Which are there specific marketing channels that could be considered complementary?
The reality is that there are many. And, your ideal marketing mix is going to be determined by how your audience wants to connect with you.
The key is to see the connection between the different marketing channels you’re using, as well as how your target buyer prefers to move down the funnel.
This should not be considered a comprehensive list, but here are a few marketing channels that naturally work well together.
Marketing Channels: Content Marketing & Email
“So, we’ve set up an email list. Now, what do we send our subscribers?”
This might seem like a stupid question, but it’s probably the most critical one you could ask.
The content you create for your blog is an excellent place to start. You don’t need to send your subscribers entire blog posts. But you could use a compelling excerpt to capture their attention and provide a link for them to click on to read the full post.
Now, some marketers are probably asking themselves, “isn’t email a form of content marketing?”
The answer is that it can be. But unless you’re publishing unique, compelling and serialized content to drive effective user action through your emails, it’s not content marketing (i.e., the tactic just described is not content marketing). The content you’re regularly creating for your blog is.
Content Marketing & Social Media
“We’ve established our social media marketing channels. Now what?”
Again, not a stupid question.
Arguably, it can be close to impossible to come up with compelling content to share on social media if you aren’t actively blogging. Your blog content is the perfect thing to share with your followers, as they are likely looking for information to consume and may not even be ready to buy from you yet.
So, if you want to develop a fully-fledged social media strategy, you should understand the connection between content and social.
Landing Pages & PPC Advertising
Having crafted a compelling landing page (using a tool like Leadpages), you want to drive as much traffic to it as you possibly can.
For marketing channels, this can be done in a variety of ways. You can include a call-to-action at the end of blog posts. You can use your homepage to promote the offer. Also, you can utilize your header, sidebar and footer sections to draw attention to it. And, beyond own your website, you can promote it on social, email, direct mail and more.
But the go-to for many marketers is PPC advertising. With a little bit of ad spend, you can drive a lot of targeted traffic to your landing page. Generally, you will only convert 3 to 5% of your traffic, but if you’ve priced the offer correctly, you should be able to get a good ROI on every sale.
Computer & Mobile
In a broader sense, desktop and laptop computers are the perfect complements to mobile devices like smartphones and tablets.
This is because it’s not uncommon for people to begin a search on a mobile device and transition over to a computer to complete their research.
Since your prospects likely want to engage with you on a variety of devices, it’s a good idea to ensure that, at a minimum, your website works on all devices. You could also further cater to your mobile audience by developing an app.
When marketing, it is essential to think about how you can re-purpose and leverage your assets in as many ways as possible (so long as it makes sense to do so). This will help you get more out of every asset you develop, especially when using complementary marketing channels.
Are there any other channels you’ve found that complement each other well? What conclusions have you come to with your multichannel marketing efforts?
Let us know in the comments below.