When it comes to marketing, it’s absolutely essential you take a multi-channel approach.
I can’t tell you how many entrepreneurs I know who have lost their entire following and customer base because they were hacked on social media or supposedly “violated” some platforms’ community guidelines. In an instant they went from a thriving business to having to start all over and build back from zero.
This is why it’s crucial you “don’t put all your eggs in one basket”. Your marketing needs to be diversified. This will allow you to reach more clients, increase your chance of success and lower your risk if one channel isn’t successful.
Let’s dive into what this means.
What is Multi-channel Marketing
Mulitchannel marketing means targeting your audience from various angles to maximize engagement and conversion.
What are Marketing Channels
Today business owners and marketers have tons of options for connecting with customers. From online to offline tactics, you can leverage a variety of channels to boost your chances of getting your business in front of your ideal customers.
Here’s some of your marketing channel options:
- SEO
- PPC
- Social
- SMS/Text
- Content marketing
- Email marketing
- Direct mail
- Printed Ads
Using Multichannel Marketing
Muliti-channel marketing doesn’t have to be confusing or insanely costly, but it does take time and effort.
Set a goal
The first step in using multi-channel marketing is setting a clear goal. You need to determine if the purpose of your marketing campaign is customer acquisition/awareness, retention, or education so you can create the appropriate messaging.
Identify Your Ideal Customer
Next you need to know your customer. From demographics to preferences, get a deep understanding of your target audience. When you know your customer, you know where they spend their time and in turn where you should invest your effort and budget.
For example, if your target audience is 20-25 years old TikTok might be a great channel to leverage. But if your ideal customer is 50-60 years old, you’ll likely have more success with Facebook and Google Ads.
Pick Your Marketing Channels
Using every marketing channel available would be costly and ineffective. So once you know your target audience, pick 2-3 marketing channels that align with where customers spend time, so you can position yourself in those spaces.
Don’t rely on social media alone as you have limited control over what your following sees and what you can share. Not to mention you can lose your following or ability to be seen by customers overnight without warning. So be sure to include channels like email and content marketing which are owned assets and provide more control.
I typically recommend most businesses use website/SEO, email marketing and 1-2 social media platforms.
Analyze and Pivot
Effectively executing multi-channel marketing requires a good understanding of your buyer, their behaviors and preferences. With some trial and error along with reviewing anayltics you will be able to refine your strategy over time and figure out which type of content, channels and visuals lead to the most engagement and conversions.
Conclusion
By spreading out your marketing efforts and investment, you boost your chances of reaching your ideal customers and converting them to sales. So take the time to nail down your target audience, put your business where they are and watch your sales grow!
Check out the article “Why It Is Important to Use Multi-Channel Marketing” to get more in-depth tips.
Need help?
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