Content Summary

Multi-channel Marketing: Avoid Putting All Your Eggs in One Basket

You've been busy building a sandcastle at the beach. You've put in your heart and soul, along with countless hours of work into the sand castle only for one day to see the tide changes unexpectedly, washing away all that you've built. That's exactly what could happen to your brand if you rely solely on a single-channel marketing strategy. What if your favoured platform pulls a policy U-turn tomorrow, threatening your digital existence? Tuning into the multichannel strategy is not a mere trend, it's an evolution. It's how you reach, resonate, and reap the rewards for your business.
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Listen to the podcast or read the edited, short transcript below:

Why Is a Multichannel Strategy Important

I was at a marketing conference in San Diego many years ago, and a quote from Guy Kawasaki at the keynote has stuck with me ever since and is still relevant today – “Don’t build your entire ship in rented land”

In marketing, this relates to not building our entire audience on a “trending” platform using one tactic.

Using a single-channel strategy puts your brand at risk of significant platform changes that have a massive impact on your business. 

What if next month, Facebook announces the removal all local business Facebook pages?

If you’ve built your business on a Facebook page – what effect is that going to have?

Plus, consumers interact dynamically through various channels and gadgets in the current digital ecosystem. We should adopt a multichannel blueprint as part of your overall strategy. 

A study from Advertiser Perceptions in the UK reported that most (over 50%) of UK advertisers with a multichannel approach experienced extended reach, increased brand awareness and more ad engagement. 

The report also disclosed that nearly half (47%) of these marketers experience a much better ROI from their marketing efforts.

Multichannel campaigns are an opportunity to capture users throughout the entire marketing funnel, allowing advertisers to build awareness and consideration and lead to purchases.

Plus, with tighter marketing budgets, a multichannel retargeting strategy enables marketing teams to deliver online ads to a user based on their previous intent-based actions on the web. It’s an essential tactic for moving users down the funnel to conversion or another desired action.

So if you’re sitting here thinking, “Wow, all my marketing efforts are concentrated in one place!”? Then it is time to consider the channels you should be expanding to or thinking the other way – are you spread too thin and need to retract?

Building Multichannel Marketing Into Your Strategy

There’s no one-size-fits-all approach to multi-channel marketing, as the ideal combination depends on the nature of your business. 

Some businesses excel at impromptu purchases, while others thrive on search-based transactions. 

Understanding which category your business falls into is paramount. This should lead your overall marketing strategy and help guide you in the direction you should take. 

If your business prospers from constant searches, maintaining visibility across platforms with a search component, such as Google, Bing, or YouTube, is critical. 

In this example, you’d want to ensure your easily found on search engines and then prioritise actions like email capture to collect as much audience data as possible. 

You’d then craft your marketing strategy to ensure that it generates relevant data from your Google Ad engagement, YouTube watch time and website visitors so that you can also capitalise on a re-marketing strategy.

On the other hand, if your business thrives on being seen, stopping the scroll and answering your customer’s desires, social media and expanding your reach across different social channels might be the key to success. 

This could be with a strategy of both organic and paid content on social platforms.

A car breakdown service, for example, wouldn’t primarily rely on social media for business. 

If someone’s car has broken down, they’re sitting on the side of the road; they’re unlikely to scroll through social media hoping to find someone to fix their broken-down car. 

Instead, they’ll immediately search on Google. 

Therefore, if you are providing a service like this, you want to ensure your presence at the top of search results, both in ads and organically.

In contrast, a law firm might require a more prolonged warming-up and relationship period. 

Meeting potential customers at various points in their journey would be essential in such cases. 

It’s a big decision to work with a legal partner, and as a law firm, you’d want to build trust and confidence that you know what you’re talking about and the authority to display that your firm will fit a client’s needs.

Common Multichannel Marketing Mistakes

One common mistake businesses make with multi-channel marketing is spreading themselves too thin. Attempting to create unique content on every platform can lead to burnout and diminish the output quality. 

Take, for example, a highly search-focused business – think back to that business that provides a breakdown service for cars – if this business didn’t have a clear strategy and audience persona and didn’t understand where there customers were finding them, and they decided to post 10 TikToks a day after watching a Gary Vee video.

If they’re stuck in a rut posting 10 Tik Toks a day, they may also feel compelled to maintain active accounts on Instagram, Pinterest, and other platforms, they may become overwhelmed and need help managing any platform effectively. 

Whereas, as a highly searched business, they should be focusing on their Google Ad strategy, organic performance, their website content strategy and ensuring that they’re appearing as high up potential searches as possible.

So I would not advocate for a “putting too many eggs in one basket” strategy. 

If you’re starting to build your content marketing strategy alongside your marketing strategy, begin by looking at a single platform where you know your audience spends time, and gradually add more as capacity allows (as long as that’s where your audience is).

Expand as you learn about your audience’s habits, research and understand where else they may be consuming content or looking for answers to their problems and desires.

Having a true understanding of your customer persona is the key – and I can confidently go on record saying that I mention this in every podcast – that if you don’t truly understand who you’re talking to, you’ll never be able to meet them where they are.

Your multi-channel marketing strategy should aim not to be everywhere, but be where your customers are. 

It’s about finding the right balance, a sweet spot where your business can truly thrive.

Crucial to your marketing strategy

It’s clear that a multichannel marketing strategy is a crucial pillar of digital marketing. 

It not only shields your business from the unpredictability of single-platform reliance but also optimises reach, brand awareness, and ROI. 

Building your marketing strategy around the nature of your business, understanding your customer’s journey, and knowing precisely where they spend their time online is crucial. 

Your marketing approach should be tailored, focusing on platforms that align with the unique needs of your business, for example, making impromptu purchases or answering search-based needs.

As you move forward, consider the following:

First, truly understand your customer personas and meet them where they are, not where you’d like them to be. 

Second, evaluate your business type, product or service to determine the right channels – for example search-based platforms, social media, email marketing, video.

Third, avoid spreading yourself too thin across multiple channels; focus on quality, not just quantity. 

Fourth, keep an eye on your data and metrics from different platforms to finetune your strategies. 

Lastly, add a multichannel retargeting strategy to your overall approach to move users down the marketing funnel to conversion. 

Balancing your multichannel strategy is the key to finding the sweet spot where your business can thrive. 

By doing so, you’ll find that this can help your strategy to extend reach, increase engagement, and ultimately drive conversions.

It’s an important part to consider as part of your overall marketing strategy – which is also what we do best. So if you need to discuss strategy, discover the channels where your audience is, or start to build from scratch – you can get in touch with our team.

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