IMC = strategy + online + offline
Fluent IMC blends many different marketing communications tools to position your expertise and help you achieve your goals. The following services work together to create a strategic integrated marketing communications plan, customized to meet your business objectives. This is not an all-or-nothing approach – it’s highly-customized for your business.
Every now and then, it’s time to stop, take a close look at your marketing efforts, measure and reflect. Even the most robust and savvy in-house marketing team may find it challenging to review their own marketing program. It’s difficult to bring objectivity to our own decisions. Fluent IMC conducts research and marketing audits to help you understand what’s working and what’s not working. Our comprehensive marketing audit will:
- Reveal any positioning issues that might be hindering your overall success
- Reveal any internal issues impacting your marketing success
- Refine your marketing and communications strategies to align with your current goals analyze the effectiveness of your current marketing tactics.
We also conduct external stakeholder interviews to better understand your position or uncover any areas of brand confusion.
Fluent IMC is focused on the power of multi-channel marketing communications. We’re constantly talking about integrating multiple tools to help you reach your audience and achieve your goals. But you can’t expect these tools to work together without a plan. And before you jump to planning, you need a sound strategy.
It’s tempting to skip the strategy and planning phase. It takes time, brainpower and self-reflection. But the end result is a well-constructed framework that lays out your goals, your target audience, your messages and clearly states how we’re going to reach your audience.
A written strategy gives everyone clarity and direction. And following a tactical plan that’s based on a sound strategy shifts your efforts from reactive to proactive – moving your business forward.
Your brand identity is your company’s personality. Everything you do contributes to your brand. From ads to social media content to articles you publish, it all makes an impression on your audience. Fluent IMC provides strategy, creative direction and design of logos, stationery, ads, collateral, event invitations, presentation materials, identity materials, direct mail, and sales materials to help you convey your messages visually. And because Fluent IMC is both strategic and creative, we guide the projects from conception all the way to fulfillment.
Fluent IMC offers media buying services to help you plan and implement advertising campaigns. We start by identifying your target audience and the message you need to communicate. We believe in the power of frequency and multi-channel marketing, so we recommend the best mix of media outlets to get that message to your audience. That could mean print, TV, radio or social media/online advertising, or a strategic blend of those media.
Beyond the advertising planning stage, Fluent IMC has years of experience on both sides of the media buying and selling fence. Fluent has connections within the industry and knows the behind-the-scenes tricks for negotiating the best rates while staying within your budget and producing a high return on your advertising investment.
Whether it’s B-to-B advertising or full blown mass media campaigns, Fluent IMC has the expertise to help you reach your audience with your story.
Our PR experience includes earning placements with local, national and trade publications and online outlets.
Fluent IMC also provides copywriting services to support a variety of marketing communications strategies:
- Marketing collateral: brochures, newsletters (print or email) flyers, sales sheets, postcards, annual reports, etc.
- Advertising: print or online ad copy, radio or tv ad scripts
- Public relations: press releases, media alerts, pitch letters, trade articles, news columns
- Business development: proposals, RFP responses, client or internal communications
- Events: invitations, announcements, speeches/presentations, seminar materials
- Websites and social media: website copy (including SEO copy), e-alerts and e-newsletters, blog content and social media content maintenance.
Content Marketing is a powerful online marketing tool. It’s all about providing value and serving up the most useful content to the ideal buyer through the right channels. Fluent IMC develops both the Content Marketing strategy and produces highly-valuable content designed to generate leads: tutorials, guides, blogs, case studies, press releases, videos and presentation slide decks.
Content marketing should start with a strategy that identifies the areas where you have expertise and specifies how you’re going to promote that content online to reach your audience. With diligence, and a focus on quality, well-written content, your website will also gain recognition by search engines. Fortunately, content marketing and SEO work together, because organic search marketing is all about great content.
There are multiple mechanisms for online advertising that range from Pay-Per-Click (PPC) advertising to online banner ads to social media advertising. Online advertising is just one of many tools that businesses should consider as part of the digital marketing mix. The goals include gaining brand recognition, generating new leads/web traffic and ultimately increasing revenues as a result of enhanced online exposure.
Fluent IMC helps clients develop, execute and measure Online Advertising campaigns that integrate with your larger goals. We recommend the best online channels, design ad campaigns that integrate with other marketing initiatives and carefully track engagements and incoming leads. We also help you develop a business development strategy to nurture and convert those online leads into clients.
Most B2B clients are selling high-level services, which means the buyers are very discerning and the sales cycle can be long. These types of buyers are astute and spend time online researching and engaging with brands before making a major buying decision. Your website is your primary vehicles for communicating your expertise and demonstrating your knowledge of their industry. Fluent IMC guides you through a website strategy and planning process, then builds, tests and launches your website.
Even if you’ve already carved out your niche and have an excellent reputation, you need to continually reinforce your expertise – in front of current clients, prospects and referral sources.
Fluent IMC helps you develop a strategy for maximizing your website. Our integrated online marketing plans are designed to expand your digital presence. This is highly customized to reach your goals, but might include:
Inbound Marketing – we focus on pulling visitors to your website to generate leads through social media, blogs and search engines.
Social Media Marketing – we create or enhance your social media marketing efforts and teach you how to leverage social networks for B2B prospecting and communication.
Conversion optimization – we review your existing website and develop strategies for improving the content and navigation to encourage specific types of buyers to engage with your site and ultimately contact you.
Content Marketing & SEO – you can’t have an online presence without great content. And your content should be findable by humans and search engines. Fluent IMC writes and produces content that demonstrates your expertise and seamlessly integrates search engine optimization (SEO) best practices.
Even the most talented in-house marketing departments need support. Sometimes a lack bandwidth, or a lack of deep expertise in a certain area, demand external help. Whether you have an in-house marketing department, are a one-man team or have no internal marketing talent, Fluent IMC can serve as your outsourced marketing director, specialist or entire department. Our team has both agency and in-house marketing experience, which allows us to jump in and work effectively in almost any culture. The nature of this work is ongoing, so we work on a contract basis with a specific scope of services.
Unlike many agencies, we have videography and photography talent right here at Fluent. We produce videos ranging from corporate recruiting videos to training tutorials to trade association promotional videos. We also provide custom photography for your website or projects that demand strong visuals to communicate your expertise.
Like everything we do, we think long and hard about how to leverage your content for a variety of uses — social media, advertising, PR campaigns or email marketing.