But how do you do that when budgets are tight, and your time is limited?

但預算緊繃、時間有限時，又該怎麼辦?

Some of your competitors have plenty of cash to throw around and make a noise.

競爭對手有充分資金可燒、廣告又做的滿天嘎響

They can run expensive TV ads, or buy full-page spreads in the national newspapers to build their brands.

像是可以製播昂貴的電視廣告，或在全國性的大報買下全頁廣告建立自己品牌

So how can you -- the smaller business owner compete?

你能怎麼辦? 小企業主該如何競爭呢?

The answer lies in integrated marketing.

答案就在整合行銷

Meet Tom. He owns Tom's Tours -- an independent travel company.

來看看Tom吧，他是Tom旅遊負責人--一家獨立旅行社

Tom creates one-of-a-kind travel packages for his customers.

一直以來，Tom都在為其客戶設計獨一無二的包裝旅遊行程

He's not competing directly with the big holiday companies, but in the past he has struggled to get his voice heard.

不直接與大型的渡假旅行社打對台，過去也勉力爭取知名度

He used Facebook and Twitter when he had the time, and every now and then took out adverts in newspapers and magazines.

有空就利用臉書和推特發文，三不五時才在報紙和雜誌做廣告

The problem was his marketing was irregular, and his messaging inconsistent.

問題是如此一來行銷活動不規律、發出去的訊息也不一致

His brand didn't build up any momentum.

連帶造成自己的品牌無法產生任何功效

Then he adopted Integrated Marketing. For a fixed monthly budget,

後來他改採整合行銷，利用每個月固定預算

Tom's Tours now publishes a weekly blog post with travel ideas and tips.

Tom 旅遊目前每週會在部落格上貼文，推出旅遊新構想與行程規劃撇步

The posts are then promoted through social media and a monthly email newsletter.

貼文接著透過社群媒體和每月的電子報推廣出去

The newsletter also features content from the Tom's Tours YouTube channel,

電子報並包含Tom 旅遊的 YouTube頻道的特色內容

where customers are encouraged to upload videos from their holidays.

鼓勵出遊的旅客上傳渡假短片

In the peak holiday booking periods, the company runs print, online and radio ads,

逢長假的預訂高峰期，Tom就趁勢大打文宣、線上和廣播廣告

and in the quieter months, special offers and promotions.

淡季，則推出特價和推廣行程

And once or twice a year he publishes a survey and report that gets him free media coverage in newspapers and magazines.

每年固定推出一兩次市調和預測報告，讓Tom獲得免費上報上雜誌的宣傳機會

Now, a potential customer experiences a consistent message across a multitude of marketing channels.

現在，Tom旅遊的潛在客戶終能在不同行銷管道上，收到一致的廣告訊息

And because each element of marketing is no longer working in isolation, they serve to amplify each other.

因為各項行銷元素不再只會各自獨立運作，而能彼此放大功效

Tom's voice is now being heard.

Tom旅遊的聲音終於被市場聽到

But it doesn't stop there because that voice begins to resonate with other people.

但事情還沒結束，Tom旅遊發出的聲音開始與消者產生共鳴

They become fans on Facebook, followers on Twitter, subscribers on YouTube, commenters in forums and on blog posts.

他們成為臉書忠實粉絲、推文追蹤者、YouTube訂戶，還會在論壇和部落格上留下建言

They're no longer just customers, they're advocates and ambassadors.

客戶不再只是客戶，成為Tom旅遊的擁護者和行銷大使

In fact, they act like a tribe, echoing Tom's message to a wider audience.

事實上，客戶已成為一個部落，不斷回應Tom的召喚訊息

The result? Tom's Tours wins more customers, and makes more sales.

結果呢？Tom旅遊贏得更多顧客，推昇更多業績

So, if you want your business to grow, try integrated marketing.

所以，如果你想要事業成長，不妨試試整合行銷

You'll be amazed at how effectively it will build your brand.

在建立自有品牌時，你會驚訝它的功效