Creating a marketing campaign is easy. Scaling that into a successful omni-channel strategy is hard. During this session, Rebekah shares tactical ways to produce targeted campaigns across multiple channels. Learn how you can increase engagement, social referral traffic and your customer base through creative, consistent and compelling campaigns.

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HOW TO SCALE SUCCESSFUL
OMNI-CHANNEL MARKETING
CAMPAIGNS
Rebekah Radice

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OMNI CHANNEL
INTEREST
OVER TIME
Source: Google Trends

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fundamental shift.
Omni channel marketing is creating a

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1 GET CLEAR ON
THE JOURNEY

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The buyer's journey has changed!
Old School Buyer's Journey
Decision
Consideration
Awareness

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“72% of B2B sales deals end in
either a ‘NO’ or No Decision.”
Source: Marketbridge
Today

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WITH OMNI
CHANNEL
You have multiple ways of
reaching your audience. Sky is
the limit!

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CREATE A
CONSISTENT
EXPERIENCE
Merge all channels with your
store, app, product –
online and offline.

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REMARKET
TO THEM

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CAPTURE
THEM ONLINE
AND OFFLINE
Create a seamless experience.

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But tough to get right.
SEEMS
SIMPLE TO
UNDERSTAND

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Not long ago, your customer visited your
website and left. Opportunity lost.
Consider this…

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You can reach them over and over again.
Today…

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WHY?According to a study by
IDC, these shoppers have a
30% higher lifetime value
than those who shop using
only one channel.

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UNDERSTAND AND MEASURE
CUSTOMER HABITS
How do they get to you? Via your
website, an offline event, through your
store or office, maybe a webinar?

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TRACK
THROUGH
ATTRIBUTION
MODELING

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2 BUILD YOUR CONTENT
STRATEGY

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THINK
ABOUT IT...
You're a health and diet coach
creating a report to help readers
lose weight.

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WRITE FOR A
SPECIFIC
READER.

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CONTENT MARKETING PRIORITIES:
1. Increase Awareness
2. Generate New Users
3. Attract and Retain Users
4. Innovate (Thought Leadership)
5. Engage (and Activate) Audience

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PREP
Perception
Research
Execution
Profitability

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WHAT’S THE
STRUGGLE?
1. Struggles with an issue
2. Seeks a solution
3. Researches their options
4. Makes a decision to switch

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WITH A STRATEGY
IN PLACE…
Your content is the catalyst to
retention and satisfaction.

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Anyone can create and share content.
CHOOSE YOUR CORE TOPICS
Only those with a strategy
share the right content time
and time again.

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WHERE CAN
YOU FIND
THESE TOPICS?
Look to the intent of
your audience.

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LOOK TO
THE DATA

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NOW IT’S TIME
TO START
STRATEGIZING...

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DEFINE YOUR
GOALS
Identify the metrics that matter to
you and track them daily. (e.g.
traffic, shares, conversions)

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As Chuck Palahniuk says,
“If you don’t know what you
want, you end up with a lot
you don’t.”

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• Global industry leader
• Dominant player in the market through WOM
marketing
• WOW factor established
• Omni channel marketing model is 100% in alignment
with company goals and strategies
• Team trained to nurture leads through established
customer
Example Strategy Brainstorming Session
Plan Ahead: Where do you want to be?

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Get Clear! What are your goals?
“84% of marketers cite “brand
awareness” as their most important
content marketing goal.”
Source: Content Marketing Institute

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• Have 3-4 primary campaigns defined (acquisition
per segment, retention per segment, loyalty/ affinity
per segment).
• Have omni channel campaigns defined within 60
days,
• Have specific assumed lead nurturing (customer
journey) path defined for each campaign within 60
days
Know Your Goals:
Example: Define a Consumer Facing Strategy

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START BY
WRITING DOWN
YOUR BIG, BOLD
OBJECTIVES.

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BEGIN WITH
THREE.
THEN ADD THE 2-3 KEY RESULTS THAT
WILL COME OUT OF YOUR EFFORTS.

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• Increase social media conversation rate by >25%
• Increase total reach of average social profile by >100%
• Increase total engagement of average social profile by
>100%
Objective and Key Result Example
Objective: Increase Social Media Engagement on all Platforms
Key Results:

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1. How often does your website show up in search?
Set your baseline and benchmarks
Track Your Starting Point
2. How often do you show up in search?
3. How often does your company show up in search?

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3 LEVERAGE SOCIAL MEDIA

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With 1 in every 5 minutes of digital
media time spent on social media,
standing out is harder than ever.
Source: comScore’s 2016 U.S. Cross-Platform Future in Focus
Anatomy of a
Social Conversion

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This means how you
communicate with your
audience must change.

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TO BECOME A TRUSTED
ADVISOR YOU NEED TO
NURTURE AND GROW
RELATIONSHIPS.

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PREVIOUSLY,
CUSTOMERS
CAME TO US.

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SOCIAL MEDIA
HAS FLIPPED
THAT ON ITS
HEAD.

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Research competitors use of social media:
1. Posting plan, schedule, frequency
2. Level of engagement (interaction and conversation)
3. Number of fans and followers
Identify What Social
Networks Are Right

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Are you wishing for success, or are you planning for it?
FINAL PIECE – THE ROI

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YOU CAN'T
MANAGE WHAT
YOU DON'T
MEASURE

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• Traffic referrals from each social network.
• Leads from social channels to a specific
landing page.
• Engagement across social media –
retweets, comments, likes.
• Social media audience/community
growth.
• New blog subscribers.
EXAMPLE OF METRICS

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ANALYZE
YOUR
PROGRESS

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IDENTIFY WHAT IS
WORKING AND
ADJUST WHAT IS
NOT.

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Tony Gwynn, Hall of Fame Baseball player said,
“The minute you’re satisfied with where
you are, you aren’t there anymore.”
Wrap up

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• Define Your Goals
• Differentiate
• Research
• Create an Integrated Strategy
• Translate Your Established Brand
• Track and Measure Your Success
Your 6-Step Action Plan

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THANK YOU