As a marketer, you have so many avenues to accomplish your goals, generate brand awareness, and get more and more customers into the pipeline. There are so many different strategies and platforms out there to test your brand and multichannel marketing is just one of the ways you can manage your presence across that brand.
Multichannel marketing is a strategy that allows you to follow up on your customers and build your brand on many different platforms and employ many different tactics.
In this post we are going to describe exactly what multichannel marketing is and what makes it different from other types of marketing and how you can create a successful multichannel marketing strategy.
Let’s dive in.
What is multichannel marketing?
As the name suggests, multichannel marketing focuses on marketing to your audience through multiple channels, both online and offline. With this strategy you create a consistent presence across the board and can reach your target group in several places.
Even if you do, your marketing presence and strategy still need to remain coherent. You shouldn’t have team members focused on different platforms without talking to each other about the overall goals.
While you want to make messaging available to every platform (you’ve heard it before, but the same messaging doesn’t work on Twitter, Instagram, and TikTok), you still need to have a good strategy in place. They are aimed at the same target group. Hence, you want to take this into account and develop a coherent and complementary strategy for your approach to each platform.
There are three ways to approach marketing using multiple channels:
- Multichannel Marketing: This includes reaching customers through multiple channels, each with their own catering messaging but a unified strategy.
- Cross-channel marketing: This type of marketing targets a number of customers on selected channels who share customer data, enabling seamless interactions across multiple channels at the same time.
- Omni-Channel Marketing: This type of marketing is widely used for e-commerce and focuses on creating a personalized experience for customers that is shared across all channels.
Why is multichannel marketing important?
There are so many different channels to find your audience and that number is growing day by day.
Going back to traditional marketing channels like billboards, postcards, flyers, networks and the like, it was important to have the same messages for your campaign. Brands like Nike would run the same news and promotions on their billboards, shop signs, bus ads, and more.
There are now various but equally important digital marketing channels such as Facebook, Twitter, Instagram, YouTube, LinkedIn, Messenger, TikTok and more. And there will likely be more channels your audience will be on in the future.
If you focus on a single channel, you are missing out on so many other customer opportunities. Plus, multichannel customers spend 3-4 times more than single-channel customers, which means the time invested in implementing this strategy is well worth it.
Ready to Learn How to Build a Successful Multichannel Marketing Strategy? We have a five-step plan for you.
How to create a successful multichannel marketing strategy
Multichannel marketing doesn’t have to be overwhelming. We’ve broken it down into five easy steps for you below so you can get your team started quickly and easily.
1. Define your buyer personality
The most important part is step number one – defining your customer or buyer personality. To develop a successful strategy, it is imperative to know exactly who you are marketing to and what problems they are facing.
This is even more true when it comes to multichannel marketing. With this type of marketing, you need to strategically choose the platforms or channels that your brand will use the most. And you can only do that if you know exactly who your target customer is and where they spend their time, both online and offline.
Also, when you understand your audience’s personality and interests, you can get your messages across to a brand voice that they will find reliable and who will be more interested in listening.
2. Determine the channels that will be part of your strategy
The next step is almost as important as the first. Which channels do you focus on? To get an idea of what would be best here, you need to have a thorough understanding of the social media demographics and audience behaviors that you identified earlier.
You can choose both online and offline channels to embark on your multichannel marketing strategy. So be careful not to neglect some traditional marketing opportunities. This can consist of holding conferences or virtual events, placing advertisements on billboards or buses, sending direct mail and much more.
However, you also need to determine which social media sites your audience is most likely to be on based on their age, gender, income, and interests. Don’t forget that your website and blog are also considered channels that you can and should use.
Put together a list that visualizes the full scope of your multichannel marketing strategy so you and your team know exactly which platforms and paths to focus on so that nothing is lost.
3. Compose your messages
Once you’ve established the channels you want to use, you’re ready to start creating all of your messages. This should target not just your buyer personality, but each of your various channels specifically.
You still need to have a cohesive presence, but you shouldn’t copy and paste the exact same content for every channel. Instead, use the same strategy or approach while still making sense of your content and messages for the platform you are using.
This can be done in a number of ways.
First, you can share the same visual content across all of your platforms and simply resize the design and revise it to fit each of the optimal image dimensions for social media. Make it horizontal for Facebook and Twitter, square for your Instagram feed, and vertical for stories.
If you use this method, it’s perfectly fine to use similar visual content in your multichannel marketing campaigns. However, it is imperative that you change your caption, or its copy of it, to match the platform on which you are sharing the content.
For example, Netflix publishes a wide variety of content across channels, sometimes reusing images or videos and sometimes taking advantage of the strengths of a particular platform. This can include longer format videos on Facebook, quick updates and fan retweets on Twitter, and meme-driven, faster TikToks.
The voice you use in your tweets is not the same voice you use on a more business-oriented platform like LinkedIn. And your content will seem out of place when trying to get the exact same copy working down the line.
The next option is to create an overarching campaign or plan with guidelines for your brand’s different channels, but create completely different content for each platform.
This is a great way to create refreshing content that your audience hasn’t seen a million times. When you’re being followed by people across multiple platforms, you don’t want to see the exact same content in front of you from every angle.
4. Integrate your channels together
This takes the last section one step further. While you should be building your general messaging ideas, this step is necessary to ensure that the overall experience on every channel your customer hears from you is cohesive and works in harmony.
One way to do this is to use a single publishing platform for all of your social media content so you can see exactly what is going to go live and when. This is a good tactic for keeping track of your messages and making sure that every platform is on the same page.
5. Determine your key performance indicators (KPIs).
The last task you need to do is decide which KPIs apply to your multi-channel plan and how you and your team will determine if the campaign was successful.
Because multichannel marketing campaigns span a wide variety of platforms and marketing opportunities, there are seldom KPIs to use across the board. However, you can choose platform-specific KPIs that will help you determine if your efforts are successful or if you need to change your strategy, your messages, your visuals, or the channels you choose.
To get you started, here is a list of social media metrics that need to be tracked.
Create your own multichannel marketing campaign
It’s time to develop your own multichannel marketing strategy. Take this five step plan and put it into practice. Learn more about building your social media presence so you know how to properly use your social channels while also implementing the tactics you have chosen.