Multichannel marketing. With a lot of attention going to digital marketing, there is an opportunity to make gains with all types of marketing efforts.
To compete with larger companies, you may find yourself marketing to your customers across many channels.
There are certain advantages to this in that you may find it easier to cut through the noise in a space that’s less crowded. Plus, you may gain access to customers you may not have otherwise been able to.
But executing a multichannel marketing strategy is complex. And, if executed poorly, your customers may not respond to your marketing in an intended manner.
So, what does it take to create a seamless multichannel marketing experience? Read on.
1. Stand out from the Crowd
Easier said than done? Definitely.
But your message is critical to your success. People are being marketed to 24/7. So, if you want to stand out from the crowd, you must gain complete clarity on what makes you unique and communicate it.
Once you know what your core messaging is, and have a firm understanding of your target audience, you’ll be better prepared to leverage multichannel marketing.
2. Keep the Lines of Communication Open
Executing an effective multichannel experience without coordination is impossible.
For instance, if you have an in-house person, a few freelancers, and a marketing agency acting on your behalf, they all need to be on the same page. They need to know exactly what your message is, what makes you unique, and why your target audience is going to engage. Otherwise, you won’t be able to maintain consistency across channels.
3. Audit Your Assets
You can’t expect to execute a cohesive multichannel experience if your online presence is inconsistent.
For instance, your profile photo and cover art on your Facebook page might be up-to-date, entirely consistent with your latest website redesign. Meanwhile, your YouTube channel may have been left untouched for the last five years and is more consistent with your old design.
The only way to know if you’re creating a consistent experience is if your branding and messaging are cohesive across all channels.
4. Track Everything
The more spread out your online presence is, the higher the need there will be to track everything you’re doing. After all, you need to know where those visits, subscribers, purchases, and so on, are all coming from.
Just because you have a multichannel marketing strategy doesn’t mean you need to be going full force on everything at all times. As you track your results, you may discover that some channels are entirely ineffective. You could save a lot of time and money by dropping what doesn’t work and doing more of what does work.
5. Let Your Customers Know Where They Can Connect with You
A lot of companies begin a multichannel strategy without even letting their users know where they can connect with them.
You can’t expect your social media following to pick up automatically. The same goes for your print collateral, email list or otherwise.
When you send emails, hand out business cards, or direct people to your website, you should invite them to join you where they’d like to join you. This is an excellent way to introduce your audience to your multichannel experience. If they can go from an email to Facebook, or from a business card to Twitter and feel like they’re still connecting with the same brand, you’ve done your job.
Final Thoughts on Multichannel Marketing
Don’t bite off more than you can chew. If you have a small team that’s already inundated with a lot of work, then giving them more channels to develop might not be the best idea. Keep it simple, and don’t go overboard.
Are you using a multichannel strategy to engage your audience? How do you make the most of the various channels you’re using?
Let us know in the comments below.