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There is no question that multi-channel marketing offers a high return on investment. It doesn’t matter what your product is – if you’re not sending your message to multiple channels in multiple ways, you’re going to miss a large portion of your audience. Reaching more of your audience translates into higher profits. But, along with these profitable opportunities comes challenges.
It’s tempting when moving to a new channel for marketing to change your entire personality. However, you actually want to keep your message consistent no matter what channel you’re sending the message.
Think about brands that you know. Taco Bell, Netflix, Facebook – all of these are very recognizable to us regardless of where we see them being discussed. Even if we just see the bell we know what it’s about.
Your audience is not everywhere, but you should be where your audience is. You’ll need to understand who your audience is and where they “hang out” to know where you should be sending your marketing messages.
While your audience doesn’t change completely based on the channel they’re using, the way you talk to them might change a little. Your message is the same, but how you say it may be different. Twitter requires you to use 140 characters, while on TV you might have 30 seconds. This requires different approaches to delivering the same message. So knowing who you’re talking to and where you’re talking to them will help.
You’ve heard a lot about finding your voice, but the truth is, the voice you need to find isn’t yours. It’s your customers’ voice. Who is your audience and what do they need to hear? What do they want to know? What is it about them that makes your product work for them? It’s never about you; it’s always about them.
The other challenge with multi-channel marketing is ensuring that for those of your audience who see your message on different channels, or visit you from different channels, have a consistent experience. This can be confusing and difficult if you aren’t sure who you are, or who your audience is, or understand what your product does for them.
Each channel has different metrics that are important and different methods for which to analyze them. Click-through rates on your website to your sales page are counted using different software than click-through rates within your newsletter. You need to understand how it all works and ties together and what it means, as well as which numbers you want to test.
It can be difficult to put all these parts together into a cohesive marketing campaign. But, every channel works together as well as independently. Each should stand alone, but each should be integrated as well. This can be a big challenge for many marketers.
Finally, no matter what happens you have to continually test every aspect of your multichannel marketing effort. Nothing is ever done until you understand the results of each effort. Success or failure comes down to the numbers.
Rich Thurman’s passion is helping small businesses realize their full potential. With twenty years of real world experience in both small and large business, Rich has worked for and with both global industry leaders and small-town family-run storefronts.
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