As business owners, the journey to getting your message through to consumers quickly and efficiently can be daunting, but one thing is for sure: your audience is no longer in one place. Average consumers toggle back and forth between a number of platforms and channels every day, and in order to reach them, your business should do the same.
For those who are new to the idea of multi-channel marketing, or for those looking to polish their multi-channel skills, here are a few tips to set your business up for success in your next campaign.
Choose Your Channels Wisely
According to the Data and Marketing Association, multi-channel marketing campaigns use three different media types on average. When choosing the channels you want to leverage for your campaign, look closely at your audience and understand the media types that have worked for you in the past. You can use customer feedback and data metrics to determine which platforms your audience responds best to and which are equipped enough to carry out your campaign objective. And, don’t forget to think outside the cloud – offline channels like print and mail can be key players in marketing campaigns.
Make Modifications for Each Channel
After deciding on the right channels for your campaign’s audience, adapt your strategy to work best with each channel individually. Say you chose to launch your campaign through email marketing, social media marketing and mobile app messages—how will the channel differences affect the phrasing of your message? A lengthy email can carry more content than an Instagram photo, but an Instagram photo will certainly require more creativity than a push notification. By adapting your strategy for each channel, you can be more effective in getting your message across.
Keep it Consistent
While your methods should vary for each channel to adapt to its purpose, your messaging and design should remain consistent throughout the entire campaign. Your goal is to ensure that the audience will become familiar with the message and recognize it across all channels, but beware of sounding redundant or “spammy.” You can do this by executing similar designs for your social media collateral and email headers, and using the same key words and phrases throughout the platforms.
Multi-channel campaigns are not always a smooth experience—there are a number of factors to consider and keep track of in order to execute it successfully. However, multi-channel strategies are efficient in reaching your audience on more than one level, thus more likely to get your message across. These tips are a good start, but for in-depth consultation and guidance, contact the professionals at American Speedy Printing.
Joe is passionate about helping SMBs. He’s spent the last 30+ years building the American Speedy Printing Marketing • Print • Mail – and sharing best practices and marketing trends with his customers. Through research, in-person visits and this blog, he hopes to engage with and empower local business owners and marketing professionals.