The Importance of Multichannel Campaigns

When it comes to advertising, we are often inundated with ads on a daily basis. Someone is always trying to sell you something, which can make marketing for your business rather challenging.
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the Benefits of Multichannel Campaigns

When it comes to advertising, we are often inundated with ads on a daily basis. Someone is always trying to sell you something, which can make marketing for your business rather challenging. How do you stand out from the crowd, and get people genuinely interested in your product or service? Many marketers believe that the answer is a multichannel approach. This can help you reach people via the platform they prefer, and hopefully increase your sales and revenue over time. 

And if the prospect of a multichannel strategy sounds a bit daunting, it may not be as complicated as you might think! You don’t need to take on every platform at once, nor do you necessarily have to create an account for every channel. The key thing is to experiment, and see what works well for your business. Figure out where the majority of your target audience are online, and focus your efforts there, while testing out other channels. 

There is a good chance that you’ll see fairly quick results, especially if you’ve not tried a multichannel approach before. To help you get started, we’ve looked at a few benefits of a multichannel strategy below:

1. Reach a Wider Audience

The obvious benefit of a multichannel campaign is that you can reach a much wider audience. Each social media platform has a huge number of users, and other methods of communication can also have large numbers. If you have a large subscriber list, for instance, email newsletters can be very effective. And television, radio and print ads will in most cases reach a huge audience.

The important thing to bear in mind is that you should try out a number of different channels. Unless you have a huge marketing team, not to mention a large outreach budget, you probably won’t be able to post on every channel. So you’ll need to see which ones perform better for you – essentially where your target demographic is. Budget will also be a consideration. Social media is usually a cheap way to speak with your followers, whereas a television ad almost certainly won’t be.

wider audience
1. Reach a Wider Audience

The obvious benefit of a multichannel campaign is that you can reach a much wider audience. Each social media platform has a huge number of users, and other methods of communication can also have large numbers. If you have a large subscriber list, for instance, email newsletters can be very effective. And television, radio and print ads will in most cases reach a huge audience.

The important thing to bear in mind is that you should try out a number of different channels. Unless you have a huge marketing team, not to mention a large outreach budget, you probably won’t be able to post on every channel. So you’ll need to see which ones perform better for you – essentially where your target demographic is. Budget will also be a consideration. Social media is usually a cheap way to speak with your followers, whereas a television ad almost certainly won’t be.

2. Getting Customers to the Right Destination

While it’s important to reach your target audience, your ROI is unlikely to improve if you don’t  redirect people to your website in order to make a purchase. Although some platforms allow customers to make a purchase there directly, in the majority of cases, you’ll need to get people interested enough in your brand to leave the platform they’re on and visit your site.

The idea is to encourage users to go to your website or landing page, and take an action, such as making a purchase or signing up to your newsletter. The channels you use to get people there will have a unified message that will work well with the platform. For example, a digital advertising campaign via Facebook could be paired with a shoppable landing page. You’ll need to make the call to action clear, such as buying a new product, or shopping during a sale. This will ensure you get the best conversion rate possible. If the users know that they will be driven to an appropriate landing page, they are likely to have the intention to buy.

multichannel strategy
3. Boosting Brand Awareness

Through multichannel marketing, you can increase your brand awareness, showing different elements of your brand, depending on the channel. Each channel provides you with a different way to tell people about your brand, from landing pages to email newsletters. You may even decide to use a different tone of voice with particular communications, such as a more informal one via social media.

The more you get your brand out there, the better chance you have of people knowing what your company stands for, and what products or services you have on offer. So it makes sense that a multichannel strategy, where you promote your brand on various platforms, will help you build brand equity.

And best of all, multichannel marketing is easy to implement. You simply need to decide what you’re going to post, when, and on which channel. As long as you stay organised, perhaps by keeping all your planned communications in a marketing calendar, this method of marketing is incredibly straightforward. You don’t need any formal training or a background in marketing!

4. Get Better Results Through Testing

With some strategies, it’s hard to measure the results, as you don’t have clear metrics to compare. But with a multichannel approach, you can easily find out the results of each campaign through things like Google Analytics and social media interest. If you start with a couple of marketing channels, and measure the success of each campaign, you can then adjust your focus depending on the results. This may mean amending your budget or moving onto a completely different channel.

Just remember to allow enough time to get an accurate outcome – some campaigns may take a few weeks, or even months, to yield results. And try to keep the momentum going, trying out different channels and campaigns and attempting to replicate your successes. Before too long, your brand will be gaining popularity and you’ll be getting a better ROI!