Investing in a multi-channel campaign is usually a good idea, because it avoids the possibility of overspending on a single channel, and also allows you to maintain control over channel usage. In order to have a really effective multi-channel marketing campaign, it is first necessary to set up campaign goals, then make sure that any message you issue is consistent across all those channels. Finally, you’ll need to have some method of measuring your return on investment, so that you can determine whether or not your campaign has been effective.
As proven through years of practical usage, there are certain best practices which should be observed in order to get the most out of your multi-channel marketing campaigns. Here are three of the most important best practices to observe:
- Reduce barriers with customers – many customers begin the purchase cycle full of enthusiasm for a specific product, only to have that interest derailed by some problem which crops up and bogs down any kind of progress. Some of the ways you can reduce the number of potential barriers include supplying captions with your videos for clarity, ensuring that any graphics display well on all devices, and using links that are easy for the user to remember. By reducing any problems at the beginning of the customer experience, you’ll have a much better chance of having a user progress along the purchasing cycle to the final stages. You’ll find that most users are very open to learning more about a brand when a product appeals to them, so make sure to eliminate any barriers that might inhibit that.
- Create engaging content – it is absolutely essential for you to capture the attention of your audience with some compelling content that is interesting to them, or which helps solve a problem they have. There are a number of ways you can do this, including having a poll on social media, or asking questions that relate to your particular products solution. You should open channels for customer feedback, because this can be critical in determining your future direction and any responses that you have. You should also make sure that whatever form of engagement you use, it’s an organic reflection of the platform you’re on. For instance, if you happen to be working with Facebook, your engagement efforts should center around features and applications which are native to Facebook.
- Make good use of customer feedback – a recent study determined that more than 92% of all consumers use customer reviews to help guide their decision-making. This is a good reason for you to use customer reviews in your own multi-channel marketing campaigns, especially those reviews which reflect favorably on your company. These reviews amount to social proof that your product is useful and solves a problem for many users. The reviews can also help bring in a great many more customers, and lower the cost of your new customer acquisition efforts. It is known that 40% of consumers will use social networks when trying to decide on a new product. This means if you couple customer reviews with your marketing efforts on social media, you could have dynamite in a bottle.
The rewards from using multi-channel campaigns can be extremely advantageous, however there are also some challenges to be overcome when using them:
- Keeping your message relevant – it’s extremely important to keep your message consistent across all channels used in a campaign. If you don’t make sure about this, it’s very possible to generate confusion in the minds of consumers, thereby negating any value the message might have achieved. It’s also very important to keep your message relevant and effective across all channels, so that the widest number of people can realize the benefits of what your product or solution holds for them.
- Detailed campaign plans – once you have your multi-channel campaign underway, that’s not the end of your responsibility. It will still be necessary to maintain touchpoints with potential customers as often as possible, and to garner feedback from each touchpoint. This is why it’s essential to have detailed campaign plans at the outset, so you’ll know how you want to proceed once the campaign is underway. This can be a fairly daunting task, since it’s sometimes hard to predict the twists and turns that might occur in any given multi-channel marketing campaign.
- Results attribution – this is one area that points up the need for a sound system for determining your return on investment for each marketing campaign. While it might be fairly straightforward to set up some predetermined metrics, and to have some campaign objectives, it can still be difficult to have a clear understanding of what motivated consumers to make a purchase. This is why it’s important to monitor each individual channel, to see which ones were the most effective at appealing to consumers. You might also want a setup some additional KPIs that will help you to pinpoint your return on investment a little more effectively. The more you know about consumer behavior, the better you can’t put that information to use in the future.
Before you begin your Multi-Channel marketing campaign
To be prepared for your upcoming multi-channel marketing campaign, you should be sure that your message will be consistent across all channels used. You should also have a solid idea on exactly which channels you’re going to be using during the campaign. Lastly, you should have an effective method for measuring Return-On-Investment for each of the channels used during the campaign, so you can actually tell which channels were more beneficial, and which provided less return. If you pay attention to these important points, you should be able to conduct a really effective marketing campaign, and to enjoy the rewards of it.