With the vast number of channels now serving information, it is more important than ever to place your brand where your customers are. A multichannel campaign is a great value-added marketing tool that allows you to reach your target demographic with tailored messages across a number of different channels that you have identified your customers use and most importantly, trust.
By carrying out a multichannel campaign, you are optimising your brand reach and, in most cases, aiding your target audience’s understanding of your product or service by engaging them in tailored content that reinforces an association with their ‘safe-zone’ channel. Whether delivering a social media campaign, targeted email marketing or using a personal channel such as the phone, a tailored approach is needed to take full advantage of the attributes and format of each channel.
Although multichannel campaigns are a wise investment, returning high value connections and conversions, they need to be thoughtfully executed to be successful. We’ve put together some useful tips and tricks that will help you plan for multichannel success.
How to manage your own successful multichannel campaign
Do your research
Live and breathe data – just as you would spend time in the pre-sales research process, it is really important that you understand not only your customer’s wants and needs but their communication preferences and the type and style of content they are likely to engage with. Understanding the channel and audience on each platform will help you optimise brand reach and awareness with your target audience, those most likely to be receptive to your proposition.
Profile and utilise segmentation
Drawing on your research, use characteristics such as sector, organisation size, turnover, location and business type to group your customers based on common characteristics. This will enable you to prioritise your target segments, assign the appropriate resources and target them strategically with a tailored message that will resonate and generate response.
Define the channels you will use to engage your audience
Despite popular belief, a successful multichannel marketing campaign isn’t about taking over every platform, just the ones that align with your customer base and support your strategy and objectives.
Integrating and deploying multiple channels according to the particular benefits they each offer will maximise overall success and ROI. For example, email marketing is a cost-effective way to reach a wide audience whilst social media creates awareness and drives traffic to your website where tailored content and blogs can generate inbound leads. A strategically targeted phone-based campaign is a personal approach that can deliver high-quality outcomes and solid ROI whilst text messaging provides immediate access and increased engagement with a wide audience active on mobiles.
Streamline where you can
Your message much be consistent across all channels but should be aligned to the format of each. For example, a succinct message is essential for phone as you have a limited window in which to grab attention, whilst email supports a more detailed, lengthy communication. Consistency of message across all channels will help build trust in your brand, deepen levels of engagement, streamline and improve the overall experience for your customer.
Determine key performance indicators
Setting clear performance indicators will make the data analysis process much more straightforward. With a clear definition of success, you will be able to assess which channels are driving conversions and make effective decisions to refine and improve campaign performance. For example, diverting budget and resources away from channels that aren’t working to those that are performing well.
Acknowledge potential challenges
Multichannel marketing can be complex and requires thorough planning to be successful. Acknowledging this and setting aside time for effective research, planning and implementation is important to success. Things to keep in mind include:
Increased resources will be needed to ensure all channels are set up correctly, run cohesively, complement each other and conform to brand guidelines.
Specialist teams with the appropriate skills for each channel are critical and they must communicate and collaborate to ensure the campaign is cohesive overall.
In addition to a overarching cross-channel strategy and clear KPIs, reporting systems must be in place to track and analyse results. Transparency and ongoing reviews ensure issues can be picked up early and incremental improvements made.
Since 1990, The Telemarketing Company has delivered high-performance telemarketing and telesales, either standalone or integrated within a multichannel approach, to some of the world’s leading organisations.
In the current B2B landscape there has never been a greater need for a personal channel that builds trust and develops long-term relationships. If you’d like to integrate the value of voice within your multichannel strategy, get in touch to discuss your requirements.
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