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Rebekah Radice - How to Scale Successful Omni-Channel marketing Campaigns

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Creating a marketing campaign is easy. Scaling that into a successful omni-channel strategy is hard. During this session, Rebekah shares tactical ways to produce targeted campaigns across multiple channels. Learn how you can increase engagement, social referral traffic and your customer base through creative, consistent and compelling campaigns.

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Rebekah Radice - How to Scale Successful Omni-Channel marketing Campaigns

  1. 1. #INBOUND16 HOW TO SCALE SUCCESSFUL OMNI-CHANNEL MARKETING CAMPAIGNS Rebekah Radice
  2. 2. #INBOUND16 OMNI CHANNEL INTEREST OVER TIME Source: Google Trends
  3. 3. #INBOUND16 fundamental shift. Omni channel marketing is creating a
  4. 4. #INBOUND16 1 GET CLEAR ON THE JOURNEY
  5. 5. #INBOUND16 The buyer's journey has changed! Old School Buyer's Journey Decision Consideration Awareness
  6. 6. #INBOUND16 “72% of B2B sales deals end in either a ‘NO’ or No Decision.” Source: Marketbridge Today
  7. 7. #INBOUND16 WITH OMNI CHANNEL You have multiple ways of reaching your audience. Sky is the limit!
  8. 8. #INBOUND16 CREATE A CONSISTENT EXPERIENCE Merge all channels with your store, app, product – online and offline.
  9. 9. #INBOUND16 REMARKET TO THEM
  10. 10. #INBOUND16 CAPTURE THEM ONLINE AND OFFLINE Create a seamless experience.
  11. 11. #INBOUND16 But tough to get right. SEEMS SIMPLE TO UNDERSTAND
  12. 12. #INBOUND16 Not long ago, your customer visited your website and left. Opportunity lost. Consider this…
  13. 13. #INBOUND16 You can reach them over and over again. Today…
  14. 14. #INBOUND16 WHY?According to a study by IDC, these shoppers have a 30% higher lifetime value than those who shop using only one channel.
  15. 15. #INBOUND16 UNDERSTAND AND MEASURE CUSTOMER HABITS How do they get to you? Via your website, an offline event, through your store or office, maybe a webinar?
  16. 16. #INBOUND16 TRACK THROUGH ATTRIBUTION MODELING
  17. 17. #INBOUND16 2 BUILD YOUR CONTENT STRATEGY
  18. 18. #INBOUND16 THINK ABOUT IT... You're a health and diet coach creating a report to help readers lose weight.
  19. 19. #INBOUND16 WRITE FOR A SPECIFIC READER.
  20. 20. #INBOUND16 CONTENT MARKETING PRIORITIES: 1. Increase Awareness 2. Generate New Users 3. Attract and Retain Users 4. Innovate (Thought Leadership) 5. Engage (and Activate) Audience
  21. 21. #INBOUND16 PREP Perception Research Execution Profitability
  22. 22. #INBOUND16 WHAT’S THE STRUGGLE? 1. Struggles with an issue 2. Seeks a solution 3. Researches their options 4. Makes a decision to switch
  23. 23. #INBOUND16 WITH A STRATEGY IN PLACE… Your content is the catalyst to retention and satisfaction.
  24. 24. #INBOUND16 Anyone can create and share content. CHOOSE YOUR CORE TOPICS Only those with a strategy share the right content time and time again.
  25. 25. #INBOUND16 WHERE CAN YOU FIND THESE TOPICS? Look to the intent of your audience.
  26. 26. #INBOUND16 LOOK TO THE DATA
  27. 27. #INBOUND16 NOW IT’S TIME TO START STRATEGIZING...
  28. 28. #INBOUND16 DEFINE YOUR GOALS Identify the metrics that matter to you and track them daily. (e.g. traffic, shares, conversions)
  29. 29. #INBOUND16 As Chuck Palahniuk says, “If you don’t know what you want, you end up with a lot you don’t.”
  30. 30. #INBOUND16 • Global industry leader • Dominant player in the market through WOM marketing • WOW factor established • Omni channel marketing model is 100% in alignment with company goals and strategies • Team trained to nurture leads through established customer Example Strategy Brainstorming Session Plan Ahead: Where do you want to be?
  31. 31. #INBOUND16 Get Clear! What are your goals? “84% of marketers cite “brand awareness” as their most important content marketing goal.” Source: Content Marketing Institute
  32. 32. #INBOUND16 • Have 3-4 primary campaigns defined (acquisition per segment, retention per segment, loyalty/ affinity per segment). • Have omni channel campaigns defined within 60 days, • Have specific assumed lead nurturing (customer journey) path defined for each campaign within 60 days Know Your Goals: Example: Define a Consumer Facing Strategy
  33. 33. #INBOUND16 START BY WRITING DOWN YOUR BIG, BOLD OBJECTIVES.
  34. 34. #INBOUND16 BEGIN WITH THREE. THEN ADD THE 2-3 KEY RESULTS THAT WILL COME OUT OF YOUR EFFORTS.
  35. 35. #INBOUND16 • Increase social media conversation rate by >25% • Increase total reach of average social profile by >100% • Increase total engagement of average social profile by >100% Objective and Key Result Example Objective: Increase Social Media Engagement on all Platforms Key Results:
  36. 36. #INBOUND16 1. How often does your website show up in search? Set your baseline and benchmarks Track Your Starting Point 2. How often do you show up in search? 3. How often does your company show up in search?
  37. 37. #INBOUND16 3 LEVERAGE SOCIAL MEDIA
  38. 38. #INBOUND16 With 1 in every 5 minutes of digital media time spent on social media, standing out is harder than ever. Source: comScore’s 2016 U.S. Cross-Platform Future in Focus Anatomy of a Social Conversion
  39. 39. #INBOUND16 This means how you communicate with your audience must change.
  40. 40. #INBOUND16 TO BECOME A TRUSTED ADVISOR YOU NEED TO NURTURE AND GROW RELATIONSHIPS.
  41. 41. #INBOUND16 PREVIOUSLY, CUSTOMERS CAME TO US.
  42. 42. #INBOUND16 SOCIAL MEDIA HAS FLIPPED THAT ON ITS HEAD.
  43. 43. #INBOUND16 Research competitors use of social media: 1. Posting plan, schedule, frequency 2. Level of engagement (interaction and conversation) 3. Number of fans and followers Identify What Social Networks Are Right
  44. 44. #INBOUND16 Are you wishing for success, or are you planning for it? FINAL PIECE – THE ROI
  45. 45. #INBOUND16 YOU CAN'T MANAGE WHAT YOU DON'T MEASURE
  46. 46. #INBOUND16 • Traffic referrals from each social network. • Leads from social channels to a specific landing page. • Engagement across social media – retweets, comments, likes. • Social media audience/community growth. • New blog subscribers. EXAMPLE OF METRICS
  47. 47. #INBOUND16 ANALYZE YOUR PROGRESS
  48. 48. #INBOUND16 IDENTIFY WHAT IS WORKING AND ADJUST WHAT IS NOT.
  49. 49. #INBOUND16 Tony Gwynn, Hall of Fame Baseball player said, “The minute you’re satisfied with where you are, you aren’t there anymore.” Wrap up
  50. 50. #INBOUND16 • Define Your Goals • Differentiate • Research • Create an Integrated Strategy • Translate Your Established Brand • Track and Measure Your Success Your 6-Step Action Plan
  51. 51. #INBOUND16 THANK YOU

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  • YvonneCarlson

    Nov. 22, 2016
  • RebekahRadice

    Jan. 2, 2017
  • DawnSmigelski

    Jan. 9, 2017
  • TonyWanderon

    Apr. 3, 2017
  • yasotov

    Apr. 16, 2018
  • kristinmarlow5

    Mar. 16, 2019
  • codybailey00

    Nov. 22, 2019
  • VietNam25

    Feb. 9, 2020

Creating a marketing campaign is easy. Scaling that into a successful omni-channel strategy is hard. During this session, Rebekah shares tactical ways to produce targeted campaigns across multiple channels. Learn how you can increase engagement, social referral traffic and your customer base through creative, consistent and compelling campaigns.

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