The Impact of Multichannel Marketing

Most businesses reach their customers through multiple separate marketing channels, including organic and paid social media, emails, an optimised website, Google Ads, search engine optimisation and SMS marketing.

In multichannel marketing, we view these individual marketing channels as parts of one big puzzle: Every piece comes together to form a more impactful marketing strategy, capturing more leads and increasing conversions.

In this blog post, we’ll explore what multichannel marketing is, how it works, and how you can use it in your business.

What is multichannel marketing?

As the name suggests, multichannel marketing links your marketing channels together to make it easier for customers to interact with and buy from you. Although each separate marketing channel can make an impact, strategically linking them together can skyrocket your results.

“The whole is greater than the sum of its parts.”

Aristotle

By tracking customer activity across different online platforms, you can analyse patterns and habits and retarget leads to increase conversions. You can create a system that allows you to present the right content to the right customer at the right time.

When done well, multichannel marketing can increase website traffic, attract more email subscribers, generate leads, increase clicks and engagement, grow your audience and encourage conversions. It also makes life easier for your customers, who can choose how and where to interact with you.

How can you use multichannel marketing in your business?

Multichannel marketing aims to get your brand in front of customers wherever they are online and bring them further into your sales funnel using clever tactics, tracking and retargeting.

Let’s look at some ways your marketing channels can boost each other for a greater impact for your business:

Social media

• Use organic social media posts to increase brand awareness and warm up your audience, encouraging people to sign up for email and SMS marketing and to follow other social media channels. You can then market to customers through these additional channels.

• Target specific demographics with paid social media ads to increase email and SMS subscribers and bring leads into Facebook Messenger (you can choose your ad campaign objective according to where they are in your sales funnel and which action you want your audience to take next). You can reach a much wider audience with paid social posts than with organic posting, but this approach can be costly, so make the most of every lead by encouraging them further down your funnel using a multichannel approach.

Google Ads and Meta Pixel

Rank higher in search engine results by optimising your website for SEO and investing in Google Ads. Driving traffic to your website gets your products or services in front of customers who are ready to purchase (perfect!), but these hot leads can come with a high cost per click.

However, that doesn’t mean Google Ads are not worthwhile. If you use multichannel marketing strategically, you can get as much value as possible from each click to drive up ROI.

• Make sure you get visitors to sign up for emails and text messages while they’re on your site. Growing your email and SMS lists with a steady stream of sign-ups allows you to directly contact your audience whenever you want to with email and SMS campaigns. (Top tip: Most people are happy to give you their email address in exchange for a discount code.)

• The Meta Pixel is a piece of code you install on your website that enables you to retarget customers with strategic ads based on the actions they take on your site. This way, you can increase your chance of making a sale and attract repeat customers to get the most value possible from your ad spend.

Email marketing

Email marketing can be an incredibly powerful way to grow all your other marketing channels, as once you have your customer’s contact details, you can encourage them to take any action you want them to. For example, you can use email campaigns to:

• Help grow your social media audiences by directing people to your Facebook, Instagram and other social media pages.

• Provide feedback on your products or services or their experience of using your website and interacting with your company on multiple platforms.

• Ask for reviews on Google Business Profile, Trustpilot and any other relevant review sites to boost credibility and improve SEO.

In summary

Hopefully, you can now start to see how a clever multichannel marketing strategy amplifies each individual channel to create a much bigger, more powerful marketing machine.

Combining all your marketing efforts helps each individual channel grow, generating leads and bringing more customers into your world. Multichannel marketing not only benefits your business, but also provides a better user experience for the customer and encourages users to interact with your brand. And we know that engaged customers are more likely to convert.

If you need help setting up your multichannel marketing strategy, get in touch for an informal chat.