Multi-channel Marketing

Transform the way you disseminate your brand message across different channels.

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Table of Contents

Multi-channel Marketing

Introduction

People are engaged in various devices, channels, and platforms daily—meaning your customers can be anywhere. Multi-channel marketing synergizes the different steps of your customer journey in real-time. Multi-channel marketing leverages multiple communication channels such as mobile, email, social media, and more to unify your prospects’ touchpoints and interactions with the message they receive from your brand.

What is Multi-channel Marketing?

Multi-channel marketing is an integrated approach businesses use to promote their brand across multiple communication channels to engage with their prospects and customers. Back then, marketers have limited capacity to measure responses from their marketing channels. Channels didn’t have the chance to communicate, which left valuable connected details behind in the customer journey. But today, marketers have endless opportunities to capture the interest of their audience. Marketers can now tailor their messaging with their audience’s behavior regardless of which channel they are using to communicate.

Integrated Approach: Coordinating Between Channels

We live in a time where marketing moves fast. As a marketer, sticking your heads in the sand and hoping that your guess will work forever isn’t an excellent strategy to get started. You need a wholesome approach to gather your audience’s data and coordinate them between your channels. The success of multi-channel marketing comes from fine-tuning your cross-channel marketing communication. You need to cohesively craft a communication approach that guides your prospect customers toward an engagement that brings them down to the end of your marketing funnel. 

What marketing channels are used in multi-channel campaigns?

Accelerate was asked to perform an audit on a client’s HubSpot instance. Our team presented the findings and recommendations to help the client with inbound lead conversions and provide them with a roadmap to their future growth and success. The areas we probed into:

  • HubSpot instance
  • Demand generation strategy
  • Workflows
  • Marketing programs and campaigns
  • Marketing process
  • Website
  • Asset management

Website

There’s no doubt that every business today has a website. It is considered a must-have channel for your business to educate your audiences about your brand, products, and services. In fact, 69% of users have purchased an item online. Whether your business is concerned with a product or something that’s more service-oriented, using your website as a marketing channel is an excellent investment to promote distributing different content types—from blogs, infographics, and video. 

How Your Website Can Help You: 

  • Increased organic traffic: Your audience receives relevant and insightful content that displays your company values. 
  • Lead generation: When an audience visits your website, they are interested in finding more about your organization’s offerings.  

Email

Over 300 billion emails are sent every day. No wonder email has been considered one of the leading channels marketers utilize to engage with their audience. Email marketing is a foundational channel every multi-channel marketing approach utilizes due to its high return on investment. Marketers can control and identify the best time to communicate using behavioral signals—follow-up, reach-out, and more.  

How Email Can Help You: 

  • Conversion: When you opt for emails as one of your channels, your brand messages are sent straight to an audience’s inbox, allowing you to deliver branded and non-branded content that is ideal for driving conversions for your marketing campaigns.  
  • Lead nurturing: Also called drips are series of emails sent to your prospect customers that help establish and strengthen your relationships.

Social Media

Organizations are quickly enhancing their social media presence by offering relevant and compelling industry content such as blogs, e-books, and webinars. When a target prospect visits your website, they can see other sponsored content before signing up for further communication. This enriches your user’s buying preference which can be a great context to shape your future marketing efforts. The power of social media and retargeting techniques enable your brand to remain the top-of-mind among your users after each touchpoint. 

How Social Media Can Help You 

  • Customer engagement: Building rapport is hard to achieve. With social media, you can prop up your brand image by putting names to faces and adding that realistic and human touch to your marketing efforts. 
  • Wider reach: Social media open up new opportunities for your brand to be heard. Updates, events, and news are easy to share with your target audience.

Organic Search

According to Google, there are about 3.5 billion search queries performed every day. People use search engines not just for entertainment but also for research and shopping. When someone looks for a product or service, they often go for a business that ranks on top of the search engines. This means to stand out of the crowd, you must adopt SEO practices—keyword analysis, blog post optimization, and more. 

How Organic Search Can Help You: 

  • Search rankings: Producing optimized content is key to driving you forward and staying on top of search engines.  
  • Link building: Utilize backlinks from high-quality websites. 

Paid Search

Paid search opens up an opportunity for your business to generate high ROI by showing your brand above the organic search results. Even though you’re shelling out an amount for you to be more visible, you have a higher opportunity to capture an engaged searcher before they even have a chance to see your competitors. 

How Paid Search Can Help You 

  • Brand awareness. Your brand exposure is aimed at your target users. 
  • Lead generation: Your campaign appears in front of motivated buyers based on their demographic or location. 

Multi-channel Marketing Examples

Activation

Activation starts when a customer opts into marketing offers across your platform, for example, by opting in to receive your blogs and newsletter. You can use the various channels to enhance your customer experience, and the complexity varies on your brand. A robust multi-channel marketing activation campaign starts in phases—generating brand familiarity, educating your customer, and understanding their communication preferences. So you can effectively deploy relevant offers to your preferred channels.

Nurture

Now that you are armed with your audience’s preferences, you’ll move yours onto nurturing mode. Lead nurturing simply means providing your audience with highly targeted promotions based on their specific interests. For example, suppose a user clicks on a link but doesn’t make a purchase. In that case, you can display retargeting ads that showcase similar solutions or products via social media ads until they are ready to make a purchase. Every time your prospect engages with your brand, you’re able to use that behavior to your advantage. You may use those insights to trigger personalized messages that are relevant to their interests.

Reactivation

Multi-channel is designed to drive retention and loyalty. It is best to send a branded thank you email and other opportunities to cross-promote your other services in a typical post-purchase stage. Paid ads and emails can be helpful for these offers. Reactivation is also a great way to re-engage with customers who are stuck in their journey. Consider sending a follow-up email that enables them to explore your other services.

Benefits of Multi-Channel Marketing

Get your foot in the door

Having your foot in so many doors means you get more reach and touchpoints that allow you to collect more data. The collected data can help you develop a better promotion that works best for your audience. 

Your brand stays consistent

Multi-channel marketing enables your brand to stay consistent across mediums, platforms, and devices. You have better control in managing your business across all areas. 

You have better control over your campaigns

With so many channels and so little time, it can feel overwhelming trying to harness your multitude of mediums. With multi-channel marketing, you have better control in coordinating cross-promotional efforts because each approach is integrated to complement each other. 

Wrap Up

Multi-channel marketing provides a sophisticated set of strategies that build and maintain engagement with your prospective customers. By deploying a coordinated campaign across your preferred channels, you’ll be able to send targeted messages that resonate with your target customers that deliver a superior customer experience.