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How to successfully manage multiple marketing channels
November 15, 2021
From video marketing to in-person events, marketing channels have changed to a great extent. We not only have new ways to engage customers, but we also have more channels to which customers are adapted in the first place.
Multichannel marketing is the process of using various online and offline marketing communication channels to target and engage with your customers. Thus, by using more than one channel, you can create a solid presence across different spectrums while reaching your audience within different places.
Why is multichannel marketing so important?
But the question here is, why is so important to have a multichannel marketing plan? Companies putting into practice a successful multichannel strategy will allow them to be on top of their competitors while generating more leads.
The top digital marketing channels such as Facebook, Twitter, Instagram, LinkedIn and so on are channels that you must use simultaneously as if you only pick up the one you will miss on good opportunities.
Creating a leading multichannel marketing strategy
Moreover, there are certain aspects that you should work on if you want to successfully manage more than one marketing channel simultaneously. Not only is key to attract your audience through different channels, but also you have to coordinate those to make them launch the right message at the right time.
For that purpose, we have put together a list of hints for you to focus on the important stuff.
Adapt how your core message is presented to different channels
Pay special attention to the message that you are launching across all different channels. Does it have a creative brief? Are key terms the same across every channel? Does it stick as closely as you could? We are aware that it is not possible anymore to have the same script for every funnel, but at least you can utilise the same “lingo”. Your sales team, social media team, PR and digital marketing team will need to work together to tailor their message.
Prioritize your channels
Since you cannot offer all to everyone at the same time, you must prioritise. Prioritising is a real need here. To succeed, keep track of those channels that generate ROI and engagement and adjust those channels are the core ones.
Look at those channels that make sense to you and your business, but also consider:
- How easy is it for your company to deliver the message to its target audience? Evaluate if the message you aim to launch is easy to reach your core audience. Investigate first if you need to study your customers a bit more closely before this happens.
- How cost-effective is the delivery? Look at the different options that you have to properly deliver your message. Do the costs make sense? is a certain channel better for your purpose than others?
- How likely is it that the customer will buy using this channel? Study each channel individually to have a clear look of the effect that your message can have.
Engage with your customers on an ongoing basis
You need to “own” a long-term customer engagement relationship with first-time buyers to build their loyalty and trust. Use forms on your site, social presence, and personalised email campaigns direct interactions that will enable customer lifetime value. Remember that the more personalised your message is, such as a promotional email or an Instagram reel, the more it will attract your buyer persona.
Point out a leader or strategist to manage each channel
As mentioned above, managing more than three channels at the same time can be conflictive at times. Thus, you want to make the most of channel usage while managing them properly: here is where a strategist enters the game. Having a social media strategist or planner is crucial to take care of each multi-channel campaign.
Use a combination of channels to reach both external and internal audiences
Every time that you work towards launching a new campaign, you should utilise a minimum of organic content, paid, search, media, and internal communications. These channels are essential, so you must make sure that you are covering them all. Meanwhile, other forms of marketing comms such as conversational marketing can make a difference in your overall strategy.
Keep a track of your analytics
Finally, keep a clear record of how your analytics are performing. Carefully check what parts of the funnel are not working as expected and figure out how can you improve them daily. Use that data to spot new potential opportunities to engage your current audience, and to find a new segment to target. You never know how many opportunities you are missing!