Maximizing Your Multichannel Advantage
Did you know that 72% of consumers say they would rather connect with brands and businesses in a multichannel environment (SailThru)? And that 55% of marketers now use three to four channels to reach their target audiences, up from 44% two years ago (Direct Marketing Association)? Creating a multichannel mix doesn’t have to be daunting. Here are five tips for maximizing your efforts:
1. Don’t let data paralysis keep you down. “Multi” begins with two. Start with a simple one-two punch with email and direct mail. Or direct mail to mobile marketing video via QR Code. Add social media sharing buttons to blog posts and e-newsletters. Then add in other components one at a time.
2. Know the strengths and weaknesses of each channel. Marketing channels are not interchangeable. Each has strengths and weaknesses, so know the pros and cons of each channel and match them to the right stage in the campaign.
3. Know your customers’ channel preferences. For some campaigns, you may want to use multiple channels to reach the same customer at different times and in different ways. Other times, you want to communicate primarily or initially through their preferred channel(s). For example, if you offer a customer newsletter, don’t assume everyone wants the print or email version and send every person the same thing. Ask which channel they prefer, then honor their request. You’ll get more responses and improved customer loyalty that way.
4. Remember that social and mobile channels are driven by print. If you want to grow your email and social media efforts, start with print. That’s because print is one of the key drivers of awareness of email and social media exposure and sign-ups.
5. Break down the silos. Although multichannel campaigns don’t have to be integrated, simple reasoning says that they should be. All of these components need to work together, whether through a marketing automation system or being driven by human decision-making. This requires breaking down data silos.
6. Match channels to their place in the sales funnel. Marketing channels are not equivalent. They are used at different times and for different purposes. Understand the role each channel plays in your sales funnel and match the channels up appropriately.
Need help understanding the benefits of each channel and putting together an effective mix? Give us a call!