Marketers work in a competitive landscape that forces them to keep tabs on trends and what their competitors are doing. They also keep a pulse on their customers and what’s important to them.
This information will help you develop an approach for your multi-channel marketing campaign. An approach that will provide your customers with a similar customer experience and the right message across all digital marketing channels.
The data that your marketing campaign will be based on will help you understand your customer’s specific marketing needs better. It will also populate your market research and improve the overall ROI.
Running a multi-channel, or sometimes called cross-channel, marketing campaign ensures that you maximize exposure to your target audience. Which, with the recent climate in the retail industry, means you will have to increase your efforts tenfold..
In 2019, more than 40% of marketing professionals stated that integrated marketing channels are important; however, 46% struggled with the process and couldn’t do things properly. Thus, there is an urgency attached to improving your reach through effective multi-channel marketing campaigns, and here is how you can do it.
Make Your Research Stand Out
When you’re considering a potential channel for your multi-channel marketing campaign, don’t skimp on the research stage.
Start by looking at your current customer data to see which channels will lead to a strong ROI based on past actions. Also, look at where your high customer engagement has come from in the past.
From here, you can look for potentially successful channels for each audience segment. For example, if you divide your audience according to their age, you can easily classify which social media platform is most suitable.
You can also implement a growth-share matrix to improve your digital marketing efforts. It is a competitive analysis framework that helps you divide your company’s products into four classifications based on their success.
Choose Your Channels
Expanding your reach only on social media platforms does not make a complete multi-channel marketing campaign approach. Yes, social media may be an essential engagement channel for many marketers, but you don’t need an account on each platform.
If you’re considering mobile marketing, ask yourself if your target audience will read your texts or just ignore them.
No matter which channels you choose initially, you can still experiment with different channels.
Use Social Media for Post-Click Landing Pages
In order to use social media for more traffic on your website, you’re going to need a strong and organic social media following. You can do this by offering relevant industry content, increasing your accessibility to customers, answering queries within a short time frame, and providing timely content.
As a business, you can use your Instagram, Facebook, or Twitter following to market your post-click landing pages for things like product demos, services, or podcasts and e-books. After an adequate number of prospects complete the post-click landing page form, you can start emailing them new offers.
Track Your Campaign Performance Across Channels
After you’ve concluded your research, decided on your multi-channel marketing campaign channels, and selected adequate content, it’s time to track your campaign’s performance. To help you determine which channels are most effective in your campaign, use an attribution model.
An attribution model helps you see how customers engage with your content across different channels and what actions they take before converting. Some of the most common attribution models that you may adopt are as follows:
- Linear Attribution: Whatever action a consumer takes gets equal credit on their journey to becoming a customer.
- Last-click Attribution: The full credit goes to the last action the consumer took for their journey to becoming a customer.
- First-click Attribution: Full credit will go to the first action a consumer takes on their customer journey.
Don’t Forget about CRM System
If you’ve been data-centric throughout your multi-channel campaign development, chances are you’ve already considered how your CRM system offers valuable insights into individual customers and leads.
Marketing automation tools help deliver insights that fuel communications and ensure campaigns remain relevant. You can track the channels and devices your customers and prospects use. You can also track the brands they engage with, where they make their purchases, and where they go for their research.
This helps you track their behavior and react timely with relevant and updated information. This will boost the efficacy of your multi-channel campaign.
After you’ve carefully crafted your multi-channel marketing strategy with adequate research and data, you can move to streamlining the process of designing a consistent UX by customizing your post-click landing page platform.
Final Thoughts on Multi-channel Marketing Campaigns
Multi-channel marketing means putting yourself in the shoes of your target audience and using multiple channels to interact with them. This approach takes into account the terms and choices of clients at a specific point of the customer journey. At the same time, this marketing strategy brings better results for lead generation and reaching wider audiences.
Nowadays, your potential clients can be anywhere. Better tracking and utilizing multiple channels are effective ways to communicate with your audience and improve user acquisition.
Use the tips above to launch and run your cross-marketing campaign and get the most out of it.