How to Build an Effective Multi-Channel Marketing Strategy
Consistent and interactive marketing campaigns increase sales.
Multi-channel marketing helps brands achieve their marketing goals by using multiple channels to reach customers. These channels range from traditional media such as TV, print ads, and billboards to newer ones such as email marketing, social media, and SEO.
According to MediaPost, two-thirds of customers use three or more channels when doing pre-purchase research. Additionally, customers who use more than one channel have a higher customer lifetime value (CLV) than those who don’t. Simply put, customers who have researched and chosen your business generally spend more and stay longer.
Surprisingly, while 93% of marketers know that multichannel marketing is a vital cog, only 73% have a multichannel strategy in place. It seems some marketers don’t know where to start.
5 steps to get started
If you’re one of the 27% of marketers who lack a multi-channel strategy, here are five proven steps to get you started.
- Identify your customer personality. The first step to developing a suitable multi-channel marketing strategy is to know your potential buyer in detail, and the way to do this is to develop buyer personas.
Buyer personas are semi-fictional representations of your customers based on research. They typically cover your buyer’s background, interests, demographics, goals, and pain points. With this information, you can customize your campaigns to reach your potential buyers through their most used channels.
For example, identifying your customer’s favorite websites and publications will give you a good idea of which channels you can place your ads on. Knowing their personality traits will also help you create content that speaks to your audience.
Creating a buyer persona can seem daunting, but tools like HubSpot’s Make My Persona tool make the process easier. Spending time on this to understand your audience is critical to the success of your marketing campaign.
- Focus on the channels you want to use. With the regular appearance of new media, the channels available to your business are endless. You can use industry websites or social media platforms such as Facebook, LinkedIn or Twitter. LinkedIn and Facebook, in particular, are effective channels because you can join industry groups and use ads to target specific audiences based on their demographics and user behavior.
You can also use a combination of content and email marketing to push your prospects down the sales funnel. For example, you can offer a free case study or white paper in exchange for a site visitor’s email address.
Once you’ve added a user to your mailing list, you can then send email newsletters to gradually convince your prospect that your company knows how to solve their problems. Once you have established your business as a credible source of information, you can then offer your product or service as a solution.
- Create winning content. Don’t be eager to create content for your customer persona. It’s a good rule of thumb to strategize your content creation process to ensure it resonates best with your audience and furthers your business goal.
One of the best ways to do this is to join the communities where they are active. For example, you can join Facebook or LinkedIn groups for specific industries. Writing in a local language for your customers will help you easily connect with them. If your target audience is managed service providers, use language and situations that are familiar to them.
Also create blog posts, e-books, infographics, videos, pillar pages, and other forms of content to suit your personality. Make sure your content is…