Why are consumers so irritated by brand messaging? The short answer is that more often than not, ads and brand content hold no relevance to people. Using multichannel marketing is a great way to reach many different audiences while avoiding the clutter of a single platform. However, it’s easy to go overboard and completely turn off potential customers. Here’s how to balance your multichannel marketing plan and establish amazing relevance.
1. Know why you’re choosing multichannel marketing
Know the benefits of multichannel marketing, and stay on the path of consistency to set yourself up for success. Multichannel marketing is a great way to make sure that even the users who unsubscribe from your email or the 69% who turn off push notifications still have some form of communication with you. That communication comes off less like spam when it comes in different mediums, rather than constant, repetitive emails or notifications. You can test out and create tons of different kinds of content on different platforms.
Here are some examples of mediums you can communicate through:
- Social media marketing (branded posts on Facebook, Twitter, Instagram, Pinterest, TikTok, etc.)
- Email marketing (offering newsletters, special offers, online courses, webinars, etc.)
- Push notifications and in-app messages
- Snail mail (flyers, coupons, catalogs)
- Broadcast media (TV, radio, podcasts)
- Newspapers & magazines
2. Define multiple specific audiences
When you’re multichannel marketing, you’re presenting multiple messages to different groups of people. Your audience is going to vary with and within different platforms. It’s definitely not smart to promote the same posts to everyone.
Deep dive into knowledge about your different target audiences. Get specific with your messages and make sure they align with the target demographic that they are shown to. To do this, you’ll want to check out the engagement metrics for your posts on all platforms and use that as research to back up your decisions. 64% of customers will switch brands when one stops being relevant to them, so avoid communicating with the wrong audience.
3. Test, watch, and stay consistent
Make sure you test all of your promotions. Don’t waste time and energy by winging it. Use data as a deciding factor on which campaigns you run with. A great CRM (Customer Relationship Management) software helps you see data from different platforms all in one place. Always keep an eye on how your campaigns are doing and take note and action when changes occur.
Make sure all your campaigns are consistent. Consistency is super important with multichannel marketing. Users need to have a similar and positive experience when engaging with your brand across all mediums. That can be achieved with consistent branding and messaging, with different twists and benefits to each platform. For example, email subscribers will be the first notified of special deals and offers, or YouTube subscribers will get access to weekly video content.
4. Avoid little mistakes
- Make sure it’s not too easy for your audience to get roped into emails and push notifications by accident. The last thing you want is more unwanted and unwelcome messages going people’s way. Make sure it’s a clear choice, and simple for a user to say “no” when asked if they want to receive extra messaging from you.
- Maximize ROI by optimizing your audience-specific multichannel marketing for conversions. Don’t get too caught up in a small detail that might not matter in the big picture. Think about your goal and how you can achieve it.
5. Tweak your campaigns
- Alter campaigns as needed to fit each medium in the best way they can. For example, Instagram posts must be altered to fit the dimensions of IGTV or square posts on the grid, while YouTube videos have their own required dimensions. Don’t be afraid to make sister campaigns, or multiple campaigns that work in harmony, platform to platform.
- Make your ads and promotions trigger at a good time, rather than any old time. For example, sending an email when a customer leaves an abandoned cart on your eCommerce store. That ensures a relevant ad is being shown to a prospective customer.
Whether you’re starting a new multichannel marketing campaign from scratch or applying some changes to your plan, know that you’re doing good for your brand by getting the word out in many different ways. Best of luck on your multichannel journey! 🐢
