In a time where content and information is expected to be
available 24/7, prospects and customers want to interact with businesses in
ways that works for them and their lifestyle, not yours. The fact is: using one,
single channel is not enough.
Why is multi-channel marketing an effective
strategy?
There are 5 reasons why I see companies using this approach:
- Build a brand experience – Prospects are on multiple channels – and to gain
name familiarity you need to leverage each channel to connect with them or
at least have them interact with your brand. By using a multi-channel attack
you are allowing prospects to choose where, when, and how they want to
engage with you.
- Drive consistent in your
message that keeps prospects informed – With
multiple channels, you can ensure that your prospects are making informed
decisions each time they interact with your brand through a consistent message
across a variety of touch points.
- Keep your prospects in control
– “No one likes being sold
but everyone likes to buy?” The choice to interact with your brand where
it’s most convenient to the prospect puts them in the driver seat and
begin the buying journey. It takes 7 to 9 contacts with a prospect before
they buy and they see or hear only 1 out of 3 so that is 27 messages to
get you to sales heaven. Multi-channel marketing makes it convenient for
your prospects to learn about your company and gives them the right
information on their favorite channels at their time.
- Personalize your efforts for
each prospect – What works best for one
person may not work with the next. If you go single channel, your message will
only impact a small part of your potential market. By using multiple
channels of attack you reach people at different digital touch points.
- Fine tune your marketing
strategy by measuring each touch point –You
need to have an understanding of how to leverage channels in the context
of each prospect or customer. This ideal process requires you to be able
to target the right people at the right time – delivering the right
message and most value with an integrated, multi-channel approach. Then you
to measure what works and what doesn’t work to refine this strategy.
So you may be wondering
what you can do right now to implement this type of strategy? According to a 2015 study by Econsultancy and Adobe, only 14% of marketers said they were running
coordinated marketing campaigns across multichannel.
To help address this
challenge, I’ve highlighted three simple ways I’ve seen Radius customers engage
their prospects across multiple channels.
3 examples of multi-channel marketing
It’s important to note
here that these are just a few simple examples used by other leading businesses
to leverage multi-channel marketing. While this is by no means a definitive
list of campaign ideas, the goal here is to inspire you to rethink marketing
strategy with multi-channel driving the change:
1) Combine digital with email into telemarketing
Our customers have
seen an increase in appointments when they launch a social campaign in
combination to an email before anyone starts making calls. Here’s an example –
You’re a window cleaner and its winter the weather is bad, snow & sleet are
blowing all over the place making windows dirtier than normal, no one really
wants to go out and clean them, so try running a campaign to a Facebook custom audience promoting
your company. Then, start an email campaign, have
your reps follow up on that same list with phone calls. This not only gives
your business multiple hits to your target, but the digital ads, the email and
the phone help warm up the prospects for your sales team. Prospects tend to be
more receptive to speak with companies that they are already familiar with. 7
times familiar.
2) Leverage Direct Mail with email
campaign and a telemarketing call
There are multiple
creative ways to integrate these 3 channels. One example is to monitor how
prospects are hitting your digital ads by hits and then customize email
campaigns based on level of engagement on different posts. Target the email to
the areas that have the greatest interest to your target. Chances are, what is
the greatest interest to the majority of your nitch is of interest to all your
nitch. If someone is engaging with multiple ads on multiple platforms an email
that offers a clear call to action that is opened and then followed up on will
drive sales higher faster.
3) Bring all together
The strategy I have
the most success with is when customers let me take and use all their channels
that are available together in one seamless integrated single message effort.
In fact multi-channel strategies generated up to 24% higher conversion
rates. This should include
leveraging social to build awareness, email and direct mail to drive sales, and
then the all important follow up phone call to bring prospects deep into the
sales process and the actual sale itself.
Wrapping up
It’s no longer enough
for marketers to be using one, single marketing channel – you need to match the
buyer’s journey, with the way they like to be approached and target prospects
across multiple channels. The more broadly you get your message out, the easier
it will be for prospects to know who you are, what you do, and why they can
benefit from your product or service.
Experiment with your
available channels, use historical data to guide your testing and try to find
the optimal mix of channels that gets you in front of the right prospects at
the right time in the right way, and don’t forget the telemarketing follow up
call or you will waist 95% or your effort.
Larson Notes &
Satire:
It is hard work getting
new clients. So I have to ask you why are you sitting back and only using 1 or
2 tools you could be working with when you have a complete tool box right at
your fingertips (or keyboard)? People what to, need to, will make you talk to
them like they want to weather you like it or not so you had better just start
liking it.
Getting good sales
results is a hard, process. If your sales are stalled out we have ways that can
make it happen for you that are cost effective and will give you results!
Howard Larson
Larson & Associates
Target Marketing &
Telesales Professionals for new account acquisition
Making good businesses
great and great businesses even better
847-991-1294
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://www.facebook.com/LarsonAndAssociatesFans
http://www.linkedin.com/in/larsonassociates
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P.S. We make telesales for
small business affordable by offering programs down to only 15 hours a week.
Maybe you could add telesales into your marketing mix call today and find out.
