The Power of Integral Marketing
The Power of Integral Marketing
This article outlines an easy way to help ensure your marketing program is comprehensive and integrated. The process is called the Integral Marketing System and it helps make sure you are addressing four unique but related areas of strategic marketing.
Marketing can be broken down into five critical steps. They are:
1. Create a product or service that solves a problem.
2. Attract prospects that are looking to solve this same problem.
3. Communicate how your product or service solves this problem.
4. Create trust and an open mindset to purchase.
5. After the transaction, retain the customer for future purchases.
Sounds fairly simple, right? Many companies are good at one or two of the points above, but it's rare to find a company that excels in all five. The Integral Marketing System was specifically designed to address all five of these areas, allowing you to build sustained long-term growth.
The Integral Marketing System is comprised of the Four Marketing Quadrants. Each quadrant addresses a specific role in helping build your business profits. But, when all four quadrants are integrated in a comprehensive marketing strategy, the sum is much more than the individual parts.
Let’s take a brief tour through all four marketing quadrants that make up the Integral Marketing System.
The Tools & Technology Quadrant
This quadrant deals with the tools and technologies that help ensure you deliver the most relevant content at the point of maximum impact. It's really the underpinning upon which your entire marketing program rests. If you don't have the proper marketing infrastructure set up, it will be difficult for you to monitor your marketing programs. This quadrant focuses on setting up your customer database, picking the right business website technologies, designing your monetization models, and market testing your ads and promos for maximum response.
The Content & Delivery Quadrant
This quadrant focuses on delivering high-value relevant content to your target markets through a variety of direct marketing channels. This includes any type of communication to your customers whether it's an email, a direct mail piece, a special report, an ebook or information delivered through CD's, DVD's and MP3's.
The Customers & Image Quadrant
This quadrant deals with defining how you stand apart from your competition by adding unique value to your target markets. This includes creating your value proposition, core marketing messages and defining your buyer personas. Anything that deals with your company's "look and feel" goes here - such as your business website, your logos, and the design of all outgoing communications including email templates, stationary and business cards.
The Growth & Loyalty Quadrant
There are only two ways to grow your business; get more out of your current customers and bring brand new customers into the fold. This quadrant focuses on both. How many of your customers come back to purchase from you a second time? If you're like most companies, you have a high percentage of one-timers. This quadrant deals with programs to help increase customer retention and growth. Examples include using your customer database to build retention programs, creating information that builds trust and confidence, and developing compelling offers based on past customer behavior.
Most companies spend the majority of their time working within a single quadrant or two, ignoring the others. By refocusing and redesigning your marketing program to maintain key activities in all four quadrants, you will increase your response rates, attract new clients, and most important of all, increase your business profits.
Using The Integral Marketing System
The easiest way for you to utilize the Integral Marketing System and the four quadrants is to simply make sure they are all addressed in your marketing plan. It's not necessary to try and split your resources and budget at 25% per quadrant but it's equally important to ensure you’re not top heavy in any particular area.
Start by focusing on one particular area in each quadrant. Pick programs that you feel will have the greatest impact and then add additional programs as you have the time. In the beginning, it's critical you focus deeply on a few areas rather than try and start a dozen programs only to get discouraged when you can't keep all the balls in the air.
With time, you can develop strong and focused programs in all four quadrants. If you would like a systemized step-by-step guide to starting profit-driven marketing programs in all four quadrants, then I highly recommend my book The Integral Marketing System.
Start addressing the four marketing quadrants today and see how an integrated marketing program can quickly deliver additional profits to your business.
The Power of Integral Marketing - To learn more about this author, visit Corte Swearingen's Website.
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Many small business owners know they need to have some type of marketing program in place, yet many are unsure just how to develop one that will maximize business profits.
This article outlines an easy way to help ensure your marketing program is comprehensive and integrated. The process is called the Integral Marketing System and it helps make sure you are addressing four unique but related areas of strategic marketing.
Marketing can be broken down into five critical steps. They are:
1. Create a product or service that solves a problem.
2. Attract prospects that are looking to solve this same problem.
3. Communicate how your product or service solves this problem.
4. Create trust and an open mindset to purchase.
5. After the transaction, retain the customer for future purchases.
Sounds fairly simple, right? Many companies are good at one or two of the points above, but it's rare to find a company that excels in all five. The Integral Marketing System was specifically designed to address all five of these areas, allowing you to build sustained long-term growth.
The Integral Marketing System is comprised of the Four Marketing Quadrants. Each quadrant addresses a specific role in helping build your business profits. But, when all four quadrants are integrated in a comprehensive marketing strategy, the sum is much more than the individual parts.
Let’s take a brief tour through all four marketing quadrants that make up the Integral Marketing System.
The Tools & Technology Quadrant
This quadrant deals with the tools and technologies that help ensure you deliver the most relevant content at the point of maximum impact. It's really the underpinning upon which your entire marketing program rests. If you don't have the proper marketing infrastructure set up, it will be difficult for you to monitor your marketing programs. This quadrant focuses on setting up your customer database, picking the right business website technologies, designing your monetization models, and market testing your ads and promos for maximum response.
The Content & Delivery Quadrant
This quadrant focuses on delivering high-value relevant content to your target markets through a variety of direct marketing channels. This includes any type of communication to your customers whether it's an email, a direct mail piece, a special report, an ebook or information delivered through CD's, DVD's and MP3's.
The Customers & Image Quadrant
This quadrant deals with defining how you stand apart from your competition by adding unique value to your target markets. This includes creating your value proposition, core marketing messages and defining your buyer personas. Anything that deals with your company's "look and feel" goes here - such as your business website, your logos, and the design of all outgoing communications including email templates, stationary and business cards.
The Growth & Loyalty Quadrant
There are only two ways to grow your business; get more out of your current customers and bring brand new customers into the fold. This quadrant focuses on both. How many of your customers come back to purchase from you a second time? If you're like most companies, you have a high percentage of one-timers. This quadrant deals with programs to help increase customer retention and growth. Examples include using your customer database to build retention programs, creating information that builds trust and confidence, and developing compelling offers based on past customer behavior.
Most companies spend the majority of their time working within a single quadrant or two, ignoring the others. By refocusing and redesigning your marketing program to maintain key activities in all four quadrants, you will increase your response rates, attract new clients, and most important of all, increase your business profits.
Using The Integral Marketing System
The easiest way for you to utilize the Integral Marketing System and the four quadrants is to simply make sure they are all addressed in your marketing plan. It's not necessary to try and split your resources and budget at 25% per quadrant but it's equally important to ensure you’re not top heavy in any particular area.
Start by focusing on one particular area in each quadrant. Pick programs that you feel will have the greatest impact and then add additional programs as you have the time. In the beginning, it's critical you focus deeply on a few areas rather than try and start a dozen programs only to get discouraged when you can't keep all the balls in the air.
With time, you can develop strong and focused programs in all four quadrants. If you would like a systemized step-by-step guide to starting profit-driven marketing programs in all four quadrants, then I highly recommend my book The Integral Marketing System.
Start addressing the four marketing quadrants today and see how an integrated marketing program can quickly deliver additional profits to your business.
The Power of Integral Marketing - To learn more about this author, visit Corte Swearingen's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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