How To Create and Manage a Multi-Channel Marketing Campaign

Images of different kinds of marketing channels

What Is Multi-Channel Marketing?

Your business most likely already has already or currently is engaged in a multi-channel marketing campaign. Simply put, multi-channel marketing is done using multiple different methods, possibly through a mix of both traditional and digital channels. For example, a new gym could use both billboards and digital ads to spread awareness of their opening in hopes of reaching their target audience.

Why Does My Business Need to Do It?

What’s the purpose of a multi-channel marketing strategy? Relating this to fishing, a fisherman with only one hook with bait in the water will be less successful than a fisherman with multiple. The main reason being that there is a higher likelihood that a fish will be caught if there are multiple hooks compared to the one. Well, as a business owner, you most likely want more of your target customers finding your business and the best way to get more of them is with more hooks.

Whether you’re using traditional marketing methods like billboards and mailers, digital marketing methods like social media or PPC ads, or a combination of both; using the right channels and more of them will spread the awareness you want for your business. What do we mean by “using the right channels”? Well, you need your message to go where your customers are. For example, if you’ve done your research and have found out that your target audience is very active on social media, then possibly both an active social media presence and social media ads could be very effective channels. 

Using the right mix of different marketing channels can optimize the awareness and growth of your business. Below are some examples of both traditional and digital marketing channels:

  • Traditional: Mailers, billboards, print media, TV/radio ads, etc.
  • Digital: PPC, SEO, email marketing, social media, online reviews, websites, etc. shares some great tips on how you can mix both traditional and digital marketing in your company’s multi-channel marketing strategy. Click here to learn more.

How Do I Create An Effective Multi-Channel Marketing Strategy?

Now that we’ve gone over what multi-channel marketing is and why your business should be doing it, below are some tips to help you set up your campaign and maintain it for the best results.

  1. Understanding the Customer- Before anything, you really need to dive into understanding your customers. Gathering data like where they go for information, their habits, etc. will not only help you with all aspects of marketing, but help you discover which channels will be best for reaching them.
  2. Choose the Right Channels- Choosing the right channels for your campaign is everything. After doing your research you should have an idea as to which channels will be the most effective, but every industry and company is different so you may need to experiment to find which mix is right for yours. 
  3. Messaging and Experience- While designing your campaign, maintaining the same messaging and customer experience across all channels is key. An interested prospect that investigates your website after seeing a billboard and finding inconsistencies will lose trust quickly. 
  4. Engagement- Some channels may be more time consuming than others. For example, compared to a billboard, a social media campaign may require a lot more upkeep responding to messages from customers, posting, etc. If a channel is not within your means to manage it then it may be a waste of money if not done well.
  5. Tracking- Your multi-channel marketing campaign is not going to run itself. Tracking the progress of each channel is key. If one channel is failing, do your research and find what could maybe be improved and if that channel just isn’t effective then reallocate your budget to channels that will give you the results you want. 


Putting It Together

An effective multi-channel marketing strategy may take some trial and error, but in the end, a well-designed campaign can be just what your business needs to reach more of its target audience and convince them why your product or service is what they’re looking for. If you would like to learn more about marketing through different channels and what would be effective for your company, please feel free to reach out to us here at Grow Team, we’d be happy to answer any questions you have.