When it comes to marketing nothing offers a greater return than multi-channel marketing, it doesn’t matter what your product is. If you’re not sending your marketing messages to multiple channels, in multiple ways you’re going to miss a large proportion of your target audience. Reaching more of your audience translates into better engagement which in turn results in higher profits. But along with these profitable opportunities comes greater challenges.
Keeping a Consistent Message with Multi-Channel Marketing
It’s often tempting when moving to a new channel for marketing to change your entire personality, after all you might get better results. However, you actually need to resist this urge, as you want to keep your message consistent across all channels otherwise you will simply end up confusing your audience.
Think about brands that you know. McDonald’s, Apple, Facebook, all of these are very recognizable to us regardless of where we see them being discussed. Even if we just see the arch we know what it’s about.
Knowing Which Channels to Use
Your target audience is not everywhere, and you should be, where your audience is. You’ll need to understand who your target audience is, and where they “hang out” to know where you should be sending your marketing messages.
Understanding Who You’re Talking to on Each Channel
While your audience doesn’t change completely based on the channel they’re using, the way you talk to them might change a little. Your message is the same, but how you say it may be different. Twitter requires you to use 140 characters for example, while on TV you might have 30 seconds. This requires different approaches to delivering the same message. So knowing who you’re talking to and where you’re talking to them will help you get it across.
Creating a Customer Centric Voice
You’ve heard a lot about finding your voice, but the truth is, the voice you need to find isn’t yours. It’s your customers’ voice. Who is your target audience and what do they need to hear? What do they want to know? What is it about them that makes your product work for them? It’s never about you or your business; it’s always about them.
Making the Experience Consistent
The other challenge with multi-channel marketing is ensuring that for those of your audience who see your message on different channels, have a consistent experience that builds across each channel. This can be confusing and difficult to achieve, if you aren’t sure who you are, or who your audience actually is, or understand what your product does for them.
Understanding the Metrics
Each channel has different metrics that are important and different methods for which to analyze them. Click through rates on your website to your sales page are counted using different software than click through rates within your newsletter. You need to understand how it all works and ties together and what it means, as well as which numbers you want to test and what sort of results you want to achieve and then use split testing and conversion optimization to push beyond typical results.
Putting Together All the Parts
It can be difficult to put all these parts together into a cohesive marketing campaign. But, every channel should work together as well as independently. Each should stand alone, but each should be integrated as well. This can be a big challenge for many marketers.
Finally, no matter what happens you have to continually test every aspect of your multi-channel marketing effort. Nothing is ever done until you understand the results of each effort. Success or failure comes down to the numbers and then learning from them and aiming for better results the next time.