SLMA Radio: Why integrated marketing is more important now than ever

April 15, 2014
00:0000:00
This week's guest was Shelly Kramer of V3 Integrated Marketing. This show is NECESSARY for any company that has a marketing and sales team, does advertising, is on social media and attends conferences or any combination of the above. Do not miss this priceless list of recommendations, ideas and strategies covered by Shelly with SLMARadio co-host, Susan Finch
Special thanks to Stephan Hovnanian for highlighting the show. 
Visit his site at http://websighthangouts.com/

1:03 - What is an integrated marketing strategy...it's more than just covering Twitter, Facebook, and LinkedIn.

Breaking down the silos within an organization

3:19 - So you want to be a content marketer? Let's take a step back and look at channels, brands, and power...

6:45 - 96% of people who visit your website are not ready to buy.(KISSmetrics) What does your website need to do to make sure you don't lose those opportunities?

Is your marketing impacting the customer at every step of their journey?

If you're speaking at a trade show or conference, are you thinking about what your LinkedIn profile looks like? Are the topics you're speaking about present on your company blog? What's going to happen to the decks after the conference? This is integrated marketing.

Shelly covered so many instances of missed opportunities that are typical. You spend the money to get them to the trade show, to have beautiful cards, manicured hands to shake hands, allowance for schmoozing - yet what did they do to prepare?

Some ideas include:
Create lists, groups, circles that include all of the speakers for the event. Same with sponsors, exhibitors. If you are going through the trouble to send people there - have them pepper the key attendees with interest - "Hey, you're speaking - I can't wait to hear you..." + mention, @ mention them and their companies. You'd be surprised how much that can mean to people.
13:25 - Fantastic story about an enterprise-level client and the impact (or lack thereof) of decisions related to marketing spend, specifically display advertising.

What do you want to be known for in your market? Do you talk about it? If not, you're leaving opportunities on the table.

If you are speaking on a topic on behalf of your company, does your company profile include links to posts/articles that you have created on the same topic? Does your company site display that you have the expertise on this topic? How current are the posts? Check them out or create them FAST! Build that credibility.

17:59 - Are you gating your content? Bad idea (see 6:45 timestamp), you're alienating your prospects.

Keep watching for a mini-rant on LinkedIn, lead-gen marketing, social media automation, and a great story about doing "a lot of different things, a little bit right."

I don't care if you don't like Google+, get over it! Work with somebody who has proficiency in Google+. 

For that matter, find team members who are proficient in each of your four major online venues - could be one person, could be four. LinkedIn, Google+, Twitter, Facebook. It's pretty even that this is where people hang out - 25% average for each. If you want to hit more prospects and expose them to your expertise, you have to be proficient in all of these venues. But this is just the online piece.

 - The fastest commercial break ever! Now let's talk about how to break down a piece of content into different presentations of that information for different audiences and platforms (tough to automate this, people).


GOLDEN NUGGET: 
Get over being paranoid about sharing things that your competition may find, just do it better!


34:58 - Shelly talks about the challenges that marketers face today to embrace all these channels and ideas in an effective fashion, and what to do about it.

38:12 - Who do you hire? Younger and savvy, or senior and seasoned? What will be most successful? How do we adapt and effect change?

43:18 - How to find and work with Shelly, info on the Integrated Marketing Summit and other conferences worth checking out, either IRL (in real life) or virtually...but IRL is better.

About Shelly Kramer

Founder and CEO of V3 Integrated Marketing, a full service integrated marketing agency headquartered in Kansas City, MO.located in Kansas City, Missouri, I'm known for my expertise with regard to brand strategy, integrated marketing, all things related to the web and the digital space, including lead generation, mobile marketing, content strategy and content marketing, website design and development, social media community building and management, business intelligence and social data gathering, analysis and integration into strategy, SEO + SEM, corporate communications, corporate social media training and a host of other things. 
I'm also a well-known speaker and present often at conferences all over world, on topics ranging from integrated marketing to digital strategy, to social media strategies to using your blog to drive leads and sales and the importance of the mobile space. 
When it comes to using the web as part of your integrated marketing strategy and helping you sell more stuff to more people--whether you're in the B2B or B2C space -- our team at V3 is pretty awesome. Oh, and did I mention we like results? And we're committed to showing our clients measurable results instead of asking them to take our word for it. We find they like that. 
I'm also kind of partial to quick wit, sarcasm, quick repartee and smart people. I like kids, good deeds, hard work, dogs, fun and frivolity. I've been known to do almost anything for food. Really good food. And, of course, beer. Beer is always good. So is wine. Red. Of course.
You can find me on the web without trying hard, but if you want easy buttons and don't want to look to the right an inch or two, you can find me here:
Shelly on LinkedIn
Shelly on Facebook
Shelly on Twitter