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Three Crucial Points of Focus for Multi-Channel Marketing in 2017

Posted by Katrina Stewart on Mon, Jan 16, 2017 @ 01:44 PM

One marketing channel is no longer sufficient when trying to reach various kinds of customers. This is why small to mid-size businesses are increasingly making use of multiple marketing channels.

Since many factors can impact the effectiveness of a multi-channel campaign, it can be difficult to pinpoint exactly why your marketing strategy may not be as successful as you had hoped. Here are three major points of focus that made our list for marketing in 2017, and should make yours, too.

1. Monitoring Consistency in Customer Experiences across Channels

It is crucial that you maintain consistency throughout the channels to make sure that the customer experiences of a product or service on one avenue is similar to the other.

 

Ask yourself these questions when you evaluate each of your marketing channels:

  • Am I maintaining a consistent tone across each channel?
  • Is the imagery consistent and on brand?

 

Failure to address either of these important factors is a costly mistake that will drive the clients away from your business.

 

Having trouble connecting with your audience?Download free beginner's guide to finding success with digital marketing.

 

2. Developing a Single Customer View (SCV)

In multi-channel marketing, the reaction of different customers on every channel is unique. It is important to study this closely and be sure to have a single customer view. A single customer view is an aggregated, consistent and holistic representation of the data known by an organization about its customers. In developing this, you will begin to understand your customers more accurately and be able to make more educated decisions to what your audience will respond positively.

 

Ask yourself:

  • What can I learn from the comments and reviews?
  • How can I put this information together to start better understanding my customers?

 

Monitoring your customers may appear time-consuming. However, it is good to remember that success in multi-channel marketing is not about the volume of information you gather, but rather the ability to use the details for the success of your business.

3. Focus on Diversification

You can create a single campaign that can run across all channels efficiently while diversifying your content. This strategy will help get your message to a broader range of people. It is important to remember that not all of your customers want to read a blog; some may prefer to watch a short video. Others may respond best to just an image portraying your service or product.

Ask yourself:

  • Is my content appealing to various customers within my target audience?
  • Which types of content yield the best engagement rates?

Final Thoughts

Multi-channel marketing can be a daunting task, especially when you see that it is not going well. These three areas are a great place to begin focusing to improve your marketing strategy for your small to mid-size business.

For more great digital marketing tips, take a look at this free e-book and begin seeing the results you have been striving to achieve.