Developing an effective multi-channel marketing campaign can feel a little like a juggling act, but in fact a good multi-channel campaign could be the key to your marketing success. Customers these days rarely communicate with any brand through one channel alone. Here are just some of the ways customers like yours connect with brands:
- Direct mail
- Social media
- TV and radio advertising
- Internet advertising
- SMS and mobile marketing
Your audience is in more than one place – you need to be too. Multi-channel marketing means reaching your audience across more than one channel. These tips will help you craft your multi-channel marketing campaign.
Know Your Goal
For your campaign to be effective, it’s important to start with your goal. This will be something specific such as:
- Promote a product or service
- Increase sales
- Develop relationships
- Garner more interaction on social media
- Generate inquiries and leads
- Grow your online authority
- Raise brand awareness
Have your goal or goals clearly in mind so you can plan every stage of your campaign to best meet them.
Know Your Audience
Before you start building your campaign, know who you’re talking to. Use sources such as reports from previous campaigns, customer feedback, demographic information, and website or social media metrics to build a clear image of your audience. Make use of customer profiles to focus on your ideal customer, their wants and needs, and the kind of message that appeals to them.
Choose Your Channels Carefully
A multi-channel campaign doesn’t mean using every possible channel. Rather, figure out which combination of channels is likely to resonate best with your target audience. Use what you know about how they interact with brands, and their past interactions with you, to help you make that decision. For example, if you’re targeting 18-25 year olds, you might find mobile is especially effective, whereas 45-55 year olds might use mobile, but not to the same degree.
Keep the Message Consistent
A good multi-channel campaign gives your audience a consistent experience across channels. The value you offer them and your brand voice should remain consistent across channels. After all, your customers don’t think in terms of channels, they think in terms of what your message means to them. Make sure the message is consistent, making their transition between channels (such as scanning a QR code to go from print to online, or clicking your link from your Facebook page) seamless.
Vary Your Delivery
Consistency is important in a multi-channel marketing campaign, but that doesn’t mean saying the message the exact same way in each medium. Each channel has its own best method of communication. The essence of your message will be the same, but the way you convey it in a 140 character tweet will differ from how you say it in a blog post or status update on Facebook. This is also important if you’re using audience segmentation – the core of your message might be the same, but the details, focus and delivery need to be tailored to both your audience and your channel.
Check out these marketing tools to help you.
Involve Your Whole Team
Your multi-channel plan doesn’t exist in a vacuum. Your sales team will have valuable insights into the customers you’re selling to. Your customer service team needs to be in the loop so they can help keep the message consistent and deliver value to your customers. Your IT people will have insights about physical resources, databases, measuring results and so on. Good communication between different departments means that you are all working from the same strategy with the same common goals, making for a smoother and more effective campaign.
Plan to Measure Results
A multi-channel campaign needs a significant investment of time, money, and creative energy. To get a strong return on that effort, it’s important to monitor your results. Decide how you’re going to measure customer response to each of your channels so you can map their effectiveness and see how well they fit into the campaign as a whole. Good measurement means you’ll gain the information you need to hone your marketing efforts and put your energy into what works.
Planning a multi-channel campaign takes time and effort, but by breaking the process down into clear steps and always keeping your goals and your audience in mind, you can plan a campaign that will put your message in front of the right people, at the right time and in the right way.
If you have any questions call us ine San Diego at 619-448-6111 or email info@eyecomm,org. We are glad to help!