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

Multi-Channel Marketing

Crossing Media to Bridge Divides

Kye Tiernan

Managing Partner & Director of Client Service, Interactive Strategies

Plain Talk in Complex Times 2015: Communicating in a Small World

Bring It All Together

Multi-Channel Marketing

Methods of delivery.

Methods of consumption.

Online Communication Channels

DISPLAY

BLOGSPPC

SEO

SOCIAL MOBILE

2000

2005

2010

ONLINE PR

AFFILIATE

VIDEO

EMAIL

Today’s Online Channels

WEBSITE

DISPLAY

BLOGS

PPC

SEO

SOCIAL

MOBILE

ONLINE PR

AFFILIATE

VIDEO

EMAIL

WEBSITE

SEO and PPC

PPC

SEO

Display Ads

Direct Mail

Blogs

Video

Social Media

Activity:

Considerations for Multi-Channel Marketing.

What are the benefits?

Today’s Online Channels

WEBSITE

DISPLAY

BLOGS

PPC

SEO

SOCIAL

MOBILE

ONLINE PR

AFFILIATE

VIDEO

EMAIL

WEBSITE

Define Your Goals

Raise brand awareness

Build relationships

Generate inquiries or leads

Grow your online authority

Improve interaction on social media

Promote a product or service

Increase sales

Communication Goals & Objectives

What are the overall goals and objectives?

Know Your Audience

Targeting People

Average Age of Users

Personas and Messaging Tactics

Personas: Leadership Coaching

Howard Rebecca

April Dave

Sarah

Rational Drivero “The best performers in any sport use

coaches. There is a strong ROI for investing in being the best.”

Emotional Drivero “My self-worth is tied to my career success.

I would be devastated to not make partner.”

Key Messageso Discover your inner leader

o Increase clarity and focus

o Identify blind spots and self-limiting beliefs

o Position yourself for promotion

Lead Generation Channelso LinkedIn, Twitter, Organic Search, Display

Search Ads, Guest Blogging

“Howard” Persona

“Rebecca” Persona

Rational Drivero “I can tell I have a few things to learn, and

quick. No time to read a book.”

Emotional Drivero “I’m not going to let these jerks see me

fail.”

Key Messageso Discover your inner leader

o Manage up, down and sideways

o Increase clarity and focus

o Identify blind spots and self-limiting beliefs

Lead Generation Channelso Facebook, Organic Search, LinkedIn

“April” Persona

Rational Drivero “There must be some strategies I can use

to address this. I don’t need a book, I need an advisor.”

Emotional Drivero “I need to fix this before I go insane. I

wake up every day with a knot in my stomach.”

Key Messageso Unlock sticking points

o Transform work relationships

o Drive exceptional team performance

Lead Generation Channelso Twitter, LinkedIn, Organic Search

“Dave” Persona

Rational Drivero “I must be missing something, but I can’t

figure it out.”

Emotional Drivero “I’m ashamed to admit I need help.”

Key Messageso Identify blind spots and self-limiting

beliefs

o Transform work relationships

o Unlock sticking points

o Increase clarity and focus

Lead Generation Channelso Facebook, Twitter, Organic Search

“Sarah” Persona

Rational Drivero “I’ve worked so hard to get here, but I’m

not sure what I want now. I need a sounding board for these important decisions.”

Emotional Drivero “My decisions can have a large impact on

my employees. I feel a lot of pressure and conflict about serving them versus doing what’s right for me.”

Key Messageso Assess key decisions

o Increase clarity and focus

Lead Generation Channelso Twitter, Facebook, Organic Search

Establish Your Leadership Voiceo Enroll others in your vision

o Master the art of delegation

o Gain influence among peers

o Lead without formal power

Unlock New Levels of Performanceo Support authenticity in your leadership

o Establish your leadership voice

o Identify blind spots and self-limiting beliefs

o Position yourself for promotion

Tackle Workplace Challengeso Transform work relationships

o Master difficult conversations

o Drive team performance

o Make better decisions – faster

Create A Messaging Tree

Choose Channels Carefully

Don’t use every possible channel

Determine what combination of channels will resonate

with your target audience

Use what you know about them and their past

interactions

Pick channels that will give you the best results and

ROI

Be Selective.

Provide value often. Rarely sell.

Give, Give, Give, Ask… Then Give Some More

Make it brief and impactful every time. Evoke an emotion that provides a brief escape or inspires.

Make it informative and relevant. Appeal to their sense of urgency and being ‘in the know’.

Make them want more. Provide just enough information coupled with a call-to-action.

Catch their attention quickly. Cute, sassy, surprising

Always Keep Context In Mind.

Context Over Content

Use Native Content of Tell Your Story

Each Channel is Different

It’s all about micro-content and visuals.

Think Small.

Stay true to your brand.

Consistency Is the Name of the Game.

Activity:

Bring It All Together