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Multi-Channel Marketing for a Multi-Million Dollar Business
  • April 26, 2019|
  • 4 minute read
Multi Channel Marketing for a Multi Million Dollar Business

Are you having trouble with your marketing strategy?

Are you having a hard time getting the results you want because of rare or nonexistent data?

We’ve all been there!

Even when we have a winning strategy on our hands, we know there’s always room for improvement.

Do you know what the most frequent marketing mistake is across industries? The proverbial putting all your eggs in one basket.

Every day, you see an expert or a self-entitled guru telling you that “Facebook sells”, “content is king” or “SEO is the winging strategy”.

I’m not saying they’re wrong. But they aren’t right, either.

See, there’s no one-size-fits all in marketing. Not even industry-wise.

So, next time you hear an over-confident expert trying to tell you they know the solution to your marketing problem, stop to think. If they don’t know YOU and your business, they are lying.

And buying into their lies will get you making the age-old mistake of putting all your eggs in the experts’ basket

Using a single channel approach to marketing may just be the reason why your strategy is not working.

An omni-channel approach does not provide enough data. What this means is that you won’t receive the results you were ultimately hoping for.

It doesn’t stop there.

This approach unfortunately also fails to reach a high enough number of customers.

That sucks, right?

There’s a remedy for it, though!

Enter the multi-channel approach.

A multichannel approach employs marketing efforts using a variety of communication channels. These communication channels, including the offline and online channels, can be: company website, email, social media, direct mail, mobile apps, retail store, ads, SMS messages and SO many more.

Most companies attest to increasing their sales by 74 percent after applying the multi-channel strategy to sales. These businesses also increased consumer loyalty by 64 percent, gave consumers a 57 percent better experience, and gained a competitive advantage by 62 percent.

It’s always ideal to be where your customers are. And, while your customers prefer certain channels over others, they are rarely in a single place.

Channels are popping up each day and since consumers’ (time) spending habits are constantly shifting in the online world, you need to be they are.

Be adaptive so that you can reach your target audience at their channel of choice. Why? Here’s one reason: 85 percent of consumers also prefer an integrated shopping experience.

Multichannel marketing is based on meeting consumer demands. You want to prioritize the customer experience by making it easy for them to purchase from their preferred channels.

Clients should also be able to reach you on a variety of channels. 40 percent of consumers want to buy a product with ease from different channels. However, most businesses have not yet perfected the art of connecting channels seamlessly throughout their customers’ purchase journey.

Successful companies use a good customer relationship management tool to succeed in this. With it, you can provide relevant personalized messaging to customers via different channels and at different times.

Having a good CRM helps your sales and customer care agents deliver amazing messaging and customer service to your customers – both potential and current.

An effective multichannel approach helps you understand each communication channel and determine its weaknesses and strength. Armed with this information, you can engage customers at the right moment and build strong and lasting relationships with them.

So in order to succeed, you, the savvy marketer, have to:

  • Understand your audience and be prepared to meet them on their preferred channel. Use the data collected from your CRM to know the right time to contact them and what type of message works.
  • Use targeted messaging to deliver an authentic and trustworthy message that is personalized to the specific consumer’s needs and preferences.
  • Automate your solutions so that your sales and marketing team can choreograph better campaigns from collected customer data. Having a centralized data hub allows the team to send triggered messages and reply to messages timely. Being able to respond to different channels in a timely fashion will enable you to increase conversions and sales.

The benefits of having a multichannel marketing strategy are: increased brand awareness, increased conversions, better customer support, greater content reach, consistency of your brand and higher revenues.

A multi-channel strategy gives you multiple opportunities to leverage. Your customers will be encouraged to increase purchases since you can reach them on various channels. You’ll always be on their minds, which is the perfect place for any brand to be.

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