If you’ve signed your business up to have a Twitter account or you’ve committed substantial money to a PPC campaign you can easily fall in to the trap of believing this is the job done. Whilst digital marketing channels all can stand powerfully on their own, you will only see the full potential they can have for your business if you combine them into an integrated online strategy.
Twitter is an excellent customer service channel whilst Facebook is a good place to host discussion about your industry. LinkedIn is a good location to demonstrate your businesses credentials while email marketing is a good way to encourage customer loyalty and retention. PPC is the best way to guarantee and manage traffic to your website whilst an inbuilt Flickr or Instagram helps keep the user on there. Each individual social media platform has its own qualities, as does PPC, email marketing and an SEO strategy. Using them on their own will drastically limit the effect they can have on achieving your business/campaign goal, but if you integrate a variety of them you can achieve anything from brand awareness to lead generation to community building.
Do an initial analysis of your industry and competitors so you can clearly identify which channels will work for your business. Set aside a budget for each and use them to create an integrated marketing campaign that meets your customers where they are and matches their requirements.