The document discusses how media companies can leverage inbound marketing to engage audiences and increase advertiser revenue. It outlines some of the challenges media companies currently face like lack of qualified sales leads, lack of differentiation from competitors, fragmented content consumption, and loss of print advertising dollars. The document then proposes that inbound marketing can help by generating qualified leads for sales, helping advertisers achieve their goals like more car or insurance sales, learning more about audiences to engage them, and introducing new revenue streams through marketing services packages. It includes perspectives from a panel of media company executives on these topics.
Solve Media-Native Advertising-White PaperKwesi Joseph
Native advertising is commercial content that matches the form and function of the environment in which it appears, such as appearing as an article on a news website. It aims to provide value to users by being relevant to their goals for using that platform. Some examples include search ads on Google, CAPTCHA replacements with brand messages, and sponsored social media posts. While native ads have potential to improve engagement over traditional banner ads, challenges include the resources required to create high-quality branded content and ensuring ads are clearly distinguished from organic content. Formats that directly help users accomplish their goals, like solving CAPTCHAs, tend to perform best.
IAB Europe White Paper : Native Advertising and Content Marketing - December ...SCREENVIEW
This document provides an overview and guidance on native advertising and content marketing. It defines key terms and discusses various native advertising formats including in-feed units, recommendation widgets, social media units, and out-stream video ads. It also covers business models for native advertising, including how content is monetized through production and distribution fees. The document aims to help advertisers, publishers and marketers better understand native advertising and its opportunities to build meaningful consumer relationships.
This report talks about Internet Advertising and how it plays a crucial role in promoting a brand, product or a service. It lists down various forms of promotion through internet and gives insight on the marketing objectives, customer segments, synergy between other forms of media and most importantly, the benefits.
Check out our most recent eBook which gives a comprehensive breakdown of the differences between Paid, Owned, and Earned media and how digital marketers can use this to amplify their content using LinkedIn and beyond.
Digital marketing is the use of online channels to promote products and services. It includes activities like search engine ads, social media posts, and email marketing. Compared to traditional marketing, digital marketing allows for more personalized targeting, global reach, and measurable results. It is also generally more cost-effective. While requiring technical skills, digital marketing enables two-way communication with customers and viral sharing of content. A successful digital marketing strategy provides direction, helps understand the market and customers, avoids wasted resources, and integrates digital efforts with other marketing channels.
The screen on the average BlackBerry measures just 60mm across. Yet for many of today’s B2B buyers, this is the main source they have for information about the products and services they will buy in the coming year. More than this, it is also the main way that they will engage in the various communities that influence their buying decisions. It’s not surprising then that B2B marketers should be wrestling with how to make the most of mobile social media.
The phenomenal success of social networks can be transferred directly to mobile, enabling customers and prospects around the clock access to an array of social networking services.
Consumers and professionals alike can now engage with brands, collaborate in real time and stay informed from any location at any time using web-ready devices optimised for social interaction.
The Ten Step Guide to Creating Your Multi-Channel Marketing Strategy Netplus
With so many choices, channels and constraints how do you prioritize your budgets and resources to maximize the impact of your interactive marketing?
This webinar will cover how to:
• Get buy in from key stakeholders
• Construct concurrent or consecutive programs so they support and enhance each other
• Prioritize efforts across channels based on what really matters
• Separate test budgets from working budgets
• Develop and execute actionable dashboards
• Deciding which channels make sense for the audience and content
Speakers
Robin Neifield, CEO, NetPlus Marketing
The document discusses how media companies can leverage inbound marketing to engage audiences and increase advertiser revenue. It outlines some of the challenges media companies currently face like lack of qualified sales leads, lack of differentiation from competitors, fragmented content consumption, and loss of print advertising dollars. The document then proposes that inbound marketing can help by generating qualified leads for sales, helping advertisers achieve their goals like more car or insurance sales, learning more about audiences to engage them, and introducing new revenue streams through marketing services packages. It includes perspectives from a panel of media company executives on these topics.
Solve Media-Native Advertising-White PaperKwesi Joseph
Native advertising is commercial content that matches the form and function of the environment in which it appears, such as appearing as an article on a news website. It aims to provide value to users by being relevant to their goals for using that platform. Some examples include search ads on Google, CAPTCHA replacements with brand messages, and sponsored social media posts. While native ads have potential to improve engagement over traditional banner ads, challenges include the resources required to create high-quality branded content and ensuring ads are clearly distinguished from organic content. Formats that directly help users accomplish their goals, like solving CAPTCHAs, tend to perform best.
IAB Europe White Paper : Native Advertising and Content Marketing - December ...SCREENVIEW
This document provides an overview and guidance on native advertising and content marketing. It defines key terms and discusses various native advertising formats including in-feed units, recommendation widgets, social media units, and out-stream video ads. It also covers business models for native advertising, including how content is monetized through production and distribution fees. The document aims to help advertisers, publishers and marketers better understand native advertising and its opportunities to build meaningful consumer relationships.
This report talks about Internet Advertising and how it plays a crucial role in promoting a brand, product or a service. It lists down various forms of promotion through internet and gives insight on the marketing objectives, customer segments, synergy between other forms of media and most importantly, the benefits.
Check out our most recent eBook which gives a comprehensive breakdown of the differences between Paid, Owned, and Earned media and how digital marketers can use this to amplify their content using LinkedIn and beyond.
Digital marketing is the use of online channels to promote products and services. It includes activities like search engine ads, social media posts, and email marketing. Compared to traditional marketing, digital marketing allows for more personalized targeting, global reach, and measurable results. It is also generally more cost-effective. While requiring technical skills, digital marketing enables two-way communication with customers and viral sharing of content. A successful digital marketing strategy provides direction, helps understand the market and customers, avoids wasted resources, and integrates digital efforts with other marketing channels.
The screen on the average BlackBerry measures just 60mm across. Yet for many of today’s B2B buyers, this is the main source they have for information about the products and services they will buy in the coming year. More than this, it is also the main way that they will engage in the various communities that influence their buying decisions. It’s not surprising then that B2B marketers should be wrestling with how to make the most of mobile social media.
The phenomenal success of social networks can be transferred directly to mobile, enabling customers and prospects around the clock access to an array of social networking services.
Consumers and professionals alike can now engage with brands, collaborate in real time and stay informed from any location at any time using web-ready devices optimised for social interaction.
The Ten Step Guide to Creating Your Multi-Channel Marketing Strategy Netplus
With so many choices, channels and constraints how do you prioritize your budgets and resources to maximize the impact of your interactive marketing?
This webinar will cover how to:
• Get buy in from key stakeholders
• Construct concurrent or consecutive programs so they support and enhance each other
• Prioritize efforts across channels based on what really matters
• Separate test budgets from working budgets
• Develop and execute actionable dashboards
• Deciding which channels make sense for the audience and content
Speakers
Robin Neifield, CEO, NetPlus Marketing
The future of marketing and advertisingRebekahDower
The document discusses the future of marketing and advertising. It notes that the internet will play a central role, allowing marketing to reach massive audiences more cheaply than traditional methods. Viral marketing through social media will be important where word-of-mouth and user opinions spread brand messages without direct costs. Challenges include getting corporations to change their mindsets and counterfeiting online, though social media sites work to filter inappropriate ads.
B2B buyers are increasingly influenced by social, mobile, and other digital channels. This presentation shows why B2B companies should adopt digital strategies in order to nurture leads along the buyer path and enable dialogue for their sales teams.
Marketing Communications: How To Market Your BrandVOLT LAB
This document discusses marketing communications and how brands can build better relationships. It defines marketing communications as messages used to promote a company's products and services. Traditionally, marketing focused on printed materials, but now uses strategic branding and messaging to ensure consistency. The document also discusses how communication occurs through a sender-receiver process and how social media, email, and in-product communications are important digital marketing channels. It emphasizes that successful marketing now requires focusing on human interactions and relationships rather than just transactions in order to connect with customers in a meaningful way.
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them. The key objective is to promote brands, build preference and increase sales through various digital marketing techniques. It is embodied by an extensive selection of service, product and brand marketing tactics, which mainly use the Internet as a core promotional medium, in addition to mobile and traditional TV and radio.
What is Native Advertising by IAB (Interactive Advertising Bureau)Piyush Pankaj
Native advertising has emerged both as an exciting new way for digital marketers to engage with the consumer, and as a new source of advertising revenue for publishers. “What is native advertising?” is a question that the industry has, almost frantically, been looking to answer since the term was first coined. While countless definitions have been proposed by nearly every industry insider, company, and journalist, no universally agreed-upon one has surfaced. This is because, to a large extent, native is in the eye of the beholder, depending on where one sits in the ecosystem and the strategic and media objectives of the marketer.
A great guide by IAB (Interactive Advertising Bureau. www.iab.net)
Content strategy and earned media have huge potential to help brands better serve their customers, but many struggle to change old habits and ways of working. This book shares many of the things that we in the Brilliant Noise team have learned in recent years about developing and scaling a branded content organisation.
New trends marketing guerrilla, viral marketing, social media marketing - Uni...Juan Sanchez Bonet
Viral marketing, word of mouth marketing, social media marketing. What's new in marketing and advertising, How to go viral (Viral formula), how can I implement a social media strategy, Guerrilla marketing concepts and best campaigns. Discover the best social media and viral marketing practices and The New Rules of Viral Marketing.
Presentation for Real Madrid School (European Univeristy of Madrid)
Contact me to download
conversemos@juanmarketing.com
See more in http://www.juanmarketing.com/
Online marketing involves promoting products and services over the Internet. It combines creative and technical aspects of design, development, advertising, and sales online. Common online marketing methods include email marketing, blogging, pay-per-click advertising, social media marketing, digital marketing, viral marketing, and utilizing the AIDA model of generating awareness, interest, desire, and action among customers. Both push marketing, which promotes products directly to consumers, and pull marketing, which aims to establish loyalty and draw customers in, are used online.
This report addresses the questions: What is native advertising and, by extension, what is it not? It also attempts to map and outline product offerings from the native advertising triumvirate: publishers, technology vendors, and social media platforms. What opportunities are inherent in this nascent form of digital marketing? And what are the inherent risks and pitfalls?
Media fragmentation refers to the increasing choice and consumption of media across different channels like web and mobile, as well as within channels with more TV channels and websites. This fragmentation makes it more difficult to reach target audiences. However, the benefits of fragmentation are starting to outweigh the downsides. It forces marketers to better define their target audiences and have more relevant conversations within the right environments across multiple channels, increasing effectiveness while reducing wastage by being more disciplined.
Cloudnames - A Guide to Social Media MarketingLeyla Ok
This document provides an overview of social media marketing strategies. It discusses how social media marketing can help businesses by engaging customers, building brand awareness, converting leads, gaining customer feedback, developing products and services, and increasing revenue. The document recommends developing a social media strategy that uses a variety of channels like Facebook, Twitter, LinkedIn, Instagram and Pinterest to effectively reach target audiences. It also discusses how Cloudnames can help businesses with social media marketing through services like managed web design packages and social media marketing management.
The document discusses strategies for improving the efficiency and ROI of influencer marketing campaigns. It recommends:
1) Defining clear goals and metrics to measure success and ROI.
2) Taking an omni-channel approach to extend the target audience across multiple digital and offline channels.
3) Leveraging data and technology to enable precise targeting and custom messaging at scale.
4) Testing different creative formats and messages to find the most effective approach.
This document discusses how mobile marketing has evolved as an important tool for brands to interact with consumers. It notes that more people now access content via mobile than traditional mediums like newspapers, radio, TV or the web. The document provides tips on how to craft effective mobile advertising campaigns, including starting with clear goals, understanding mobile users, considering the full user experience, and being creative. It also outlines some key ways mobile can be used in marketing campaigns, such as contests, coupons, apps, and calls to action.
#M/PR: Юлія Мусаковська: "The Power of Integrated Marketing Communications"Forge Events
The document discusses the importance and benefits of integrated marketing communications (IMC) for building strong brands. IMC employs multiple marketing channels in a coordinated way to deliver a clear and consistent brand message. This helps avoid inconsistent messaging, increases effectiveness and efficiency, and builds trust in the brand. The document provides examples of how a company implemented IMC through a series of technology-focused campaigns across various channels to communicate their brand as an innovator in applying new technologies.
Social media provides opportunities for brands to build awareness, engagement, and loyalty. Key strategies discussed include developing top of mind awareness through consistent messaging, reaching consumers when they are actively shopping through platforms like Google and social media, and cultivating friend of mine awareness to compete for consumer attention. The chapter also covers integrated marketing communication, search engine optimization, return on investment, and the cost of ignoring social media. Real-time social marketing allows targeting customers through location-based offers and loyalty programs. Hashtags can boost engagement but must be used carefully to avoid negative associations. Lessons indicate social media can significantly impact brands so risks and benefits must be carefully navigated.
Social media provides opportunities for brands to build awareness, engagement, and loyalty. Key strategies discussed include:
1. Using hashtags, geotargeting, and real-time responses to build awareness and engagement on platforms like Twitter, Facebook, and Instagram.
2. Implementing customer loyalty programs to provide incentives for purchases and generate reviews.
3. Monitoring social media for brand mentions to address positive or negative feedback and protect the brand's reputation.
4. Aligning social media content with search engine keywords and optimization techniques to drive traffic to websites and influence purchase decisions.
Social media marketing strategies discussed in the chapter include:
1. TOMA (Top of Mind Awareness) and branding through consistent messaging to influence customers.
2. Engagement and interaction on social media platforms can help build awareness and persuade customers.
3. Search engine optimization and keywords are important for websites to rank highly in search results.
Brands are increasingly becoming publishers as they seek to directly engage consumers across proliferating digital channels and platforms. However, most brands fail at publishing due to a lack of strategic vision, talent, processes, and technical infrastructure needed to continuously create and publish high-quality, engaging content. To succeed, brands must invest in these four key areas and treat content as a valuable asset by developing meaningful content tailored to each audience and stage of the consumer journey. They must also establish agile processes to rapidly test, learn from, and publish new content on an ongoing basis.
Strategies for Service Exporters - Social Media MarketingMichelle Hustler
This document provides guidance on using social media for marketing services. It discusses how social media has changed communication and allows small businesses to compete globally. The document focuses on major social media platforms like Facebook, Twitter, LinkedIn, Pinterest and YouTube. It emphasizes the importance of social media marketing and explains that consumers highly value word-of-mouth recommendations, which social media enables. It provides tips for effective social media use, including researching goals and audiences, developing compelling profiles, regularly posting engaging content, and encouraging interactions.
The document discusses how brands need to become publishers by creating and distributing original content across multiple channels to engage with consumers. It states that to succeed as a publisher, brands must invest in processes, content creation, technology, and hiring the right people. Specifically, brands need to establish different content workstreams, develop guidelines around their brand voice and content types, identify their target audiences, and promote content through influencers and paid media. The key is producing different types of content on an ongoing basis to meet consumers' changing expectations in today's media landscape.
The future of marketing and advertisingRebekahDower
The document discusses the future of marketing and advertising. It notes that the internet will play a central role, allowing marketing to reach massive audiences more cheaply than traditional methods. Viral marketing through social media will be important where word-of-mouth and user opinions spread brand messages without direct costs. Challenges include getting corporations to change their mindsets and counterfeiting online, though social media sites work to filter inappropriate ads.
B2B buyers are increasingly influenced by social, mobile, and other digital channels. This presentation shows why B2B companies should adopt digital strategies in order to nurture leads along the buyer path and enable dialogue for their sales teams.
Marketing Communications: How To Market Your BrandVOLT LAB
This document discusses marketing communications and how brands can build better relationships. It defines marketing communications as messages used to promote a company's products and services. Traditionally, marketing focused on printed materials, but now uses strategic branding and messaging to ensure consistency. The document also discusses how communication occurs through a sender-receiver process and how social media, email, and in-product communications are important digital marketing channels. It emphasizes that successful marketing now requires focusing on human interactions and relationships rather than just transactions in order to connect with customers in a meaningful way.
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them. The key objective is to promote brands, build preference and increase sales through various digital marketing techniques. It is embodied by an extensive selection of service, product and brand marketing tactics, which mainly use the Internet as a core promotional medium, in addition to mobile and traditional TV and radio.
What is Native Advertising by IAB (Interactive Advertising Bureau)Piyush Pankaj
Native advertising has emerged both as an exciting new way for digital marketers to engage with the consumer, and as a new source of advertising revenue for publishers. “What is native advertising?” is a question that the industry has, almost frantically, been looking to answer since the term was first coined. While countless definitions have been proposed by nearly every industry insider, company, and journalist, no universally agreed-upon one has surfaced. This is because, to a large extent, native is in the eye of the beholder, depending on where one sits in the ecosystem and the strategic and media objectives of the marketer.
A great guide by IAB (Interactive Advertising Bureau. www.iab.net)
Content strategy and earned media have huge potential to help brands better serve their customers, but many struggle to change old habits and ways of working. This book shares many of the things that we in the Brilliant Noise team have learned in recent years about developing and scaling a branded content organisation.
New trends marketing guerrilla, viral marketing, social media marketing - Uni...Juan Sanchez Bonet
Viral marketing, word of mouth marketing, social media marketing. What's new in marketing and advertising, How to go viral (Viral formula), how can I implement a social media strategy, Guerrilla marketing concepts and best campaigns. Discover the best social media and viral marketing practices and The New Rules of Viral Marketing.
Presentation for Real Madrid School (European Univeristy of Madrid)
Contact me to download
conversemos@juanmarketing.com
See more in http://www.juanmarketing.com/
Online marketing involves promoting products and services over the Internet. It combines creative and technical aspects of design, development, advertising, and sales online. Common online marketing methods include email marketing, blogging, pay-per-click advertising, social media marketing, digital marketing, viral marketing, and utilizing the AIDA model of generating awareness, interest, desire, and action among customers. Both push marketing, which promotes products directly to consumers, and pull marketing, which aims to establish loyalty and draw customers in, are used online.
This report addresses the questions: What is native advertising and, by extension, what is it not? It also attempts to map and outline product offerings from the native advertising triumvirate: publishers, technology vendors, and social media platforms. What opportunities are inherent in this nascent form of digital marketing? And what are the inherent risks and pitfalls?
Media fragmentation refers to the increasing choice and consumption of media across different channels like web and mobile, as well as within channels with more TV channels and websites. This fragmentation makes it more difficult to reach target audiences. However, the benefits of fragmentation are starting to outweigh the downsides. It forces marketers to better define their target audiences and have more relevant conversations within the right environments across multiple channels, increasing effectiveness while reducing wastage by being more disciplined.
Cloudnames - A Guide to Social Media MarketingLeyla Ok
This document provides an overview of social media marketing strategies. It discusses how social media marketing can help businesses by engaging customers, building brand awareness, converting leads, gaining customer feedback, developing products and services, and increasing revenue. The document recommends developing a social media strategy that uses a variety of channels like Facebook, Twitter, LinkedIn, Instagram and Pinterest to effectively reach target audiences. It also discusses how Cloudnames can help businesses with social media marketing through services like managed web design packages and social media marketing management.
The document discusses strategies for improving the efficiency and ROI of influencer marketing campaigns. It recommends:
1) Defining clear goals and metrics to measure success and ROI.
2) Taking an omni-channel approach to extend the target audience across multiple digital and offline channels.
3) Leveraging data and technology to enable precise targeting and custom messaging at scale.
4) Testing different creative formats and messages to find the most effective approach.
This document discusses how mobile marketing has evolved as an important tool for brands to interact with consumers. It notes that more people now access content via mobile than traditional mediums like newspapers, radio, TV or the web. The document provides tips on how to craft effective mobile advertising campaigns, including starting with clear goals, understanding mobile users, considering the full user experience, and being creative. It also outlines some key ways mobile can be used in marketing campaigns, such as contests, coupons, apps, and calls to action.
#M/PR: Юлія Мусаковська: "The Power of Integrated Marketing Communications"Forge Events
The document discusses the importance and benefits of integrated marketing communications (IMC) for building strong brands. IMC employs multiple marketing channels in a coordinated way to deliver a clear and consistent brand message. This helps avoid inconsistent messaging, increases effectiveness and efficiency, and builds trust in the brand. The document provides examples of how a company implemented IMC through a series of technology-focused campaigns across various channels to communicate their brand as an innovator in applying new technologies.
Social media provides opportunities for brands to build awareness, engagement, and loyalty. Key strategies discussed include developing top of mind awareness through consistent messaging, reaching consumers when they are actively shopping through platforms like Google and social media, and cultivating friend of mine awareness to compete for consumer attention. The chapter also covers integrated marketing communication, search engine optimization, return on investment, and the cost of ignoring social media. Real-time social marketing allows targeting customers through location-based offers and loyalty programs. Hashtags can boost engagement but must be used carefully to avoid negative associations. Lessons indicate social media can significantly impact brands so risks and benefits must be carefully navigated.
Social media provides opportunities for brands to build awareness, engagement, and loyalty. Key strategies discussed include:
1. Using hashtags, geotargeting, and real-time responses to build awareness and engagement on platforms like Twitter, Facebook, and Instagram.
2. Implementing customer loyalty programs to provide incentives for purchases and generate reviews.
3. Monitoring social media for brand mentions to address positive or negative feedback and protect the brand's reputation.
4. Aligning social media content with search engine keywords and optimization techniques to drive traffic to websites and influence purchase decisions.
Social media marketing strategies discussed in the chapter include:
1. TOMA (Top of Mind Awareness) and branding through consistent messaging to influence customers.
2. Engagement and interaction on social media platforms can help build awareness and persuade customers.
3. Search engine optimization and keywords are important for websites to rank highly in search results.
Brands are increasingly becoming publishers as they seek to directly engage consumers across proliferating digital channels and platforms. However, most brands fail at publishing due to a lack of strategic vision, talent, processes, and technical infrastructure needed to continuously create and publish high-quality, engaging content. To succeed, brands must invest in these four key areas and treat content as a valuable asset by developing meaningful content tailored to each audience and stage of the consumer journey. They must also establish agile processes to rapidly test, learn from, and publish new content on an ongoing basis.
Strategies for Service Exporters - Social Media MarketingMichelle Hustler
This document provides guidance on using social media for marketing services. It discusses how social media has changed communication and allows small businesses to compete globally. The document focuses on major social media platforms like Facebook, Twitter, LinkedIn, Pinterest and YouTube. It emphasizes the importance of social media marketing and explains that consumers highly value word-of-mouth recommendations, which social media enables. It provides tips for effective social media use, including researching goals and audiences, developing compelling profiles, regularly posting engaging content, and encouraging interactions.
The document discusses how brands need to become publishers by creating and distributing original content across multiple channels to engage with consumers. It states that to succeed as a publisher, brands must invest in processes, content creation, technology, and hiring the right people. Specifically, brands need to establish different content workstreams, develop guidelines around their brand voice and content types, identify their target audiences, and promote content through influencers and paid media. The key is producing different types of content on an ongoing basis to meet consumers' changing expectations in today's media landscape.
This document provides an overview of content marketing strategy and outlines a seven-step process for developing an effective content marketing strategy:
1. Put content at the heart of future marketing direction
2. Find the intersection between brand and audience needs
3. Define the content marketing strategy
4. Plan continuous content creation through communications strategy
5. Create a content hub
6. Maximize visibility and shareability through social media optimization
7. Measure and improve using analytics
It emphasizes that quality, sustained content is key to success and explains how content marketing supports marketing goals across the customer lifecycle and various digital channels. An effective content strategy requires defining a content hub, editorial process, and resources to create and share
This report discusses social media marketing conducted by ProSpace Tec media Private limited in Hyderabad, India. It focuses on understanding customer needs, researching competitors, and developing effective marketing strategies. ProSpace provides various digital marketing services including social media marketing. The report aims to analyze social media marketing in terms of services offered, market segmentation, size and growth, strengths/weaknesses, and provide recommendations. It examines problems in social media marketing, awareness among people, and strategies used. The conclusion will synthesize findings and suggest improvements.
Social Media Marketing Tips for Small Businesses.pdfWWW.APPZSOFT.COM
In today's digital age, social media has become an integral part of our lives. With over 4.2 billion active users worldwide, it has become a powerful platform for businesses to reach and engage with their target audience. Social media marketing, also known as SMM, has proven to be an effective tool for businesses of all sizes, especially for small businesses with limited resources. In this article, we will explore the world of social media marketing for small businesses, including its benefits, different platforms, crafting a strategy, building a presence, advertising, staying consistent, utilizing tools, and staying up-to-date with algorithm changes.
Understanding Social Media Marketing
Social media marketing is a form of internet marketing that utilizes social media platforms to promote products or services and engage with potential and existing customers. It involves creating and sharing content, engaging with users, and running ads on various social media platforms to achieve specific business goals. Some common objectives of social media marketing for small businesses include increasing brand awareness, generating leads, driving website traffic, and boosting sales.
Why Social Media Matters for Small Businesses
Think of social media as a bustling marketplace where millions of potential customers gather to connect, interact, and be entertained. By establishing your brand as a participant in this dynamic space, you unlock a treasure trove of benefits, including:
Enhanced Brand Awareness: Social media platforms help you put your brand on the map, fostering familiarity and recognition among your target audience.
Direct Engagement: Communicate directly with your customers, understand their needs and preferences, and build valuable relationships.
Targeted Advertising: Reach the right people with laser-focused ads, maximizing your marketing budget and optimizing ROI.
Cost-Effective Promotion: Compared to traditional media, social media offers a relatively inexpensive way to reach a large audience.
Increased Website Traffic: Drive valuable leads and customers to your website by promoting your content and offers on social platforms.
Boost Brand Loyalty: Foster a community around your brand, encouraging user-generated content and positive word-of-mouth marketing.
Stay Ahead of the Curve: Social media keeps you up-to-date with industry trends and allows you to adapt your marketing strategies accordingly.
Benefits of Social Media for Small Businesses
One of the most significant benefits of social media for small businesses is its cost-effectiveness. Creating a profile on most social media platforms is free, and running ads can be done with a minimal budget compared to traditional advertising methods. It also allows businesses to reach a wider audience and target specific demographics, making it easier to connect with potential customers.
What you will learn ?
Website Development
Search Engine Optimization
Search Engine Marketing
Social Media Marketing
Digital Marketing
Tools
Addons
https://dev-birundha.pantheonsite.io/
RAINBOW LIFE is a 360 degree marketing, branding, PR and reputation management company that deals in print, digital, outdoor and online promotions. They offer services including business consulting, brand positioning, technology advisory, event management, public relations and real estate marketing. Their goal is to transform business performance and promote brands through innovative strategies using various media channels and by focusing on process improvement and enabling technology.
Digital Marketing Services in Pakistan.docxAyesha Fatima
Introduction: Start with a brief introduction to your digital marketing services, highlighting the importance of digital presence in today's competitive landscape.
Services Offered: Outline the specific digital marketing services you provide, such as:
Search Engine Optimization (SEO)
Pay-Per-Click (PPC) Advertising
Social Media Marketing (SMM)
Content Marketing
Email Marketing
Conversion Rate Optimization (CRO)
Website Design and Development
Analytics and Reporting
Key Features and Benefits: Highlight the key features and benefits of your services, including:
Increased online visibility and brand awareness
Higher website traffic and lead generation
Improved search engine rankings
Targeted audience engagement and customer acquisition
Enhanced customer experience and retention
Measurable ROI and performance tracking
Differentiators: Emphasize what sets your digital marketing services apart from competitors. This could include:
Unique strategies tailored to client goals and target audience
Proven track record of delivering results for clients across industries
Experienced team of digital marketing specialists and industry experts
Customized approach with a focus on innovation and adaptability
Client Success Stories/Testimonials: Incorporate case studies or testimonials to showcase successful outcomes and client satisfaction.
Why Choose Us: Convey why potential clients should choose your agency over others, highlighting factors such as:
Commitment to excellence and client success
Transparent communication and collaboration
Dedication to staying updated with industry trends and best practices
Flexible service packages to accommodate varying budgets and objectives
Call to Action: Encourage readers to take the next step, whether it's contacting you for a consultation, requesting a quote, or exploring your service offerings in more detail.
Digital Marketing Services in Pakistan (1).pdfAyesha Fatima
Digital marketing encompasses strategies and techniques used to promote products, services, or brands through online channels such as search engines, social media, email, and websites. It aims to engage and convert audiences by leveraging digital tools and data-driven insights. Effective digital marketing enhances brand visibility, drives traffic, and boosts sales.
Public Relation Presentation by Yağmur Sena MEMİŞOĞLUIamRain2
The document discusses various aspects of marketing communications and public relations. It defines marketing communication as influencing target markets so consumers feel enthusiastic about a company's products. The main functions of marketing are identified as promotion, selling, product management, pricing, financing and distribution. Various types of marketing communications are discussed, including advertising, sales promotion, public relations and social media marketing. The differences between online and offline marketing are outlined related to scope, audience targeting, cost, measurability, interactivity and tangibility. Barriers to effective marketing communications are also mentioned such as lack of understanding the target audience.
Clever product marketing strategy is the key to the success of the remaining 10%. Pricing your product, planning your advertising budget, identifying your target audience and their needs, and estimating the revenue that you could generate from advertising, are some of the many benefits of product marketing.
Unlock the secrets to crafting a winning Integrated Marketing Communications (IMC) strategy with our comprehensive guide. Learn the importance of brand consistency, how to define your target audience, choose the right communication channels, and develop a compelling content strategy. Dive into real-world IMC success stories and discover key metrics for evaluating performance. IM4U Digital Marketing Agency is here to help you navigate the complexities and ensure your brand leaves a lasting impact. Elevate your marketing game and achieve lasting success with our expert insights. #IMC #MarketingStrategy #BrandConsistency #DigitalMarketing
Accenture Social Media PoV - 55m conversations in 55 days Mac Karlekar
While it should come as no surprise that many major CPG brands and retailers are among the top 50 most active social media brands, this new point of view finds different brands are at varying levels of maturity in having a two-way dialogue with consumers. According to Accenture research, consumers want to engage more with CPG brands than with retailers. The success of consumer engagement is making sure fans feel part of the overall brand voice.
Advanced Social Media -
Boost your social media activity's effectiveness with practical advice and real-world examples.
Saudi Arabia -Jeddah - 9-10 April 2014 Contact Dr.Hossam Today
Drhossamdarwish@gmail.com
The Ultimate Guide to Social Media Advertising Platforms.pdfSocially Savvy
As the digital realm continues to shape the way we interact, conduct business, and share information, social media platforms have become a bustling marketplace for marketers and businesses seeking to establish a formidable online presence. This guide aims to unravel the intricacies of social media advertising, demystify the vast array of platforms available, and equip you with the knowledge and strategies needed to harness their potential to drive success.
Whether you're a marketing professional, an entrepreneur, or someone simply curious about the digital advertising universe, this guide will provide insights and actionable tips to help you make informed decisions and create effective social media advertising campaigns. From the giants like Facebook and Instagram to the rising stars like TikTok, we'll explore the strengths, nuances, and opportunities presented by each platform.
We'll delve into the mechanics of ad creation, targeting, and optimization, unravel the latest trends in the world of social media advertising, and address the challenges that marketers face in this fast-paced environment. Our goal is to empower you with the knowledge to not only survive but thrive in the ever-shifting sands of social media advertising.
This document outlines two action plans for achieving the rank of Supervisor. The first involves enrolling 3 people with the Leadership Package and helping them each enroll 3 people with the Leadership Package. This would generate enough volume to achieve Supervisor and earn over $1,370 in bonuses and shares. The second plan involves enrolling 3 people with the Fast-Start Package and helping them each enroll 3 people with the Fast-Start Package. This would also achieve Supervisor but earn around $785 in bonuses and shares. Both plans require enrolling 3 people and helping those 3 people each enroll 3 more to reach the Supervisor rank.
June BellaVita Monthly Update and Training with Gary Hasson, PresidentGo BellaVita
Recording that accompanies this PowerPoint presentation is available 24/7 at: https://www.youtube.com/watch?v=SiUcRy2RE2o&feature=youtu.be
Learn more at: www.GoBellaVita.com
Also visit: https://www.Facebook.com/BellaVitaGroup
https://www.Facebook.com/BellaVitaLeadership
http://www.YouTube.com/BellaVitaLeadership
USA BellaVita University Webinar Recap PowerPointGo BellaVita
Recording of the presentation with these slides is available at:
Learn more at: www.GoBellaVita.com
Also visit: https://www.Facebook.com/BellaVitaGroup
https://www.Facebook.com/BellaVitaLeadership
http://www.YouTube.com/BellaVitaLeadership
BellaVita Prosperity Plan Detailed Version May 2015Go BellaVita
The document defines key terms related to the BellaVita prosperity plan, including distributor positions, team structure, commission volumes, and qualifications for preferred customers and distributors. It describes 8 ways for distributors to earn rewards, including preferred customer bonuses, team commissions, rank-up bonuses, and pool bonuses. Distributors can earn income from building a team of up to 29,523 members across 9 levels. The plan rewards distributors for growing their business and advancing in rank over time.
BellaVita Essential Oils User Guide 2015Go BellaVita
Certain plants contain powerful essential oils that have been used for healing purposes throughout history. Essential oils are highly concentrated plant extracts that contain many beneficial compounds. They can be used aromatically, applied topically, or ingested in some cases. Each oil has unique properties and many have been shown to have antioxidant, antibacterial, and mood enhancing effects. Common ways to use essential oils include diffusion, massage, cooking, and more.
Recorded Webinar by Gary Hasson: https://www.youtube.com/watch?v=41RiIS2fKwc
Learn more at: www.GoBellaVita.com
Also visit: https://www.Facebook.com/BellaVitaGroup
https://www.Facebook.com/BellaVitaLeadership
http://www.YouTube.com/BellaVitaLeadership
This document provides guidelines for discussing BellaVita products to ensure compliance with laws and company policy. It states that disease claims saying a product treats, prevents, or cures illness are prohibited, as BellaVita products are not drugs approved by the FDA. However, cosmetic claims about improving appearance and structure-function claims stating a product supports health or well-being are allowed. When sharing experiences, representatives should focus on how products make them feel better or function better normally rather than implying medical benefits.
BellaVita Essential Oils Could Be The New Antibiotics Go BellaVita
Learn more at: www.GoBellaVita.com
Also visit: https://www.Facebook.com/BellaVitaGroup
https://www.Facebook.com/BellaVitaLeadership
http://www.YouTube.com/BellaVitaLeadership
BellaVita Prosperity Plan PowerPoint April 2015Go BellaVita
The document defines key terms used in the multi-level marketing company BellaVita, including Preferred Customer (PC), Personal Volume (PV), Commission Volume (CV), and Qualifying Volume (QV). It outlines the benefits of becoming a PC versus a distributor, and explains the compensation plan including weekly preferred customer bonuses, monthly team commissions, rank advancement bonuses, and incentive trips.
The document discusses the health benefits of the Mediterranean diet. It describes the Mediterranean diet as focusing on plant-based foods like fruits, vegetables, whole grains and nuts. It emphasizes healthy fats like olive oil and limits red meat. Research shows the Mediterranean diet reduces the risks of heart disease, cancer, and neurodegenerative diseases. Key components that contribute to its health effects include antioxidants from olive leaf, omega-3 fatty acids in olive oil, resveratrol in grapes, and lycopene in tomatoes.
The document discusses the benefits of the Mediterranean diet. It states that the Mediterranean diet has been found to reduce the risk of heart disease, Alzheimer's, cancer, diabetes and other health conditions. It then outlines seven key healing factors supported by foods in the Mediterranean diet: oxidative protection, chelated minerals, enzyme nutrition, dietary fiber, healthy fats and plant oils, anti-microbial protection, and collagen support. The document delves into further detail on each of these seven healing factors and how foods in the Mediterranean diet provide these benefits to fuel the body's optimal healing state.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
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Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
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With Regards
Gokila digital marketer
Coimbatore
1. How to Use Multi-Channel Marketing
to create Brand Leverage
Strategies for effective multichannel
marketing
Multi-Channel Marketing
2. 2Multi Channel Marketing
Contents
3
4
6
9
12
14
22
| An Overview of Multi-Channel Marketing
| Publishing vs Dialogue Channels
| Combine Multi-Channel & Content Marketing
| Review Digital Marketing Channels
| Introduction
| Integrated Marketing Teams
| Conclusion
3. 3Multi Channel Marketing
Introduction
The explosion of digital communications has significantly changed how we buy stuff. And by "we,"
we mean everybody. From teenagers to retirees. From procurement managers to IT committees.
Consider this:
• CEB Marketing Leadership Council reports that B2B customers are 60% through their
buyer journey before they contact a sales representative.
• 82% of retail shoppers prefer to research products from multi-channel retailers before
buying.
• 90% of our media consumption occurs online.
Digital consumers have an unprecedented amount of company and brand-related user-generated
content available to them. The seller is no longer in control.
This is why a nexus between your inbound marketing and multi-channel marketing is so critical:
companies must have valuable, relevant content where, when, and how consumers, prospects, and
customers are looking for it.
New channels are being created, changed or disappear every year. It’s essential to not overly
commit to one or miss out on the opportunity to be an early adopter of a new one.
4. 4Multi Channel Marketing
An Overview:
Multi Channel Marketing
Multi-channel marketing describes the strategy of reaching out to prospects and customers through a
variety of communication platforms – or "channels." In the pre-digital age, a multi-channel marketing
effort may have included TV, print and/or radio ads, or perhaps some trade show booths, or
speeches.
In our current digital world, the number of online channels companies have to communicate with their
market seems to be ever growing. Online users of every generation rank blog posts, images, and
comments as their top three most-consumed content.
According to Pew, nearly 75% of online adults regularly use social media. Half use more than one
social network, and half use at least four different social media sites. It's no wonder
we spend over six hours a day online — nearly half of which is spent on social media.
The strategy of content marketing (aka
"inbound marketing") is to meet your market
where they are and speak to them in the
ways they like to communicate. With people
active in so many digital channels, companies
now have numerous ways to reach them.
That's the double-edged sword.
Prospects and customers connect with large
companies through a variety of channels.
Marketing and other departments publish an
assortment of content intended to attract and
capture attention. And they are each having
separate conversations about their published
content in yet still more marketing channels.
Public relations, customer service, sale teams — just to name a few — each have its own Twitter and/or
Instagram account, possibly a blog or newsletter, as well as other digital properties. For example, here
at HubSpot, we have three separate prospect blogs, directed at marketing, sales, and agencies. These
are in addition to our customer blogs, podcast show, and presence on a variety of social media
platforms.
With people active in
so many digital
channels, companies
now have numerous
ways to reach them.
That's the double-
edged sword.
How Multi-Channel Marketing Ampligies the Reach and
Complexity of Content Marketing
5. 5Multi Channel Marketing
When an enterprise takes a scattered, ad hoc approach to
managing its multi-channel communications across departments, it
introduces the following risks:
• Presenting an inconsistent brand voice and image that confuses,
and thus fails to connect, with people.
• Wasting resources by concentrating on channels where your
market isn't, or misusing a platform better suited for another
function or market segment.
• Frustrating prospects or customers who interact with a
department via one platform, and then get communications from
another enterprise channel that clearly shows one department
has no idea what the other department is doing.
• Focusing on the creation of content across departments and for
various channels, rather than promoting dialogue and
engagement around it.
The rapid acceleration and potentially short shelf life of new digital
channels adds to the puzzle. What new channels are worth using?
What's the most effective way to use them? Where do they fit within
our current marketing strategy? How do we maintain a cohesive
front to our target market on them? It's very easy to feel a sense of
creeping futility in trying to keep up with all the changes.
We've broken this eBook into three main sections:
• First, we'll explore the distinction between publishing and
dialogue platforms, and their separate purpose and value to
inbound marketing.
• Then, we'll dig into the why and how to integrate both marketing
strategies in order to realize the full benefits of each. We'll also
address head-on the challenges of creating an effective,
integrated multi-channel/ inbound marketing strategy across an
enterprise company that accommodates decentralized execution
and compliance.
• Last, we'll share detailed tips and best practices, based on
HubSpot's own research and experience, on how to use some of
the most popular and effective channels out there.
Adopting an emerging marketing
channel can give you a significant
advantage or be a huge waste of
time.
It’s important to to understand how to
quickly evaluate emerging marketing
channels to see if they are worth
pursing. These ebook will help you
understand how to spot new marketing
channels that will work for your
business.
Mobile is not a channel
Mobile usage has been on a rapid raise
rise since 2008. Now adults spend more
than 50% of their time time interacting
with digital media on a mobile device. In
2014 mobile surpassed desktops for
total number of global users.
The implication is clear, always optimize
your content and outreach for the mobile
consumer.
6. 6Multi Channel Marketing
Distinguishing Between Publishing
and Dialogue Channels
When it comes to its role within content marketing, every platform has a primary purpose: either to
publish content to a target market or to provide a forum where people can discuss your content.
Many channels have some overlap of both these functions. For example, YouTube is
fundamentally a publishing channel for video content. Yet it provides a robust comment and
feedback function if your content inspires it. In contrast, a micro-blogging site like Twitter is all
about the promotion and conversation around content. But we also know how one killer Tweet
or meme can become the content sparking the conversation.
So while each channel has its own degree of cross-functionality between publishing and
dialogue, it's important to know which function each channel performs best and whether it does
it well for your market.
To help keep our discussion clear, let's define our terms. Check the next page for a list of terms
7. 7Multi Channel Marketing
Channel Type Examples
Websites Includes enterprise site, local branches and
department sites or pages, micro-sites for
specific products or services, sub-brand
sites.
Blogs Separate blogs based on verticals, market
segments, or internal departments and/or
sub-brands.
Newsletters Segmented in very similar ways as blogs.
Email Not just a newsletter's delivery system, but
can provide distinct content through on-
boarding sequences, lead nurture and
refresher campaigns, and special offers. Also
provides a discussion channel for surveys
and one-to-one interactions between
company personnel and an individual.
Native Advertising / Sponsored Content Paid media placement of company content
on a third party site, commonly an article or
blog post.
Brand Journalism Combination for both form and approach —
creating owned media content (e.g. a
magazine or podcast), but one that takes a
more journalistic approach to the content
presented, rather than a overt marketing or
sales focus.
Video Ex: YouTube, Vimeo, Meerkat, Periscope,
Snapchat
Audio Ex: iTunes, Stitcher, SoundCloud
Landing Pages Single CTA, one-page site for events,
content downloads, newsletter signups.
Visual Content Ex: Tumblr, Instagram, Pinterest
Overview of Marketing Channels
8. 8Multi Channel Marketing
Publishing Dialogue
A publishing channel holds the content
itself. The content itself can take many forms: text,
images, videos, podcasts, etc. Different content
will also have different purposes — whether to
entertain, educate, or inform.
The key is that a publishing channel is
where the visitor is consuming the content. The
platform may be owned by the company (e.g. a
website), a company account within someone
else's platform (e.g. a YouTube channel), or owned
entirely by a separate entity, such placing an
article on an independent website or blog.
Dialogue channels' primary function is
providing the framework where people can
discuss published content. They also serve as a
distribution and promotion channel for the
content not just for the enterprise, where people
can share them as part of their ongoing
discussions.
That's part of what makes dialogue
platforms so valuable! They are the vehicles that
prospects, customers, and brand advocates use
to distribute your content beyond your company's
direct reach.
The dialogue channels are also where the
different departments have their direct
conversations with individuals, in addition to
distributing content to market segments.
9. 9Multi Channel Marketing
Combing the Power of Multi-Channel & Inbound Marketing
Why Dialogue and Publishing Channels Must Work Together
Earlier we talked about how publishing and dialogue channels work together. Here we're
taking a closer look at why they must work together, or neither channel will be useful.
If your company publishes content that gets no attention, that's called a "monologue." Monologues
don't expand brand awareness or attract leads. Plus, any piece of content that nobody heard falling in
the woods still used up resources. Creating and publishing boring content is just wasteful
Generating discussion and engagement
absolutely requires discussion-worthy content.
Content that's relevant, insightful, original, fun –
that's what people will talk about. (It doesn't have
to be all four of those things all at once, aim for at
least two.) And if your content isn't inspiring
conversation, people are talking about some
other brand's content.
The corollary to making sure that what you
publish sparks discussions, is that people can
only discuss what they find. Publishing without
smart distribution is just as wasteful as publishing
boring content. This is why distribution channel
selection is critical. Your content needs to be
placed and promoted in the right forums where
the target market already is.
Unfortunately, companies can no longer rely just
on SEO ranking to make sure their content gets
noticed. First, there's just too much content
being published every day. The exponential
growth of online content has made it even more
difficult to rank for long-tail keywords. So
companies may be creating a lot of content, but
they may not be distributing it effectively if
they're still relying only on SEO for people to find
it.
When
you
create
a
piece
of
content
it’s
important
to
have
a
strategy
that
helps
you
get
the
most
out
of
your
content
10. 10Multi Channel Marketing
When a company distributes its lively, relevant content
(because it is discussion-worthy) where its target audience already
is — that is the opportunity for the right people to discover the
content. It's also the opportunity to strengthen the relationship with
someone who's previously consumed your content.
Once the right people are discussing your content, they'll
start carrying the ball further downfield to attract new people to your
brand and content. Smart distribution of relevant content to the right
channels acts as a distribution accelerator when other people start
sharing your content for you. So brands need to excel in both their
content and their communication to successfully market themselves.
Conversation need to be tracked
It’s really great to have a informative
and productive conversation with a
prospect or new customer over social
media but it can be incredibly difficult to
track how that conversations helps the
bottom line. According to
HubSpot’s 2015 State of Inbound
Report “Proving the ROI of Marketing
Activates” was the biggest challenge
regardless of company size. With 67%
of respondents reporting that showing
ROI lead to an increase in budget it’s
abundantly clear the importance of
tracking the return on your
conversations.
Content Needs Communication
11. 11Multi Channel Marketing
Pulling the Channels Together
Thus dialogue channels are where published content gains traction and can return results. A blog
post has a call-to-action to download an ebook. Great. It's only when that blog post gets Tweeted out,
shared on Facebook, and cover image used in the article (with link) posted on Pinterest, do people actually
find the post and provide their email so they can download the ebook. Now that's how proper distribution of
content earns engagement.
However, this doesn't mean any old mixing of channels will return results. Many will be effective. For
example, embedding video in an email can generate comments back on YouTube, as well as shares
through other channels. The multiplier effect kicks in, so now the comments and discussion around the
content become new content in its own right. User-generated content can promote the brand-created
content to enhance different aspects of the key message. So a user-generated meme gets distributed
through Instagram and Twitter via hashtags.
Channel-mixing goes bad when delivering conflicting information or messages. If a customer or
prospect has expressed a preference through one channel, and they receive contradictory content pushed
out to them through another, the brand looks inept. There's also a risk of channels competing with each
other for attention, instead of complementing each other. If a brand has multiple blogs to cater to different
segments, one blog shouldn't start encroaching with content intended to attract the other segment.
A multi-channel approach can also create conflict among departments and units when it comes time
to attribute ROI. Which channel, and its owner, is really the source of a lead, a conversion, or a retention? Is
it only one channel? If communications went awry – which channel is to blame?
A multi-channel approach to inbound marketing isn't simply the mix of publishing and distribution
channels. It's the mix of all the various publishing and distribution activities happening through the multiple
channels of the various departments and units across the enterprise.
No easy task. Yet a necessary one. When multiple departments operate in each channel, they have to work
together to present a cohesive experience because the customer or prospect doesn't care whether a
communication is from Customer Service, the PR department, or a field office. For them, it's all from the
same source – the brand.
There are three main aspects to address when creating an enterprise-wide strategy:
1. Identifying the core competencies in terms of what channels and content align with your markets and
your messages, and where your current competencies are in exploiting those channels.
2. Using the right tools across the enterprise so all departments and units can share and see the same
CRM data and digital content assets.
3. Creating an integrated team that develops the necessary processes and standards that apply across the
enterprise.
The integrated team is where the brand will develop and manage the enterprise-wide processes and
standards used to work out points one (channel selection and core competencies) and two (tools used). As a
result, we're going to share more detail on each of those two points in the context of how to go about the
third (creating an effective integrated team).
Creating a Content & Multi Channel Strategy that Rallies
Teams Across the Enterprise
12. 12Multi Channel Marketing
Use an Integrated Team to Maintain
Cohesive Cross-Channel Presence
Moving from a siloed approach to creating a consistent multi-channel experience for prospects and customers
is going to take time and patience. Depending on your company's current state of affairs, evolving into a
smooth, integrated approach may take a year or two. But you'll be learning at each step, which will keep the
progress going.
Your integrated team wants to collaborate to set up:
• Shared strategies with shared, clearly defined goals.
• Agreed upon benchmarks by which progress will be measured and agreement as to which metrics signify
success. The very process of creating in-house benchmarks may well have to be the team's first priority.
• Common expectations as to which channels will be used, how they will be used, and how new channels will
get selected and tested.
Shared Strategies & Goals
A cross-functional team should develop the content topics and message priorities that support stated goals.
Different use cases and behavior patterns may have different message priorities, so these are scenarios that
the team needs to game play and test out. Provide space for sub-brands and various units to have their
distinctive voices within the context of achieving the larger goals.
Benchmarks & Recognizing Success
All channels have a lot of "vanity metrics" attached
to them, which can divert attention from assessing
whether your campaigns are genuinely successful
and which channels matter for you. Using agreed-
upon benchmarks and success criteria helps keep
all teams disciplined in their efforts to meet the
shared goals and comply with the processes and
policies set up the by integrated team.
When you start with your core channels, you can
then add new ones through testing and comparing
results with your established channels.
13. 13Multi Channel Marketing
Managing Executive Across Channels
The integrated team should develop various processes that will help maintain the cohesive
presence and ultimately speed up the rate at which new campaigns can be executed:
• Social media and communications guidelines.
• Content development and utilization process and guideline.
• Criteria to determine which new channels to test out, including channels that already exist
but are outside your core competency and emerging channels.
• A "change management" process on how to incorporate the lessons learned into existing
policies and guidelines, which will inevitably evolve over time.
• Conflict resolution that can address granular, execution issues. For example: if there's a
policy limit on the number emails are going out in a time period, does this mean one
department's intended email campaign has to be delayed for another?
Having clear benchmarks, success criteria, and execution process and guidelines will actually
provide more space and autonomy for departments, units, and sub-brands to experiment. While
criteria and policies are set at the enterprise level, everyone can use them to test out their own
channels and campaigns.
So where a company may have now have one Twitter account that pushes out confusing
content from a follower's perspective – say, a mix of B2B and B2C content to support different
product lines, messages from tech support and as well as company announcements. Having
clear process and guidelines allows for separate Twitter profiles that can focus on attracting
and developing a relationship with its relevant target market.
Creating the Environment for an Integrated Team
Of course, to do all this you need a functioning integrated team that has the support, resources,
and tools it needs to achieve these tasks. Some companies have created the role of "customer
experience officer" with a mandate to ensure customers get a singular experience throughout
an enterprise. This step isn't necessary, but executive support and participation in the
integrated team is. As well as representatives from all key stakeholders that publish and
distribute content and communications.
Everyone on the integrated team needs to participate in a collaborative way. This doesn't mean
there aren't conflicts. Indeed conflict may yield some of the most creative results. It does mean
there's a common vision and commitment to the team's purpose. So if that means a daily
check-in to respond in real time instead of monthly meetings that can only look backwards, then
team members should commit to the daily check-in.
It also requires a comprehensive tool that centralizes prospect, customer, and campaign data
so everyone across the enterprise is working from a single source of truth. This includes shared
CRM data to improve consistent personalization in response to identified customer
preferences, values, and behaviors.
This also includes tools that manage the sharing and utilization of all the digital assets created
across the enterprise. High quality content doesn't come cheap, so why waste resources by
having departments create duplicative content? Everyone should be able to see and access
what digital assets are available to use in their own efforts, as well as manage each piece's
utilization so it doesn't get overexposed.
14. 14Multi Channel Marketing
Digital Marketing
Channels
The number of social media sites constantly grows. It is impossible for any brand – even the largest
enterprises – to use them all. Let alone to use them effectively!
Fortunately, being everywhere isn't necessary. In fact, you may find that your brand drives more and
better quality engagement with your content by focusing on fewer channels. Each channel has its
own best uses, so it's not helpful trying to make every channel provide all the same content to be
consumed in the same manner.
In this section, we're going to take a close look at some of the most popular publication and dialogue
channels, including some best practices for each channel regarding how to use them. Use the
information in this section as a starting point to guide your decision-making process. The
permutations for each channel are too exhaustive to provide a complete picture here.
15. 15Multi Channel Marketing
Considering When to Jump on an Emerging Channel
Quickly grabbing the high ground in an emerging channel can position your brand there as an
industry leader. Or it can be an incredible waste of resources. There's the rub. Keep two factors in
mind when deciding whether to test out an emerging channel, or determining how many resources to
invest in it:
• User alignment: How well does the user community in the new channel align with your target market?
Are people in your target market early adopters of the new channel?
• Medium alignment: Are you already producing content that can be easily published in the new channel?
If you have a strong YouTube presence, then new video publishing channels like Meerkat or Periscope
may be worth some early trials. Select some of your best-performing content and repurpose it to fit the
new channel and see what happens.
Each enterprise's multi-channel guide should
customize its own best practices in context of
their own branding and communication
strategies. In our channel review, we'll look at
key demographics, popular topics, and
typical usage patterns. All information you
can use when deciding which channels are
most relevant for your target markets.
When deciding which channels provide value to your brand, you also want to consider what type of
engagement occurs where, and what level of engagement is happening. A "how-to" video on YouTube
may get a lot of views, while a "how-to" guide may get few downloads. Or maybe not. It's worth re-
iterating here that your best practices guide should be constantly evolving as your brand's direct
experience with different channels continues to provide new insights.
Another point to keep in mind is that engagement varies greatly based on industry. For example, the
real estate industry saw its highest engagement on social media when posting less than once a week.
Retail companies saw their highest engagement when posting at least 3 times a week. You can find a
host of detailed engagement insights by industry in HubSpot's 2015 Social Media Benchmarks Report.
Your best practices
guide should be
constantly evolving
Is this Channel Right for my Business?
16. 16Multi Channel Marketing
Email remains, by far, people's favorite way for brands to communicate with them. Don't let anyone tell
you email is dead.
Emails and email sequences are also a unique publishing channel within inbound marketing in that it's the
one opportunity for companies to push out personalized, customized content directly to individuals. This
makes email campaigns perfect vehicles for lead nurturing, lead refreshing, and special promotions.
Key tips:
• Emails triggered by a specific behavior have double the click-through-rates (CTR) to generic emails.
• The optimal number of emails for enterprises to send out each month is 6 - 15. Be sure to deliberately
coordinate how many emails get sent to the same address from across the enterprise each month.
• Quality of the email content matters. The average click-to-open rate (CTOR) for U.S. companies is 11.8%.
Yet the top 25% of performers have a CTOR of 27.2%. When caught deciding between sending a lot of
emails and sending top notch content in fewer emails — opt for fewer emails.
Email Marketing
In a lot of ways, newsletters are a subset of email marketing since email is how they're likely being
delivered. So a number of best practices that apply to email marketing, like segmenting and managing
delivery frequency, apply to sending newsletters.
Key tips:
• The thank-you page after someone subscribes should clearly state how often to expect the newsletter.
People can be perfectly happy with a weekly, or even daily, newsletter, if they know that's what they
signed up for.
• Content should weigh heavily towards the educational and entertaining, and only minimally to selling.
Keep the overt selling to around 10% of newsletter content.
• While there will be many calls-to-action within a single newsletter, prioritize just one of them and make it
the most prominent. If the main goal of that newsletter issue is to get readers to fill out a survey, don't let
that CTA get lost among requests for social shares or other calls-to-action.
Newsletter
Brands with a blog generate more leads, more website traffic, and more backlinks than those that don't. In
fact, our research has found that 46% of people read blogs more than once a day, and brands that prioritize
blogging are 13 times more likely to show an ROI on their marketing efforts. This is all good bottom line data
that justifies having a blog.
Key tips:
• Segment your blogs to distinct markets or groups, including relevant breakdowns within customer and
prospect pools.
• There's a tipping point of content needed on a blog to start seeing results. For example, in our research,
we found having between 21-54 blog posts is the trigger range for a 30% increase in traffic.
• Blog posts are renewable content sources that can be repurposed and repackaged in numerous ways.
Taking this approach helps maintain control over a presenting a consistent brand message and
maximizes the return of resources invested in creating the content.
• Make an enterprise decision whether blogs will have a comments section. They can be great discussion
channels. They can also take a lot of resources to manage and maintain consistency, especially when
trolls appear. You may choose to direct comments to a different channel, say email or Twitter.
Blogs
Publishing Channels
17. 17Multi Channel Marketing
There are roughly 100 million Pinterest users, 85% of whom are women, and 44% of women on the Internet
are on Pinterest. Its most common topics are beauty/style/fashion, home décor, and hobbies.
Its new "Buy" button allows users to purchase items directly within Pinterest, making it more than a clipping
service for shoppers to a place where actual shopping occurs.
Key tips:
• Make sure each department's Pinterest page is set up as a business account.
• You can post videos, and use an article pin to pin content from your blogs. Using an article pin pulls in
the image, the article headline, and description improving their search and engagement value.
• Watch the content distribution here just as you do on the blogs. Keep around 20% of posts to brand-
centric updates. The rest should be fun and/or informative.
• Optimize all the images used in your other publishing channels for Pinterest and include the "Pin It"
widget. Pinterest isn't just about attracting people to the company's Pinterest pages, but getting people
to pin your brand content on their own pages.
Pintrest
Despite studies showing the existence of "banner blindness," PPC spends are growing. Using PPC remains
an effective way to introduce your brand to people not yet engaging with you through your established
channels.
Key tips:
• Paid ads within social media are becoming increasingly important. Most social media sites have ads or
paid promotion vehicles. If a distribution channel is one of your core competencies, then using their PPC
option may ignite some exponential growth there. Taking an opposite perspective, if you've decided to
enter a new channel, PPC may be an effective starting point to gain fast traction. Experimentation and
testing will tell.
• Mobile PPC is also growing, especially because of its ability to use location as an intent indicator. These
are the micro-moments where the right ad at the right time is gold.
• Retargeting is a useful way to quickly test offers and learn more about prospects' and customers' values
and behavior.
• Ensure your channel and content policies take into account the relevancy of the keywords you use to
promote them in order to maintain a good Quality Score and manage the cost of your clicks.
Newsletter
Online video accounts for 50% of all mobile traffic. YouTube is the most popular search engine after Google.
Over half of Internet users watch an online video every day, and 78% watch online video every week.
Not yet convinced? It's estimated that video will be 79% of all consumer online traffic by 2018. On the B2B
side, the share of senior executives watching videos weekly is 75% and growing.
Net, net – everybody is watching online videos.
Key tips:
• The average American watches an hour and 16 minutes of online video content every day — a little over
half of which is viewed on a mobile device. That may explain why Americans tend to prefer videos that
average 2.8 minutes in length.
• "How to's," explainer videos, and testimonials are all good content.
• Disabling comments and the likes/dislikes counts on videos is bad YouTube etiquette. So be prepared to
treat YouTube as a discussion channel as much as a publishing channel.
• YouTube is has its own stable of celebrities – the "YouTube famous." Connecting and working with the
right YouTube influencers can significantly boost views and engagement.
YouTube
18. 18Multi Channel Marketing
Dialogue Channels
Our recent 2015 Social Media Benchmarks Report revealed some interesting findings about following
size and engagement levels. Namely: while there is some correlation between community size and
engagement, it varies wildly by industry. The same was found regarding posting frequency. So a large
community or high posting rates don't necessarily translate into a high level of engagement.
Here's a snapshot of some of social media benchmarks we found for enterprises with 201+
employees:
• 20% post on social media at least 10 times a week, but nearly one-third post less than once a week
• The median size of an enterprise's social media following is 85,870; yet nearly 29% have at least
250,000 followers
• Enterprises average 9.28 interactions per post
Two last general notes to keep in mind about these enterprise benchmarks:
• We can't overstate how variable all these statistics are by industry. (Have we mentioned that yet?)
Be sure to check out the report to see benchmarks specific to enterprises in your industry.
• The single most influential factor in encouraging high engagement with any post was the quality of
its headline.
• All right! Onward to the profiles and tips for a few of the most commonly used distribution
channels.
29% of
Enterprises
have over
250,000
followers
19. 19Multi Channel Marketing
Facebook's
growth
rate
has
been
fla3ening,
but
with
nearly
1.5
billion
ac;ve
monthly
users,
Facebook
remains
the
biggest
Big
Boy
on
the
block.
Nearly
75%
of
all
adult
Internet
users
are
on
Facebook,
with
fairly
constant
levels
of
representa;on
across
educa;onal,
income,
and
living
environments.
Some
of
the
most
popular
content
topics
and
engagement
on
Facebook
revolve
around
hobbies,
company
brands,
and
food.
Facebook
has
been
;ghtening
up
delivery
of
organic
content,
and
marketers
are
increasing
their
ad
spend
in
Facebook
to
con;nue
to
get
new
eyes
on
their
content.
It's
commonly
considered
a
B2C
channel,
but
B2B
companies
can
find
success
there
too.
Key
;ps:
• Use
Facebook
Insights
to
see
who's
engaging
with
your
content
and
to
target
your
posts
to
the
right
people.
• Simple
posts
tend
to
get
higher
engagement:
a
link
with
text
or
a
status
update.
• Posts
of
links
and
simple
text
get
higher
engagement
than
pos;ng
an
image
with
a
link
in
the
cap;on.
Facebook
LinkedIn
is
almost
exclusively
a
B2B
channel.
A
quarter
of
adults
on
the
Internet
use
LinkedIn.
Its
community
is
evenly
divided
between
men
and
women.
Nearly
a
third
of
Internet
users
in
the
30-‐49
year-‐old
cohort
are
on
it.
It
also
skews
to
college-‐educated
and
higher
income
levels.
Twenty-‐two
percent
of
its
users
are
in
LinkedIn
daily,
and
daily
usage
is
trending
up.
New
plaXorms
within
LinkedIn,
like
"Pulse"
and
its
ar;cle
publisher,
provide
key
spaces
to
publish
thought
leadership
and
brand
awareness
content.
The
most
popular
content
topics
in
LinkedIn
revolve
around
business
and
industry,
technology,
and
company
brands.
Key
;ps:
• While
LinkedIn
has
business
pages,
the
real
engagement
happens
in
posts,
status
updates,
and
comments
sent
out
by
individuals.
• Therefore,
include
profile
;ps
and
pos;ng
prac;ces
to
employees,
especially
for
those
pos;ng
and
engaging
as
part
of
a
company
strategy,
in
your
social
media
guidelines.
• Must-‐do
profile
;p:
Everyone
should
have
a
profile
headshot,
not
a
vaca;on
or
family
picture.
People
want
to
engage
with
other
people,
so
if
someone
couldn't
recognize
you
in
person
based
off
your
LinkedIn
profile
picture,
it's
not
the
right
picture.
LinkedIn
20. 20Multi Channel Marketing
Nearly a quarter of Internet users are on Twitter, but it also has high levels of dormant profiles. Even so, 38%
of Twitter users are on it daily. The community has slightly more men than women, and has low popularity
with people over 50 years old. The most common topics discussed are celebrities and gossip, technology,
and brands and companies.
It also moves at a very fast pace. This is a channel that offers one of the best opportunities for real-time
engagement with individuals (or "conversations" as they were called back in the day). This makes it a
particularly useful channel for customer service, tech support, and PR departments.
• Key tips:
• As the life cycle of a single Tweet is short, send it out multiple times. Use different headlines to spark the
most engagement and to appeal to multiple market segments.
• Because Twitter moves quickly, it's a channel where people expect to engage in one-on-one
conversations with people representing your company and brand. Even though the Tweet is coming from
a company profile, closing it with the name of the person actually responding creates a more personal
interaction.
• Customer service and public relations should have response plans in place for the inevitable negative
feedback.
Twitter
It's a publishing channel for visual content, like Pinterest, but its engagement function makes the discussion
around the content equally as important. This user base is very young, with over half of 18-29 year olds on
the Internet on Instagram. Its daily usage is also trending up, with 59% of its community visiting each day
and more than a third check out their stream several times a day.
Like Pinterest, it also has a B2C focus and popular topics include food/dining, hobbies, and fashion/style/
beauty. Worth noting: Instagram has 15x the engagement of Facebook.
Key tips:
• High number of hashtags gets content found by new people and is entirely acceptable Instagram
etiquette.
• Since selfies rule the day on Instagram, it's the perfect place to solicit user-generated content.
• It's a great way to personalize the brand by sharing behind-the-scenes content.
Instagram
21. 21Multi Channel Marketing
Inbound and multi-channel marketing are genuine partners. Inbound marketing is about using extraordinary
content to attract prospects where they are instead of interrupting them, and a multi-channel approach is the
natural mechanism for meeting them where they are and in the ways they like to communicate.
Of course meeting them where they're at requires being in lots of places, creating the challenge for
marketing to maintain a consistent brand message and presence via all these channels. The goal outlined
here is to provide a framework where Marketing has a facilitator's role, instead of having to play enforcer or
bad cop over multiple departments each handling their own publishing and distribution.
All the tips and advice shared here can be best implemented using these two practices — one practical and
one strategic:
Practical: Use a unifying/central tool to share the full context of a person's communication and interaction
that occurs with the separate channels and departments. This way, anyone in any specific department has
full visibility into that relationship. Its technical requirements also act as a catalyst to:
Clarify roles and responsibilities of the integrated team members across departments
Develop a cohesive strategy and process for execution
Specify goals and metrics that can validate a strategy or help direct needed changes
Strategic: Create less content and prioritize distribution. (A good rule of thumb is 20% content creation, 80%
content promotion and distribution.) Create stellar and provocative content, and then invest most of your
resources on distributing it and encouraging conversation around it. This relieves the pressure of Marketing
having to act as bad cop nixing other department's content. It maximizes the return of each piece of content
created by repurposing and repackaging it so it's distribution through any specific channel aligns with that
channel's audience.
Conclusion
On these channels, the dialogue is the content, which puts them in an interesting spot. Their primary users
are very young, barely anyone over 30 uses them regularly while nearly half of smartphone users aged
18-29 do. Their community is evenly split between men and women.
WhatsApp has 800 million users, placing it behind only Facebook. However, Snapchat is one of the fastest
growing social networks and has 400 million snaps each day. Snapchat's auto-delete of content is one of its
main attractions. Even its new "Story" feature, which allows users to upload short videos, will only keep a
video live for 24 hours. WhatsApp is expected to deliver auto-delete function by spring of 2015.
Key tips:
• These are mobile platforms, so best practices for mobile content apply. Meaning, timely, short content
works best.
• Like YouTube, these types of channels have their own collection of "Internet famous" celebrities.
Because of the "real time" nature of these channels on mobile platforms, these channel influencers can
activate crowds of teenagers and young adults in just hours. So think pop-up events, 4-hour offers –
anything time sensitive and exclusive to those "in the know."
Instant Messaging / Live Chat
22. 22Multi Channel Marketing
Creating Structure to be Agile
Once your company has a process for managing a comprehensive multi-channel and content marketing
strategy, it can speed up discrete campaigns from idea to execution. The collaboration on message and
content also provides the foundation for all departments and people within your enterprise to interact
with prospects and customers effectively and quickly.
Having clear guidelines and priorities as to the type of content to publish makes it easy to respond and
tweak how to distribute it as new channels appear, or your market starts focusing on different discussion
platforms. Remember, the point of multi-channel, inbound marketing is get your content discussed
where your market is. When they start moving to new channels, you need to be able to respond swiftly.
Content marketing is a long game and patience will be your friend. Every win and loss for any piece
published and distributed via certain channels is data and experience you can use to gain more wins.
Embrace the challenge!
About the Author:
Sam Balter
Corporate Marketing Manager, HubSpot
Heads corporate marketing and outreach at HubSpot. Previously
worked as a marketing manager for Waterfall, a mobile messaging
and CRM company. Sam writes content for HubSpot and has been
published in various industry publications such as Duct Tape
Marketer, Mobile Mixed and Mobile Marketing Engine.
23. “Success is making those who
believed in you look brilliant”
-Dharmesh Shah, Co-Founder HubSpot
HubSpot was founded in 2006 as a
result of a simple observation:
people have transformed how they
live, work, shop, and buy, but
businesses have not adapted. This
mismatch led Brian Halligan and
Dharmesh Shah to create the vision
for the inbound experience and to
develop HubSpot’s platform to
support it. With our powerful, easy to
use, integrated set of applications,
businesses can attract, engage, and
delight customers by delivering
inbound experiences that are
relevant, helpful, and personalized.
HubSpot is, after all, on a mission to
make the world more inbound, one
business transformation after
another.
People have transformed how they
consume information, research
products and services, make
purchasing decisions and share their
views and experiences. The
customer is more in control than
ever — and tunes out traditional
sales and marketing messages more
than ever. Yet businesses still rely on
the same sales and marketing
playbook they have used for more
than a decade. This mismatch in
buyer behavior and company tactics
is what led Brian Halligan and
Dharmesh Shah to start HubSpot in
2006 and create the vision for the
inbound experience.