The basic premise of multichannel marketing is incredibly simple: The more channels you use to market your products and services, the more people you’ll reach.
Sally hasn’t opened an unsolicited email since the internet was delivered through the actual mail via AOL CD-ROMs. She’s not going to start now, no matter how many cold emails you send.
Jake has his cell set to send all unfamiliar numbers straight to voicemail — and he rarely ever checks his voicemail. You could be cold-calling to offer him the deal of the century, but he’s not going to answer.
Tina exclusively uses TikTok. Frank can’t stand Facebook. and Mike has ditched mainstream social media in favor of some new alternatives.
We could go on all day, but the point is, you’re never going to get all of your audience tuned into the same channel at the same time. Which means you’re going to have to diversify.
That’s where multichannel marketing comes in.
The Multiple Benefits of Multichannel Marketing
A Wider Reach
While the traditional marketing mantra is “quality over quantity,” with customers, sometimes more is more. And to find more customers, you’re going to have to go out there and get them.
Marketing on multiple channels allows you to cast a wider net and reel in your audience no matter where they spend their time.
Better Brand Recognition
Imagine there’s a trendy new restaurant in town. You see the ad on Facebook, think, “Hmm, might have to give that a try one day,” and promptly forget about it.
Now imagine that in addition to that Facebook ad, you hear a commercial for it on your commute home, get a rave review about their signature cocktail from your next-door neighbor, and receive an email offering you a free appetizer.
That restaurant is suddenly a lot harder to forget, isn’t it?
The more channels you use to promote your business, the more recognizable your brand becomes.
Inside Intelligence
Multichannel marketing doesn’t just bring in more customers; it also gives you a better idea of who your customers are and how to allocate your resources.
Did you get an influx of coupon-toting customers after your last direct mail campaign? That’s a pretty strong indication that your target market responds well to that channel.
Do your Twitter ads routinely net you five times the business that your Facebook ads bring in? The lesson here is not to abandon Facebook altogether; it’s to increase your Twitter ad spend and decrease your Facebook ad spend.
Multichannel marketing isn’t about throwing the same amount of dollars at every channel. It’s about learning how to divvy up your total marketing budget in the most effective way.
Which Channels Should Your Business Be Watching?
From press releases to guerrilla marketing to giant billboards on the side of a busy freeway, there are endless marketing channels you can take advantage of. But not all of them will be right for every business.
If you’re trying to get people to let you handle their assets, a sign-spinning gentleman dressed in a clown suit outside of your office building might not be your best business decision. And if you’re the sole proprietor of a hot dog cart in Lansing, Michigan, there’s really no need for a display ad in The Los Angeles Times.
Multichannel marketing works incredibly well, but the channels you choose need to make sense for your business. If not, it’s just a waste of time and money.
Are you ready to take a multichannel approach to your marketing? Mischa Communications can help! How does “right now” sound?