Wednesday, January 17, 2018

Creating A Multi-Channel Marketing Attack

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

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.