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’Brien VP of Marketing [email_address] @amanda_pants Hall Web Services www.hallme.com www.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/

How to keep your multi channel proposition consistent thru different channels Photo credit: http://www.flickr.com/photos/luisar/3073993821/sizes/z/in/photostream/

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.jpg http://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 personas Different 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!

Analyze their behaviour: website Photo credit: http://www.flickr.com/photos/wtlphotos/898282907/sizes/l/in/photostream/ 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 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 Photo: http://www.flickr.com/photos/iamthebestartist/128004712/

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) [email_address] ‏ 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

Intro to Creating a Multichannel Marketing Strategy

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