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  • You want your business to grow -- you want to win more customers and make more sales.

  • But how do you do that when budgets are tight, and your time is limited?

  • Some of your competitors have plenty of cash to throw around and make a noise.

  • They can run expensive TV ads, or buy full-page spreads in the national newspapers to build their brands.

  • So how can you -- the smaller business owner compete?

  • The answer lies in integrated marketing.

  • Meet Tom. He owns Tom's Tours -- an independent travel company.

  • Tom creates one-of-a-kind travel packages for his customers.

  • He's not competing directly with the big holiday companies, but in the past he has struggled to get his voice heard.

  • He used Facebook and Twitter when he had the time, and every now and then took out adverts in newspapers and magazines.

  • The problem was his marketing was irregular, and his messaging inconsistent.

  • His brand didn't build up any momentum.

  • Then he adopted Integrated Marketing. For a fixed monthly budget,

  • Tom's Tours now publishes a weekly blog post with travel ideas and tips.

  • The posts are then promoted through social media and a monthly email newsletter.

  • The newsletter also features content from the Tom's Tours YouTube channel,

  • where customers are encouraged to upload videos from their holidays.

  • In the peak holiday booking periods, the company runs print, online and radio ads,

  • and in the quieter months, special offers and promotions.

  • And once or twice a year he publishes a survey and report that gets him free media coverage in newspapers and magazines.

  • Now, a potential customer experiences a consistent message across a multitude of marketing channels.

  • And because each element of marketing is no longer working in isolation, they serve to amplify each other.

  • Tom's voice is now being heard.

  • But it doesn't stop there because that voice begins to resonate with other people.

  • They become fans on Facebook, followers on Twitter, subscribers on YouTube, commenters in forums and on blog posts.

  • They're no longer just customers, they're advocates and ambassadors.

  • In fact, they act like a tribe, echoing Tom's message to a wider audience.

  • The result? Tom's Tours wins more customers, and makes more sales.

  • So, if you want your business to grow, try integrated marketing.

  • You'll be amazed at how effectively it will build your brand.

You want your business to grow -- you want to win more customers and make more sales.

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What is Integrated Marketing?

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    Jason Tsao posted on 2016/02/20
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