When developing their marketing strategies, businesses often focus on the financial aspect. They prioritize a particular marketing channel, which delivers more revenue, and sometimes completely neglect the others, which also have a lot of potential.
However, the key to a good marketing strategy is diversity. Your customers want to reach your brand through the channels that they find convenient. Thus, it makes more sense to invest in a multichannel marketing strategy – this way, you will ensure that nothing is overlooked.
Besides, multichannel has proven to deliver very good results to the brands that prioritize it. According to statistics:
- customers that do shopping across multiple channels with the same brand have a 30% higher lifetime value
- 50% of marketers, who follow a multichannel marketing strategy, have more chances to hit their financial target
- 72% of consumers confirm that it’s easier to stay connected to the brands with consistent multichannel marketing strategies
But while multichannel marketing delivers attractive results, it’s a very hard strategy to execute. Nevertheless, it’s worth trying, considering how much exposure and brand awareness it can deliver.
To help you start with this strategy, today, we’ll take a look at some tips on how you can utilize multichannel marketing to its fullest.
1. Diversify Your Content Strategy
As we mentioned, the biggest priority of successful multichannel marketing is diversity. If you want this strategy to deliver good results and boost brand awareness, you need to promote your brand on as many channels as possible. And the most organic way to do it is through content.
There are quite a few ways how you can promote your brand through content on multiple channels. However, these three have proven to be the most effective:
- Blogging. Especially useful for B2B brands, this strategy can help your business build authority in your niche and outrun your competitors.
- Influencer marketing. Being one of the top digital marketing trends, this strategy can be used on multiple channels and works quite effectively to help your brand grow your audience.
- Video marketing. This content marketing strategy is among those with the steadiest performance. It drives engagement, helps brands retain customers, and boost customer loyalty. And, you can also use it on multiple channels.
All three strategies work great to build a multichannel marketing strategy. However, brands often get carried away to be present on as many channels as possible that they forget about the quality of content. In this case, it’s better to focus on quality, not on quantity, and make sure that your customers consume only the best content from your brand.
2. Allow Your Customers to Shop through Different Channels
As we mentioned in the statistics above, customers that get a chance to show with a brand through multiple channels have a 30% higher lifetime value. Nevertheless, the majority of brands streamline all the purchases only through their website, which is sometimes rather inconvenient, especially if the customer is shopping through a mobile device.
The best solution, in this case, is to allow your customers to purchase your products through different channels. For instance, KKW Beauty, a makeup brand by Kim Kardashian, let its shoppers buy products through Instagram besides the brand’s website:
You can do the same on Facebook and other social media channels. However, if you incorporate such a strategy, make sure that you also launch a multichannel customer service, which will assist the customers who are shopping on each of these channels.
3. Invest in a Branded App
When it comes to multichannel marketing, brands often focus on traditional channels like a website or social media. Another channel that is often overlooked but is as effective as the ones mentioned above is a branded app.
A company that has a branded app can enjoy a myriad of benefits, namely:
- better customer satisfaction since customers can effortlessly shop from mobile devices
- an improved and more versatile customer services
- more chances to get more customers, especially from a younger audience
Besides, contrary to popular belief, mobile applications are versatile, and any business can have one. For instance, if you own a foreign language school, you can launch an app that would help your learners study fluent English or any other language based on your unique teaching methodology.
That being said, if you decide to create an app, you need to keep in mind that it will require maintenance, updates, hence, regular investments. So, make sure you are financially ready for this step before you introduce an app to your multichannel marketing strategy.
Over to You
There is no doubt that multichannel marketing can bring a lot of benefits to your business, among which are:
- better customer retention and loyalty
- higher engagement
- improved customer experience
Besides, such a strategy can supply you with tons of useful data that will help you improve your product and all your marketing efforts.
But at the same time, multichannel marketing is very hard to execute. Oftentimes, brands get lost and don’t know where to start.
While a multichannel marketing strategy will be different in every case, investing in a diverse content strategy, allowing your customers to shop through different channels, and launching a branded app are all great ways to make sure that your strategy runs consistently.
Ryan is a passionate blogger and writer who likes sharing his thoughts and. Now he works as a content editor and internet researcher, you can check his website https://preply.com/. He likes to travel and explore new countries.