Introduction to Multi-Channel Lead Acquisition

Brian Bozarth, M.A. Marketing
A free video tutorial from Brian Bozarth, M.A. Marketing
VP of Marketing
4.3 instructor rating • 7 courses • 43,677 students

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2020 Complete Marketing Masterclass #6 | Multi-Channel Leads

Session 6: Comprehend & develop your own multi-channel lead acquisition & nurturing programs! Advanced digital marketing

03:40:41 of on-demand video • Updated March 2019

  • You'll be able to understand modern marketing, spread your ideas and gain empathy for those you seek to serve.
  • Lead a marketing team
  • Oversee marketing strategy
  • Understand the modern and essential elements of marketing.
  • Implement a strategic marketing playbook for your organization.
  • Outline full-funnel marketing campaigns for the entire year.
English [Auto] In this final session Session 6 we will be diving into multi-channel lead acquisition campaigns. Remember this point of our journey. We have setup number one our analytics tracking model for specific journeys. We set up the belief framework based on specifically defined personas. The content that should match with the belief framework in our content engagement plan as well as sero conversion rate Optimization and Search Engine Optimization which deals with optimizing conversion rates in our funnel and driving more qualified organic traffic. Now this is the foundation the backbone of your marketing machine before you ever drive traffic to your Web site that is your main marketing collateral. You have to make sure the experience is satisfying and success can be quantified for reporting and optimization reasons. So now we get into the question of how do we integrate buyer journeys paid inbound social email and content marketing in order to drive lead acquisition. Well as with organic we want to take a smart approach rather than just winging it right or creating a lot of social posts or sending a bunch of e mails or paying for ads without knowing why symbol for jumping into all the possible channels and campaigns you can run that drive engagement by and to your stellar content. Let's lay out the foundational rules first. Now we have already walked through a few pieces of these sections already but as you think about expanding your marketing channel plays these are fundamental elements that you should keep in mind. Now in the next few lessons we will go over each of the topics in detail but for now let me introduce them. First off as you remember we should always take a data informed rather than just a data driven approach. Why won't because we can't always wait on the data. Sometimes we move forward based on our best assumption measure the results and then learn from it. Remember even the best data must be mixed with experience because experience is to always be an important factor of our marketing efforts. Therefore if you're starting a new campaign or you just build a new product or a new Web site there may not be enough data for you to go off of at all. So do your best with what you have and the data will come in. If you have followed the processes we have walked through in earlier sessions. Secondly all channels are part of the user journey. Your Web site may have the final destination you URLs where a user goes to complete a specific goal or task but social email paid and these other channels are also very important in light of the entire user journey. Write users have to start somewhere. Our job is to figure out where the users hang out and where they start their journey and then and meet their needs. Better yet we want to wow them with the tailored content for each channel. Because not everyone of your consumers are going to start their search on an actual search engine. We have to keep that in mind. And that brings us to number three. Integrated marketing communications or IMC. Now if you've ever taken a marketing course do you have a marketing degree. Then you have read multiple books on this topic of IMC because it is that important. Now the idea that the high level 60 thousand foot idea of IMC is that all content should be tailored but uniformed. That is your brand story and messaging should be uniformed in tone in voice right. That is your branding play but it should also be tailored for each platform or channel. For instance you will speak differently on Facebook than you do on LinkedIn right. This is natural. It's maybe the same audience but the atmosphere demands that we speak differently so speak in a tailored way across as many channels as is reasonable. But make sure that it lines up with your brand tone and voice. The fourth fundamental is the idea of screen or device agnosticism. Now that simply refers to marketing content creative message or idea that can be seamlessly dispersed across the digital diaspora that is functioning perfectly on any screen while also being instantly recognizable as part of a connecting campaign. Now again this should bring you back to integrated marketing communications a bit right. You have your brand image but it's tailored on each device. Fifthly as a branded style guide now branding style guide. If you're not familiar with it is just a set of standards or really it's internal treatments within your brand for the writing layout and design of content and communication for your brand. The idea is that the brand and style guide establishes and enforces brand styles tone and voice in order to create a cohesive communication strategy. Now like with many of the lists that I've shared across this course. This too is not an exhaustive list however as we go through these fundamentals in detail and as you were able to implement as much of this as possible you'll find that your multi-channel lead acquisition becomes less of an esoteric mystery that is simply too difficult to even fathom or think about. Rather dare I say it becomes quite doable. It becomes reasonable because you have built the foundation and you've formulated a strategy. So first up we're going to take a look at being data informed.