Multi-Channel Marketing: Don’t Spend More, Spend Smarter
It’s a common misconception that companies need to spend more on digital marketing if they want to improve sales. The truth is a higher marketing budget doesn’t equate to higher sale percentages. The key to get the most out of your marketing budget is to spend wisely by investing in the channels that give your business the best return on investment (ROI). Multi-channel marketing is an approach that allows you to use many different digital channels to reach, engage, and convert your audience. Below, we’ll talk a little bit more about how you can incorporate different channels into your marketing strategy for best results.
Don’t try to be everywhere at once
The first rule of successful multi-channel marketing is that you can’t be everywhere at once, so don’t even try. Even though you want to increase your brand’s exposure online, you need to be smart about it. Use your resources wisely by making strategic choices about which channels to spend time and money on. Do the research to find out where your target audience spends most of its time online. For instance, if your company is a B2B business, you might find that your resources are better spent on popular digital marketing channels for B2B audiences such as email marketing or LinkedIn ads rather than mobile app advertisement and Instagram engagement.
Promote engagement across channels
The average shopper makes 9 and 10 visits to a company’s site before they make a purchase. Therefore, it’s vital your company engages prospects and customers across channels while the consumers are working to make a purchasing decision. For example, let’s say a prospective customer visits your website but leaves before buying anything. If you want to stay at the top of this consumer’s mind, you need to engage them after they’ve left the site.
Here are just a few ways that you can encourage engagement across digital marketing channels:
- Use email marketing to keep your prospects and customers up-to-date with the latest news and information from your company.
- Start a conversation with your customers and prospects across your social media channels by asking questions and responding to comments.
- Reach out to website visitors by retargeting ads, which allows you to display ad content to those who already showed an interest in your brand.
Don’t forget mobile platforms
When it comes to developing a multi-channel marketing strategy, it’s important to include some mobile platforms or apps in your marketing mix. Mobile commerce currently makes up 30% of all e-commerce. Not to mention, consumers who shop on mobile devices tend to spend twice as much as those who do not. If you’re ignoring your mobile audience, you may be missing out on a very important opportunity to increase your reach and engage new audiences.
Partner with a digital marketing team
For many businesses, the time and expertise it takes to gather the data they need to effectively strategize a successful multi-channel marketing campaign, is simply too time-consuming and overwhelming. That’s why they partner with the one-stop-shop experts in multi-channel marketing. With a digital marketing team, your dollars will always work smarter, not harder. Invest in marketing teams paid on lead conversions—not clicks and impression—that means they are going to make sure your advertising works, each and every time.
No matter how small or large your company is, it is important to maximize your digital marketing budget by developing a marketing strategy that incorporates multiple channels. After you discover where your target audience is online, you can use these channels to reach and engage consumers. In the end, multi-channel marketing is one of the best ways to ensure that you are meeting your ideal buyers wherever they may be online.
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