Omni-Channel Marketing With Evergreen Content

Omni-Channel Marketing With
Evergreen Content
@MITCHLUNCEFORD

Why it’s Important to Take an Omni-Channel
Approach to Marketing
How to use Omni-Channel with Your Evergreen
Content
OMNI-CHANNEL MARKETING / EVERGREEN CONTENT

THE CONSUMER

PUTTING THE CONSUMER FIRST
● Optimize websites for mobile
● Make sure users can convert on mobile
● Improve mobile page speeds (AMP pages)
● Shift more PPC spend towards mobile devices
● Create Apps
● Etc.
As marketers, we all moved to MOBILE.

When consumers hear about a product or service
today, their first reaction is, “Let me search for it.”
They then go on a journey of discovery — about a
product, a service, an issue, or an opportunity.
PUTTING THE CONSUMER FIRST
“Today, you are not behind your competition.
You are not behind the technology.
You are behind your consumer.”
Rishad Tobaccowala, Chief Strategy & Innovation Officer, VivaKi

CONSUMER BEHAVIOR HAS MASSIVELY CHANGED OVER THE YEARS
Brick & Mortar
Print
Radio
Billboard
TV
Brick & Mortar, Print,
Radio, Billboard, TV
Email
Google
Bing
Yahoo
Organic
Paid search
Display
Touchscreens
Website
Desktop
Mobile
Tablets
Email
Website
Google
Bing
Yahoo
Organic
Paid search
Display
Referral
Facebook
LinkedIn
Duck Duck Go
Quora
Content
Affiliates
Apps
YouTube
Twitter
Instagram
Pinterest
Snapchat
TikTok
Wearable Tech
QR Codes
Smart TV
Amazon
Push Notifications,
Podcasts
Influencers
Digital Coupons
In-Store Product
EARLY
MARKETING
TOUCHPOINTS
TOUCHPOINTS OF
5–10 YEARS AGO
+
Referral
Facebook
Linkedin
Website
Desktop
Mobile
Tablets
TODAY’S MARKETING
TOUCHPOINTS
Brick/Mortar
Print
Radio
Billboard
TV
+

CONSUMER BEHAVIOR HAS MASSIVELY CHANGED OVER THE YEARS
Brick & Mortar
Print
Radio
Billboard
TV
Brick & Mortar, Print,
Radio, Billboard, TV
Email
Google
Bing
Yahoo
Organic
Paid search
Display
Touchscreens
Website
Desktop
Mobile
Tablets
Email
Website
Google
Bing
Yahoo
Organic
Paid search
Display
Referral
Facebook
LinkedIn
Duck Duck Go
Quora
Content
Affiliates
Apps
YouTube
Twitter
Instagram
Pinterest
Snapchat
TikTok
Wearable Tech
QR Codes
Smart TV
Amazon
Push Notifications,
Podcasts
Influencers
Digital Coupons
In-Store Product
EARLY
MARKETING
TOUCHPOINTS
TOUCHPOINTS OF
5–10 YEARS AGO
+
Referral
Facebook
Linkedin
Website
Desktop
Mobile
Tablets
TODAY’S MARKETING
TOUCHPOINTS
Brick/Mortar
Print
Radio
Billboard
TV
+
15 years ago, the average consumer typically used two touch-points
when buying an item and only 7% regularly used more than four. (Marketing Week)
According to Google online consumer touchpoints now range from 20–500
During 2020, customer experiencewill overtake price and product
as the key brand differentiator

CUSTOMER JOURNEY EXAMPLES

That’s 19 touchpoints from paid search...

250+ Touchpoints

So, what did we start doing as marketers?
Single
Channel

So, what did we start doing as marketers?
Single
Channel
Multi-
Channel

THE PROBLEM
Although a Multi-Channel strategy uses the right channels, they are also still very
distinct and individual, which can lead to a confused and fragmented journey.

EXAMPLE: MULTI-CHANNEL
Looked at some
specific tires, clicked
on the ones I wanted,
entered my email, left.
Searched “best
all season tires
for snow”
Landed on an
organic page
(evergreen
content)

Organic

Organic PPC

Organic PPC
Social Media

Organic PPC
Social Media
Email

THE PROBLEM

THE PROBLEM
Only 14%of organizations say they are currently running coordinated marketing
campaigns across all channels. (CMO by Adobe)

THE PROBLEM
Over 11%have zero integrations and consistency across any channel.

Over 11%have zero integrations and consistency across any channel.
90% of consumers expect consistent interactions across all channels. (SDL)
THE PROBLEM

Single
Channel
Multi-
Channel

Single
Channel
Multi-
Channel
Cross-
Channel

EXAMPLE: CROSS-CHANNEL
Looked at some
specific tires, clicked
on the ones I wanted,
entered my email, left.
Searched “best
all season tires
for snow”
Landed on an
organic page

THE PROBLEM
Channels are not working together or sharing data
No personalization or segmentation with touchpoints
Channels are still competing to “close” rather than assist

THE PROBLEM
55%of companies have no cross-channel strategy in place. (The CMO Club)
87% of customers think brands need to put more effort into providing a
seamless, integrated experience. (Zendesk)

Single
Channel
Multi-
Channel
Cross-
Channel
Omni-
Channel

Omni-channel is viewing the experience through the eyes of your customer, orchestrating
the customer experience across all channels so that it is seamless, integrated, and
consistent.
Omni-Channel shares data and strategies across channels, anticipating that customers
may start on one channel and move to another as they progress to a resolution.
OMNI-CHANNEL MARKETING
Omni-channel is cross-channel
marketing done right!

How do we create an omni-channel strategy
around our evergreen content?

Evergreen content is quality, useful content that is
relevant and stays “FRESH” for a long time:
● Optimized for SEO
● Drives traffic to your site through
organic search
● Is a great resource for site visitors
● Positions your brand as an expert in
your space
● (NOT part of your blog)
EVERGREEN CONTENT REFRESHER

Types of evergreen content:
● How To’s
● Top Tips
● Guides
● Reviews
● Comparisons
● Lists
● Case Studies
● Checklists
EVERGREEN CONTENT REFRESHER

EVERGREEN CONTENT EXAMPLE
Keyword Research
● “Types of brake pads”
● “Best type of brake pads”
● “Best brake pads”

DON’T JUST USE EVERGREEN CONTENT FOR SEO
WHY
● SEO takes time
● Rankings are NOT
guaranteed
● You’re missing out
on conversions!

*DON’T GET STUCK WITH A MULTI-CHANNEL STRATEGY!
DON’T JUST USE EVERGREEN CONTENT FOR SEO
WHY
● SEO takes time
● Rankings are NOT
guaranteed
● You’re missing out
on conversions!

BASIC EVERGREEN CONTENT JOURNEY
Organic
Traffic
Evergreen
Content
Remarketing
Product/
Service Page
Conversion
$
CTA’s

In what areas can you integrate other channels?

Driving
traffic

Driving
traffic
Nurturing

RetargetingDriving
traffic
Nurturing

RetargetingDriving
traffic
Nurturing Testing gated
content

1. Traffic

1. Traffic (Free!)
Post on Social Media
○ Facebook
○ Instagram
○ Twitter
○ Pinterest
○ Linkedin
○ etc.
Create a Video & Post on YouTube

1. Traffic (Free!)
Don’t forget about your existing
contacts!
Email/Marketing Automation
Monthly newsletter
Upsell flow for previous purchasers
Tip: Share MA data with other channels!

1. Traffic (Paid)

Paid Social
● Boosted Posts
● Social Ads
1. Traffic (Paid)
Targeting:
● Existing Contacts (shared from email channel)
● Lookalike Audience
● Custom Audiences

● Top-of-funnel, low-
CPC keywords
1. Traffic (Paid)
● Existing Contacts
● Lookalike Audience
● Keyword
● Custom Intent
● In-Market
● Placement
Paid Search (Google)
SEARCH
ADS
DISPLAY AND
YOUTUBE ADS

Turning Evergreen Content into YouTube Ads
Shifting Gears (Lead-Gen)
Driving Traffic (and leads) with YouTube Ads
Evergreen Content: What happens when you’re
injured at work in Nevada?
YouTube Ad Targeting:
● Keyword & Custom Intent
● Custom Affinity | Competitor URL’s

Search Campaign
● CPA $121.14
● CPC $38.32

Search Campaign
● CPA $121.14
● CPC $38.32
YouTube Video Campaign
● CPA $16.39
● CPC $0.44
● CPV $0.08

Up to 3X leads from
Video Campaign!

Up to 3X leads from
Video Campaign!
Search + Video Campaign
● Search CPA $89.35
(26.24% decrease!)

● Expo
● Conference
● Competitor Physical Locations
1. Traffic (Paid)
PROGRAMMATIC DISPLAY

1. TRAFFIC

● Personalized flow for “new” contacts
● Custom flow for “existing” contacts
that visit the page
● Lead Scoring
● Let your contacts “self-segment”
● Share high intent contacts regularly
with other channels.
2. Nurturing
MARKETING AUTOMATION

Viewed
Evergreen
Content
Convert
Nurture Series
Update Data
Field
“Customer”
Yes No
Add to
“Welcome
Series”
End Flow

Tips:
● Add Scoring Based on Behavior
● Add Audiences to FB & GoogleNurture Series
Email 1:
Additional
Educational
Content
Opened
Opened
Opened
Yes
Yes
Email 2:
Additional
Educational
Content
No
Email 1:
Product
Reviews
No
Email 1:
Offer
No
High Engaged
Nurture
Promotion
Heavy Nurture
Yes
Update Data Field
“Customer”
Add to “Welcome
Series”
End Flow

● Display
● YouTube
● Search
3. Retargeting
GOOGLE
● Facebook
● Instagram
● Linkedin
● Twitter
● Etc.
SOCIAL MEDIA

1. SEGMENT & PERSONALIZE YOUR REMARKETING EFFORTS ACROSS
CHANNELS
● Time on Page
● Scroll Depth
● Content Visited
● Service or Product Page Visits
3. Retargeting
2. CREATE CUSTOM SEGMENTS

4. Test Gated Content
● Content that requires a
form to access:
○ Article
○ Ebook
○ Whitepaper
○ Video
WHAT IS GATED CONTENT?

4. Test Gated Content
● Content that requires a
form to access:
○ Article
○ Ebook
○ Whitepaper
○ Video
WHAT IS GATED CONTENT?
Roughly 80% of gated content is B2B content.

Traffic
TEST GATED CONTENT
Gated
Content
B2B Lead-Gen Example
Nurture
Emails &
Remarketing

Traffic
Search Ads: Cost/Demo: $1,367
TEST GATED CONTENT
Gated
Content
Nurture
Emails &
Remarketing

Traffic
Search Ads: Cost/Demo: $1,367
TEST GATED CONTENT
Gated
Content
Gated Evergreen (Whitepaper): Cost/Download: $15. Cost/Demo: $100
Nurture
Emails &
Remarketing

Remarketing
VS
Organic
traffic
Evergreen
Content
Remarketing
Product/
Service Page
Conversion
$
CTA’s
Evergreen
Content
CTA’s
Organic • Social • Paid • MA • Programmatic
Product
or
Service
Page
Conversion
$$$
MA
Remarketing
Marketing
Automation
Marketing
Automation
Marketing
Automation

SHIFTING TO OMNI-CHANNEL

Cohesion & Consistency
Coordination, NOT Competition
Understand Top Conversion Paths
Know Your Assist Leaders
SHIFTING TO OMNI-CHANNEL
1
2
3
4

Why Omni-Channel?

Campaigns integrating 4 or more digital channels will outperform single or dual-channel
campaigns by 300% (Gartner Research)
Why Omni-Channel?

Companies with strong omni-channel customer engagement see a 9.5% year-over-year
increase in annual revenue, compared to 3.4% for weak omni-channel companies.
Omni-channel consumers spend up to 25% more than standard multi-channel
consumers.
Omni-channel customers have a 30% higher lifetime value than those who shop using
only one channel. (Google)
Why Omni-Channel?

87%of customers think brands need to put more effort into providing a
seamless, integrated experience. (Zendesk)
Consumers viewing a consistent message across a variety of channels can
improve purchase intent by 90%(Interactive Advertising Bureau)
IT ALL TIES BACK TO THE CONSUMER
Why Omni-Channel?

Why Omni-Channel?
Rishad Tobaccowala, Chief Strategy & Innovation Officer, VivaKi

THANK YOU!
@MITCHLUNCEFORD

Omni-Channel Marketing With Evergreen Content

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