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 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

  1. 1. Intro to Creating a Multichannel Marketing Strategy Photo credit:
  2. 2. Who We Are Amanda O’Brien VP of Marketing [email_address] @amanda_pants <ul><li>Hall Web Services </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>@hall_web </li></ul><ul><li>12 Years in Business </li></ul><ul><li>Online Suite of Tools </li></ul>
  3. 3. Got Questions? <ul><li>Use GoToWebinar or “Ask a Question” </li></ul><ul><li>Twitter with @hall_web </li></ul>
  4. 4. Multi channel? <ul><li>View item online before purchasing at a store </li></ul><ul><li>Integrating social media into traditional media </li></ul><ul><li>Print ‘tease’ to website announcement </li></ul><ul><li>Coupon for web only deals </li></ul><ul><li>Marketing efforts supporting each other </li></ul>Photo credit:
  5. 5. <ul><li>Manage customer experience seamlessly, </li></ul><ul><li>align brand proposition, value, and message </li></ul>Your execution Photo credit:
  6. 6. <ul><li>Plan for creation, aggregation and delivery </li></ul>Photo credit:
  7. 7. Define messages first Establish message architecture Photo credit: What are you trying to say? What do you want people to do? What is the best vessel for that communications?
  8. 8. Tools second (or third)! Photo credit:
  9. 9. How to keep your multi channel proposition consistent thru different channels Photo credit:
  10. 10. <ul><li>Have a home base </li></ul>
  11. 11. Photo: Message Mapping <ul><li>Prioritize key messages </li></ul><ul><li>Develop content around those messages </li></ul>
  12. 12. <ul><li>Message Mapping: </li></ul><ul><li>Mission or key message </li></ul><ul><li>Surrounding points </li></ul><ul><li>Points to re-emphasize </li></ul><ul><li>Stay on message </li></ul>
  13. 13. <ul><li>Define content around those messages (not the other way around) </li></ul><ul><li>Terminology, tone, style </li></ul><ul><li>Search engine friendly content (keywords) </li></ul>
  14. 14. How to define tools Photo credit: http:// <ul><li>Determine what is appropriate </li></ul><ul><li>Choose pieces you can measure </li></ul><ul><ul><li>Customer response </li></ul></ul><ul><ul><li>Consumer sales </li></ul></ul><ul><li>What will pack the most punch? </li></ul><ul><li>Want pieces can build on each other? </li></ul><ul><li>Increase the efficiency of both, not cloud process </li></ul>
  15. 15. <ul><li>Define the role and goals of each tool: </li></ul><ul><li>Brand awareness </li></ul><ul><li>Website traffic </li></ul><ul><li>Sales </li></ul><ul><li>Etc. etc. </li></ul>Photo credit:
  16. 16. <ul><li>What are your companies capabilities? </li></ul><ul><li>A lot of online marketing takes your time. </li></ul><ul><li>In-house writer? Designer? </li></ul><ul><li>What you have, do you need it? Can you use it? </li></ul>
  17. 17. Put people in buckets Photo credit: <ul><li>Identify high value customers </li></ul><ul><li>Define their habits </li></ul><ul><li>Create content specifically for them </li></ul>
  18. 18. Buyer personas Different types of customers <ul><li>Competitive - driven, what is in it for him? </li></ul><ul><li>Methodical - asks a lot of questions </li></ul><ul><li>Spontaneous – Like me, buy me! </li></ul><ul><li>Humanistic – This company is really cool </li></ul><ul><li>Can start with data from your site, wordtracker </li></ul><ul><li>Target and tweak the data for each </li></ul><ul><li>When you try to reach everybody, you reach nobody! </li></ul>
  19. 19. Analyze their behaviour: website Photo credit: <ul><li>Inbound Links </li></ul><ul><li>Most popular pages </li></ul>
  20. 20. <ul><li>More targeted and actionable information </li></ul>
  21. 21. Integrate Photo credit: <ul><li>Wrap the old around the new </li></ul>
  22. 22. Test and Learn Measure everything you can Photo credit: <ul><li>A/B testing </li></ul><ul><li>Document findings </li></ul><ul><li>Clicks </li></ul><ul><li>Pages </li></ul><ul><li>Coupon codes </li></ul><ul><li>In store options </li></ul>
  23. 23. You can’t be everything to everyone, everywhere. Photo credit:
  24. 24. Is it working <ul><li>What goals did you set in place? </li></ul><ul><li>Subscribers, fans, content sharing </li></ul><ul><li>Coupon codes </li></ul><ul><li>Foursquare checkins </li></ul><ul><li>QR codes </li></ul><ul><li>Website traffic </li></ul><ul><li>Conversion </li></ul><ul><li>Sales (sales funnel) </li></ul><ul><li>Brand reputation </li></ul><ul><li>Popular products </li></ul>
  25. 25. Re-cap <ul><li>Determine voice and goals first </li></ul><ul><li>What you want people to do </li></ul><ul><li>Define the best tools second </li></ul><ul><li>Determine what success looks like </li></ul><ul><li>Document the process </li></ul><ul><li>Keep your focus </li></ul><ul><li>Make changes as necessary </li></ul>Photo:
  26. 26. Learn More! <ul><li>Web Vision Blog - </li></ul><ul><li>Webinars – http:// </li></ul><ul><li>Follow Hall on Twitter - @ Hall_Web </li></ul><ul><li>Call us! 1-877-425-5932 (HALL-WEB) </li></ul><ul><li>[email_address] ‏ </li></ul><ul><li>Webinars – next week ‘Measuring and Tracking </li></ul><ul><li>Your Social Media Success’ with ME! </li></ul>Questions? Photo credit: <ul><li>Use GoToWebinar “Ask a Question” </li></ul><ul><li>Twitter with @hall_web </li></ul>
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