Most businesses that I come across have absolutely no holistic marketing approach to their marketing plans. This means a lot of wasted dollars.
In today’s article, Holistic Marketing Concept, we are going to be explore what this marketing concept is about and how you can apply it in business to generate more customers.
I’m going to show you how we use a holistic marketing concept in our own agency every day and that how you can do the same for your business
Watch the video version of this article below:
Holistic Marketing Concept
What is holistic marketing?
According to this article, and to Philip Kotler, a professor at Kellogg School of Management and the author of 57 books including: Marketing Management: Analysis, Planning, Implementation and Control, he defined holistic marketing as an integrative marketing paradigm that considers the full scope of a business as opposed to narrowly focusing on the development or execution of marketing activities.
I will explain this more in simple terms by defining first what is not a holistic marketing approach, which most businesses do as a mistake in their marketing strategies.
Most people do “silo marketing”, wherein your inbound marketing channels stand alone and do not promote any interaction with each other.
For example, we have one marketing channel that does all the work from capturing leads to converting them. Whether this marketing channel does a good job or not, the problem with this setup is it does not integrate with other marketing channels.
The holistic marketing map
In contrast, the holistic marketing approach compounds and integrates your marketing linking up your marketing silos, getting them to talk to each other, and getting them to work together.
Holistic marketing is more effective and more profitable. The map that you see below is part of the WSI methodology. We use this every day in our agency. This is our step-by-step setup guide whenever we work with client accounts.
From left to right, you’ll see the key marketing areas. In the green section, you have the paid search like Google Ads, YouTube Ads, and Facebook Ads. Below is the Analytics.
The light blue section is the social media, and as you follow the line, you’ll see where and how to connect it to the other marketing silos.
Down the line, you’ll see all these interaction points, and so on. You’ll notice that everything ties in right in the center (red), which is your website.
You can see the point where all these crosses on the map and connect to each other. They are connected to flow together, so our analytics drives data and tells our paid search for what to go after and what not to go after.
There are 8 major holistic marketing concepts or connections that should be working together.
How to use the holistic marketing approach
Let’s have an example of how we do a holistic marketing approach. Instead of running just Google Ads and spending money on cold traffic, we focus more on the remarketing aspect to reach back to people that already came to the website.
So for this, we use a combination of YouTube Ads like display banner ads or display video ads, Facebook Ads, Instagram ads, and so on.
This approach is more affordable to remarket to people who’ve clicked on your ads, came to your website, but didn’t buy than it is to have all the cold traffic silos running independently, which will just result in a waste of money and a much lower ROI.
Just pick one primary top-funnel inbound marketing lead and in our case that is YouTube. From YouTube, we expand out to other marketing channels through remarketing.
Most businesses don’t have a good holistic remarketing campaign. It is always cheaper to market to warm traffic than it is to market to cold traffic. You only need a fraction of what the normal top of the funnel budget is for each of the other channels because you’re not targeting the whole market anymore. You’re only targeting the warmest leads here.
This is where the connection with the analytics is mostly needed. You should grade every single one of your customers on your website. This Is where we are connecting website analytics and the top of funnel paid ads.
What you only do is re-target only the ones who are most likely to buy so. With some additional setup in analytics, you can create a report card on each of your visitors, and only retarget high quality leads then develop a massive footprint online to bring those people back to your website.
Focus on hot leads with your holistic marketing concept. This approach should be running in on autopilot telling you the right leads to target and retarget. This approach generates a 482% greater ROI than any other marketing approach.