As you may have noticed, mass communication has evolved in leaps and bounds over the last few years. Thanks to the internet and social media, users have more entertainment options than ever. This, in turn, makes it more challenging for advertisers to reach them. In a world where audiences are fragmented across platforms, multi-channel marketing is the ideal response.
What Is Multi-Channel Marketing?
Simply put, multi-channel marketing means Interacting with current and potential customers across a variety of channels.
This strategy is ideal for our current communication landscape, where users consume several types of media throughout the day.
For example, the average person may listen to a radio show in the morning, watch a TV show during the evening, and dedicate several hours a day to scroll through social media and watch videos online.
While multi-channel marketing has gained popularity with the digital age, a multi-channel marketing strategy may include both digital and analog media.
- Text messages
- Social media posts (Facebook, Twitter, Instagram, LinkedIn, etc.)
- Email marketing
- Print ads
- TV ads
- Youtube videos
- Paid search marketing (PPC)
- And more
How to Create a Successful Multi-Channel Marketing Strategy
The process of creating a successful multi-channel marketing strategy can be summarized in four steps:
- Choose the right channels.
- Determine how you’ll measure success.
- Create engaging content for each channel.
- Be consistent across channels.
1. Choose the Right Channels
Choosing the right channels to get your message out is essential to the success of your multi-channel marketing strategy. Therefore, keep in mind that every channel has its audience and challenges.
For example, B2B businesses are strongly encouraged to consider using LinkedIn as part of their strategy because it’s focused on professional networking. On the other hand, if you have a visual product (for example, makeup, or interior design), Instagram is a must.
2. Determine How You’ll Measure Success
Once you have decided which channels you will target, it’s time to determine how you will measure success. In short, you must answer the question “What results do I want my multi-channel marketing campaign to deliver?”
The answer to this question will inform many of your decisions and will help you identify which KPIs (Key Performance Indicators) to measure. Some common goals include:
- Raise brand awareness.
- Attract more customers.
- Get users to visit your website.
- Get users to sign up for your newsletter.
3. Create Engaging Content for Each Channel
Just like every channel has its audience, every platform has its rules, too. For example, a successful Instagram post may not generate engagement on Twitter. And the impact of a radio spot may not translate well if turned into a Youtube video. Before using a channel, make sure to know how it works and what makes its user tick.
4. Be Consistent Across Channels
One of the most challenging aspects of multi-channel marketing is creating content customized for each channel while maintaining a consistent identity across platforms. You can do this by having a clear picture of the audience you are targeting. What are their needs? What problems are they trying to solve? No matter what channels you use, the answers to these questions will always remain the same, serving as an anchor for your multi-channel marketing efforts.
Contact the Experts in Multi-Channel Marketing!
Looking for more great digital marketing ideas? Our experts at Uniko Media Group will help you find the right marketing mix to connect with your audience and achieve the goals you have set for your business.