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)
• 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