Let’s Consider a Scenario before we proceed with today’s topic, shall we? 

You’re sending out thousands of emails OR social media messages to hundreds of your customers but the conversion rate is not a whole lot to write about. 

On the other hand, your competitors are targeting less customers via emails and driving more sales. What’s going on here? Before you jump the gun and fire your email marketing guy, think for a second.

Do your competitors have better ways to reach their target audiences? What additional tactics are they using? The answer most probably is: Multi-Channel Outreach. 

Feeling strained? Don’t worry, we’ll explain what Multi-Channel Marketing is, how it benefits your business, and what tips will drive your campaigns to success.    

What Is Multi Channel Marketing?

If you have your ideal consumer/customer profile, this marketing technique is the sweet note you’re trying to hit. Multi-Channel Approach or campaign is when you reach out to your customers/buyers through more than one marketing medium.

Imagine you have the email of your buyer AND a LinkedIn profile. If you combine the two (send him an email and drop a message in LinkedIn at different times) and try to reach out to him/her, you’re doing a multi-channel campaign for your product.

Are Cross Channel Strategies and Multi-Channel Marketing Same?

No. These terms might look the same, but they aren’t. While Multi Channel Marketing or advertising means you put your brand up on several platforms, cross channel marketing is a bit different.

The former allows you to use different platforms to engage with your customer/client and showcase your product. While you use different strategies, the workflow isn’t integrated and the data are more “Individual” than “Collective.” You’ll have to interpret them separately.

Cross Channel Strategies are linked with one another. You need one set of data to make sense of another.

What Are Some Common Ways You Can Do Multi Channel Outreach?

For the uninitiated, “Digital Marketing” or “Content Marketing” is limited to sending out emails in bulk, we don’t blame them. Everything starts with an email. However, seasoned marketers know to leverage other means of communication as well. What are those? We’ll tell you in this section of the blog.

  • Email marketing is the most basic form of outreach you can try as part of your multi-channel approach. As the name suggests, people send targeted emails to a person until he responds.

  • Communicating through LinkedIn can be an asset for businesses. As a dedicated “Social Media/Networking Hub” for corporate officials, you have the opportunity to engage in meaningful and helpful conversations through posts, LinkedIn Articles, and DMs. 

  • ‘Facebook groups and DMs can be a good option to add to your campaign as well. People discuss problems, failures, and successes in FB groups. You’ll do well to chime in with your own take on the subject. Solve their problems, share success stories, and pitch your offer once they trust you.

  • People don’t bet on twitter or “X” much when it comes to approaching clients and running ads. But it’s one of the best places to share case studies, form meaningful relationships, and communicate through DMs for assistance.

  • Messaging on phones can be a good way to reach your audiences as well. These work best when you have a physical product to sell. The basic idea is to message the person on birthdays, achievements, and occasions important to him. Marketers do this to endear a person and pitch them an offer or a product that he needs on the day he needs it.

  • Digital Marketers often sleep on “Cold Calling.” They go for emails and social media outreach instead. However, a good calling script can still get you 4.82% conversion rate as of last year. Data shows investors made $15, 724, 083 last year using software like RESimpli.   

  • Showing your client ads of your product or at least relevant products should do the trick. Google, Facebook, Twitter, and even LinkedIn have promoted posts. Users discuss, write, and search information and links on services or products they want. Online portals remember that and help marketers target such people through photos, text-based, and video ads.

Digital marketers or entrepreneurs can opt for two or more marketing strategies from above for it to be considered a “multi-channel” approach. 

Why are Multi-Channel Marketing Strategies Effective?

So, why are we so hell-bent and advocating in favor of marketing through multiple channels? Wouldn’t focusing on too many outreach methods leave our wallet with scars? 

Honestly, no? Focusing on multiple marketing channels has its own benefits. Not to mention, you’ll get a better ROI and conversion rate while doing so. Let’s discuss why Multi Channel Outreach can be the missing piece in your digital marketing puzzle. 

You Get to Talk about Your Services/Products Through Several Mediums

Why depend on “Only” emails when you can message your buyers on their phones? Why solely go for LinkedIn messages when you can show up in ads on Facebook? 

The point is, with this outreach method, you’ll have multiple chances to advertise your product or services to people. Your target audiences respond better if you get your message to them through “More than One” medium. 

“Hard to Convince” people have a better chance of buying into your offer if you advertise it repeatedly on messages, mid-conversation, emails (of course), and in calls.

You’re essentially “Programming their Subconscious Mind” for the purchase.

You Can Personalize Your Approach Depending on Your Target Audiences

Entrepreneurs might have a Facebook page dedicated to their product with 2M followers. That’s something to boast about.

But, there’s a catch!

Not all your buyers use Facebook. The same goes for emails. Not all of them might have time to respond to mails. LinkedIn might have a similar story. But when you’re simultaneously marketing for your stuff on these platforms, you’re widening your reach to new clients/buyers. 

At the same time, you need to follow specific rules of engagement while marketing within such platforms. Depending on where you’re engaging with your audiences, solving their problems, and advertising your product… you have to follow rules of engagement specific to that platform.

This is why you can tailor and personalize the approach according to the platform.

Focusing on Several Marketing Platform Decreases Failure Ratio

Let’s say, you’re good with email marketing. You’ve set everything up, developed several sales funnels for A/B testing, and started mailing your leads. You do this for the first quarter of the year, but with little to no results. 

In other words, you fail. What then? Scratching everything and starting anew will add to your expenditure for sure. Multi-Channel Marketing strategies can actually salvage your campaigns.

If you reach out to separate sets of audiences or even the same set through multiple channels, chances are: you’ll get more people to buy what you’re selling. 

As we said, people who don’t buy your offer through an email, might get it thanks to a phone call. This is where you’ll convert more leads and decrease chances of failure. Significantly.

Your Brand Gets Wider Recognition and More Visibility

Imagine promoting your brand with social media or with a physical store. You’re only getting to the people who visit your store or interact with you on that website. That’s limiting to a certain degree.

However, when you’re focusing on multi-channel marketing, your brand gets to people through social media, physical stores, telecom marketing, emails, your own website or mobile app… you name it!

This is equally beneficial for small brands and larger corporations. Digital marketers can leverage newer platforms and additional marketing channels to expose their brands to new audiences. 

This will increase their reach and further brand recognition as well. 

This additional exposure can help you with massive business growth. Just look at Nike’s stats during the pandemic. These guys doubled down on in-app purchases and other virtual media for marketing and saw 25% to 40% increase in revenue on some channels.

You’ll Get Valuable Data Improving Future Campaigns

Multi-Channel Outreach gives you an opportunity to run your operations on various platforms, yeah… we’ve said that already. What we didn’t mention is you get several sets of data. We’re talking conversion rates, ad success ratios, email open rates, and even audience impressions on social media.

Competent digital marketing teams use all these data to plan their next course of action. For example, if your email open rates are bad, experiment with the subject lines. Social media posts not getting much of an engagement? Hire a copywriter to do the job for you!

Case and Point: Data you get from these campaigns will determine how you streamline future campaigns for better results.

Let’s Wrap Things Up!

Market Positioning and Marketing of a product these days are tricky. Depend on one channel and you’re bleeding money. You’ll need to come up with strategies that focus on different mediums and ways to reach your buyers/clients. Multi-Channel Approach can be your answer to poor conversion rates.

Advertising your products and solving problems of your clients on different platforms has numerous benefits as you now know. This approach gives you an opportunity to redefine your ToFu, MoFu, and BoFu content. A capable entrepreneur and marketer can create multiple entry points into the funnel.

This allows more and more customers to avail your product and maximize your ROI. Cost effective? No, we call it, the strategy that keeps on giving.