How to Create A Cohesive Marketing Strategy Across Multiple Channels And Touchpoints

The world is changing at a rapid pace, calling for better means to adapt to this change. The means to advertise a product has changed over time and multi-channel marketing has come into the picture. Today, e-commerce companies implement multi-channel marketing to reach out to the maximum potential customers. 

The statistics suggest that these efforts have proved to be profitable and multichannel online retailers made $30 million and more in the year 2020 in e-commerce sales. In the coming years, the figure is expected to rise.

How to proceed with multi-channel marketing? Here is a simple strategy for every organization.

1. Disintegrate organizational silos

This may sound unconventional but practical. Over the years, we have transitioned into organizations with one specific marketing team that stays cohesive and acts as one entity.

Multichannel marketing demands input from multiple teams and threads, making collaboration between these teams becomes the highest priority. The first step is addressing these silos and opening comfortable gateways for communication between different professionals and teams.

2. Identify target audience and buyer persona

Every aspect of your marketing efforts is going to be driven by the target audience who we aim to influence. Unlike the conventional methods with fixed-path marketing mechanisms, multichannel marketing involves a larger set of resources and investments.

The marketing team should run in-depth research to gain insight into the target audience and buyer persona. The research should highlight different facts such as the buying behavior and the choices of the buyer.

3. Choose a multi-channel marketing platform

The think tanks in marketing have introduced many multi-channel marketing platforms that offer a streamlined process to market through different channels. They offer advanced analytics to analyze the output of marketing efforts run on every channel.

Using a single marketing platform, marketers can collect behavioral insight the buyers from different channels and create an effective multi-channel marketing strategy. Additionally, the platform keeps all the stakeholders and involved departments on the same page, bringing in a higher level of transparency.

4. Focus on messaging the target audience

This point has three aspects. The first is creating a message for each persona. Second is playing by the rules of every channel. With a single message, the audience might get confused while switching between different channels.

So, you need to create relevant, useful, and consumer-first content for every channel. The third aspect is being consistent in the messaging. Consistent messaging will remind the audience about your brand. Also, it will analyze the success of the marketing campaign based on the response from the target audience.

5. Implement automation in marketing

Multichannel marketing involves multiple activities. Since we already have a marketing platform, marketing automation can turn out to be easy.

To keep track of engagement and interaction, marketers can automate certain things such as keeping a count of the CTA clicks and opened mailed. This can churn out fast results and lead to better decision-making.

6. Pay heed to the website

Creating a marketing campaign does not mean you can escape building a website. Focus on the website and consistently work on it. Keep it alive with blogs and other creative content. The audience on any platform can turn to your website after coming across your message. So, keep the website engaging and interesting.

7. Retarget

Ideally, many of the consumers will come across your message and head to your website, increasing the traffic. What will be your next step? Keep a tab on the consumers who turn away and do not convert into leads and sales. Retarget these consumers. They will see these retargeting ads on other platforms and get reminded of your brand.

This is a simple strategy to create a successful multi-channel marketing strategy. Being consistent on all the steps is the key to success in multi-channel marketing.

Conclusion

Multichannel marketing offers numerous ways to target and re-target consumers on different channels. Anyone can hire a digital marketing agency to create a great marketing strategy for multiple channels. Besides an agency, a marketing team can work on a multi-channel marketing platform to gain in-depth market insights.

They can keep evaluating their efforts to understand the success of their efforts and tweak the marketing strategy when needed. We are a leading digital marketing agency in the USA with an esteemed list of clients and success stories.

We can help you define and implement a multichannel marketing strategy for your brand, and establish a unique brand name in the market. Contact us today to hire marketing experts who can help you convert your web traffic into sales.