A full 52% of marketers use three to four channels to connect with unique target audiences. This is a strategy known as multi-channel marketing which spreads your message across several media platforms.
With the growing popularity of cross-marketing, if you’re not already participating in multi-channel communications then your business is missing out on some major benefits! You need cross channel marketing to improve customer engagement, increase your business revenue, reduce costs, and streamline your operations.
But how do you get started marketing across multiple channels?
Read on to learn more about marketing across different channels and what tools you need to begin using it for your business today.
What Is Multi-Channel Marketing?
Multi-channel marketing is a strategy used across different channels, such as devices, mediums, and networks to engage customers. These channels give consumers choices, which can boost conversion rates and optimize your PPC (pays per click).
How to Start a Multi-Channel Marketing Campaign
There are various methods and resources to help you succeed in your cross-marketing strategy. These include generic techniques as well as targeted solutions.
1. Get Access to Different Marketing Channels
You need access to various marketing channels to build a successful campaign for your brand. You should understand which channels do and do not work together, as consumers usually use several media at once.
These channels include:
- Physical retail storefronts
- Online advertising
- Virtual storefront
- Content marketing (i.e., blogs)
- Email marketing
- Catalogs and direct mail
- Mobile Marketing
With single-channel marketing excluding specific customers, you must know how to customize your campaign with target messages for all customers in your target market.
2. Know Your Audience
In multi-channel marketing, the better you know your consumer preferences, the more effective your strategies will be. Specific pairings work better together.
Computer and mobile are often used in conjunction, as well as TV and mobile. Carefully following these pairings is the combined use of computers and TV. Radio and mobile and computers and radio also work well together.
Each pairing has optimal times of use, based on age and channel available. For example, a retired person may use the TV and radio more often throughout the day, compared to younger individuals. Working adults will not have TV access until later in the day, so their pairings are more likely to be mobile phones and computers during work hours.
Understanding your audience and the best ways to reach them ensures you will reach every consumer in your target market.
3. Target Your Messages
You and your brand must adhere to the flexible aspects of multi-channel marketing. Expecting your consumers to bend to your strategies is unrealistic.
If you communicate with your customers, you’ll have a better understanding of their preferred channels and methods of interaction with your brand. Your messages on different channels should be more than received at face value. Still, they should invite attention and a call to action (e.g., investigating your brand further, purchasing a product, contacting you for information).
4. Automate Your Campaigns
When you have a handle on your customers’ preferences, you can begin to create micro-campaigns within your overall multi-marketing strategy. These small strategies can be automated across several media, saving your time and money for more extensive, more intensive campaigns.
The Benefits of Multi-Channel Marketing
Most of the benefits of multi-channel marketing are wider spread because you are casting a larger virtual net for your strategy. You will see an increase in engagement, revenue, and productivity and a decrease in cost.
Multiple platforms mean more opportunities for consumer eyes on your brand or product. Providing customers with more choices via actionable content across different channels means improved engagement.
Your content will go further than before. Proper distribution of your brand materials across different channels will increase your authority and credibility in your market.
With customers more aware of your brand than ever, you will see a revenue increase. More channels to shop on will also boost your yield from multi-level marketing.
Additional transactions will increase, as upselling and cross-selling are natural results of different channels. You will also better target customers because of your higher brand consistency.
Tracking purchases will be more accessible than ever, which means you will accumulate more data on consumer preferences. You can then personalize their experiences even better than before, generating more revenue.
You will see heightened levels of productivity and efficiency in your strategy, as a result of adequately implementing multi-level marketing. When your cross-marketing strategy consistently brands across several media platforms, you will have to review your output more thoroughly.
From the outset, a more thorough review process does not seem cost-effective. As with any new development, progress takes time. Whereas your previous marketing strategy required brand consistency on a single channel, with multiple people possibly responsible for content review, you can now allocate this responsibility to one person. This helps assure quality and brand consistency, as well as cost-reduction.
With streamlined operations in effect, your multi-channel marketing campaign now offers multiple outlets for brand awareness and purchase of your products or services. When you give consumers a choice, they are more likely to take action.
Different channels mean your brand is more accessible to customer preferences, removing the need for new marketing campaigns. With more knowledge from tracked customer data, your cross-marketing and brand consistency will be elevated.
Managing Communication with Customers
A successful multi-channel marketing strategy employs tools that help connect with customers. Multi-channel communications do not ignore their target audience.
Instead, they focus on bettering the experience for their customers by providing opportunities to enhance their virtual interactions. When customers feel engaged, they become loyal. Brand loyalists naturally advertise products, spend more, and try new products.
When people feel engaged, they take action. Depending on your brand’s needs, effective multi-channel communications increase the likelihood of convenient transactions and reduce resource strain.
Whether you need to know more about multi-level marketing or how we can help you reach your customers better, consider requesting a demo to see our services in action.
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