Your Prospects Are Multichannel. Are You?
For video, it’s simple; YouTube is owned by Google. They have 77 percent of the search market. Since videos are quickly becoming the hottest form of content, it makes sense to place it where it will be found. If you have a podcast, use a podcasting hosting site such as Libsyn to set up your audio RSS feed. This feed can then be used on podcast distribution platforms such as iTunes, Google Play and Stitcher to ensure your audience can access your show regardless of which mobile device they use. Set up a podcast promotion plan for your social media sites as well to drive new listeners to your episodes.
Look for Multichannel and Cross-Device Remarketing Opportunities
Multi-channel and cross-device remarketing are really hot right now. I would suggest adding in some reference or weaving in some of that in this section. The following is an example of a multi-channel campaign.
Let’s say you are going to run a webinar next month. What should that campaign design include in terms of channels:
- One to three emailed invitations and a few variations of follow up emails
- Up to three impressions per person promotion in Facebook image ads
- Blog post promoting the webinar on your blog
- Promoted blog post on LinkedIn, Facebook and a promoted tweet
- Facebook media ad — video promoting webinar
- Retargeting campaign to known contacts in Facebook and Twitter
- Lookalike campaign in Facebook
Hopefully this example makes it clear that your campaign design document has to be very clear on all the channels for a promotion. The graphic and copy (assets) needs vary by channel, and the logistics for lining up all these assets at the same time are much more complex than when you are simply using a single channel such as email. But the results for going multi-channel will be much better of course.
If you have content on your website and you point to it from other online digital content you control, your blog for instance, you can and should be tracking all those clicks by content type and channel. But when creating links to your content from digital properties you cannot fully control, or with embedded links in documents you share, ensure you use UTM codes with the links.
Kevin Joyce is VP of strategy services for The Pedowitz Group. He's a marketing executive with 34 years of experience in high tech, in positions in engineering, marketing, and sales. In the past 16 years Mr. Joyce has worked with many companies on their revenue marketing and demand generation strategies. With a unique combination of marketing skills and sales experience he helps bridge the gap between sales and marketing.
Mr. Joyce has successfully launched numerous products and services as a Director of Product Marketing at Sequent, as a Director of Sales at IBM, as Vice President of Marketing at Unicru, and as CEO at Rubicon Marketing Group. He has been VP of Marketing Strategy with the Pedowitz Group for more than six years. He holds a BS in Engineering from the University of Limerick, Ireland and a MBA from the University of Portland. Connect with Kevin on LinkedIn or email him at email@example.com. Download TPG’s new white paper: "TPG ONE: A New Approach to the Customer Journey."