Multi-channel marketing (see our post on Marketing from the Start) sounds complicated but essentially it’s just using multiple channels to reach a customer. This means any marketing channel, whether it’s direct mail, a mobile website or an email campaign, can be a component of a multi-channel marketing campaign.
So how do you do it right? If you do any sort of marketing you probably understand how difficult it can be. That’s why we’ve pulled together some advice to guide those just starting out and help those already engaging in multi-channel marketing do it better.
Back to basics
A marketing campaign should be an extension of your brand so make sure everything is consistent from the start as consistency creates trust. This can boil down to imagery, the type of language used and even prices advertised across different mediums.
Doing multi-channel right
Picking your channels well is also really important when considering multi-channel marketing. Sending out marketing materials on multiple channels doesn’t mean you’re running a multi-channel campaign; you have to combine the channels to extend the reach of your marketing. You could do this by putting QR codes on your direct mail so consumers can scan the marketing materials to get direct access to your website. Or perhaps you could add social media buttons to your email marketing to get consumers interacting with your social media profiles. The great thing about linking to digital is it provides analytics which you can use to learn which of your marketing materials are working the best for you.
Put yourself in their shoes
Finally, have you put yourself in the shoes of the consumer? Why should they scan that QR code or click that social media button? What’s different online or on social media that isn’t there in print? Before you send off all your marketing materials, think about what you’ve created and whether it will keep or build loyalty with customers.
Multi-channel marketing isn’t easy but it doesn’t have to be hard. Used effectively, a multi-channel marketing strategy can help you reach consumers across all mediums and boost your business in a way you didn’t expect.
