In today’s technology centric world it’s more important than ever to interact with potential customers across a wide variety of social media platforms and channels such as email, social-ads, google ads, re-targeting ads, and more.
The ability to effectively communicate with your primary audience over multiple platforms and channels is called multi-channel marketing. There is a good chance if you have a competitor that is bigger than you are, they are implementing this strategy and you should be as well.
With multi-channel marketing you are effectively creating more opportunities for your prospective audience to see your content, promotions, and products which can lead to more opportunities for potential revenue.
Beginners Guide to Multi-Channel Marketing
Multi-channel marketing is about more than just repeating the same content across all platforms, it’s about leveraging different marketing tactics on multiple platforms in a variety of different ways.
What does this mean exactly and why does it matter?
It means that by utilizing multi-channel marketing we have the ability to customize user experiences depending on what platform they are on and what device they are using. By creating multiple different content strategies tailored to a variety of different channels, we increase the chances of our messaging reaching our target audience in a format that they might appreciate. In creating more than one avenue for consumers to interact with our brand and content, it provides a sense of choice which is just as important as the content itself.
Consistency is Key
Now that you’re utilizing multiple messages, themes, and promotions, it’s important to understand how the customer will experience the content. The process of making sure that the consumer encounters a seamless experience from beginning to end is called an omnichannel.
As you dive into multi-channel marketing strategies you should take a step back and make sure each campaign has a similar feel and a consistent experience. For example, you should make sure all of your ads are built with the same level of thought and design expertise, create landing pages that are unique but provide a similar experience, make sure your messaging is consistent, and make sure that the content is available to all devices.
A good rule of thumb is to test all of your ads on all of your channels from beginning to end to make sure the process of clicking through pages is seamless on all platforms and devices.
Using Data and Automation Rules
As your multi-channel marketing campaigns set off for Mars, you’ll start to collect a fair amount of useful data. Data can provide insights to each of your campaigns including but not limited to impressions, clicks, shares, and conversions. If analyzed properly, you can start tweaking each of your channels to focus on what the messages and ad types they perform best with.
Looking at data and metrics month-over-month for each of your multi-channels can help you determine which strategies are working best and you can continue to tailor the consumer experience every step of the way.
Once your channels are top-notch and pumping out leads, you should consider building out automation rules, specifically email automation rules. Every time a lead fills out a form to see a demo, purchases a product, or downloads your latest white paper, you should be tracking this data and entering them into a well oiled email machine.
Automation is useful for nurturing curious leads who aren’t ready to make a decision yet. Email automation campaigns can be set for any length of time and help cut out the need to create a new email for every single new lead. Email automation further enhance your multi-channel marketing strategies and is one of the most effective ways to keep leads engaged with your business.
Conclusion and First Steps
If you’re serious about optimizing lead generation and increasing revenue as much as possible, multi-channel marketing is a must. Connecting with consumers in as many ways as possible is the lifeblood of most companies and you should start building your channels as soon as possible.
If you aren’t sure where to start, Squatch Marketing specializes in every channel of digital marketing including content creation, social ads, website development, email campaigns, email automation, and landing pages. If you would ever like a free consultation, you can chat with an expert by clicking the chat bubble on the bottom right, or fill out our form and we will reach out to you as soon as we can!