When creating a multichannel digital strategy, it's not just about brands using different channels for distributing content and attracting customers, it's about choosing the right channels for your business and integrating them to drive success.
Many marketers make the mistake of thinking they should have a presence on all the leading digital and social channels, whilst others have one single channel for driving all of their marketing content. Your digital strategy should be focused on your customers and establishing how best to reach them and meet their needs and expectations.
We outline the 6 key reasons for creating an effective multichannel digital marketing strategy:
1) Being where your customers reside
It's important to have a presence on channels where your key personas spends most of their time. Do the right research and gain feedback from your existing customers. This will build insights about their online behaviours, how they engage with different channels and which channels will be most suitable for your brand.
2) Increasing engagement opportunities
You want to connect with prospects and customers at each stage of the buyer’s journey and deliver relevant content at each touchpoint within the customer lifecycle. Mapping out your customer lifecycle will help you build a more intricate and effective strategy for engaging customers, across different digital channels.
3) Building a greater depth of insights
Having a multichannel strategy increases the level of engagement brands can achieve and the depth of customer insights available. These insights allow marketers to optimise content for each channel and help them assess the level of resources and budget required for marketing activities on different channels.
4) Integrating channels to boost brand awareness
Engaging with customers on multiple channels boosts brand awareness and marketers can drip-feed key brand messages across channels. Inserting calls to action, which drive customers from one channel to another, helps to connect the cycle of communication and nurture customer relationships. It ensures that if engagement levels drop on any particular channel, there are easy ways to reengage and reach customers on different channels. This is the omnichannel mindset and the self-sufficient ecosystem for delivering content. Automation helps enhance this integration process and drive relevant and targeted messages to customers.
5) Atomising content to feed multiple distribution channels
When planning content, marketers should always look to create content with atomisation in mind. Marketing content should be able to take different forms, be repurposed or have the ability to fit different channels. Multichannel strategies enable content marketers to optimise and repurpose content for different channels and customers.
Read more about repurposing marketing content with our blog: 5 Effective Ways to Repurpose Your Marketing Content.
6) Delivering a better customer experience
If your different marketing channels are feeding into each another and reaching your customers with optimised and relevant marketing content, you'll improve your overall customer experience. If customers engage with your content across channels and it feels like it's tailored to them, they're more likely to interact with your content in the future. This will increase brand loyalty, helping to turn customers into advocates.
If you want to attract the right customers, whilst nurturing and retaining your existing customers, then an integrated and customer-centric approach is the best strategy and will help your brand reach its potential.
Enchant is a customer lifecycle marketing agency, enabling businesses of all sizes to create a big impact and lasting success with customer-centric marketing strategies. Want to learn more about how automation can enchance your customer lifecycle? Download our free 10 marketing automation strategies to grow your business and see the impact it creates!