Multichannel marketing- everyone knows it’s a good idea, but few know how to win the game. Your audience today is scattered everywhere – social media, emails, webinars, trade shows etc. The more places you show up (in a non-stalker way, of course), the better chance you have of making a connection. So, why is multichannel marketing a game-changer? Let’s explore the benefits it offers and why it should be a key part of your overall B2B marketing strategy.
Table of Contents
The ABCs of Multichannel Marketing
Multichannel marketing is a straightforward concept- it’s the practice of using multiple communication channels to reach your target audience in B2B marketing. This includes both online channels, like social media and email marketing, and offline channels, such as trade shows and industry publications.
The key benefit of multichannel marketing lies in its ability to broaden your reach and increase engagement. By using a variety of channels, you’re more likely to connect with potential customers who prefer different ways of receiving information.
However, it’s important to go beyond simply using multiple channels. The real power comes from a strategic approach. This means carefully selecting channels that align with your target audience’s behavior and preferences.
Many businesses already utilize various marketing channels. However, by implementing a multichannel strategy, you can maximize the effectiveness of each individual channel and create a unified message that resonates across all touchpoints.
The Power of Multichannel Approach in B2B Marketing
Did you know that 72% of consumers like to connect with brands through multiple channels before they make a purchase? It’s a win-win for both them and you! Plus, there are so many reasons why taking a multichannel approach can benefit your department in a big way. Here are a few of the many:
• Brand Awareness Beyond Initial Interest
The more your brand is out there; the more likely people are to find you and remember you when they see you again. This is especially important for businesses that might not need you right now; when they do face a problem, you’ll be the first they think of!
When people find you organically, it’s hard to know and measure how well your SEO is working. That’s where PPC comes in; it gives you direct, trackable results.
• Putting the Prospect First Hassle-Free
A multichannel approach ensures you reach prospects at the right time and through their preferred channels. Not everyone is active on email or LinkedIn- covering all online and offline avenues means prospects can discover your brand in the most convenient way for them, wherever they turn.
• Making Connections on Their Terms
The beauty of a multichannel approach is that you meet prospects where they are. Not everyone spends all their time on email or specific social media platforms. By using a variety of online and offline channels, you empower prospects to discover your brand in the way that best suits them.
This means reaching them at the right time, on the platforms they frequent, and ultimately, making the process of learning about your brand as hassle-free as possible.
• Keeping You Top-of-Mind
The buying journey can be a long one. Studies show potential customers might interact with a company a staggering 35 times before engaging with a sales rep. Multichannel marketing helps bridge this gap.
By appearing across various channels- online, offline, and wherever your ideal customer spends their time, you stay visible throughout their research process. This presence gently reinforces your brand and its message, making you a familiar and trusted source when they’re finally ready to decide.
• Fueling Positive Word-of-Mouth
Paid media (ads) and owned media (your website) are like controlled gardens you meticulously curate. But the real power lies in earned media – customer reviews, social media buzz, and positive word-of-mouth. While you can’t directly control it, multichannel marketing helps you nurture it effectively. By creating a strong foundation with multichannel marketing, you position your brand to cultivate a positive and impactful earned media presence. This organic praise becomes a powerful tool in attracting new customers and building long-term brand loyalty.
5 Ways Multichannel Marketing Can Transform Your Business
Your customers are spending time on numerous channels, with new ones popping up constantly. Here’s why multichannel marketing is crucial for your business:
Your customers are spending time on numerous channels, with new ones popping up constantly. Here’s why multichannel marketing is crucial for your business:
1. Expand Your Audience Reach
Marketing on a single channel poses a significant risk- if your customers switch to a new preferred channel, you risk losing them. Multichannel marketing allows you to connect with leads across all their preferred channels and move with them. Integrating multichannel marketing with your customer data platform (CDP) enables you to prioritize the channels that matter most to your customers and reach them wherever they are.
2. Enhance the Customer Journey
You know how crucial it is to strike while the iron is hot- once a customer sees your marketing message, you want them to move swiftly towards making a purchase. Multichannel marketing helps you do just that by meeting customers on their preferred shopping channels and guiding them with direct, relevant links. This way, you can smoothly transition them from initial interest to a completed purchase without unnecessary delays.
3. Harness the Strengths of Various Channels
Each marketing channel has its strengths and weaknesses- what works perfectly in one scenario may not be ideal in another. With a multichannel marketing approach, you can leverage the unique benefits of different channels while mitigating their limitations.
By integrating multiple targeted channels into a unified multichannel marketing campaign, you can respond swiftly to any situation that arises. This strategy allows your brand to capitalize on each channel’s strengths and effectively address their weaknesses.
4. Boost Retargeting Success
Retargeting is crucial in any marketing strategy, and a multichannel approach can significantly enhance its effectiveness. Providing customers with a seamless cross-channel experience can be the deciding factor between them abandoning their carts or completing their purchase.
We’ve all seen it: customers get to the checkout and then hesitate. The trick is to reach them when their intent to purchase is strongest. With multichannel marketing, you can swiftly deploy all available channels to engage them quickly and effectively.
5. Convert Leads into Sales by Maximizing Each Channel's Strengths
One of the greatest advantages of multichannel marketing is how each channel collaborates within a single campaign.
For instance, during a sales campaign, you can first send out product-focused emails and then follow up with an SMS containing a discount code shortly after they open the email.
Alternatively, when retargeting a customer who showed interest but didn’t make a purchase, you can start with a Messenger message and then follow up with an email offering incentives like free shipping or a discount. This coordinated approach across channels maximizes your chances of effectively turning leads into conversions.
Conclusion
From expanding your audience reach to enhancing the customer journey and boosting conversions, multichannel marketing empowers you to navigate the maze of modern consumer behavior with finesse. It’s not just about being present everywhere; it’s about making each interaction count, turning leads into loyal fans who champion your brand. Join forces with Datamatics to turbocharge your lead generation efforts. Write to us at [email protected], and let’s turn prospects into profits together!
