Mastering Multi-Channel Marketing Campaigns

December 2, 2023

Mastering Marketing Automation Multi-Channel Mediums

As shocking as this sounds, the average attention span of a user in the digital landscape is just 8 seconds…

Do I still have your attention? Great! Capturing your audience’s attention and guiding them through your sales funnel requires a strategic approach that goes beyond traditional marketing tactics. Within those precious 8 seconds, you want to be able to make a solid impression before your reader jumps onto the next catchy thing. The trick is to have multiple touchpoints where customers can engage with your brand so you can cover all bases of communication.

Ready to learn more? Let’s dive in and unravel the power of multi-channel marketing. We’ll explain the benefits and strategies of each channel, and highlight how it aligns perfectly with your business goals.

Hold on, what is multi-channel marketing?

Picture this:
A lead stumbles upon your website, reads an intriguing blog post (such as this one 😉), and signs up for your newsletter. A few days later, they receive a personalised email with valuable information that nurtures them further down the marketing funnel. Simultaneously, they receive a friendly SMS reminding them of the benefits of your service keeping your brand at the top of their mind. They decide to engage further by chatting with your intelligent chatbot, receiving personalised journeys and instant answers to their questions.

Finally, a well-timed push notification prompts them to schedule an appointment with an expert in your company. This cohesive journey, orchestrated across multiple touch points, is the essence of multi-channel marketing. It keeps the reader engaged, keeps you at the top of their minds, and bridges the gap of communication between you and your leads. Beautiful, isn’t it?

Let’s explore a few MA mediums

1. Email

Email marketing remains a cornerstone of effective communication. Emails allow you to deliver detailed content, offers, and updates directly to your audience’s inbox. Crafting compelling subject lines, personalised content, and clear CTAs are essential strategies for success in this channel.

2. SMS

Short and impactful, SMS is perfect for time-sensitive reminders such as appointment bookings or urgent announcements. SMS has high open rates which make it an excellent choice for immediate engagement. However, be careful not to take it for granted and only use this platform for that final push.

3. Chatbots

Chatbots can provide a pre-set journey with multiple choice options and the ability to instantaneously automate responses. A well-defined Chatbot can enhance the user experience as you’re able to support your leads while they’re in the decision phase of their customer journey. Strategically placed chatbots on your website can offer real-time assistance, ensuring your leads get the information they need promptly to make a sound decision.

4. Push Notifications

Push notifications are unobtrusive yet attention-grabbing, making them ideal for delivering timely updates and nudges. Crafting concise and compelling push notifications can encourage users to take action without feeling overwhelmed.

Where do we go from here?

Channel performance measurement with UTM parameters

Ideally, you’d want to know which channel performs the best and resonates with your target audience. To truly gauge the effectiveness of each channel, it’s crucial to track their performance. A powerful tool for this is UTM parameters. By appending UTM parameters to your URLs, you can monitor the source, medium, and campaign that brought users to your site.

This data helps you understand which channels are driving the most traffic, conversions, and engagement, allowing you to optimise your multi-channel strategy over time. A popular tool is < href=”https://ga-dev-tools.google/campaign-url-builder/”>Google’s Campaign URL builder. It allows you to add in your data and it automatically generates a custom URL for you. It’s as simple as that!

Let’s multi-task together!

Here at Social Garden, our team of experienced professionals specialises in creating personalised strategies tailored to your unique goals and target audience. We’ve implemented multi-channel marketing automation campaigns across a variety of industries, all of which have their own nuances in terms of tactics. We’ve learned and grown with our clients, now it’s time for you to learn and grow with us. Chat with us to see what we can do for you.