Solving the Marketing Paradox:

Integrating Online & Offline Marketing

Stacy WoodVice PresidentMarketing Works

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Marketing your business is more complicated than ever.

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

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There are more diverse audiences in which to market.

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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

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

• Media coverage• Community• Awards• Speaking• White Papers• Case Studies• Collateral• Traditional

advertising• Direct marketing• Events

ONLINE INITIATIVES

• Website• Traditional social• New social

channels• Video• Blogs• Reviews• Rankings• PPC• Online ads• Email campaigns

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Online v. Offline Content

OFFLINE INITIATIVES

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So what’s a business to do to capture leads and raise

visibility?

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Marry online and offline content to create sales bliss!

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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

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“The stories we tell ourselves about our customers

are often wrong.”Andrew McAffee, MIT Sloan

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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

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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?

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Persona Exercise: Who are our customers and what are their

interests?

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2. What is the buyer’s journey?

• How do they research products and services?‒ Offline channels‒ Online channels‒ What do they type into Google?

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Buyer’s Journey: Research

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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

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2. What is the buyer’s journey?

• Also consider influences such as:• Competitors• Overall brand awareness• Brand credibility• Religion• Politics• Economy• News

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Customer Mad Lib:

Build your profile!

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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

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3. Identify content and appropriate online and offline channels

• Media coverage• Community• Awards• Speaking• White Papers• Case Studies• Collateral• Traditional advertising• Direct marketing• Events

ONLINE INITIATIVES

• Website• Traditional social• New social• Video• Blogs• Reviews• Rankings• PPC• Online ads• Email campaigns

OFFLINE INITIATIVES

What is the appropriate marketing mix based on our customers…

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ONLINE INITIATIVES

Content Type Offline Channel Online Channel

Online Review Collateral Website, Social

Filmed Ad (TV) TV, Events, Lobby Social, YouTube Blog

White PaperMail/hand out at show and meetings, media

ISUU, Website, Google Ad, Email, Blog, Pinterest

Sample marketing inventory worksheet

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

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How do you get the right content to the right person at

the right time while focusing on your business?

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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)

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Other places to look for ideas:

• News• Issues – Yahoo! Answers• Trends and Chatter

• Topsy• Google Trends

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2. Create a calendar that encompasses the four themes

• Evergreen• Corporate/company-driven• Holiday/seasonal/event • Industry/national news/trends

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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)

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

What not to do when you go on vacation

Olympics New white paper

Sample Monthly Topical Calendar

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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 break-ins, 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

Evergreen: What does my auto insurance really cover?

Event: March Madness contest

Event: March Madness contest

Monthly Calendar in Action:

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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

Theme Content Focus Offline Online

Bed bugs Look at data and figure out which states/cities had the most bed bug calls

1. Create graphic2. Create news

release3. Pitch to local

media4. 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

1. Social sharing2. Social

engagement3. Post tips

sheets on Website

4. Post content on website

5. Google ads6. Distribute

news release via syndicate

7. Create YouTube video

8. Create a resource center

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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

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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

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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

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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

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Case Study

Audience and interests:• Claims professionals – certified education• Managers – white papers, education (in-

person and online), tradeshows, collateral• Executives – blog, white papers,

tradeshows, coverage

• Website resource center

• News release• Webinars• Email marketing• Blog

OFFLINEINITIATIVES

• Collateral• White paper• Speaking

engagements• Tradeshows/Events• News release

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What we did:

ONLINEINITIATIVES

Webinar, Post-Mortem

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Metric Number

# of Registrants 84

# of Attendees 45

Newly Identified Contacts 52

*Industry average registrant to attendee rate – 33%-50%

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Thank you!

Stacy Wood

Vice President, Marketing Works

614.540.5520

woods@marketing-works.net

Presentation: http://www.slideshare.net/mktgworks