website from hackers, cyberattacks and other potential threats.
A good website hosting company will ensure that your website has quality cyber security protection and regular security updates.
Load-time is an extremely important aspect of a successful website. When a searcher lands on your site, you only have a small amount of time to make a good impression. And to do that, your site needs to load quickly, your page content needs to be valuable, and they have to find what they're looking for.
In fact, according to Google, you have about 1-2 seconds for your page to load! Any more than that and you’re risking a high bounce rate and a low Google ranking in SERP.
A good website hosting company ensures competitive side speed.
Fast, personalized and effective customer service is the fourth and possibly the most crucial factor to consider when selecting a web hosting company.
After all, the stability, security and speed of your website all rely on the support you get from your hosting provider.
Whether you have a self-managed site or have a web development company managing your site for you, a strong support system is imperative.
When choosing a good web host provider, look for the following support criteria:
At OSM in Belleville, Ontario, we’ve been building, designing, managing and hosting websites since 1997!
Over the last 25 years, our Web Development and Support Team have worked with a variety of websites from multiple different industries.
The best part about our job as a web hosting company?
We get to build relationships with incredible companies in our community! Every. Single. Day.
Not only do we get to help build their dreams from the ground up, but we have the opportunity to support those dreams for years to come as well!
Are you looking for reliable website hosting in Quinte? Get in touch with our team!
Have you made your mark in the online world yet? We've got all the tools and experience you need to get started!
Begin building virtual authority, generating online traffic and growing business revenue in 2022. With our reliable web hosting and web design services, gaining traction in the online community is simple!
To learn more about our hosting services, call us at (613) 969-2626 or visit us online.