Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Multi-Channel Marketing
Crossing Media to Bridge Divides
Kye Tiernan
Managing Partner & Director of Client Service, Intera...
Bring It All Together
Multi-Channel Marketing
Methods of delivery.
Methods of consumption.
Online Communication Channels
DISPLAY
BLOGSPPC
SEO
SOCIAL MOBILE
2000
2005
2010
ONLINE PR
AFFILIATE
VIDEO
EMAIL
Today’s Online Channels
WEBSITE
DISPLAY
BLOGS
PPC
SEO
SOCIAL
MOBILE
ONLINE PR
AFFILIATE
VIDEO
EMAIL
WEBSITE
SEO and PPC
PPC
SEO
Display Ads
Direct Mail
Blogs
Video
Social Media
Activity:
Considerations for Multi-Channel Marketing.
What are the benefits?
Today’s Online Channels
WEBSITE
DISPLAY
BLOGS
PPC
SEO
SOCIAL
MOBILE
ONLINE PR
AFFILIATE
VIDEO
EMAIL
WEBSITE
Define Your Goals
 Raise brand awareness
 Build relationships
 Generate inquiries or leads
 Grow your online authority
 Improve interac...
Know Your Audience
Targeting People
Average Age of Users
Personas and Messaging Tactics
Personas: Leadership Coaching
Howard Rebecca
April Dave
Sarah
Rational Driver
o “The best performers in any sport use
coaches. There is a strong ROI for
investing in being the best.”
E...
“Rebecca” Persona
Rational Driver
o “I can tell I have a few things to learn, and
quick. No time to read a book.”
Emotiona...
“April” Persona
Rational Driver
o “There must be some strategies I can use
to address this. I don’t need a book, I
need an...
“Dave” Persona
Rational Driver
o “I must be missing something, but I can’t
figure it out.”
Emotional Driver
o “I’m ashamed...
“Sarah” Persona
Rational Driver
o “I’ve worked so hard to get here, but I’m
not sure what I want now. I need a
sounding bo...
 Establish Your Leadership Voice
o Enroll others in your vision
o Master the art of delegation
o Gain influence among pee...
Choose Channels Carefully
 Don’t use every possible channel
 Determine what combination of channels will resonate
with your target audience
 Use ...
Provide value often. Rarely sell.
Give, Give, Give, Ask… Then Give Some More
Make it brief and impactful every time. Evoke...
Always Keep Context In Mind.
Context Over Content
Use Native Content of Tell Your Story
Each Channel is Different
It’s all about micro-content and visuals.
Think Small.
Stay true to your brand.
Consistency Is the Name of the Game.
Activity:
Bring It All Together
Kye Tiernan - Multi-Channel Marketing: Crossing Media to Bridge Divides
Upcoming SlideShare
Loading in …5
×

Kye Tiernan - Multi-Channel Marketing: Crossing Media to Bridge Divides

1,533 views

Published on

Presented by Kye Tiernan, MA, on March 12, 2015 at the fifth Center for Health Literacy Conference: Plain Talk in Complex Times.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Kye Tiernan - Multi-Channel Marketing: Crossing Media to Bridge Divides

  1. 1. Multi-Channel Marketing Crossing Media to Bridge Divides Kye Tiernan Managing Partner & Director of Client Service, Interactive Strategies Plain Talk in Complex Times 2015: Communicating in a Small World
  2. 2. Bring It All Together
  3. 3. Multi-Channel Marketing Methods of delivery. Methods of consumption.
  4. 4. Online Communication Channels DISPLAY BLOGSPPC SEO SOCIAL MOBILE 2000 2005 2010 ONLINE PR AFFILIATE VIDEO EMAIL
  5. 5. Today’s Online Channels WEBSITE DISPLAY BLOGS PPC SEO SOCIAL MOBILE ONLINE PR AFFILIATE VIDEO EMAIL WEBSITE
  6. 6. SEO and PPC PPC SEO
  7. 7. Display Ads
  8. 8. Direct Mail
  9. 9. Blogs
  10. 10. Video
  11. 11. Social Media
  12. 12. Activity: Considerations for Multi-Channel Marketing. What are the benefits?
  13. 13. Today’s Online Channels WEBSITE DISPLAY BLOGS PPC SEO SOCIAL MOBILE ONLINE PR AFFILIATE VIDEO EMAIL WEBSITE
  14. 14. Define Your Goals
  15. 15.  Raise brand awareness  Build relationships  Generate inquiries or leads  Grow your online authority  Improve interaction on social media  Promote a product or service  Increase sales Communication Goals & Objectives What are the overall goals and objectives?
  16. 16. Know Your Audience
  17. 17. Targeting People Average Age of Users
  18. 18. Personas and Messaging Tactics
  19. 19. Personas: Leadership Coaching Howard Rebecca April Dave Sarah
  20. 20. Rational Driver o “The best performers in any sport use coaches. There is a strong ROI for investing in being the best.” Emotional Driver o “My self-worth is tied to my career success. I would be devastated to not make partner.” Key Messages o Discover your inner leader o Increase clarity and focus o Identify blind spots and self-limiting beliefs o Position yourself for promotion Lead Generation Channels o LinkedIn, Twitter, Organic Search, Display Search Ads, Guest Blogging “Howard” Persona
  21. 21. “Rebecca” Persona Rational Driver o “I can tell I have a few things to learn, and quick. No time to read a book.” Emotional Driver o “I’m not going to let these jerks see me fail.” Key Messages o Discover your inner leader o Manage up, down and sideways o Increase clarity and focus o Identify blind spots and self-limiting beliefs Lead Generation Channels o Facebook, Organic Search, LinkedIn
  22. 22. “April” Persona Rational Driver o “There must be some strategies I can use to address this. I don’t need a book, I need an advisor.” Emotional Driver o “I need to fix this before I go insane. I wake up every day with a knot in my stomach.” Key Messages o Unlock sticking points o Transform work relationships o Drive exceptional team performance Lead Generation Channels o Twitter, LinkedIn, Organic Search
  23. 23. “Dave” Persona Rational Driver o “I must be missing something, but I can’t figure it out.” Emotional Driver o “I’m ashamed to admit I need help.” Key Messages o Identify blind spots and self-limiting beliefs o Transform work relationships o Unlock sticking points o Increase clarity and focus Lead Generation Channels o Facebook, Twitter, Organic Search
  24. 24. “Sarah” Persona Rational Driver o “I’ve worked so hard to get here, but I’m not sure what I want now. I need a sounding board for these important decisions.” Emotional Driver o “My decisions can have a large impact on my employees. I feel a lot of pressure and conflict about serving them versus doing what’s right for me.” Key Messages o Assess key decisions o Increase clarity and focus Lead Generation Channels o Twitter, Facebook, Organic Search
  25. 25.  Establish Your Leadership Voice o Enroll others in your vision o Master the art of delegation o Gain influence among peers o Lead without formal power  Unlock New Levels of Performance o Support authenticity in your leadership o Establish your leadership voice o Identify blind spots and self-limiting beliefs o Position yourself for promotion  Tackle Workplace Challenges o Transform work relationships o Master difficult conversations o Drive team performance o Make better decisions – faster Create A Messaging Tree
  26. 26. Choose Channels Carefully
  27. 27.  Don’t use every possible channel  Determine what combination of channels will resonate with your target audience  Use what you know about them and their past interactions  Pick channels that will give you the best results and ROI Be Selective.
  28. 28. Provide value often. Rarely sell. Give, Give, Give, Ask… Then Give Some More Make it brief and impactful every time. Evoke an emotion that provides a brief escape or inspires. Make it informative and relevant. Appeal to their sense of urgency and being ‘in the know’. Make them want more. Provide just enough information coupled with a call-to-action. Catch their attention quickly. Cute, sassy, surprising
  29. 29. Always Keep Context In Mind. Context Over Content
  30. 30. Use Native Content of Tell Your Story Each Channel is Different
  31. 31. It’s all about micro-content and visuals. Think Small.
  32. 32. Stay true to your brand. Consistency Is the Name of the Game.
  33. 33. Activity: Bring It All Together

×