These days, business customers have access to a real-time stream of information about your business. Through the continual feed of Internet news, Facebook posts, Tweets, reviews, ratings and Google searches, your business, organization or brand is in effect being discussed 24 hours a day. It doesn’t take long for your reputation to become the sum-total of these conversations about you.

With the Internet and social media evolving and changing daily, it can be tough to know how to best market your business online. Having diversity in your marketing campaigns is a powerful way to expand the scope and impact of your brand to a wide, connected audience. But how can you stay true to your message while still appealing to a diverse audience?

The answer is integration. Thanks to the diffuse methods of advertising the Internet has borne, even marketing companies are offering ways for businesses to streamline numerous online campaigns.

Here are five tips and tricks to help you effectively deliver your brand’s message across the changing Internet landscape:

1. Use Analytics Data to Inform Your Campaigns. In order to effectively integrate across channels, you’ll need to know all you can about your customers. What are they saying about you and your brand? One way to do this is through analyzing CRM, social media, Google searches and Web analytics. Analytics can help you to monitor the conversations going on around the Web about your brand and your industry. Analytics can even help measure how your customers “feel” about our brand using something called “sentiment analysis.” All of this data can help inform the content of future marketing campaigns.

2. Identify the “Hook” of Your Brand. In the music world, the catchiest part of a pop song is referred to as its “hook.” Your business has the equivalent of a “hook” as well. Knowing this key piece of data can be like finding the rainbow that leads to the pot of gold. Using the analytics mentioned above as well as business self-awareness, determine what people feel most strongly about when it comes to your brand. For instance, the Apple brand’s hook is its elegant designs combined with cutting-edge innovations. Many of its marketing campaigns showcase this part of the company’s personality. You can do the same with your brand’s “hook.”

3. Stay Relevant. The online world is a fast-paced one, and the attention span of your customers has changed accordingly. Make sure all of your campaigns contain timely, relevant information and references. Update your campaigns as needed to reflect current trends. Your analytics data can help you to monitor the online chatter about your business and industry. Use this information succinctly within your marketing campaigns.

4. Location-Based Marketing. Location-based marketing is a new tool that can help you connect with customers in the vicinity of your stores or business locations. With over 41.5 million subscribers linked to the top four location-based platforms, location-based programs are a great way to help create “buzz” and ongoing connection with your brand. Offering progressive incentives can help encourage your customers to take immediate action.

5. Go Mobile. With the rapidly growing use of smartphones and tablets, your customers can talk about your business from anywhere. At this time, growing numbers of people are using their mobile device for everything from email to updating their social media accounts to searching the Web. You’ll want to make sure you direct some of your marketing dollars to your mobile media customers, and make sure that all of your campaigns are accessible and palatable via mobile devices.

A comprehensive strategy for combining your multifarious online marketing campaigns is not only a good idea, it’s a strategy that will become mandatory as new ways to reach the consumer grow more varied and sophisticated.

Author bio: Joseph Baker has worked in the business world for over 10 years, specifically in management.  He has led development and management teams, and implemented budget reductions both professionally and as an independent contractor.  In addition, he has led strategic planning and systems of implementation for six organizations, both public and private, and worked extensively with small businesses.  He is also an avid blogger with published topics ranging from social media trends to search media metrics and algorithmic trends. He is always looking for new writing opportunities.  You can reach him at his blog or sign up with 

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