Multimedia Marketing Strategy

1.  Pillars and Funnel

To follow the flow of the potential customer, we must direct their attention and their focus until they have solved the question or problem they had, and in the case of pillars and funnels, with the intention of leading them to a purchase.

1.1 Acquisition

Goal: Aquire interested parties for the lowest cost.

There are two methods of acquisition, passive and active. 

Passive acquisition is by which a potential arrives at our website or point-of-sale through means not directly related to our marketing efforts. These would include outside sources referencing our product or company, as well as research or information leading to us. We can improve the passive acquisition through our outreach campaigns, but ultimately, these channels lay out of our control.

Active acquisition is our current strategy, targeting and leading potentials to our websites through advertisements or brand outreach. We can specifically target these potentials, leading us to a finely grained segment.

Gordon Goodrum's online and social marketing flow diagram

Google, Bing, Search engine PPC: Broad targeting allows us to find potentials who may be interested in your product, or news and information in general relating to your product space. We do not necessarily know the intent of these potentials, but we should assume their interest in your product can ultimately lead to a conversion.

Method: Broad targeted Ad Groups where the intent of the potential is unknown but has relevance to your product. Eg. product solutions

Exact targeting gives us a more definite picture of what the potential is searching for, and allows us to give them a more specialized message. We can build a better profile of the potential demographics based upon their search results.
Method: Exact targeted Ad Groups that allow us a deeper and more meaningful understanding of the potentials concerns. Eg. (product for my home, product solutions for home, how to use product)

Targeted advertisements allow us to find the most specified potential and solve their problems at a much deeper level than we could by broadly assuming their intentions.

Method: Targeted Ad Groups referencing our competitors, alternatives and the related. Eg. (location product maker, product maker)

Currently, we are assuming that all potentials we encounter come with the intent to purchase our product. We are putting ourselves at a disadvantage by assuming they are ready to buy and giving them our sales pitch. Based on the response from comments and questions received through social media, we should assume that potentials are not educated towards the product, and by not providing them with adequate education on the subject, and existing behind a ‘curtain of technology/magic’, we are not serving these potentials needs, which is the need for information/education.

Improving the quality and relevance of landing pages are crucial for the success of an ad campaign. More relevant pages and a better user experience will decrease the cost per bid, and improve our ranking. Grouping of the keywords is important for quality score/ranking index, as well as understanding the intent of the potential and leading them to a place consistent with their needs. According to Google, potentials that are looking to buy are more likely to use a very specific set of search terms, and it should be assumed that in general, most searches associated with our keywords are not with the intent to purchase.

Method: Develop landing pages with a specific understanding of the potentials intent, this includes, educationally, socially, or their intent to purchase your product.

Audience / Demographics

According to Adwords analytics the audience can be codified and matched against our expected target market of potentials ages. Many potentials are useful sources of knowledge and also not interested, so it’s inconclusive if that segment has any relevance, we can validate this however, following the trend of decreasing age/clicks, click/time-on-page, etc. If we take into account that the 24-35 age group is more active on social media and might represent a larger segment of our potentials, if we were to take an alternative marketing approach, we might expect lower conversion rates and not necessarily target towards leading a purchase.

Method: Build landing pages representative towards the targeted age demographics, consistent with their intent and relevant to their needs.

Important Metrics

Age / Clicks: 25-34 (%), 35-44 (%), 45-54 (%), 55-64 (%), 65+ (%), Undetermined (%)

Gender / Clicks: Male (%), Female (%), Undetermined (%)
Gender / Conversions: Male (%), Undetermined (%)
Device / Views: Desktop (%), Mobile (%), Tablet (%), Other (%)
Bounce Rate & Exit Rate
Daily Active Users & Monthly Active Users

Social Media

Facebook / Twitter / Instagram / Social Media: 

Posts with the most shares generally have photos.

Infographics are the most shared, followed by lists

Headlines are incredibly important and it will be what most people only ever see.

Content with actual content gets shared and reblogged more, 2,000 - 2,500 words. This is especially true on twitter. Based on data, 1,500-1,600 (seven minutes read time) words seems to be a good medium.

Blog Outreach: [ See 2.2 ]

1.2 Attention

The attention of a potential is worth more than just the few seconds they might spend looking at our content. Potentials give us their attention when they believe they can trust us as a source, and look to us to solve a problem or question that they have. If we do not supply them with the answer they are looking for, we have failed to fulfill their intentions.

[Once we have their attention the first time, is it easier or less easy to capture it again]

[Attention is practically free on social media once we have made the initial connection, and once we have established a rapport. PPC and SEM are a constant burn for new potentials, and we must find the most efficient way to capture them into our funnel as early and as often as possible.]

People know when they're being marketed to, and people are quick to smell out a scam; we should not be trying to sell them, we should be trying to give them value. This value, is relative to the potentials intent, and if we assume the potentials level of commitment greater than the value we are providing, we will fail to connect with their expectations. By maintaining consistent with their expectations we can lead the potential into our funnel. For each jump in the level of required commitment, we must provide equivalent value. Anywhere we are interacting with a potential we need to give them a clear way to keep in contact with us, either through social media or though another channel such as email correspondence.

Gordon Goodrum's customer barrier of commitment diagram

Method: Assume potentials are at the lowest level of commitment, unless they have stated otherwise through their search or need based intents. By approaching these potentials with our lowest level of commitment, passive engagement, we can mitigate the risk of the potential being drawn off by an incorrect assumption of their intent. Once we have validated their intent we can begin to move them up the commitment ladder.

1.3 Value

Value is a relative thing, but value exists in all outlets of what we are presenting or implying through out outreach with these potentials. We can create value not just through our product, but through content and the information supplied. By always leaving a potential more knowledgeable than when they came, we present ourselves as a qualified mentor and expert on the topic. 

While value and interest may exist, for any decision to be made it must pass the potentials barrier of entry, which will vary from person to person. For some this may be price, perceived value, or timing.

Product Value vs. Personal Value

We use the same word to describe value, and while the results are the same, they hold two fundamentally different purposes during the ‘sell.’ To connect with value, whether personal or from the product is to agree with what you are being presented, and to have your ideas and beliefs validated. Once these idealisms are validated we are now more receptive to new ideas and form of thoughts.
By connecting with the potentials personal values and outlooks, we can more easily present our product as the correct solution to their needs in line with their morals and understandings of the world.

The only way we can bring the potential to a higher level of commitment is by presenting them with sufficient value, (education, information, intrinsic/extrinsic, product/personal) in order for them to justify their step into the next stage.

When someone seeks our information or with the intent to purchase, we must make them feel as though their purchase is important, meaningful, and smart. By validating their ideals, we present them with personal value.

Method: By understanding the pain points of a potential and their world views, we can connect with them on a deeper level than a sales pitch could. By correlating their own values with the values held by us, we are validating their understanding of what our product is, its purpose, and how it serves as a solution to their problem.

1.4 Opportunity

There is no opportunity without value. 

A missed sale or exiting prospect is not the loss of opportunity. Opportunity exists from the moment we acquire the attention of a potential, and exists far beyond the point in which they’ve left. We must view opportunity as their willingness to accept our teachings and our truths as a reality. The opportunity we present to a potential must be in line with their intent, as a misguided or misinterpreted proposition might hold the opposite effect we wish to instill.

We present opportunity for the potential as such does the potential present an opportunity to us. By existing in a mutual state of providing value to the other, we strengthen the shared understanding.

2.  Channels of Online / Social Advertising 

Direct marketing, advertising, personal selling, sales promotion and publicity and the tradition ways of attracting customers to your product but there are many more.

  • social
  • email
  • feed
  • banner
  • cpc
  • display
  • affiliate
  • ebook
  • tv
  • print
  • billboard
  • partner
  • radio
  • qr code
  • widget

2.1 Online Marketing

Through online advertisements, we can target specific demographics of those people who may or may not know what it is they are searching for. We can target a large subsection of the population given specific criteria, and direct them to the information they need based upon their needs. We use these techniques in our day to day online communications to drive traffic from sites. By leveraging branding through Social Media, we can establish a credible presence on the Internet beyond our own website. Engaging in dialog with our Social Media audience, we build and strengthen our relationship with them.

2.2 Outreach & Networking

As we grow larger and larger in the public eye, we will need to depend on word of mouth through the internet to help us with our public image, branding, and perceived value. We can inflate our value by associating with people and networks that are already trusted by outside sources. Leveraging social media, we can connect to our audience and build a relationship with them. We must engage them to fully understand and comprehend their concerns. 

Method: Reaching out to content creators and networks, providing them with mutual education and social value.

2.3 Blogging / News

As time goes on, we will be referenced by larger and more reputable institutions, allowing our perceived value to grow with the help of the outside world. Relevant information matters. The more relevant content we create in response to the growing interest, the more visible we will become to our audience.

Duplicate content only does us so well for so long, and Google will not reward us for regurgitating content that is already indexed on the web. Creating

2.4 Product Education

By becoming a source of information without hard-selling our product, we are seen as mentors and experts on our subject. As content marketing practitioners, our value is not tied into what we can extract from the consumer, but what we can bring to the customer. This may involve more research to understand our product and understand our market as a whole. This serves as the primary vehicle for increasing customer recognition within the broader market. This has a dual impact: we help bring our company visibility and begin to cement brand recognition. As we increase value with customers who know our business inside-and-out, we create trust which can increase the potential of a future purchase.

2.5 Offline Marketing

3.  Maintaining Relationship

3.1  Recurring Outreaches

By maintaining consistent outreach to our engaged customer/potential base, we give ourselves a much higher return chance for repeat customers and positive reviews. By actively engaging our potentials in consistent outreach we can always bubble back to the top of their mind. 

3.2 Customer Loyalty

When someone becomes a customer, we must make them a valuable assets to ourselves, and engage them as though they are the part of the revolution. 

3.3 Consistency in Messaging and Branding

Through our various outreaches and informational texts, we must present a consistent and invariable message that can be repeated to the point of exhaustion. By associating a phraseology with our brand, as well as common phrases, we can move to position ourselves as the Kleenex of the product industry. 

4.  Process

4.1 Evaluate the Funnel

Onboarding, Retention, and Reward are crucial parts of building value in this industry. These are essential to a long term product line and company's success. Constantly learning and adjusting to customer desires, preferences, and requirements is paramount in our ability to stay consistent and relevant. Incentivize and foster customer service within your organization and develop tools as a way to evaluate and improve performance.

Risk and reward don't seem applicable, however, every decision and modification to our strategy introduces risk. When you have constant adjustments, changes must be driven by data, and the reward for change must be worth the expenses associated with the change.

Recurring Goals need to be set. We should take action, both short term and longer, to establish what actions produce value. The more goals are associated with our process lead us to the greater understanding of the funnel as a whole.

Sign up / Onboarding email.

Customer Relations email at least monthly, preferably weekly/bi-weekly.


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