220 How to grow your business using Online to Offline Marketing | Jessica Malach
Tune into this weeks episode…
This week I’m excited to introduce you to Jessica Malach, current VP of Marketing & Insights for Social Nature, which is a discovery platform powered by a 1 million natural shoppers.
Jessica is an expert in the area of Online-to-offline marketing, so I can think of no greater guest than her to enlighten us on this topic!
In fact, she literally authored the e-book called The Complete Guide to Online-to-Offline (O2O) Marketing for CPG Brands featuring 50 pages of tips from 17 CPG expert contributors!
If you’re a brand that promotes online and sells in stores, this episode is a must listen.
Jessica and I once worked together at a plant-based supplement company called Vega, and so when I saw her sharing more on this topic of o2o marketing and how the 4 stages could translate the growth of online product discovery into in-store sales , I just knew she was going to be an epic guest.
In this episode we dive deep into…
The 4 stages of the o2o model and how you can begin building through their step by step framework
Tips for enhancing your chances of getting discovered online and how to capture emails on a website
The power of free samples and demos in encouraging in-store purchase
What to do after the sale has been made to continue the conversation with your customers and make them into a brand evangelist
And some of Jessica’s favourite marketing books and best marketing advice
p.s. This podcast was originally recorded for another podcast that I host called The Marketing Hotline, but since that show is on hold we decided to share it with you here on Visionary Life!
Connect with Jessica Malach and Social Nature.
Jessica on LinkedIn https://www.linkedin.com/in/jessica-malach-she-her-06644316/
Social Nature Website: https://www.socialnature.com/marketing/
Listen on Spotify, Apple Podcast, or YouTube
Let’s connect on Instagram or find out more about Private Business & Marketing Coaching on my Website
Click the image below to tune in to this weeks episode 🎙️
Image from https://drinkrally.ca/
Here’s a sneak peak at my prep notes for the show…
Key Questions:
You’ve pioneered this concept of Online-to-offline marketing, which is designed to translate the growth of online product discovery into in-store sales by bridging two trends: first, consumers are now primarily searching for new products online, and second, the highest volume of retail sales remains at brick and mortar stores.
Therefore, the new way of launching successful products integrates the best practices of digital marketing with traditional retail marketing goals.
Can you share more about why you’re so passionate about O2O marketing and who needs to be learning about this right now?
What is the O2O Cycle?
What are the benefits of leveraging the 4 stages of the O2O cycle?
brands can build greater lifetime value
see a better ROI on marketing efforts across their sales channels.
DIVE INTO THE 4 STAGES...
In your e-book there’s a quote that says "The search for products and services begins online. Amazon is the world’s biggest search engine, with Google right behind it. Instagram is prioritizing purchasing products on its social platform. Consumers want to search, find and learn about products online before they buy."
When did this trend towards online search before offline purchase begin?
The first stage in the 020 journey is Online Discovery
You say that consumers are now looking to online health experts and creators and product review platforms to find out about new products, especially since COVID put a halt on experiential, demos and live events… How can we begin to map out a digital strategy to drive online demand and translate that demand to in store purchase
A big part of Online Discovery is understanding your Target Customer and determining where you can reach them and interact with them.
What I gather is that we need to put ourselves in the consumer’s shoes and start thinking about where they give attention: is it to Reddit, Facebook, Google and Search Engines, Recipe Centers, Digital Community, etc.
How should a brand go about identifying these key places that they need to be showing up on, and what does the execution strategy look like from there?
The second stage of o2o is Offline Purchase, which is converting online demand to in-store traffic through targeted trials and offers
What does this look like and how can we help consumers overcome their perceived risk through trials and offers?
What are some specific tactics and techniques to get them to come in store after browsing a brand online?
Is there an example of a brand that has done this really well?
The third step in the 020 journey is Getting Feedback, or collecting product reviews, user-generated content, and in-market feedback.
You say that we need to be forming a more intimate relationship with a customer upfront, taking them through the development process, and making them feel a part of the brand.
I think it’s so easy to forget about nurturing a relationship with a customer after the sale happens! We often think in a mindset of generating leads and getting a customer to buy, but what happens after that is EQUALLY important!
Where can these feedback conversations happen?
What are some simple ways to make getting feedback part of everyday operations within our brands?
What are some platforms or tools that you’ve seen working well in terms of collecting reviews?
The final step in the o2o journey is amplification, which is about building loyalty and expanding brand reach with the brand evangelists.
You say that this is an opportunity for your brand to create community, find followers, and amplify the voices of your satisfied consumers.
What are some ways we can create and keep community at this stage?
What do you mean by amplifying the voices of satisfied customers? How can we do this?
What about Personalizing future offers?
Final Questions:
Is there any marketing trend or area of marketing you’re currently fascinated by or upleveling your skills on?
Any favourite brands to follow that do marketing really well?
Best piece of marketing advice you ever got?
Marketing book you would recommend?
People + Resources Mentioned:
Yotpo.com - Marketing Platform for ECOMM Brands
The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers