What is multi-channel marketing?
Multi-channel marketing is a way of reaching potential customers from multiple sources. There are so many options nowadays when it comes to marketing methods. Millions of people around the world are browsing online, shopping in-store, scrolling through social media, checking their email, and much more, which makes them reachable to companies everywhere. But with so many options, what do you do?
There are two different reasons to market to multiple channels
First, not everyone is receiving every channel. Your grandmother isn’t scrolling through social media. Your mother has switched from frequent mall trips to browsing Amazon, and maybe your sister is a coupon enthusiast who thrives on direct mail savings. Marketing with multiple channels helps you reach more people, which can turn into more customers.
Secondly, there are people like me, people who are reachable on multiple channels. Not only am I an avid social media user, but I check my email daily, I love online shopping, and I enjoy the occasional trip to the local shopping center. For this type of customer, marketing to all of these channels will expose your goods and services to them multiple times! This means the more they read or hear your name, the more recognizable your brand will be. The more times they are exposed means they are more likely to check out what you are all about. Repetition is key!
B2B Multi-Channel Marketing
I’ve given some examples of B2C multi-channel marketing, but I want to spotlight some awesome channels to implement into your B2B marketing strategy:
Some may think direct mail is outdated, but that is simply not true. Whether marketing B2B or B2C, direct mail will catch the recipient’s attention. When someone gets something in their mailbox, it’s a physical item that they hold in their hands. It’s right there in front of them, so they have to look at it at least once. It’s so easy to scroll past something online or delete an email. Also, who doesn’t like getting mail—especially when it has your name on it? The use of snail mail is slowly diminishing, which makes a mail piece more unique. A solid mailpiece is bound to get the attention of many.
Social media is one of the biggest and most effective methods of marketing. It has taken the world by storm, and with so many people on so many different platforms, there is a wide range of people you can reach. With ad services from Facebook and other platforms, you can even target exactly who you want to with your advertising. Data-driven marketing couldn’t be any easier with social media.
SEO (Search Engine Optimization) determines your page rank, or what order your website will be listed in a Google search. Who doesn’t want to show up on the first page of their industry’s most popular Google searches? Well researched and strategized SEO will get you there.
Email is the digital marketing channel with the highest ROI. Use customer data to target your ideal clients that check their email daily. Take it a step further with subject lines that catch attention, responsive and eye-catching design, free tips and downloads to keep them interested, and a solid call-to-action to get them engaged.
Create a B2B marketing strategy using these tried and true methods. Pick the ones that will serve your company and reach your target client most effectively.
Need help creating a strategy and implementing your B2B multi-channel marketing? ANS can help! Email firstname.lastname@example.org to see what ANS can help you achieve.