Post on 15-Jul-2015
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
Online Communication Channels
DISPLAY
BLOGSPPC
SEO
SOCIAL MOBILE
2000
2005
2010
ONLINE PR
AFFILIATE
VIDEO
Today’s Online Channels
WEBSITE
DISPLAY
BLOGS
PPC
SEO
SOCIAL
MOBILE
ONLINE PR
AFFILIATE
VIDEO
WEBSITE
Today’s Online Channels
WEBSITE
DISPLAY
BLOGS
PPC
SEO
SOCIAL
MOBILE
ONLINE PR
AFFILIATE
VIDEO
WEBSITE
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?
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
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