Multichannel marketing is the ability to interact with potential customers on various platforms—and it’s a key component of many successful marketing plans.
Think about where you go to learn about your favorite band.
- Do you follow them on Facebook and Twitter?
- Do you visit their website or blog?
- Have you watched any of their videos on YouTube?
- Do you subscribe to their emails?
- Do they send you direct mail?
- Did you pick up a flyer about their last show?
If even two of those are true, you’re part of the 72% of consumers who want brands to take an integrated marketing approach. But, at the moment, only 39% of consumers are actually getting an integrated marketing experience.
Now, put yourself in the shoes of your customers. How do they get your message? How can they contact you? Do they hear a consistent message from you on several platforms? Is your message muddled? Or, is there only one point of communication?
Multichannel marketing is one of the best ways to reach a wide target audience, meet their needs, and convert them from followers to faithful customers.
While a comprehensive campaign with a consistent message is important, there are three other aspects of multichannel marketing that will make the approach even more successful for your brand.
1. Keep Track of Your Customers
Data is your friend. Nowadays most companies keep robust dashboards full of follower, customer, and subscriber analytics—effective tools for building a successful multichannel marketing campaign.
Marketing metrics are a vital part of the attraction, engagement, conversion, and retention process you hope to achieve through multichannel marketing. Without data, it’s difficult to optimize your messaging and the channels you use to reach the right people, with the right message, at the right time.
Helpful analytics include:
- Google Analytics. Google Analytics is your goldmine of useful data. To start I’d recommend looking at referral traffic. How are people finding your site? Are they searching it? Clicking on ads? Finding you on LinkedIn? Existing referral traffic is a useful hint for where you can build a presence that’ll make a difference.
- Blog post analytics. Another useful place to look is your blog. How are people finding your blog posts (Google search, Twitter, other blog posts, etc.)? How much time do they spend on that post, and where do they go next? Spikes in traffic can help you drill down on hot topics and top sources of referral traffic.
- Gated content. Say you create an ebook related to one of your products or services and put it behind a form. Gating your resource gives you lead data, and it helps you narrow down what content your readers are seeking. Looking at the data for this page and form had dual advantages. You get to see what channels are converting on each resource, and what resources are gaining conversions.
- Social media analytics. When you look at social analytics, you can drill down into who is on each platform, what kind of content they interact with, and when they’re online. With these insights, you can determine what to post, what social channels to use, and when on social media to hit your target.
Look at each platform’s analytics individually, but also step back and look at the bigger picture to get an idea of your overall audience—allowing you to create an integrated campaign that has a more expansive reach.
2. Stay in Touch
Most shoppers are looking for quick solutions these days, and a brand’s responsiveness can make or break a sale.
Customers take to social media with hashtags, photos, and even live videos to showcase their complaints. Luckily, often all it takes to turn those situations around is a genuine response and apology.
The best way to prevent escalating problems is to be prompt and transparent. Everyone loves feeling heard. If you don’t have the time for 24/7 monitoring, your solution can be as simple as an auto-responder letting customers know that someone will get back to them within x hours.
Then, stick to your word: if you make a promise, be sure to fulfill it. When you have a platform available, it’s important to have someone monitoring it. That means responding to Tweets, emails, Facebook messages, and answering phone calls. A communication channel isn’t worth a whole lot to customers if the communication doesn’t go both ways.
3. Know What Success Looks Like
The end goal of multichannel marketing is increasing sales—but it’s best to set unique goals for each channel.
Your social media focus might be on building brand awareness and engagement. You might use your blog to build authority and your e-mail for more direct sales. It’s the combined effort of all these platforms that drive your consumer towards your final goal: making a purchase.
Your key performance indicators (KPIs) will depend on your goals, so they’ll probably differ for various channels, too. Here are some KPI examples:
- Emails – click through rate
- Twitter – percent change in Tweet impressions
- Facebook – conversions on ads
- SEO – organic search position
- Blog – traffic changes over a set period of time
While multichannel marketing can include a lot of moving parts, it doesn’t have to be overwhelming. Start with the platforms where you’ll find your target audience, and build from there as your business grows and you do more research.
Remember, multichannel marketing is all about choice. Your customers should be able to choose when and where to interact with you.
Even for small businesses, smart multichannel marketing is 100% in your reach.
Gabe Arnold is the founder of Copywriter Today where you can get unlimited fresh content for all your marketing needs. If you want 250 free headline ideas for your next marketing campaign, use their free tool here.