Best Practices to Design Multi-Channel Lead Marketing Strategy
Multi-channel marketing refers to the process of communicating with potential prospects and customers across various digital marketing channels. Instead of focusing on a single campaign or marketing tactic, modern marketers can accelerate and enhance their marketing campaigns based on which channels and how targeted consumers operate and engage.
Think about your own marketing habits: you have plenty of options including various device screens, platforms, websites, email marketing, and content marketing. You can customize your marketing campaigns for your customers who perform extensive research and arrive at a purchase decision by reading your blog posts, checking your emails, social media posts, or visiting your website.
Multi-channel marketing can help you identify the right channels where target prospects and customers frequently research and engage. Also, how they move from one marketing channel to another to deliver a personalized customer experience.
What are the benchmarks of a remarkable multi-channel lead marketing strategy?
Multi-channel marketing seeks to determine a marketer’s presence across these many places online that include search engines, blogs, social networks, email, and more. It can also determine their presence offline including print, TV, and radio, and others.
Being merely present across these on these channels will not ensure marketing success, but you need to plan your multi-channel marketing efforts to achieve the following:
Brand Reach – The advantage (and thus the goal of) of multi-channel marketing is to extend brand awareness by expanding reach. You’ll want to choose the channels that will accomplish this goal.
Message – The effectiveness of multi-channel marketing is predicated on how well your message resonates with your target buyer.
Consistency – One key to multi-channel marketing isn’t just choosing the proper message, but also staying consistent across channels.
Engagement – Not every channel is effective for content distribution. You can focus on social media for engaging with your prospects and customers with the relevant content to build long-term, sustained success.
Experience – If prospects are going to be interacting across multiple channels, their experience must be exceptional across those channels, which means channel integration and unified communication.
How to Launch a Successful Multi-Channel Marketing Strategy?
Once you recognize that multi-channel is the right thing for you, here’s how you get started:
1. Identify your buyer persona
Having a clearly defined buyer persona (or multiple ones) that entails specifics about your ideal buyer may be a necessity. This information helps marketers choose which channels they should focus on and what quiet tone and messaging to possess.
2. Choose the channels you want to target
If you could show up everywhere, no doubt you would, but the fact of the matter is that effective multi-channel marketing can be costly. With each channel adds a longer time and monetary investment as you craft strategy, produce content, buy ads, and use sponsored placement. That’s why you would like to make a decision which channels to focus on.
Depending on your buyer persona and your unique goals, there may be some channels that make more sense than others. That said, do not shy away from experimenting when resources permit. You might be surprised at the channels that find yourself performing.
3. Play by the rules of each channel
Even though the messaging must be consistent, you’ll have to be strategic in regard to what works on each channel. For example, extremely visual channels like Instagram may see more success with images, while articles may perform better on more editorial platforms like LinkedIn.
For that reason, despite having similar messaging, you will probably have to create individual strategies for every channel and make varying sorts of content.
4. Create singular messaging for that persona
You likely have team members who specialize in different channels, so it’s easy to end up with a siloed approach where each team or department operates independently. However, with multi-channel marketing, it is vital to possess a cohesive experience across channels. Otherwise, your audience will be jarred or confused when switching from one platform to another.
Ensure that each member of your team understands your persona and the messaging that you’re using to target that persona. Marketers also need to be useful and helpful, sharing relevant, consumer-first content rather than pushing me-first marketing messages.
5. Find out how you’ll integrate the experience across channels
All marketing channels should work together to ensure efficiency. Using Twitter, Facebook, email, website, and blog is not enough if they do not add harmony to draw in and convert business. The same consumer moves across all of those places quickly, so your strategy and your analytics must adapt similarly.
An integration strategy may include using a unified inbox to track customer communication across channels, an all-in-one marketing management platform to help you manage your publishing and analytics efforts, and a CRM to track interactions and engagement.
6. Plan how you’ll measure attribution
With multiple channels live, marketers will get to carefully measure the results of their multi-channel approach. Closed-loop analytics (through HubSpot or other analytics software) will inform them on which channels were effective, which channels influenced other channels, and which channels they will eliminate from their efforts.
As you’re evaluating performance, you’ll want to think about attribution models, such as:
Linear Attribution Model – Provides attribution to all or any touch points equally per sale, not taking under consideration influence.
Time Decay Model – Provides more attribution to the foremost recent touchpoints.
Position-Based Model – Provides more attribution to touchpoints along certain stages of the lifecycle of the lead.
7. Focus in retargeting
Retargeting is a type of advertising strategy that can help you target your website’s bounced traffic across other channels. This is proven effective when you can implement it with other multi-channel marketing approaches.
Anyone who leaves your website too soon will find your retargeting ads on other platforms where they engage with products and services similar to your lineup.
In the end, your objective must be a consumer-first approach to start connecting with your target audience on multiple channels to create a concerted, multi-channel inbound marketing approach.
Do you find these multi-channel marketing strategies useful? Which marketing platforms and channels do your audience engage in, and which do you want to target? Get your best multi-channel marketing roadmap by speaking directly to our certified marketing operations experts.
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