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6 ways to master multi-channel marketing

Master multi-channel marketing

The rise of email and social media has brought new marketing possibilities to your business – all at your fingertips.
With a multitude of options available, we look at 6 approaches for you and your company to consider. 
 

Until relatively recently, businesses had a limited number of channels through which they could talk to potential customers, or communicate with their existing ones. Newspapers, magazines, TV, radio, and direct marketing were the familiar (but often costly) options.

The rise of email and social media has brought the rise of marketing possibilities – all at our fingertips. With a multitude of options available, we look at 6 approaches for you and your business to consider.

1. Prioritise the channels that matter

To guide your marketing strategy and manage your budget, spend time identifying the channels where your customers interact, and then find out the value each channel brings. Skip Fidura, Customer Services Director of DotMailer, says ‘If email and Facebook are your biggest marketing channels in terms of revenue, find out how much each one brings in over a 12-month period, and how much they bring in together. That way you can work out which channel you should invest in to get the maximum return on investment.’

2. Gather data where you can

Gathering data doesn’t have to be complicated. It can be as simple as asking for your customer’s email address in store or over the phone. Email is one of the most cost-effective approaches to multi-channel marketing. It’s highly trackable, automated and personalised, plus it’s easily accessed via smartphones and tablets. Email marketing can bring numerous benefits to your business; however, it is hugely important to understand the legal requirements before proceeding. The ICO (Information Commissioner’s Office) has a wealth of information and guidance available. 

3. Test with personalisation 

There’s a lot of hype around Big Data’s ability to provide hyper-personal communications, but before entering this relatively sophisticated world, a good ‘baby step’ is to put a customer’s first name in a piece of marketing. From there you can add some basic segmentation and variable copy. Test and monitor which campaigns get the best responses to grow your marketing plan. 

4. Flex your content

It’s not just products and services that attract customers – it’s your knowledge and expertise too. Original and consistent content, such as articles and advice, can increase your business’ credentials and customer engagement. For example, you could write a white paper (an informative document showing thought leadership in your area of expertise). Make the most of it by publishing a summary on Facebook and LinkedIn, tweet key findings, and link all posts back to your website where customers can download the full version in exchange for their email.

5. Remain vigilant about customer service

Being present in multiple channels takes commitment, particularly in social media. If you don’t have the resources to monitor and respond to customer interactions on channels such as Twitter and Facebook, then you need to consider lining them up. If you don’t manage your customer expectations in a timely manner, beware: a single complaint can soon be shared (and potentially go viral), making you look bad. 

6. Track customers’ journeys, make conversions

Tracking tools can show how and why customers bought from you. Google Analytics, for example, can tell you the previous steps your customer made before they committed to a purchase. It can also tell you about customers who took the first few steps and abandoned their transaction. You can use this to analyse the why. Do you need to review your user experience? What can you change to help them take that next step and buy?