Tools, Tips & Techniques to Crush Your Next Multichannel Marketing Campaign
Seventy-two percent of consumers prefer to connect with brands through a multichannel approach. Yet only 14% of organizations are currently running coordinated customer acquisition campaigns across all consumer channels. Customers are everywhere, and your brand’s marketing strategy should be, too.
When you invest in only one marketing channel, you narrow your customer acquisition reach significantly. Multichannel marketing bridges the online and offline gap, allowing you to connect with more leads, as well as stay top of mind with your customers. By pushing your marketing efforts across multiple outlets, your customers have numerous ways to engage with your brand on the media in which they’re most comfortable to ultimately complete the desired conversions.
A multichannel campaign is also your best bet for reining in top-tier customers. But to be successful, you must consider audience segmentation. By segmenting your customers, you can target them with more relevant content to increase engagement and conversions. This will maximize your effectiveness in utilizing communication channels — and subsequent messaging — that you know are most relevant to each subset.
Committing to multichannel
Deciding to launch a multichannel campaign should be a no-brainer, but you can’t just jump into all channels at once without a plan. Here are a few ways to maximize the power of your multichannel marketing campaign.
#1: Create a postal/digital approach. These days, offline channels can work right alongside digital. Direct mail automation, for example, is a smart addition to a multichannel strategy. When customers receive a piece of postal mail that ties into their online experience with your company, your branding becomes more memorable and effective. It forces customers to take a second look and helps you stay top of mind.
And this combination is effective throughout all phases of the sales funnel — whether you’re mailing prospects a postcard with a personalized URL address to collect more information, or you’re using direct mail to move them closer to purchase.
#2: Combine postal and email in your retargeting efforts.
Email can play a central role in binding digital and postal channels to retarget your leads. If your direct marketing campaign starts with an email promotion, retarget prospects with the same ad on a printed postcard rather than yet another email popping up in their inbox.
Printed letters, catalogs, and brochures remain an effective target marketing method for encouraging customers to take advantage of special offers and promotions.
#3: Go postal with your social audiences.
Did you know your direct mail data can be very valuable to your social media marketing? For example, you can show Facebook ads to users who are also your direct mail recipients. By importing your mailing data into Facebook Business Manager or Facebook Ads Manager, you can create Custom Audiences to easily reach your desired segments.
Whether you’re communicating with them via mail or online, the goal is to drive visitors back to your website. Be sure to set up two distinct landing pages for direct mail leads and for prospects who find you through both media, so you can review your marketing analytics and optimize your efforts from there.
#4: Use geo-targeted postal and digital marketing to drive to retail sales.
Seventy percent of customers are willing to share their location information if they believe they’ll get something of value in return. New technology gives brands the power to send prospects coupons, promotions and other targeted offers based on their location — digitally and via direct mail.
If your brand offers an ecommerce shopping experience as well as brick & mortar locations, mail a catalog to your target market located beyond your stores’ locations. Send a postcard invitation to an in-store shopping event to customers who live nearby. Reaching a geo-targeted audience across varying channels can be especially valuable in new mover campaigns.
#5: Implement a triggered postal strategy to drive engagement from your website.
Direct mail pulls a higher response rate than any digital marketing medium. So, when a customer leaves an item in their shopping cart, recapture their attention with a printed postcard that encourages them to complete the transaction.
In this scenario, you may already trigger a series of emails to entice them to follow through with their purchase. But if your emails aren’t prompting any action, try triggered postcards, which allow you to remarket to site visitors with personalized direct mail postcards based on their on-site activity. This is a great marketing tool for reaching site visitors who haven’t yet opted into your email list, or subscribers with a pattern of disengagement.
Multichannel: Accelerating conversion rates
A recent report found that multichannel strategies generate up to 24% higher conversion rates than any single channel. Whether you’re leveraging email and direct mail to drive conversions or using social channels to promote an in-store sale, the more channels you use, the easier it will be for buyers to know who you are and how your brand can benefit them.
Find out how the Specialists Marketing Services team can help align your digital and print strategies to convert new business leads ahead of the competition.
What are the best marketing channels to leverage for a new mover campaign?
To welcome new movers and win over their business, your safest bet is to target across multiple channels. With the right data — date of move, zip code, income and more — target unique segments through direct mail promotions, email offers and social media ads. Working with the right marketing partner can help get you the results you’re looking for at the right customer acquisition cost.
Why is customer segmentation important for multichannel strategies?
Customer segmentation involves the process of identifying smaller groups of consumers, from a larger subset, so you speak and market to those audiences more effectively. It serves as the
foundation for any marketing strategy, regardless of the channel. Your audience segments can be leveraged in multiple ways as part of your multichannel marketing strategy, including pay-per-click (PPC), display, social media ads, email and direct mail.
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