Essentially, multi-channel marketing is the practice of using multiple channels to reach your customers. This gives the customer the ability to use the channel of their choice to communicate with your business, or buy your product or service. Here are some examples of channels you could be using:
- Email marketing
- Social Media
More than ever, customers have access to a huge amount of choice and information when it comes to making a purchasing decision. You can’t expect customers to come and find you online. Not only this, but with social media being such a significant player in marketing strategies, the need to embrace multi-channel marketing is becoming much more important.
So, why should you use multi-channel marketing?
It’s important to be continuously connected and engaged with your customers, and expanding your marketing reach across all relevant platforms is the best way to do this. If you’re only investing your time and effort into one channel, then we think you’re missing a trick. Here’s why:
We all know that brand consistency is important when marketing a business, but it’s especially important when marketing across multiple channels. Make sure you focus your core messaging and create a brand voice that is consistent and identifiable to your target audience.
Understanding your audience
Having more than one way for customers to get in touch or interact with your business will allow you to develop a better understanding of where your target audience is spending their time online. Not only this, but ‘listening’ to what is important to your customers will give you opportunities to create content that speaks directly to your target audience. Check out Search Engine Journal’s blog on the benefits of ‘social listening’.
Expand your reach
If your business is only using one platform to communicate with their target audience, then you’re significantly narrowing your reach. If a portion of your customers don’t engage with your platform of choice, then you’re missing out on business. By using a multi-channel marketing strategy, you’re increasing the chances of your content being seen.
Giving customers choice
As we mentioned above, one great benefit of a multi-channel strategy is that it gives your customers the freedom to interact with your business using the platform they’re most comfortable with. This will not only increase the chances of seeing completed conversions, but will broaden your reach and ensure you’re establishing a presence on the platforms where your customers are already spending their time.
Marketing across a number of platforms will give you access to a good amount of consumer data. Tracking responses, click rates and other activity will give you the ability to test and refine content to constantly improve.
Which channels should I be using?
An easy mistake to make with multi-channel marketing is to assume that it means all-channel marketing. Don’t fall into this trap. For example, a multi-channel strategy that works for a construction company is unlikely to be successful for a clothing brand. Understanding your brand identity and the industries you operate in will inform which channels make sense for your business.
Ultimately, building a strong multi-channel marketing strategy will enable you to get the right information to the right people. If you’re not sure where to get started, get in touch and we’d be happy to help.