Entrepreneur | Bootstrapped to $6M ARR in 18 months | Founded Expandi, software for LinkedIn Automation | Father of a lovely son Steef
The world is changing—slowly, but inevitably. If your job requires you to advertise a product properly (or you’re simply interested in marketing), you’ve likely noticed how multichannel marketing seems to be taking over as the go-to option when a company wishes to advertise just about anything.
What is multichannel marketing?
Multichannel marketing is a method of marketing that combines traditional strategies and perks with new technology, ensuring that companies can stay in contact with their customers and advertise their products using multiple avenues. This method can help companies grow by improving customer experience.
What would happen if you only used a single channel to advertise your product? Say, email marketing only? No matter how many marketing messages you’d send, even if spam filters wouldn’t target them, many users would probably never care to read them, and, as such, they wouldn’t even know what makes your company’s products so interesting. Multichannel marketing offers you help with exactly this problem.
By using multichannel marketing methods, you can reach various customers simultaneously, with different advertisements and slogans. You do not need to bombard your customers with repetitive messages sent via the same channel all day long. To put it bluntly, when compared to multichannel marketing, these methods hardly ever work.
What are the benefits of multichannel marketing?
I’ve found multichannel marketing has a high chance of proving effective, no matter the type of business you run. Here are some of the benefits:
Higher-quality data: Multichannel marketing uses multiple methods to target your customer base, and that also means you can receive, measure and judge the collected data from various perspectives. Classic marketing schemes often offer data from only one, pre-selected channel. Multichannel marketing, in turn, offers more “global,” complete data, allowing you to better understand your client base’s needs and desires.
Better client profiles: When you target a specific client profile (say, 20- to 30-year-old woman, married, with kids), using a single medium can only help you track some of their behavior. With multichannel marketing, you’ll be able to create vastly more complete and better client profiles. You’ll also get to understand buying and behavioral patterns better, which can help you launch a more successful advertising campaign.
A working ecosystem: With multichannel marketing, you can combine all the data you gather from your various platforms into one singular ecosystem. Integrating the level of customer knowledge your brands have into one ecosystem will allow them to proceed uniformly when targeting a given customer group. As such, this can help ensure that none of your brands get left behind when it comes to essential data they can use in their separate campaigns.
Better email marketing campaigns: Email campaigns are one of the most widely used channels for multichannel marketing and for good reason. Multichannel marketing can help you “sync” the data that email marketing is providing you, and execute and create various cross-channel campaigns combining data gathered from individual methods. When it comes to email marketing, implementing this solution can help you reach your customers more effectively, as you’ll understand their needs better (after combining data from multiple channels) and target them based on the knowledge you gained from other marketing methods.
How do you choose the proper channels for your campaign?
The basic premise of multichannel marketing is to combine and use as many channels as possible. Multichannel campaigns require that you choose the channels you’ll use skillfully and after considering both pros and cons. Which channels work well together?
Luckily, I’ve found it’s quite intuitive. For example, when it comes to various forms of digital marketing (emails, social media campaigns, etc.), consider that the vast majority of people who use a personal computer or laptop probably use a smartphone or tablet as well. When designing a cross-channel marketing campaign, make sure your email newsletter is readable on mobile devices too, and that your current social media marketing plan also includes mobile ads.
How do you create a decent multichannel strategy?
This is not very different than any other marketing method. The core of the process is in six steps:
1. Decide what customer group you wish to target with your campaign.
2. Choose the appropriate channels.
3. Create a consistent messaging template—a good strategy must provide users with a similar experience, no matter the channel.
4. After starting the campaign, use analysis tools to track your customers’ reactions and their general interest in the campaign.
5. There will undoubtedly be some customers who bounced off in the middle, and you should come up with a retargeting strategy to reclaim their interest.
6. Finally, de-silo your channels before taking any cross-channel measures.
What are the challenges?
Keeping your branding and messaging consistent is one of the biggest challenges with multichannel marketing. It’s important to keep everything the same on all the channels you’re using—not just your website or social media. Make sure you check the requirements of the channels you plan to use, so you can adjust the branding and messaging accordingly—comply with the requirements and keep everything consistent.
Building a relationship of nurture and support with your customers can also prove to be challenging when you use several different marketing channels. Put your customers first and provide them with adequate support, value and products/services. To do so, it’s essential to create the best team for the job and document the guidelines for customer communication in regards to all the channels you plan to use. Map out the customer journey thoroughly, and make sure you actually listen to your customers and their experience so you can act on it.
Multichannel marketing is getting more and more popular, and this trend will most likely only accelerate. If you wish to keep up with the competition, I suggest focusing on multichannel marketing as your primary campaign strategy in 2022. Let this new year become a season of opportunities and new growth. Using multichannel marketing can help you achieve just that.