Intro to Creating a Multichannel Marketing Strategy

Intro to Creating a Multichannel

Marketing Strategy

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Who We Are

Amanda O’BrienVP of [email protected]@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

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Manage customer experience seamlessly,

align brand proposition, value, and message

Your execution

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Plan for creation, aggregation and delivery

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Define messages first

Establish message architecture

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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)!

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How to keep your multi channel proposition consistent thru different channels

Have a home base

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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

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• 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.

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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

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• 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!

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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

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• Wrap the old around the new

Test and Learn

Measure everything you can

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• A/B testing

• Document findings

• Clicks

• Pages

• Coupon codes

• In store options

You can’t be everything to everyone, everywhere.

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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

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• 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)

• [email protected]

• Webinars – next week ‘Measuring and Tracking

Your Social Media Success’ with ME!

Questions?

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• Use GoToWebinar “Ask a Question”

• Twitter with @hall_web