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Omni-Channel Marketing: Creating the Right Mix for Your Brand

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There is a fine line between an omni-channel marketing strategy and a messy social media presence, and it’s crucial that brands stay squarely on one side of that line. Now that social media has declared its power and is here to stay, there is no need to push your content and message on all channels at once. Good omni-channel marketing tailors content to specific channels and personalizes it for the buyer persona appropriate for that channel. You don’t have to be everywhere at once, but you do have to be several places authentically. In this webinar, you’ll discover that omni-channel is more than a marketing buzzword--that it’s an opportunity to personalize your brand story for more customer loyalty and trust.

Join us as our marketing experts discuss:

The balance between shouting your message across channels and tailoring your content for specific channels;
Tools to help you manage omni-channel marketing campaigns;
How to use customer journey mapping to better understand where and how your customers are active;
And how omni-channel can work not just in sales but also in listening, customer care, and analytics.

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Omni-Channel Marketing: Creating the Right Mix for Your Brand

  1. 1. Omni-Channel Marketing: Creating the Right Mix for Your Brand #SMTLive
  2. 2. #SMTLive Thank You to Our Sponsor @ActOnSoftware
  3. 3. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
  4. 4. #SMTLive Our Speakers Martin Jones is a Sr. Marketing Manager with the corporate Cox Communications social media team where he leads the social media, content marketing and employee advocacy strategy for Cox Business. He is the editor of the Cox Business blog CoxBLUE.com and his writing/articles have appeared on Forbes, Inc. Yahoo Small Business Advisor, The New York Times and other leading business and marketing websites. Recent Awards and Recognition Include: Top 50 Content Marketers - EContent Magazine, Top 100 Social Media Influencers - Peer Index, Top 100 Small Business Influencers - Small Business Influencer Awards, Top 50 Content Marketers - Onalytica, and Likeable’s 150 Marketers to follow in 2015. @martinjonesaz Matt Hannaford is an Integrated Marketing Analyst with Union+Webster. Prior to Union+Webster he worked as a marketing coordinator with Shentel, a Sprint affiliate, optimizing their social media efforts as well as coordinating local marketing strategies for over 20 stores. Hannaford has also worked in both the radio industry as well as college athletics where he coordinated day-of event staffing, marketing and promotions as well as public relations efforts for the events. @mhannaford Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay Jahvita Rastafari is the Social Media Manager at Act-On. As the Social Media Manager at Act-On Software, Jahvita engages with customers and influencers on a daily basis through all social channels. Jahvita is a resourceful marketer, previously working at a non- profit she has a way of constantly coming up with creative ways to engage with audiences. Jahvita spends her free time indulging in as many carbs as possible (a true foodie at heart). @Jrastafari
  5. 5. #SMTLive Social Media Demographics Infographic by Sprout Social http://sproutsocial.com/insights/new-social-media-demographics/ @mhannaford
  6. 6. #SMTLive Social Media Demographics Infographic by Sprout Social http://sproutsocial.com/insights/new-social-media-demographics/ @mhannaford
  7. 7. #SMTLive Social Media Demographics Infographic by Sprout Social http://sproutsocial.com/insights/new-social-media-demographics/ @mhannaford
  8. 8. #SMTLive 4 Tips for Creating the Right Mix For your Brand Presented By: Jahvita Rastafari, Social Media Manager, Act-On Software @Jrastafari
  9. 9. #SMTLive Integrate Social Media with your Marketing Calendar Coordinate Social Communications with: • Demand generation campaigns • Customer marketing programs • Live events/webinars • News/press releases • Content marketing team’s editorial calendar: • New pieces of content • Blog posts @Jrastafari
  10. 10. #SMTLive Automating Social Posts @Jrastafari
  11. 11. #SMTLive Creating a Social Presence in Major Marketing Campaigns Tips for Success: • Think about the main message • Who you’re going to target: • How to make it engaging • What counts as a win? @Jrastafari
  12. 12. #SMTLive Leveraging Segmentation in Social Campaigns Step 1: Seed Audience @Jrastafari
  13. 13. #SMTLive Step 2: Middle-of-Funnel Step 2: Bottom-of-Funnel @Jrastafari
  14. 14. #SMTLive Sharing is Caring! Whether you have an advocacy platform, or you’re sending a simple email to your biggest fans - your message will always benefit from employees and advocates sharing your content and amplifying it to their audience. @Jrastafari
  15. 15. #SMTLive Customer Experience Is What Defines Great Omni-Channel Marketing Consistent/Seamless – Trusted, unified consumer experience across multiple channel, platforms and devices Consumer Focused – Places the consumer at the center of their marketing efforts and empowers them to make the best purchasing decisions Communication – Dialogue is simple and seamless across each stage of the consumers path to purchase. Listening and understanding consumer needs is essential. Relevant – Interactions are personalized and tailored to the consumers need, interests, behavior and preferences Convenient - Consumer expectations are fundamentally changing. Convenience is no longer a benefit – it is an expectation. @martinjonesaz
  16. 16. PAGE 16@martinjonesaz
  17. 17. PAGE 17@martinjonesaz
  18. 18. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
  19. 19. #SMTLive Our Speakers Martin Jones is a Sr. Marketing Manager with the corporate Cox Communications social media team where he leads the social media, content marketing and employee advocacy strategy for Cox Business. He is the editor of the Cox Business blog CoxBLUE.com and his writing/articles have appeared on Forbes, Inc. Yahoo Small Business Advisor, The New York Times and other leading business and marketing websites. Recent Awards and Recognition Include: Top 50 Content Marketers - EContent Magazine, Top 100 Social Media Influencers - Peer Index, Top 100 Small Business Influencers - Small Business Influencer Awards, Top 50 Content Marketers - Onalytica, and Likeable’s 150 Marketers to follow in 2015. @martinjonesaz Matt Hannaford is an Integrated Marketing Analyst with Union+Webster. Prior to Union+Webster he worked as a marketing coordinator with Shentel, a Sprint affiliate, optimizing their social media efforts as well as coordinating local marketing strategies for over 20 stores. Hannaford has also worked in both the radio industry as well as college athletics where he coordinated day-of event staffing, marketing and promotions as well as public relations efforts for the events. @mhannaford Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay Jahvita Rastafari is the Social Media Manager at Act-On. As the Social Media Manager at Act-On Software, Jahvita engages with customers and influencers on a daily basis through all social channels. Jahvita is a resourceful marketer, previously working at a non- profit she has a way of constantly coming up with creative ways to engage with audiences. Jahvita spends her free time indulging in as many carbs as possible (a true foodie at heart). @Jrastafari
  20. 20. #SMTLive Thank You to Our Sponsor @ActOnSoftware
  21. 21. #SMTLive Upcoming Webinar February 9th: Social Listening: Harness Marketing Insights from Consumer Conversations

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