All marketers should know that the best way to reach more customers is by “being present to where your customers are” and not the other way around. Hence, it is a good idea to maximise all available means to reach your target market. One of the best ways to do this effectively is through multi-channel marketing.
I. What is Multi-Channel Marketing?
Multi-channel marketing is the practice of using different platforms to directly or indirectly communicate with your target audience. Business owners can use traditional or digital marketing; sometimes a combination of those two to broaden their reach and deliver the right message to their consumers in their chosen platform. The goal of using multi-channel marketing is to reach the target market in the medium that is most convenient to them, as well as entice them to respond to your message. The response may be an inquiry about the product/service or (preferably) a purchase.
II. Why is it important?
As technology develops, the means of communicating with your target market will continue to change with it. In order to have a broader reach and increase your conversion rate, it is crucial that you make your products/services available to where your potential customers are. This allows users to choose the most convenient medium for them to complete the conversion.
Using a multi-marketing strategy also allows marketers/business owners to collect different sets of data and consolidate them to be used for remarketing campaigns in the future.
III. How do you create a multi-channel marketing strategy?
In order to build an effective multi-channel marketing strategy, you need to know which platforms you can use and who your target market is. Here are a few that you need to do to create an ideal marketing strategy using different marketing channels:
a. Know your audience
One of the keys to creating an ideal multi-channel marketing strategy is knowing where your target audiences are spending most of their time. Focusing your marketing efforts on platforms that are largely used by your potential customers is crucial in making sure that you are reaching out to the right audience. This helps in increasing your conversion rate and improving the quality of leads.
b. Deliver a consistent marketing message
In order to make a lasting impression in the mind of your customers, you must create a strong and consistent message across all platforms. Since the behaviour of users may vary in each platform, your marketing message must be delivered in a way that resonates well with the users. Creating a distinct message allows your potential customers to easily identify your brand’s or campaign’s message and helps you maintain your connection with them despite the change in medium/channel.
c. Provide consistent user experience
Using multiple channels alone is not enough. All your marketing efforts must complement each other in order to deliver the message effectively. Customers remember your brand as a whole, not their individual interaction with your content on each channel. Hence, it is important to provide them with the same experience across all platforms. Any negative impression left by one channel can affect their overall perception of the brand and vice versa.
d. Track the results of your campaigns
Most of the time, implementing a marketing strategy using multiple channels is a gamble. Each platform is not guaranteed to deliver the same results. Hence, monitoring the performance of each channel and how users interact with them is crucial in improving your future marketing strategies. Using this information, it will be easier for you to determine which marketing channel you should invest in the most and which channel is not resonating well with your potential customers.