You might not have heard of this term as much as other digital marketing terms, but even Forbes notes that having a holistic marketing campaign is crucial to success in today’s digital world.
This type of marketing campaign helps create a unified brand message for your company. It also emphasizes creating long-term relationships with customers. However, many businesses don’t know where to start when creating this type of campaign.
If that’s you then here are five tips that will help you get started. By creating a well-rounded campaign that incorporates all of your marketing channels, you’ll be able to reach more potential customers and achieve better results.
What Is Holistic Marketing?
Holistic marketing is a strategy that takes into account the entire customer experience. It involves everything from the initial awareness phase to post-purchase follow-up. The goal of this type of marketing campaign is to create a seamless, integrated customer journey.
If you do it right, holistic marketing helps build loyalty and brand equity. At its core, however, holistic marketing is about creating an integrated, cohesive customer experience. This means that every touchpoint should work together to create a positive, memorable experience.
Sounds great, right? It is, and it’s becoming increasingly essential. In today’s competitive marketplace, it’s more important than ever to create a differentiated customer experience.
By taking a holistic marketing approach, you can ensure that your customers have a positive, seamless experience with your brand, matter how or where they interact with you.
Elements of Holistic Marketing
You’ll find a lot of different definitions of holistic marketing. You’ll also find a lot of different opinions about what you should include in a holistic strategy. However, currently, these are the four main elements of a holistic marketing strategy.
Relationship marketing focuses on creating and maintaining long-term relationships with customers. The theory behind this type of marketing is that it is easier and more cost-effective to keep existing customers than to find new ones. So, you should always focus on building strong relationships with customers.
To do so, you need to:
- Provide excellent customer service
- Develop a deep understanding of customer needs
- Build trust
You also need to create a strong buyer persona, as digital marketing agency ETOS Consulting points out.
Once you have that buyer persona and relationship, you’ll find that investing in relationship marketing helps:
- Improve customer satisfaction
- Increase retention rates
- Increase your revenue
The bottom line? If you’re not currently investing in holistic marketing, it’s worth looking into.
Integrated marketing is all about creating a cohesive message and strategy across multiple platforms. That means your messaging on social media, your email campaigns, and even your traditional advertising should all be aligned.
This kind of approach allows for a more holistic understanding of your brand by consumers. It also allows for better tracking of which tactics are most successful so that you can fine-tune your marketing efforts.
Integrated marketing can be an extremely effective tool for businesses of all sizes. However, it is important to ensure that all elements of the campaign are well-coordinated to avoid confusion or inconsistency.
Internal marketing is all about marketing to employees. The goal of internal marketing is to engage and motivate employees. When you do, they will be more likely to provide excellent customer service and act as brand ambassadors.
Internal marketing efforts may include:
- Training programs
- Employee recognition programs
- Communications campaigns
By making sure that employees are knowledgeable about the company and its products or services, internal marketing can help to ensure that customers have a positive experience with the brand.
Additionally, by fostering a positive work environment, internal marketing can help to increase employee retention and boost morale.
Social Responsibility Marketing
Social responsibility marketing focuses on the company’s impact on society. This includes environmental sustainability, ethical business practices, and corporate social responsibility (CSR) initiatives.
What’s the goal of this element of a holistic marketing approach? Social responsibility marketing can help to build trust and loyalty among customers. It’s also a great way to attract new customers who are looking for companies that align with their values.
In addition, social responsibility marketing can help to improve employee morale and retention. In this context, it can help reduce the company’s liability risk.
While there are many benefits to social responsibility marketing, it’s to ensure that the initiatives are genuine. You don’t want to simply greenwash the company’s image. Otherwise, the strategy could backfire, damaging your company’s reputation.
The Benefits of Creating Holistic Marketing Campaigns
There are many benefits to creating holistic marketing campaigns. However, one of the most important is that it allows brands to meet customers where they are.
In today’s omnichannel world, customers move seamlessly between online and offline channels. They expect brands to do the same. A holistic approach ensures that your brand is present and consistent across all touchpoints.
Another benefit of holistic marketing is that it helps you to focus on the customer journey, rather than individual channels.
This customer-centric approach helps you to create a campaign that delivers maximum value at each stage of the journey. It also allows you to track performance across the entire journey. This allows you to see which elements are working well and which need improvement.
In addition to building trust and loyalty, holistic marketing can also lead to:
- Increased sales
- Lower customer acquisition costs
- Higher customer lifetime value
Ultimately, for businesses looking to stay ahead of the curve, holistic marketing is the way to go.
How to Create a More Holistic Marketing Campaign
Every business wants to create a successful marketing campaign. After all, the main goal is to deliver results. However, with the vast array of options and channels available, it can be difficult to know where to start.
If you’re struggling with how to build a successful holistic strategy then here are five tips to help get you started.
1. Begin With a Paid Search Campaign
PPC marketing is a great way to kick-start a holistic marketing campaign. Sure, you can invest in an SEO campaign, but the results will take longer to see and measure. With PPC you can bid on relevant keywords to ensure only your target audience sees your ads.
Digital ads ultimately work best when they complement other marketing efforts. You should use them to drive traffic to a website, generate leads, and increase conversions. Bake them into your general digital strategy.
However, they can also help inform other marketing initiatives by providing insights into what keywords and demographics are performing best.
From there, you can use other channels, such as social media and email marketing, to stay top of mind and continue building relationships with potential customers.
2. Start Engaging in Conversations on Social Media
It’s no secret that consumers are spending more and more time on social media. So, it only makes sense for businesses to start meeting them where they are.
The key is to start conversations that will resonate with your target audience. To do this, you’ll need to first understand who your target audience is and what they’re interested in.
Once you have a good understanding of this, you can start creating content that will spark conversations and get people talking.
In addition to starting conversations, you’ll also need to be active in participating in them. This means listening to what people are saying and responding accordingly.
3. Analyze Top-Converting Touchpoints to Understand Your Audience
If you’re looking to create a more holistic marketing campaign, it’s important to analyze your top-converting touchpoints to understand your audience.
What are the key points in your customer’s journey where they are most likely to convert? What messaging or call to action is most effective at that stage?
By understanding these key points, you can create a more seamless and cohesive campaign that resonates with your audience and drives results.
4. Create Relevant Messaging for Every Channel
This means tailoring your messages for each channel so that they are relevant to the specific audience that uses that channel. For example, if you’re targeting millennials on Snapchat, your messaging will say one thing. If you’re targeting users over 50 on Facebook, your message will sound slightly different.
The key is to understand the demographics of each channel. Then, create a message that resonates with those users. When you do that, you can create a holistic marketing campaign that reaches its full potential.
5. Constantly Measure & Adjust According to Analytics
Once a campaign is up and running, it’s important to measure how it performs. Then, you can make adjustments accordingly. This is where analytics comes in.
Understand what your key metrics are. For some businesses, this is website traffic and conversion rate. It doesn’t matter what they are, just that you’re tracking them.
By tracking these metrics, you can get a clear picture of what’s working and what isn’t. Based on this data, you can then make changes to the campaign in real-time. This ensures that it’s always performing at its best.
More Tips for Improving Your Marketing Efforts
If you’re interested in creating a unified brand message for your company then a holistic marketing campaign is a great way to achieve that.
However, holistic marketing is only one small part of the broader topic which is digital marketing. To learn about other tactics, strategies, and tips, head over to our digital marketing resources page.