Making sense of multi-channel marketing.

These days, it seems like a hot new marketing channel grabs
our attention every week.

With all these new channels at your disposal (along with the
traditional channels), making the most of them–and your budget–can present a
real challenge. But rising to the challenge and creating an integrated
multichannel marketing plan can yield big results.

What is multi-channel marketing?

First off, let’s define what a “channel” is. Potential
channels include physical location, website, social media, catalog, phone call,
regular mail, email, radio and TV. Multichannel marketing is the use of many
different types of marketing to reach your customers in a coordinated effort.

Many major retailers, including The Gap, Crate & Barrel
and Williams Sonoma, use multichannel “brick, click and flip” marketing—via
retail stores, website, and printed catalogs or flyers.

Why Multichannel?

Today’s consumer takes multitasking to new heights: surfing
the web, text messaging, reading, listening to music and watching television
all at once. In response, marketers are looking to multichannel marketing
strategies to reach consumers from every angle.

Just as marketers advertised on TV, radio and in newspaper
30 years ago, the objective is to bring your message to customers where they
already look and listen – it’s that there are more places where they look and
listen. Delivering an integrated message across many channels distributes your
message, helps maximize brand awareness, and ultimately drives traffic and
sales.

However, small businesses are still more likely to pursue
only one or two channels (e.g., direct mail and the Web) than to run an
integrated campaign across multiple media. Indeed, surveys have shown that
multichannel retailers see coordinating channels to create a seamless brand
experience as their biggest challenge.

How Do You Do It?

A common misconception is that multichannel marketing is costly
and complex. But it doesn’t have to be. A few simple steps can extend your
reach across multiple channels. For example, if you’re doing a direct mail
piece, add a URL, follow up with an email or SMS, and mention it on your
Facebook page or blog.

To be most effective, a multichannel campaign must include
both digital and traditional communications. So what should be in your
multichannel marketing mix?

Digital Marketing
Channels

Social media is a great direct channel to your customers. But
which social media networks should you choose? The best bet is to include some
of each. For example:

• Facebook’s business pages let you create fresh and
  engaging content for your customers. It’s an effective and entertaining way to
  stay in touch with your customers and tell your stories in compelling ways.
• Online videos are very popular marketing channels. Create
  your own YouTube channel and post short, engaging videos. Assign keywords to
  your video so users can find you in their searches. Post the videos on your
  blog or Facebook. Ask customers to do video testimonials.
• Blogs can be set up for free using WordPress, Tumblr or
  Blogger. Use them to amplify your message and write about your industry
  expertise. Keep content engaging. Match posts to monthly or quarterly marketing
  themes. Keep current about your industry–and comment on it.
• Email newsletters are great ways to reinforce brand
  awareness. They don’t take long to produce. And even if customers don’t buy
  from you right away, they’re more likely to keep you in mind and may even share
  the email with someone else. Content is king, so make sure it’s all high
  quality.
• Paid search advertising helps customers searching for your
  product or services find you on the search engine results page. Setup and
  management of a paid search account requires a certain level of expertise, but,
  again, search engines like Google and Bing offer lots of online help. And you
  can control your spending with daily limits.

Don’t Forget Traditional
Marketing Channels

With all the attention social media and digital channels are
getting, it’s easy to lose site of traditional channels. Tactics like billboard
advertising, TV, radio, and direct mail are still effective if used properly
(rule of thumb for all channels). Maintain a healthy ratio of traditional
“tried-and-true” marketing channels in your mix, but encourage traffic to your
new channels as well. Make sure to include your website address if you’re doing
a TV ad and put matching banner ads online.

Bottom line; make sure all your channels are integrated –
the branding and messaging is uniform and consistent.

How are you leveraging multi-channel marketing?