Intro to Creating a Multichannel Marketing Strategy
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Intro to Creating a Multichannel Marketing Strategy

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Websites, enewsletters, blogs, social media, traditional media... how do they all fit together? In this webinar we will discuss creating a content strategy and how to start organizing your content. As ...

Websites, enewsletters, blogs, social media, traditional media... how do they all fit together? In this webinar we will discuss creating a content strategy and how to start organizing your content. As we approach the end of the year, it is a time to get organized and make sure your marketing efforts are complimenting - not competing, with each other.

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Intro to Creating a Multichannel Marketing Strategy Intro to Creating a Multichannel Marketing Strategy Presentation Transcript

  • Intro to Creating a Multichannel Marketing Strategy Photo credit: http://www.flickr.com/photos/thunderchild5/1254179268/sizes/m/in/photostream/
  • Who We Are Amanda O’Brien VP of Marketing [email_address] @amanda_pants
    • Hall Web Services
    • www.hallme.com
    • www.hallme.com/blog
    • @hall_web
    • 12 Years in Business
    • Online Suite of Tools
  • Got Questions?
    • Use GoToWebinar or “Ask a Question”
    • Twitter with @hall_web
  • Multi channel?
    • View item online before purchasing at a store
    • Integrating social media into traditional media
    • Print ‘tease’ to website announcement
    • Coupon for web only deals
    • Marketing efforts supporting each other
    Photo credit: http://www.flickr.com/photos/vmiramontes/3568687533/sizes/m/in/photostream/
    • Manage customer experience seamlessly,
    • align brand proposition, value, and message
    Your execution Photo credit: http://www.flickr.com/photos/snapeverything/4037213574/sizes/z/in/photostream/
    • Plan for creation, aggregation and delivery
    Photo credit: http://www.flickr.com/photos/ocarchives/3952964087/sizes/l/in/photostream/
  • Define messages first Establish message architecture Photo credit: http://www.flickr.com/photos/dominicspics/4625778905/sizes/z/in/photostream/ What are you trying to say? What do you want people to do? What is the best vessel for that communications?
  • Tools second (or third)! Photo credit: http://www.flickr.com/photos/blue_diamond/3995257652/sizes/l/in/photostream/
  • How to keep your multi channel proposition consistent thru different channels Photo credit: http://www.flickr.com/photos/luisar/3073993821/sizes/z/in/photostream/
    • Have a home base
  • Photo: http://www.flickr.com/photos/seandreilinger/439462046/ Message Mapping
    • Prioritize key messages
    • Develop content around those messages
  • http://soulati.com/blog/wp-content/uploads/2010/11/Sample-Message-Map-for-Blog.jpg http://www.marshallpr.com/
    • Message Mapping:
    • Mission or key message
    • Surrounding points
    • Points to re-emphasize
    • Stay on message
    • Define content around those messages (not the other way around)
    • Terminology, tone, style
    • Search engine friendly content (keywords)
    Wordle.net
  • How to define tools Photo credit: http:// www.flickr.com/photos/addictive_picasso/24602236/sizes/l/in/photostream
    • Determine what is appropriate
    • Choose pieces you can measure
      • Customer response
      • Consumer sales
    • What will pack the most punch?
    • Want pieces can build on each other?
    • Increase the efficiency of both, not cloud process
    • Define the role and goals of each tool:
    • Brand awareness
    • Website traffic
    • Sales
    • Etc. etc.
    Photo credit: http://www.flickr.com/photos/alessandromusicorio/5288003335/sizes/l/in/photostream/
    • What are your companies capabilities?
    • A lot of online marketing takes your time.
    • In-house writer? Designer?
    • What you have, do you need it? Can you use it?
  • Put people in buckets Photo credit: http://www.flickr.com/photos/nanagyei/4588266081/sizes/l/in/photostream/
    • Identify high value customers
    • Define their habits
    • Create content specifically for them
  • Buyer personas Different types of customers
    • Competitive - driven, what is in it for him?
    • Methodical - asks a lot of questions
    • Spontaneous – Like me, buy me!
    • Humanistic – This company is really cool
    • Can start with data from your site, wordtracker
    • Target and tweak the data for each
    • When you try to reach everybody, you reach nobody!
  • Analyze their behaviour: website Photo credit: http://www.flickr.com/photos/wtlphotos/898282907/sizes/l/in/photostream/
    • Inbound Links
    • Most popular pages
    • More targeted and actionable information
    http://www.beneaththecover.com/2010/12/06/how-to-layout-a-simple-webpage-for-better-conversion/
  • Integrate Photo credit: http://www.flickr.com/photos/lumaxart/2137737248/sizes/z/in/photostream/
    • Wrap the old around the new
  • Test and Learn Measure everything you can Photo credit: http://www.flickr.com/photos/ijames/112866961/sizes/z/in/photostream/
    • A/B testing
    • Document findings
    • Clicks
    • Pages
    • Coupon codes
    • In store options
  • You can’t be everything to everyone, everywhere. Photo credit: http://www.flickr.com/photos/us_army_rolling_along/4273036140/sizes/o/in/photostream/
  • Is it working
    • What goals did you set in place?
    • Subscribers, fans, content sharing
    • Coupon codes
    • Foursquare checkins
    • QR codes
    • Website traffic
    • Conversion
    • Sales (sales funnel)
    • Brand reputation
    • Popular products
  • Re-cap
    • Determine voice and goals first
    • What you want people to do
    • Define the best tools second
    • Determine what success looks like
    • Document the process
    • Keep your focus
    • Make changes as necessary
    Photo: http://www.flickr.com/photos/iamthebestartist/128004712/
  • Learn More!
    • Web Vision Blog - http://www.hallme.com/blog
    • Webinars – http:// www.hallme.com/webinars
    • Follow Hall on Twitter - @ Hall_Web
    • Call us! 1-877-425-5932 (HALL-WEB)
    • [email_address] ‏
    • Webinars – next week ‘Measuring and Tracking
    • Your Social Media Success’ with ME!
    Questions? Photo credit: http://www.flickr.com/photos/foxtongue/24720422/sizes/m/in/photostream/
    • Use GoToWebinar “Ask a Question”
    • Twitter with @hall_web