As usual, the business world has been buzzing with the latest and greatest technique for getting in front of customers – multichannel marketing.
With all the excitement around it, chances are you’re at least somewhat familiar with the term. But just in case, we’ll start by discussing exactly what “multichannel marketing” is and why it’s so different.
Customers are Everywhere. Shouldn’t You be As Well?
Multichannel marketing puts you in front of prospects and customers across multiple platforms (also referred to as “channels”). By using a multichannel marketing strategy, you can engage your prospects through email, social media, Google remarketing, and more.
This may seem common practice, but even with all the advances that the internet offers, many companies still take a single-channel approach. Whether it’s an email campaign, targeted TV advertisements, or something more traditional like a series of billboards, single-channel marketing campaigns all have one thing in common. They consist of one message broadcast across one platform for a set period.
Why Should you Market across Multiple Channels?
Many industry experts follow the Rule of Seven, stating that it will take roughly seven contacts with a prospective buyer before they purchase your product. If you follow this philosophy, and invest in only one marketing channel, you are making a risky marketing decision.
Firstly, you risk never reaching certain members in your target audience. Putting all of your marketing budget into one channel is like having all of your advertisements in one place. People who don’t visit that place will never see your message.
For the prospects that you do reach with the one channel, your message may be seen as redundant.
Here’s an example for the sake of illustration: Let’s say you choose to promote your marketing message with only emails. Do you think prospects want to see seven emails with the same or similar message? At what point would they unsubscribe?
When you put all of your proverbial eggs into one basket, you run the risk of your marketing activities falling short.
Try Reaching Prospects in a More Natural Way
What if you could reach more prospects, multiple times, in a more organic way?
Multichannel marketing lets you do that: It gets you in front of many prospects across multiple channels AND in front of the same prospect over and over again in a way that is less obtrusive.
Let’s use an example again. Instead of someone receiving several of the same emails, perhaps they’re exposed to your message in different ways. Maybe they receive an email about your new product. Then, they’re later exposed to a Facebook ad. Next, they come across a news article about your product. Finally, they get a reminder email that brings them to your website. Doesn’t that feel more natural?
Time to Begin your Multichannel Marketing Strategy
If you’re ready to build your multichannel marketing strategy, here are some steps to get you started.
Step 1) Determine where to find your target market.
Are they online? Do you have a list of leads with emails? Do you have physical addresses? Do they visit your brick & mortar business? How do you reach these people?
List all the possibilities.
Step 2) Assess your most effective / well-learned platform to date. It will take center stage?
Do you get the most response from email? Direct mail? Facebook ads?
Whatever it is, make sure to include it in your strategy. It’s going to be at the center of your multichannel approach.
Step 3) How can you engage prospects in a way that’s notable or interesting?
Mobile apps, interactive menus, online reservations – all of these are engaging and unique ways to touch your customers.
Has anyone in your industry successfully implemented one of them? What (specifically) did they do? How are people responding?
Step 4) Evaluate your budget and create a plan.
Based on your campaign budget determine how many channels you can market through effectively. Don’t include any platform that you won’t have the time to monitor. You’ll want to check in with your marketing tactics consistently in order to adjust.
Step 5) Optimize your message for each channel.
What message are you trying to communicate? How should you present that message differently in each channel?
Don’t forget to include your call to action that works for each particular platform.
Step 6) Finally, launch your campaign!
Put your plan into action.
Want to learn more about multichannel marketing and how to get your company in front of more customers? Contact the team at Craveity to get started.