Success with marketing requires multiple touchpoints. An email every few days may work, but bolstering the message on other channels multiplies its effect. In today’s tech-filled world, your clients have many choices for finding you. Take advantage of these platforms to go to them and proactively seek them out.
Sending messages out using multiple channels requires consistency in your brand promise and features. How do you create multi-channel outreach starting with email?
Know your audience. If you understand who your audience is, you’ll be able to discern where and how they are consuming media. Each social media network has unique demographics and different audiences use different networks. LinkedIn tends to be the social network most commonly used for business (in fact, it drives 80% of all B2B leads, and another study touts LinkedIn as 277% more effective than Twitter or Facebook). Your audience may not be on LinkedIn, but chances are that’s a good starting place.
Develop consistent messaging. This means that content will have a consistent look, feel, and voice. By look and feel, we mean “on brand.” Use the same logo, fonts, colors, messages, and even imagery types. Think about the most recognizable brands on the planet. If Nike arbitrarily veered from its familiar swoosh to something disassociated with the brand, brand confusion would result. That’s not a good thing. The voice (or tone) of the content you share should also be the same.
Ensure your website is consistent with social media. Google rewards ads and landing pages that are consistent with one another. This includes on-page text related to search terms and content of the ads. Your campaign should be no different. To grossly oversimplify the concept, if your outbound marketing is written in an informal, tongue-in-cheek style, but your website sounds like a formal business proposal, your audience will be confused. Stay on brand with your website pages so that when someone gets there they’ll be confident they are in the right place.
Use retargeting ads can be powerful if they fit in your budget. If a prospect has been to your site once but didn’t convert, use available tools to send them additional calls to action. Retargeting can be done using many ad platforms. Again, your ads will need to be consistent with your brand.
Iterate. This is marketing-speak for “if at first you don’t succeed, try, try again.” Trying again doesn’t mean doing the same thing over and over and expecting different results. It means modifying your approach to find gaps in your process. How do you iterate? Look at the stats. A high clickthrough rate with a low conversion rate will tell you there’s something wrong with your landing page, while a low CTR may indicate a problem with the ads resonating with your audience. If you’re evaluating social media, you can evaluate engagement by considering factors including post messaging and timing.
A marketing campaign using only one channel can be effective in certain situations, but expanding your horizons to include multiple channels is your best chance for success.
The team at MaverickApp want to help you jumpstart your marketing success–especially when it comes to emailing! Book a demo today to find out how it could benefit your business.