Solving the Marketing Paradox: How to Integrate Online/Offline Content
-
Upload
stacy-wood -
Category
Marketing
-
view
330 -
download
3
description
Transcript of Solving the Marketing Paradox: How to Integrate Online/Offline Content
![Page 1: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/1.jpg)
Solving the Marketing Paradox:
Integrating Online & Offline Marketing
Stacy WoodVice PresidentMarketing Works
![Page 2: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/2.jpg)
2
Marketing your business is more complicated than ever.
![Page 3: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/3.jpg)
3
There are multiple channels to catch or distract a customer’s attention.
![Page 4: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/4.jpg)
4
There are more diverse audiences in which to market.
![Page 5: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/5.jpg)
5
The Internet has changed how we live and how we shop
87% of adults are online
Most think the Internet is A good thing for them & Society
People don’t want to give up their technology either
![Page 6: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/6.jpg)
6
![Page 7: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/7.jpg)
7
And yet, there is a place for both offline and online content
![Page 8: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/8.jpg)
• Media coverage• Community• Awards• Speaking• White Papers• Case Studies• Collateral• Traditional
advertising• Direct marketing• Events
ONLINE INITIATIVES
• Website• Traditional social• New social
channels• Video• Blogs• Reviews• Rankings• PPC• Online ads• Email campaigns
8
Online v. Offline Content
OFFLINE INITIATIVES
![Page 9: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/9.jpg)
9
![Page 10: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/10.jpg)
10
![Page 11: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/11.jpg)
11
![Page 12: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/12.jpg)
12
So what’s a business to do to capture leads and raise
visibility?
![Page 13: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/13.jpg)
13
Marry online and offline content to create sales bliss!
![Page 14: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/14.jpg)
14
How to do it comes down to 3 things!
1. Know your customer
2. Determine the buyer’s journey
3. Identify content and the online and offline channels to help you nurture, engage and convert customers
![Page 15: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/15.jpg)
15
“The stories we tell ourselves about our customers
are often wrong.”Andrew McAffee, MIT Sloan
![Page 16: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/16.jpg)
16
1. Know your customer
• What pains/interests do our products solve/offer?
• For who?‒ B2B: Industry, Location, Size, Status, Performance‒ B2C: Gender, Age, Salary, Location, Education
Note: B2B needs to also look at B2C characteristics
![Page 17: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/17.jpg)
17
1. Know your customer
• What are their pains/things that make them happy?
• Interests?‒Topics‒Types of information they want
• Where do they hang out online? Offline? • What do they read?
![Page 18: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/18.jpg)
18
Persona Exercise: Who are our customers and what are their
interests?
![Page 19: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/19.jpg)
19
2. What is the buyer’s journey?
• How do they research products and services?‒ Offline channels‒ Online channels‒ What do they type into Google?
![Page 20: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/20.jpg)
20
Buyer’s Journey: Research
![Page 21: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/21.jpg)
21
2. What is the buyer’s journey?
• What is their process for buying?‒ Offline/online‒ Sales cycle – length, # visits, influence
• What do they do after the sale?‒ Reviews (online/offline)‒ Re-purchase length of time‒ Look for other products
![Page 22: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/22.jpg)
22
2. What is the buyer’s journey?
• Also consider influences such as:• Competitors• Overall brand awareness• Brand credibility• Religion• Politics• Economy• News
![Page 23: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/23.jpg)
23
Customer Mad Lib:
Build your profile!
![Page 24: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/24.jpg)
24
3. Identify content and appropriate online and offline channels
• What types of content do we have to offer?– Tip sheets– Case studies– Testimonials/reviews– ROI calculator/proven ROI– Knowledge (articles, white papers, ebooks,
presentations, ask the expert)– Collateral
![Page 25: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/25.jpg)
25
3. Identify content and appropriate online and offline channels
• Media coverage• Community• Awards• Speaking• White Papers• Case Studies• Collateral• Traditional advertising• Direct marketing• Events
ONLINE INITIATIVES
• Website• Traditional social• New social• Video• Blogs• Reviews• Rankings• PPC• Online ads• Email campaigns
OFFLINE INITIATIVES
What is the appropriate marketing mix based on our customers…
![Page 26: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/26.jpg)
26
ONLINE INITIATIVES
Content Type Offline Channel Online Channel
Online Review Collateral Website, Social
Filmed Ad (TV) TV, Events, Lobby Social, YouTube Blog
White PaperMail/hand out at show and meetings, media
ISUU, Website, Google Ad, Email, Blog, Pinterest
Sample marketing inventory worksheet
![Page 27: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/27.jpg)
27
Exercise: Take your top 3 types of content and give it a try!
![Page 28: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/28.jpg)
28
How do you get the right content to the right person at
the right time while focusing on your business?
![Page 29: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/29.jpg)
29
1. Build content ideas around 4 themes:
• Evergreen (Car maintenance)• Corporate/company-driven (new auto
insurance product)• Holiday/seasonal/event (High school
graduation, winter driving tips)• Industry/national news/trends (Ride
sharing)
![Page 30: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/30.jpg)
30
Other places to look for ideas:
• News• Issues – Yahoo! Answers• Trends and Chatter
• Topsy• Google Trends
![Page 31: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/31.jpg)
31
2. Create a calendar that encompasses the four themes
• Evergreen• Corporate/company-driven• Holiday/seasonal/event • Industry/national news/trends
![Page 32: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/32.jpg)
32
How to get started:
1. Annually: Identify major holidays, seasonal, events and evergreen opportunities– Search online– Purchase Chase Book of Events– Evergreen
2. Quarterly: Add corporate/company-driven and brainstorm any new evergreen opportunities
3. Integrate industry/national news and new/emerging trends (news jacking)
![Page 33: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/33.jpg)
Evergreen News/Pop Culture Driven
Event/Seasonal Company
Car maintenance tips
Ride Sharing Tradeshow Product launch
Removing tickets/lower insurance?
Driverless cars Winter: Abandon car, covered?
Award
What not to do when you go on vacation
Olympics New white paper
Sample Monthly Topical Calendar
33
![Page 34: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/34.jpg)
Week 1 Week 2 Week 3 Week 4
News/Event: Olympics
News/trend: Ride Sharing
Event: ACME tradeshow
Company: Auto product launch
Seasonal: Winter driving tips
Seasonal: Winter: Abandon car, covered?
Seasonal: Ebook: Your car’s spring tune up!
Seasonal: Spring Break auto break-ins, protect yourself/coverage tips
News: Driverless car story
Evergreen: Removing tickets/lower insurance
What not to do when you go away on vacation?
Company: Women to Watch Award Ceremony
Evergreen: What does my auto insurance really cover?
Event: March Madness contest
Event: March Madness contest
Monthly Calendar in Action:
34
![Page 35: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/35.jpg)
35
3. Turn ideas into content and then push out to all your channels
• You only need a few ideas! • Start developing content early• Go back to your profiles (What do they
want? What are their interests? Are we giving it to them?)
• Brand everything• Don’t limit yourself to traditional channels.
Think about Pinterest, ISUU
![Page 36: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/36.jpg)
Theme Content Focus Offline Online
Bed bugs Look at data and figure out which states/cities had the most bed bug calls
1. Create graphic2. Create news
release3. Pitch to local
media4. Billing
inserts/mailers to customers
5. Val-Pak coupons
6. Push tips out locally when bed bugs become issue again (Spring Break)
7. Create targeted ads for those regions
1. Social sharing2. Social
engagement3. Post tips
sheets on Website
4. Post content on website
5. Google ads6. Distribute
news release via syndicate
7. Create YouTube video
8. Create a resource center
36
![Page 37: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/37.jpg)
37
Case Study
Topic: Legislation in Texas affecting workers’ compensation insurance carriers and companies who are self-insured– Would have to eliminate certain medications
off claims by certain date– Implications:
• Fines• Bad Press
![Page 38: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/38.jpg)
38
Case Study
Client had a solution that solved customer pain.
Identified the following…– Pains related to process:
• Not sure what they needed to do• Don’t know how to comply• May not even know about it
![Page 39: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/39.jpg)
39
Case Study
Overarching Pains:• Too many claims for their adjusters to
handle• Additional administrative burdens• Claims too expensive• Injured workers don’t get back to work
quick enough• Drug abuse, diversion
![Page 40: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/40.jpg)
40
Case Study
Interests:• Make jobs easier• Create less paperwork• Get things done quicker, less expensively• Not get audited/comply• Understanding the legislation and what it
means to them
![Page 41: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/41.jpg)
41
Case Study
Audience and interests:• Claims professionals – certified education• Managers – white papers, education (in-
person and online), tradeshows, collateral• Executives – blog, white papers,
tradeshows, coverage
![Page 42: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/42.jpg)
• Website resource center
• News release• Webinars• Email marketing• Blog
OFFLINEINITIATIVES
• Collateral• White paper• Speaking
engagements• Tradeshows/Events• News release
42
What we did:
ONLINEINITIATIVES
![Page 43: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/43.jpg)
Webinar, Post-Mortem
43
Metric Number
# of Registrants 84
# of Attendees 45
Newly Identified Contacts 52
*Industry average registrant to attendee rate – 33%-50%
![Page 44: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/44.jpg)
44
![Page 45: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/45.jpg)
45
![Page 46: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/46.jpg)
46
![Page 47: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/47.jpg)
![Page 48: Solving the Marketing Paradox: How to Integrate Online/Offline Content](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ef02fb4c905911d8b5573/html5/thumbnails/48.jpg)
48
Thank you!
Stacy Wood
Vice President, Marketing Works
614.540.5520
Presentation: http://www.slideshare.net/mktgworks