Boosting Your Sales Part 1: Strategies for Utilizing Multi-Channel Marketing

"Content is King, but marketing is Queen and the Queen runs the household" - Gary Vaynerchuk

Hi. I’m Drew. Thank you for reading my LinkedIn newsletter.

Last time, we discussed the second part of maximizing E-commerce revenue, which was making your customers feel like they belong.

However, the first part of this two-part series is a bit different.

It’s about navigating the world of MCM and figuring out what YOU can do for your business or brand to make the most of the resources at your disposal.

Straight to it.

So. Let’s start with the what.

“What is Multi-Channel Marketing (MCM) and why is it important? Can’t I just run a few ads, process a couple of transactions and call it a day?”

Well…

You could do that…

But then you’d be missing out on a lot. And that’s taking things lightly.

See, when you’re running ads, you’re utilizing a channel.

This could include channels such as Google Ads, Facebook Ads, and more.

However, with a bit more effort, you could do a lot more, get in front of more people and increase the touchpoints in your overall customer journey.

So, MCM is exactly what it sounds like:

Marketing on multiple channels.

These channels include email, social media, display ads, a website, etc.

All of these channels are mixed into a single strategy with a unified goal:

To attract customers.

Now, that could be through direct CTAs.

It could be nurturing and engaging relevant content.

It could be a great value add at a low or no cost to the user.

It could be a promotional offer, a lead magnet, or a tripwire offer.

Whatever strategy it is, the goal here is the same.

"Okay. Sure. Sounds like a kinda-okay, high-effort thing. What’s the big deal? I’ll just up my ad spend then.”

Well, just increasing your ad spend won’t mean you’re being seen by the right people.

Nor can you be sure that more impressions = more conversions.

To ensure your ads convert, it's important to have compelling copy, precise targeting, and a well-thought-out strategy.

Are you targeting the right people?

Are you getting the timing right?

When you expand across multiple channels, you have better chances of everything.

Of being seen by more people.

Of being seen by your target audience.

Of getting more, higher quality conversions.

If you're operating across channels such as email, ads, and social media, utilizing promoted and organic content, and implementing different partnership and sponsored strategies...

Yeah, you diversify your approach.

The benefits?

You can get to your target customer on their channel of choice, where they’re more comfortable spending their time and consuming content.

Showing up multiple times across various platforms means you start forming a consistent brand image across multiple platforms.

That means more engagement as well as more trust from your audience.

You’re better able to target your specific, ideal group of people as well.

It’s easier for you to collect various data points as your content is engaged.

You save money. Instead of going all in on just one platform, you’re optimizing, operating, and tweaking on multiple and you’re not limited to mostly just the pay-to-win rules of ads.

There are just SO many benefits to a multi-channel approach.

"Makes sense. Is it important though?"

Absolutely. It is REALLY important.

To your bottom line.

To your brand perception.

To your brand image and presence.

To the awareness of your target audience.

To your recognition across various platforms.

How can you be sure you’ll be seen by more people if you restrict your marketing efforts to a single channel?

How can you do follow-ups without potentially reaching into your pockets or coming off as spammy?

That’s the benefit of having a multi-channel marketing strategy.

Now that you understand the what and the why, let’s get into covering the how, as well as some challenges you might face.

So. Here we go. How to create a Multi-Channel Marketing Campaign.

First, choose a platform. 

That could be social media.

It could be marketing through email.

Now, this depends on what your service, product, brand, or business has to offer.

Note that this is your starting point.

It’s not to limit yourself to what works best.

It’s more about starting with the most important bits and then expanding to other platforms and trying other strategies if required or appropriate.

It’s also about where you can most easily start finding your target audience and reaching them as well as potentially engaging with them.

It won’t be a hole-in-one. Instead, try experimenting with different approaches and platforms until one works.

For example, if you’re doing custom,glow-in-the-dark, affordable car wraps, you’d probably start on Linkedin, right?

No?

Instagram? Yes. exactly.

Then, you might expand to Facebook, then maybe Twitter.

Sure, a brand page and highlights would do good on LinkedIn but...

Not exactly the best place to find your target audience.

Instagram's a better place if you'd like to get the message across mainly through messages.

After that’s done, hone down on who your target audience is.

Sure, you might have a general idea and you think that’s probably okay.

It is.

It’ll make do and help you out with the core content and other things you’ll be putting out.

However, to help make things more conversion-focused, attract people and potentially drive sales, you’ll need to nail down who your target audience is.

Is it the 26-year-old with a $150,000/year job in construction project management driving multiple high-end supercars?

Or is it the general population, driving a second-hand car in good condition, looking to source things up without messing up their budget?

Only when you start getting that specific can you cater to the relevant pain points and benefits in things like your ads, content, posts, emails, web copy, etc.

Yeah.

It’ll take some effort.

But it is worth it.

Niching down and focusing on the people you want to sell to will help you optimize and focus all of your content directly and indirectly towards targeting them.

Now, slowly ease off the brakes and start flooring the pedal on your content strategy and creation.

Target audience nailed down?

Best platforms identified?

Go all in.

Set up promos, lead magnets, tripwire offers, and attractive content across your various channels and coordinate them to maintain consistency.

From there, aim to get them to convert.

To get them to want to explore.

To want to find out more.

To just have a look.

This will help do two things:

1. Consistency across multiple platforms will help increase the chances of you remaining top of mind and in consideration when they potentially make a decision.
2. Gentle exposure to the right, salesy content without coming away as spammy or salesy will help warm your target audience to what you have to offer.

This will eventually lead to more interest, more conversions, and general growth in your audience, provided you’re offering lines up with your strategy and content distribution.

The last step: Analyze, optimize, repeat.

Now that you’ve set everything up, all you need to do is look at the results you get and make tweaks and modifications accordingly.

If a specific type of ad or promo gets significantly more clicks, conversions, and impressions, that might be one to consider modeling the rest of your promotional content.

If more posts that are short do better than occasional long posts, try focusing more on bite-sized, value-packed content rather than long form.

Overall, the key thing to do here is to make sure that any flaws get fixed while leaving no potential untapped.

This includes considering other, less important channels, to make sure you’re

Not just dependent on one source of traffic and

You’re making the most of your content, repurposing the best on other platforms, with the potential of good results with comparably less effort.

To Recap…

1. Choose a platform from where you’ll start marketing your brand, business, company, or whatever offer you have.
2. Clearly define who your target audience is.
3. Create focused value and promo-based content.
4. Expand to other platforms as well as analyze and improve on your current strategy.

That’s it for today.

For next time, expect something along the lines of customer retention.

Anyways, if you’ve got a question, any problems, or just need some general help, feel free to reach out. I’d be more than happy to help.

Until next time.

Drew out.