Let’s face it—you’re a smart business owner. You know the in’s and out’s of your business, product or service. You’ve leveraged strong relationships to build your business and you understand the importance of managing customer relations. Perhaps you’ve even undertaken a few marketing efforts to raise awareness about your company and its mission—probably created a website, maybe sent a press release or even posted a tweet on Twitter—but being the impassioned success-driven executive that you are, business growth is still not to your satisfaction. What gives?

Remember that philosophical riddle about a tree falling in the forest—if no one’s around to hear it, does it make a sound? Now relate that riddle to your business. You’ve come up with an innovative idea, product or service but if you don’t tell your audience about it using all possible marketing tactics and avenues; does your great innovation make an impact on consumers or company profits?

No, it doesn’t.

Studies show that you need at least 7 touches for a potential client to become a customer. Leveraging multiple vehicles to reach your audience is key to ensuring consumers will respect, trust and remember you. Making sure all elements in your marketing mix work together cohesively and consistently is essential to maximize your potential. This concept, otherwise known as Integrated Marketing Communications (IMC), is the propelling force behind company growth and profits.

In short, IMC involves developing a fully integrated marketing strategy that encompasses traditional marketing tactics (public relations, direct mail, advertising), online marketing tactics (email marketing, SEO/SEM, banner ads), and new media tactics (social media, blogs) to become part of one cohesive, consistent message. Consumers have short attention spans, so it’s important to concentrate on covering the gamut of ways to interact with them. Don’t make the mistake of not exhausting all available marketing opportunities, and don’t focus exclusively on bandwagon marketing. Blogs and social networking sites are great tools, but don’t let them become your crutch. Consider them to be a piece of the pie and use them as a complement to your overall marketing strategy.

Understand the role each of your marketing vehicles plays in the growth of your organization. Start with a strong message and then leverage that message throughout all of your marketing activities.

You are an entrepreneur—a risk-taker by definition. You didn’t get where you are by following the beaten path. Commit to Integrated Marketing Communications and watch the success of your business “burn rubber”. (OK, a little over the top, but you get the point)

1. Build a fully integrated marketing communications plan

2. Leverage all marketing channels: traditional, online AND new media marketing

3. Develop a strong message and use it throughout all marketing activities

StrikeIron, the leading web-based provider of on-demand data as a service, needed a creative and informative tool to better target their CRM industry clients. M-pact Marketing was on the case.

Check out StrikeIron's new eBook, "Boost the Power of Your Contacts"