Presented at the Internet Performance Club/Columbus Business Growth Club meeting on March 6, 2014. This presentation provides insights on the benefits of offline and online content and how to integrate both into your marketing strategy by understanding your clients' personalities and the topics that interest them. It also demonstrates how to build an effective content calendar to align offline and online content initiatives.

1. Solving the Marketing Paradox:
Integrating Online & Offline Marketing
Stacy Wood
Vice President
Marketing Works

2. Marketing your business is more
complicated than ever.
2

3. There are multiple channels to
catch or distract a customer’s
attention.
3

4. There are more diverse
audiences in which to market.
4

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
5

6. 6

7. And yet, there is a
place for both offline
and online content
7

8. Online v. Offline Content
ONLINE
INITIATIVES
• Website
• Traditional social
• New social
channels
• Video
• Blogs
• Reviews
• Rankings
• PPC
• Online ads
• Email campaigns
OFFLINE
INITIATIVES
•
•
•
•
•
•
•
•
Media coverage
Community
Awards
Speaking
White Papers
Case Studies
Collateral
Traditional
advertising
• Direct marketing
• Events
8

9. 9

10. 10

11. 11

12. So what’s a business to do to
capture leads and raise
visibility?
12

13. Marry online and offline
content to create sales bliss!
13

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
14

15. “The stories we tell ourselves
about our customers
are often wrong.”
Andrew McAffee, MIT Sloan
15

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
16

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?
17

18. Persona Exercise: Who are our
customers and what are their
interests?
18

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?
19

20. Buyer’s Journey: Research
20

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
21

22. 2. What is the buyer’s journey?
• Also consider influences such as:
• Competitors
• Overall brand awareness
• Brand credibility
• Religion
• Politics
• Economy
• News
22

23. Customer Mad Lib:
Build your profile!
23

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
24

25. 3. Identify content and appropriate online and
offline channels
What is the appropriate marketing mix based on our
customers…
OFFLINE
ONLINE
INITIATIVES
INITIATIVES
•
•
•
•
•
•
•
•
•
•
Website
Traditional social
New social
Video
Blogs
Reviews
Rankings
PPC
Online ads
Email campaigns
•
•
•
•
•
•
•
•
•
•
Media coverage
Community
Awards
Speaking
White Papers
Case Studies
Collateral
Traditional advertising
Direct marketing
Events
25

26. Sample marketing inventory
worksheet
Content Type
Offline Channel
Online Channel
Online Review
Collateral
Website, Social
Filmed Ad (TV)
ONLINE
TV, Events, Lobby
INITIATIVES
Social, YouTube Blog
Mail/hand out at show and
meetings, media
ISUU, Website, Google
Ad, Email, Blog,
Pinterest
White Paper
26

27. Exercise: Take your top 3 types
of content and give it a try!
27

28. How do you get the right
content to the right person at
the right time while focusing on
your business?
28

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)
29

30. Other places to look for ideas:
• News
• Issues – Yahoo! Answers
• Trends and Chatter
• Topsy
• Google Trends
30

31. 2. Create a calendar that encompasses the
four themes
•
•
•
•
Evergreen
Corporate/company-driven
Holiday/seasonal/event
Industry/national news/trends
31

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)
32

33. Sample Monthly Topical Calendar
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
Olympics
New white paper
What not to do
when you go on
vacation
33

34. Monthly Calendar in Action:
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 breakins, 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
Event: March
Madness contest
Event: March
Madness contest
Evergreen: What
does my auto
insurance really
cover?
34

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
35

36. Theme
Bed bugs
Content Focus
Offline
Look at data and 1. Create graphic
figure out which
2. Create news
states/cities had
release
the most bed bug 3. Pitch to local
calls
media
4. 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
Online
1. Social sharing
2. Social
engagement
3. Post tips
sheets on
Website
4. Post content
on website
5. Google ads
6. Distribute
news release
via syndicate
7. Create
YouTube video
8. Create a
resource
center
36

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
37

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
38

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
39

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
40

41. Case Study
Audience and interests:
• Claims professionals – certified education
• Managers – white papers, education (inperson and online), tradeshows, collateral
• Executives – blog, white papers,
tradeshows, coverage
41

42. What we did:
OFFLINE
INITIATIVES
• Collateral
• White paper
• Speaking
engagements
• Tradeshows/Events
• News release
ONLINE
INITIATIVES
• Website resource
center
• News release
• Webinars
• Email marketing
• Blog
42

43. Webinar, Post-Mortem
Metric
Number
# of Registrants
84
# of Attendees
45
Newly Identified Contacts
52
*Industry average registrant to attendee rate – 33%-50%
43

44. 44

45. 45

46. 46

48. Thank you!
Stacy Wood
Vice President, Marketing Works
614.540.5520
woods@marketing-works.net
Presentation:
http://www.slideshare.net/mktgworks
48