Maximizing the effectiveness of your multi-channel marketing strategy
Posted: Thu Dec 26, 2024 6:56 am
B2B buyers use more than ten or more channels to interact with brands on a daily basis. So, it makes sense for brands like yours to take a multi-channel marketing approach to serve them. Plus, this approach also helps you reach more customers, which increases the chances of successful conversions.
But a multi-channel marketing approach needs to be backed by a solid strategy to be effective. And that’s often easier said than done.
This blog is all about the benefits of a multi-channel marketing strategy and tips to help you improve its effectiveness. Let’s get into it.
Why do you need a good multi-channel marketing strategy?
Yes, a good multi-channel marketing strategy helps you connect with customers where they are, but it also helps you collect better customer data. You can gain customer insights from their behavior across channels and develop targeted marketing approaches based on that. But that's not all. A good multi-channel marketing strategy also helps you decide:
This includes allocating a sufficient cambodia telegram mobile phone number list marketing budget and determining outreach approaches. However, 71% of senior B2B marketers reportedly still struggle with this.
Fortunately, an effective B2B multi-channel strategy can be created by following five simple steps. Read on to find out.
hubspot-forms-1How to improve the effectiveness of your B2B multichannel strategy
01. Set clear goals
One might mistakenly believe that creating a successful multi-channel marketing approach begins with an analysis of the multi-channel strategy. But it starts by first establishing clear objectives . And you can begin outlining your objectives by simply answering the following questions.
Does your company have clients who use different channels?
Will a multi-channel approach be effective in marketing to these customers?
What are the overall goals you want to achieve through multi-channel marketing?
Do you want to increase brand awareness or improve customer retention?
The answers to these questions will guide your marketing strategy.
Once you know why your business needs a multi-channel approach, it’s time to create specific campaign goals. These should be short-term, achievable, and measurable, and will help you determine whether your current marketing approach is effective or whether you need to make changes to it to get better results. For example, increasing the number of MQLs or qualified leads by 30% each month is a specific campaign goal that is easily trackable.
02. Determine the target audience
A Salesforce study showed that 66% of customers expect brands to understand their needs and expectations today. And while it’s difficult to reach potential customers where they are with a single-channel marketing approach, it’s more complicated with a multi-channel approach.
That’s because your potential customers exist on different channels and use them differently. So, marketing to a C-level executive on LinkedIn will require a different approach than marketing to C-level executives on Twitter.
Fortunately, you can create buyer personas that focus on small sections of your target audience and develop specific marketing approaches for them. To do this, you need to make sure your buyer personas include the channels they frequent, buyer behavior, and demographic information.
Then, test whether your buyer personas are accurate by running small-scale marketing campaigns to these individual personas. This will help you determine whether you need to update or adjust them for marketing.
But a multi-channel marketing approach needs to be backed by a solid strategy to be effective. And that’s often easier said than done.
This blog is all about the benefits of a multi-channel marketing strategy and tips to help you improve its effectiveness. Let’s get into it.
Why do you need a good multi-channel marketing strategy?
Yes, a good multi-channel marketing strategy helps you connect with customers where they are, but it also helps you collect better customer data. You can gain customer insights from their behavior across channels and develop targeted marketing approaches based on that. But that's not all. A good multi-channel marketing strategy also helps you decide:
This includes allocating a sufficient cambodia telegram mobile phone number list marketing budget and determining outreach approaches. However, 71% of senior B2B marketers reportedly still struggle with this.
Fortunately, an effective B2B multi-channel strategy can be created by following five simple steps. Read on to find out.
hubspot-forms-1How to improve the effectiveness of your B2B multichannel strategy
01. Set clear goals
One might mistakenly believe that creating a successful multi-channel marketing approach begins with an analysis of the multi-channel strategy. But it starts by first establishing clear objectives . And you can begin outlining your objectives by simply answering the following questions.
Does your company have clients who use different channels?
Will a multi-channel approach be effective in marketing to these customers?
What are the overall goals you want to achieve through multi-channel marketing?
Do you want to increase brand awareness or improve customer retention?
The answers to these questions will guide your marketing strategy.
Once you know why your business needs a multi-channel approach, it’s time to create specific campaign goals. These should be short-term, achievable, and measurable, and will help you determine whether your current marketing approach is effective or whether you need to make changes to it to get better results. For example, increasing the number of MQLs or qualified leads by 30% each month is a specific campaign goal that is easily trackable.
02. Determine the target audience
A Salesforce study showed that 66% of customers expect brands to understand their needs and expectations today. And while it’s difficult to reach potential customers where they are with a single-channel marketing approach, it’s more complicated with a multi-channel approach.
That’s because your potential customers exist on different channels and use them differently. So, marketing to a C-level executive on LinkedIn will require a different approach than marketing to C-level executives on Twitter.
Fortunately, you can create buyer personas that focus on small sections of your target audience and develop specific marketing approaches for them. To do this, you need to make sure your buyer personas include the channels they frequent, buyer behavior, and demographic information.
Then, test whether your buyer personas are accurate by running small-scale marketing campaigns to these individual personas. This will help you determine whether you need to update or adjust them for marketing.