intro to creating a multichannel marketing strategy

Intro to Creating a Multichannel

Marketing Strategy

Photo credit: http://www.flickr.com/photos/thunderchild5/1254179268/sizes/m/in/photostream/

Who We Are

Amanda O’BrienVP of Marketingamanda@hallme.com@amanda_pants

Hall Web Serviceswww.hallme.comwww.hallme.com/blog@hall_web

• 12 Years in Business• Online Suite of Tools

Got Questions?

• Use GoToWebinar or “Ask a Question”

• Twitter with @hall_web

Multi channel?

• View item online before purchasing at a store

• Integrating social media into traditional media

• Print ‘tease’ to website announcement

• Coupon for web only deals

• Marketing efforts supporting each other

Photo credit: http://www.flickr.com/photos/vmiramontes/3568687533/sizes/m/in/photostream/

Manage customer experience seamlessly,

align brand proposition, value, and message

Your execution

Photo credit: http://www.flickr.com/photos/snapeverything/4037213574/sizes/z/in/photostream/

Plan for creation, aggregation and delivery

Photo credit: http://www.flickr.com/photos/ocarchives/3952964087/sizes/l/in/photostream/

Define messages first

Establish message architecture

Photo credit: http://www.flickr.com/photos/dominicspics/4625778905/sizes/z/in/photostream/

What are you trying to say?

What do you want people to do?

What is the best vessel for that communications?

Tools second (or third)!

Photo credit: http://www.flickr.com/photos/blue_diamond/3995257652/sizes/l/in/photostream/

Photo credit: http://www.flickr.com/photos/luisar/3073993821/sizes/z/in/photostream/

How to keep your multi channel proposition consistent thru different channels

Have a home base

Photo: http://www.flickr.com/photos/seandreilinger/439462046/

Message Mapping

• Prioritize key messages

• Develop content around those messages

http://soulati.com/blog/wp-content/uploads/2010/11/Sample-Message-Map-for-Blog.jpghttp://www.marshallpr.com/

Message Mapping:

• Mission or key message

• Surrounding points

• Points to re-emphasize

• Stay on message

Define content around those messages (not the other way around)

Terminology, tone, style

Search engine friendly content (keywords)

Wordle.net

How to define tools

Photo credit: http://www.flickr.com/photos/addictive_picasso/24602236/sizes/l/in/photostream

• Determine what is appropriate

• Choose pieces you can measure

• Customer response

• Consumer sales

• What will pack the most punch?

• Want pieces can build on each other?

• Increase the efficiency of both, not cloud process

Define the role and goals of each tool:

• Brand awareness

• Website traffic

• Sales

• Etc. etc.

Photo credit: http://www.flickr.com/photos/alessandromusicorio/5288003335/sizes/l/in/photostream/

What are your companies capabilities?

A lot of online marketing takes your time.

In-house writer? Designer?

What you have, do you need it? Can you use it?

Put people in buckets

Photo credit: http://www.flickr.com/photos/nanagyei/4588266081/sizes/l/in/photostream/

• Identify high value customers

• Define their habits

• Create content specifically for them

Buyer personasDifferent types of customers

Competitive - driven, what is in it for him?

Methodical - asks a lot of questions

Spontaneous – Like me, buy me!

Humanistic – This company is really cool

Can start with data from your site, wordtracker

Target and tweak the data for each

When you try to reach everybody, you reach nobody!

Photo credit: http://www.flickr.com/photos/wtlphotos/898282907/sizes/l/in/photostream/

Analyze their behaviour: website

• Inbound Links

• Most popular pages

More targeted and actionable information

http://www.beneaththecover.com/2010/12/06/how-to-layout-a-simple-webpage-for-better-conversion/

Integrate

Photo credit: http://www.flickr.com/photos/lumaxart/2137737248/sizes/z/in/photostream/

• Wrap the old around the new

Test and Learn

Measure everything you can

Photo credit: http://www.flickr.com/photos/ijames/112866961/sizes/z/in/photostream/

• A/B testing

• Document findings

• Clicks

• Pages

• Coupon codes

• In store options

You can’t be everything to everyone, everywhere.

Photo credit: http://www.flickr.com/photos/us_army_rolling_along/4273036140/sizes/o/in/photostream/

Is it working

What goals did you set in place?

• Subscribers, fans, content sharing

• Coupon codes

• Foursquare checkins

• QR codes

• Website traffic

• Conversion

• Sales (sales funnel)

• Brand reputation

• Popular products

Re-cap

Photo: http://www.flickr.com/photos/iamthebestartist/128004712/

• Determine voice and goals first

• What you want people to do

• Define the best tools second

• Determine what success looks like

• Document the process

• Keep your focus

• Make changes as necessary

Learn More!• Web Vision Blog - http://www.hallme.com/blog

• Webinars – http://www.hallme.com/webinars

• Follow Hall on Twitter - @Hall_Web

• Call us! 1-877-425-5932 (HALL-WEB)

• amanda@hallme.com

• Webinars – next week ‘Measuring and Tracking

Your Social Media Success’ with ME!

Questions?

Photo credit: http://www.flickr.com/photos/foxtongue/24720422/sizes/m/in/photostream/

• Use GoToWebinar “Ask a Question”

• Twitter with @hall_web