We’re posting on LinkedIn, tweeting everyday, going live on Facebook and creating stories on Instagram. We’ve got ads running every which way, blogging as often as we can stand, and retargeting to everyone. In other words, in this digital era, we’re doing some of everything everywhere. We’re using multiple channels to market our businesses.
There is no question that multi-channel marketing offers a high return on investment. It doesn’t matter what your product is – if you’re not sending your message to multiple channels in multiple ways, you’re going to miss a large portion of your audience.
Challenges of Multi-Channel Marketing
Reaching more of your audience translates into higher profits. But, along with these profitable opportunities comes challenges.
Keeping a Consistent Message
It’s tempting when moving to a new channel for marketing to change your entire personality. However, you actually want to keep your message consistent no matter what channel you’re using. The person tweeting should sound like the same person on Instagram. When you’re livestreaming via Facebook Live, your audience should recognize your brand voice and language.
Think about brands that you know. Taco Bell, Netflix, Facebook – all of these are very recognizable to us regardless of where we see them being discussed. Even if we just see the bell we know what it’s about. Branding is not only the visual elements like colors, fonts and logos. Branding is also the tone and language you use throughout your messaging.
Knowing Which Channels to Use
Your audience is not everywhere, but you should be where your audience is. Ok, maybe you think your audience is everywhere, and that is another debate for another day.
You’ll need to understand who your audience is and where they “hang out” to know where you should be sending your marketing messages. Where are they hanging out looking for what you offer? Go there.
Understanding Who You’re Talking to on Each Channel
While your audience doesn’t change completely based on the channel they’re using, the way you talk to them might change a little. Your message is the same, but how you say it may be different.
For example, Twitter requires you to use 140 characters, so you better make it short, sweet and to the point. If you’re running a TV ad you might get 30 seconds. If you’re promoting an Instagram video ad you have about 90 seconds. (Don’t quote me, IG changes this)
The point is that each channel requires different approaches to delivering the same message. Each channel has its own language and culture. So knowing who you’re talking to and where you’re talking to them will help.
Creating a Customer-Centric Voice
You’ve heard a lot about finding your voice, but the truth is, the voice you need to find isn’t yours. It’s the voice of your customer that matters. Who is your audience and what do they need to hear? What do they want to know? What is it about them that makes your product work for them? It’s never about you; it’s always about them.
Making the Experience Consistent
The other challenge with multi-channel marketing is ensuring that for those of your audience who see your message on different channels, or visit you from different channels, have a consistent experience. This can be confusing and difficult if you aren’t sure who you are, or who your audience is, or understand what your product does for them.
Understanding the Metrics
Each channel has different metrics that are important and different methods for which to analyze them. Click-through rates on your website to your sales page are counted using different software than click-through rates within your newsletter. You need to understand how it all works and ties together and what it means, as well as which numbers you want to test.
Putting Together All the Parts
It can be difficult to put all these parts together into a cohesive marketing campaign. But, every channel works together as well as independently. Each should stand alone, but each should be integrated as well. This can be a big challenge for many entrepreneurs to figure out on the solo.
Finally, no matter what happens you have to continually test, test, and test some more. Test every aspect of your multi-channel marketing effort. Nothing is ever done until you understand the results of each effort. Success or failure comes down to the numbers.