Crafting A Successful Multi-Channel Marketing Strategy
Ever heard of implementing marketing strategies on multi-channels? Well, if this is your first time hearing the term, fret not! The following will provide you with a step-by-step guide to launching your own successful marketing strategy on multiple channels. One thing to note is that it is easier than it seems!
A simple analogy to describe and introduce the topic of discussion would be bringing in your daily life. Since technology has become so developed and advanced in recent times, we are rarely seen without our various screens and electronic appliances, as well as the websites and respective online content that has become closer to us than ever before.
Whether or not it’s by consuming information through internet blogs and forums on your iPad, or by checking for promotions and discount vouchers through your emails, we interact with many of such channels on a daily basis. As such, marketers of multi-channels are those who recognize and acknowledge the channels that are in trend amongst their consumers, and also learn about the process and thinking behind the move from one channel to the next one in order to provide a harmonious experience. Such marketers usually belong to experienced agencies around the world; you can easily search for them by typing terms like Top marketing agencies in Dubai into Google. If you want to take a leaf out of their book, simply read on.
We’ll begin by defining multi-channel marketing as putting together organizations such that communication and marketing are lumped on one platform that can reach customers both online and offline. Online platforms include search engines such as Google, blogs, and emails. While offline platforms include news and TV stations. For a marketing strategy to be successful, there are a few key points to include in the marketing plan.
Firstly, brand reach is important as it will help to increase the exposure as well as awareness of your brand, and choosing the specific set of channels can help achieve this particular goal. Secondly, the efficiency and whether the marketing is effective depends strongly on how well your target audience consumes the message. Thirdly, it is important for the message to remain strong and consistent across all channels for higher chances of it being remembered. Fourthly, a certain level of engagement with your prospective audience is required for your strategy to beget success that lasts. Lastly, there should be some special experience received by the target audience, as such channels and communication should both be integrated.
Once you have deemed that you are indeed benefitting from a multi-channel strategy, follow these steps to get started.
Identify the personality of your audience
Understanding and learning the personalities of your prospective buyers is important in order to help you choose which channels are best to work on, and what particular message and tone to deliver. This encourages efficiency in the strategy as well as a well-rounded experience for your buyers.
Choose the Targeted Channels
Since there is a high price tagged to multi-channel marketing, channels should be considered meticulous while keeping in mind the time and money spent that comes with each respective channel. Besides the strategy crafting, there is also a price for content production, as well as payment for sponsored ads. Therefore, relying on the understanding of your goals and the personality of your buyers, you should choose the channels that are best suited. By starting with channels that you are confident in, success will be seen as your marketing progresses. However, if you have enough resources, it is never a bad thing to branch out and explore other riskier options.
Create the Message
When it comes to marketing on multi-channels, it is vital for your team to come together and work on a harmonious approach and message to deliver across all chosen channels. This will prevent your audience from encountering conflicting messages that may confuse them as they switch platforms. Each team member should be well versed in the personas you are dealing with and the main message that you have decided to use. For such messages, the message should share information and content that is both relevant and prioritizes the consumer.
Play By the Rules
Being both strategic and consistent is the key point in such marketing strategies. In some cases, you may have to adapt and strategize according to what works best on respective channels. One example would be using imagery for channels that focus on visuals such as Instagram, while paragraphs of texts might work better on blogs. As such, even though the message is consistent, there should be different strategies and content created and adapted for each channel accordingly.
Integrate the Experience Across Channels
Another thing to note would be that all channels should work seamlessly together in order for your consumers to get the best experience. All channels should be able to perform switches from one to the other quickly enough, while at the same time promoting your message and integrating your strategy. One way to do this is by using a unified platform to take note and analyze your customer communication statistics, such as by using an inbox whereby it acts as a multi-management platform that assists in managing everything from your channel efforts to the engagement of your consumers.
Implement Marketing Automation
Tracking interactions as well as customers’ engagement can be done through a CRM that will keep track of vital information you need to make in the future. This is especially beneficial regarding the type of action needed to further the strategy.
Create A Responsive Website and Measure Attribution
Marketers should create their own website that responds well to multi-channel efforts such that their audience can access information that is provided to them easily. Besides that, marketers also have to meticulously keep track of the results of their strategy, and this can be done by utilizing closed-loop analytics, which will help to inform which were the most and least effective channels. Attribution models can be implemented, such as the Linear Attribution Model, the Time Decay Model, and the Position-Based model.
This is a type of advertising that will target the traffic that has been redirected onto other platforms. This is best used when integrated with your multi-channel marketing as by having multiple places for your audience to search for your website, the traffic is inevitably higher. This also means that anyone who is redirected away from the website will still observe similar ads on other platforms. Your end goal in this would be to always influence consumers to look at the big picture and connect the channels they have presence on in order for your strategy to work without flaw.
Now that you have learned about the steps to crafting a successful multi-channel marketing strategy, you can start thinking about implementing it. If this has been something you believe your business needs in order for its presence to grow and prosper, give it a shot today!