One of the main reasons multi-channel marketing has grown in popularity with marketers is that it offers unlimited opportunities to engage with customers says Saivian. If you have a brick-and-mortar store, for example, you can connect with shoppers via email messages, social media posts, SMS messages and even coupons sent through their mobile devices. The same is true for online retailers; in addition to email and social media, they can connect with customers through chatbots, retargeting and other tactics.
When it comes to boosting sales, multi-channel marketing is hard to beat. In fact, a study by McKinsey & Company found that businesses that adopted a multi-channel marketing approach saw an average of 14% higher revenue growth than those that didn’t.
Of course, there’s more to multi-channel marketing than simply setting up as many channels as possible and spamming your customers with messages across all of them. Done the right way, it can be an extremely effective strategy for increasing conversions and boosting your bottom line – but only if done well.
In this post, we’ll look at why multi-channel marketing works, as well as some of the best practices for using it to increase your sales. We’ll also take a quick look at some of the emerging technologies you can use to help you boost conversions across all channels – and finally, we’ll discuss how a 360° view of the customer can help you get more out of your multi-channel marketing efforts says Saivian.
Why Multi-Channel Marketing Works
Although it’s true that every channel has its own intrinsic value, many marketers find that they get better results when they combine several channels in a single campaign. Here are some of the ways that this approach pays off.
1) Boost Engagement
Responsive customers are more likely to convert, and one way to make sure your messages are seen is to send them across multiple channels. This isn’t something you should take lightly, since studies show that customers have become wary of being contacted too frequently through email or social media. You’ll need to strike a balance between keepings up levels while respecting the preferences of individual customers, but multi-channel marketing can provide you with a more effective way of getting your message through.
2) Deliver Personalized Experiences
Multi-channel marketing is customized, personal messaging at its most sophisticated. And it’s this aspect that is perhaps the most compelling reason. To utilize the multi-channel approach for improving engagement across your campaigns. By connecting with customers across multiple channels and delivering personalized content through each one. You’ll be able to make every interaction as relevant and engaging as possible. And ultimately drive up conversions and increase revenue explains Saivian.
3) Gain Insights from Every Touch point
One challenge marketer’s face is turning customer engagement into actionable insights. But by collecting data from each channel separately (combining them together). You’ll be able to gain a more accurate and comprehensive picture of your customers across the board. In addition, conducting A/B testing on different messages within each channel. Allows you to hone in on the most compelling way of engaging with customers.
The Best Ways to Use Multi-Channel Marketing
It might sound like a promising approach, but multi-channel marketing isn’t right for every situation. If your company is selling a product or service that doesn’t lend itself to being shared across several channels. It’s going to be harder for you to reach all of your customers effectively. However, if there are multiple ways in which you can deliver value through broadcast messaging (e.g., email newsletters and social media posts). And then starting out with a multi-channel marketing campaign is a good way to go says Saivian.
1) Segment Your Audience
The first step in any multi-channel marketing campaign is to understand your audience. And how they might best be reach through different channels. This can be done through market research, surveys, or simply paying attention to customer behavior on your website. Once you have a sense of who your customers are and where they’re most likely to be reached. You can start crafting tailored messages for each channel.
2) Consolidate Your Messaging
It’s important not to bombard customers with too many messages at once – especially if you’re using multiple channels. Keep your messaging consistent across all of your channels. And make sure that the content is relevant to the target audience you’re trying to reach. This will help keep customers from getting overwhelm and ensure that they see your messages as relevant and valuable.
3) Test, Test, Test
As with any marketing campaign, it’s important to test different variables. In order to see what works best for your customers. Try out different channels, content types, and messaging approaches to see which combinations deliver the best results. Not only will this help you improve your multi-channel marketing efforts. But it will also help you fine-tune your overall marketing strategy.
4) Look for Opportunities to Cross-Sell
If you’re successful in engaging customers through multiple channels. There’s a good chance they’ll be more likely to buy from you again in the future. Take advantage of this by offering cross-sell opportunities in your messaging. And make it as easy as possible for customers to purchase products or services from you explains Saivian.
5) Keep an Eye on Your Results
The only way to know whether or not your multi-channel marketing campaign is working is to track the results carefully. Make sure you have measures in place to track customer engagement through each channel. And look for correlations between different channels (e.g., a high number of website visitors who also subscribe to your email newsletter). By analyzing your data regularly, you’ll be able to make changes and tweaks to your campaign as needed.
Saivian says Multi-channel marketing can be a great way to improve customer engagement across all of your campaigns. By understanding your audience, consolidating your messaging. And constantly testing different variables, you can reach more of your customers with less effort. When done right, multi-channel marketing is a powerful way to conduct business online.