How to Capture Demand Across Multiple Channels

You know what I didn’t do this morning? Wake up & decide to search for a specific brand I’d never heard of before. 🤪 In fact, I spent years working in search engine marketing, paid and organic, & I'd often get asked a question from well-meaning marketers looking for a shortcut or silver bullet: OMG brand search performs so well! how do we increase it? 🧙🏼♀️🙃 The answer is: you invest in advertising on other channels that generate demand, especially ones with high impact on brand favorability and consideration metrics, like podcast advertising and OTT/linear television. Then you capture that demand via brand search. Because of the breakage endemic to how we consume that kind of audio & video (no easy click to purchase!), those channels only reach their full potential when you have other demand capturing channels, like paid search and paid social, dialed in. And if you’ve started to hit a point of diminishing return in those channels, we’ve seen those existing channels come to new life when brands start to invest in demand generating channels. In addition to the existing activity, paid search & paid social become the conversion vehicles for new demand that’s generated by adding offline marketing channels to the mix. Don’t get me wrong: I’m not saying offline media shouldn't also be driving results on its own from a customer acquisition and revenue generating perspective. It has to. And it can be measured -- don't believe anyone telling you it can't. But, the mixture of digital and offline channels helps brands see even stronger growth than focusing solely on traditional digital tactics. How/have you seen this play out for your brand? Or in your own consumer behavior? #B2B #B2C #marketing #growthmarketing #searchenginemarketing

As a former CMO, data has always been core to my strategy. How can you activate the right channels at the right time while fueling it with a people-first approach? HockeyStack just released new research that is a marketing leader's dream. They took over 1.5M data points from 50+ companies and shed light on the intricate dance of converting prospects to customers. Here are the key learnings: ☑️ The Non-linear Path: The journey from first contact to deal closure is far from straightforward, requiring upwards of 700 LinkedIn impressions and 54 website touchpoints to generate an MQL. ☑️ Email and YouTube Remarketing Magic: Remarketing strategies, especially through email and YouTube, significantly cut down the number of touchpoints needed, speeding up the conversion cycle. ☑️ The High Stakes of Touchpoints: From initial contact to closing a deal, the required touchpoints increase with the deal's complexity, highlighting the need for a nuanced approach to engaging prospects. ☑️ The Role of Multi-Channel Strategies: An end-to-end strategy incorporating LinkedIn, Google, email, and more is crucial in navigating the B2B buyer journey efficiently. This game-changer analysis reinforces the importance of an orchestrated multi-channel approach to effectively reach and engage your target audience. It's not just about quantity; it's about each touchpoint's quality and strategic alignment. 👉🏻 The biggest takeaway for me is attribution modeling needs to involve signals. Using the true signals of each buyer as a way to help guide them to a purchase. True people-first attribution is finally here.

A prospect asked me in a call today, "Out of all the marketing channels, which one delivers the best ROI". My short answer to them was, there's not. Marketing is about building trust, authority, and awareness with your customers. You simply cannot do this with just one channel. 👉 In fact, you're doing your business a disservice by only marketing on one channel. The more you market on all channels, the more you ⬆️ your ROI on your marketing spend for each channel. This was a lawn maintenance and landscaping prospect. Here's what I told them: 📧 #EmailMarketing can be used to keep your name, services, testimonies, and projects at the top of their mind. Imagine if I came in as a client in May for Lawn Maintenance and I'm now in the market for landscaping. Constant email marketing keeps you in mind as I entertain the DIY route. 📈 #GoogleAds can be used to capture cold leads for people who are aware they need your services, but don't know your business. #FacebookAds can be used to RETARGET customers who have visited your website, social pages, etc. Imagine getting a lead from a Google Ad and they get busy. Facebook retargeting allows you to be "top of mind" as they scroll their social channels. Re-activating those leads into revenue 🤑! 🔎 #searchengineoptimization can be used to be found in ways customers are and are not searching for you. For every 50 leads you get from the keyword "commercial landscaping services" through SEO, you'd save $600+ in St. Louis on Google Ads. 📅 Social Posting can be used to show your recent work or highlight customer testimonies. Imagine if I was doing a DIY landscaping job and it looked terrible and I happened to scroll past a job your company did. I'm now interested in using your services. All of these channels (and more) are connected in some way. The more you use them, the more reach you have and the better opportunity you have to convert someone into a customer. Sure, one could deliver a "Faster ROI" than the other, but you should always be looking at the "Strongest ROI" you get between all of your marketing spend.