Some marketers don’t think too deeply about marketing. But I do.
Now let’s get it straight, do you even need more than one marketing channel?
The simple and correct answer is yes, you need multiple channels marketing for marketing campaigns.
Is your next question why?
Yes, you need almost all the marketing channels you can access to market your product.
Here`s the why.
As a marketer, you know how many different paths you can take to get more customers into your marketing pipeline.
While there are multiple strategies you can implement, multichannel marketing is one of the efficient ways to increase your ROI, boost your retargeting campaigns, and extend your reach.
Multichannel marketing allows you to engage with your customers and grow your brand across multiple platforms by leveraging different tactics.
Each platform works differently, each platform has its own audience, and each platform has its own intent.
Let’s take YouTube as an example. When a person is looking to learn something, wants to watch a movie, looks for how-to videos, or concerts things that are more serious, they look toward YouTube.
Tiktok, when they are looking for fun stuff, gossip entertainment, but less informative they look toward Tiktok.
Facebook and Instagram, when they are looking for more fashion stuff, want to read a post or look at fascinating pictures, etc
Quora, when they are looking for an answer, either for their businesses, politics or families, etc.
A blog is when they are looking for a review of a product before making a purchase decision.
Now you, as a Marketer on each of these platforms, how you are going to tell your story that will change someone`s interest.
On each platform people Make purchases, if you know in advance what a person is looking for whatever place you meet such a person he/she will buy from.
I will offer a million-dollar advice for free here you should learn how to repurpose your content that will suitably fit into the host platform.
What is Multiple Channels Marketing?
Adopting a multichannel marketing strategy means that you are consistently interacting with your customers and prospects on multiple channels: SMS, email, social media, etc.
The multichannel marketing model is necessary for growing a business, whether you are running an e-commerce website or a brick-and-mortar store. It’s a marketing strategy that lets your customers choose where, when, and how they make a purchase.
It takes six to eight interactions with your customers to generate a reasonable conversion, and the more channels you can reach them on, the faster you can turn a lead into a customer.
Let’s take a minute to breathe to look at a couple of multichannel marketing statistics before we move on, I need to inspire you to start leveraging this marketing tactic in your campaigns.
#1. B2B campaigns that useMultiple Channels Marketing witness an average of a 24% ROI increase.
#2. Businesses that take their marketing campaigns to at least four different channels witness ROI increases of up to 300%.
Essential Aspects to Consider While Marketing in Multiple Channels
#1. Campaign Planning
When planning a multi-channel campaign, you need precise and insightful first-party data for each channel you consider activating in your multi-channel marketing campaign to adopt the correct segmentation and maximize brand loyalty.
Get started by letting real-time events be your sparks when creating aMultiple Channels Marketing campaign.
As part of your strategy, you can also develop hyper-personalized and gamified brand loyalty programs. In addition to content, it is also beneficial to count on Machine Learning tools to provide the best channel and timing for each customer to improve overall performance.
#2. Define your buyer persona
Having a clearly defined buyer persona that entails specifics about the ideal buyer is a necessity. This information helps marketers decide the channels they should focus their efforts on and what kind of tone and messaging to use.
You can leverage these Buyer Persona Templates to create unique, custom buyer personas for your business.
#3. Select the channels you want to target.
If you could show up on all channels, no doubt you would, but the fact of the matter is that effective multi-channel marketing can be expensive.
With each channel comes a larger time and monetary investment as you come up with a strategy, create content, and pay for ads or sponsored placement.
That is why you need to decide which channels to target. Depending on your buyer persona and your unique marketing goals, there may be some channels that make more meaning than others. Start with those and expand to other channels as you see improved success.
That said; don’t be afraid to explore and experiment when resources permit. You might be surprised at the channels that end up performing greatly.
#4. Create personalized messaging for that persona.
You probably have team members who specialize in different channels, so it’s simple to end up with a siloed approach where each team or department operates separately. However, with multi-channel marketing, it’s vital to have a cohesive experience across channels. Otherwise, your audience will be stunned or confused when switching from one platform to another.
Ensure that every member of your team understands your persona and the messaging that you are using to target that persona.
Marketers also need to be useful and relevant, sharing useful, consumer-first content instead of pushing me-first marketing messages. This useful philosophy, in other words, the inbound approach must be apparent in every tactic deployed.
#5. Play by the rules of each marketing channel.
Even though the messaging must be consistent, you will also have to be strategic with regard to what works on each channel. For instance, extremely visual channels such as Instagram witness see more success with images while articles may do better on more editorial platforms like LinkedIn.
For that reason, despite having similar messaging, you will likely need to create individual strategies for every channel and create varying types of content.
#6. Figure out how you will integrate the experience across channels.
All channels marketers decide to leverage must also work together. It’s not enough to just set up and use Twitter, email, Facebook, a website, a blog, etc if they don’t work in harmony to attract and convert business. The same consumer moves across all of these places speedily, so your strategy and your analytics must adapt similarly.
An integration strategy may include leveraging a unified inbox to track customer communication across channels, an all-in-one marketing management channel to help you manage your publishing and analytics efforts, and a CRM to track interactions and engagement.
#7. Implement marketing automation.
Speaking of tracking engagement and interactions, marketing automation for your multi-channel marketing campaign is a must. Combined with a CRM that stores information such as pages visited, email opens and CTA clicks, your marketing automation can help you make decisions and take action personalized to your leads’ unique routes.
#8. Plan how you will measure attribution.
With multiple channels in use, marketers will have to carefully measure the results of their multi-channel approach.
They should leverage analytics to learn which channels were effective, which channels influenced other channels, and which channels they can eliminate from their campaigns.
#9. Invest efforts in retargeting.
Retargeting is a form of advertising that targets your website’s bounced traffic on other platforms; it is powerful when used in conjunction with multi-channel marketing.
By havingMultiple Channels Marketing from which your audience can find your site, you will end up boosting website traffic. Anyone who bounces away will see retargeting ads on other channels, ones that you may have a presence on.
In the end, your goal in this consumer-first world is to step beyond just being present on multiple platforms and start connecting them all together into one, thriving, and multi-channel approach to inbound marketing.
#10. Descriptive Analytics
How are consumers behaving across the various channels? When analyzing descriptive analytics, you want to have an uncomplicated yet easy way to act upon historical data for all the other platforms involved in your marketing efforts.
It helps you to adjust and refine your ad strategy. I recommend working with intuitive dashboards that are simple to use by marketers themselves.
Conclusion
The multiple-channel campaign enables marketers to improve the customer journey across every touchpoint and channel.
It is highly leveraged by savvy B2C marketing professionals to effectively put to work consumer and customer data bundled from various sources to deliver hyper-personalized and rich customer experiences.
LeveragingMultiple Channels Marketing help marketers discover and utilize the most attractive channels for each user at the right time and also ensures they enter the sales funnel on the right track, the path to conversion.
