Why Your SMB Needs an Integrated Marketing Calendar

December 17, 2021 Zoé Paradis

A common mistake made by small businesses and large companies alike is that they often operate in silos. Your marketing efforts may all be running independently with little cross-collaboration. If this is true of your business, you’re likely not maximizing your investments. Your marketing channels should all be connected and cohesive. Whether your business is big or small, an integrated marketing calendar is just the tool to make this happen.

What is an integrated marketing calendar?

Think of your calendar as a map of all your marketing activities and events. By visually representing your complete integrated marketing strategy, you can assess the big picture, develop a cohesive plan and ensure campaigns and events are all promoted effectively.

Why do I need an integrated marketing calendar?

There are many reasons to use an integrated marketing calendar for your business. Mapping out all activities visually and chronologically makes it easier to stay on task. Having one calendar that all team members can follow enables better coordination and will help you better achieve your campaign objectives. An integrated marketing calendar gives you a visual overview of:

  • campaigns, events, and promotions, so you can get the right exposure at the right time
  • which channels you’re using and when, so you can spot gaps
  • how tasks are distributed, so you won’t miss an opportunity
  • goals and results, so you can keep track and adjust your strategy on the fly

How do I create an integrated marketing campaign?

Launching an integrated marketing campaign requires thoughtful collaboration. First, schedule a planning session with members of various teams. This might include advertisers, public relations officers, designers, branding specialists, and event planners. If you run a small operation with just a few people, don’t fret! Include anyone involved in your promotional efforts. Discuss your marketing calendar as a group to decide where your new campaign fits strategically and what resources you’ll need from each of them.

There are many benefits to improving integrated marketing communications. It makes your work easier by keeping you organized and able to plan ahead. Better coordination of talent across teams (or individuals) optimizes the quality of your marketing, leading to increased reach and sales revenue. Tracking success metrics will also allow you to easily report on successes and failures and improve your strategy going forward.

What should my integrated marketing calendar include?

Your integrated marketing calendar may take a variety of forms. You can use marketing calendar software, a digital calendar, or even a basic spreadsheet. Be sure to include all upcoming campaigns and events sorted by season or fiscal quarter. For each campaign or event, list your specific activities, tactics, and objectives. Indicate the owner for each activity and the types of content you’ll need. Finally, adding success metrics for each event will prove especially helpful down the road.

Check your integrated marketing calendar at least once a week to make updates, rethink your strategy, and plan ahead.

Struggling to build your integrated marketing strategy for 2022? Let Yellow Pages experts create a fully integrated marketing solution for your business. Get a free consultation today with one of our digital experts by calling 1-877-553-6883.

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