How Do You Make Marketing Work for You?

Is Strategic, Multi-Channel Marketing the Key to Business Success?

Having come from a predominantly sales background, where marketing was often blamed for bad leads or underperformance during tough months, I recently took on the role of heading up both our sales and marketing teams. This shift put me right in the middle of an age-old question that I believe many of us in business grapple with: How do you effectively deploy a marketing strategy in 2024 when there are so many options available?

Whether you’re a business owner, a franchisee, or the head of a sales and marketing department, it’s a topic that stirs up a lot of opinions and debate. One of the most common concerns I hear is: "How do you know this works?" or "What’s the importance of writing content like this?" Many times, it’s followed by comments like, “This doesn’t work, I don’t see a return.”

Our purpose as a business is to ensure the success of our franchisees. As a franchisor, we’re constantly focused on how we can best reach the customers our franchisees need to build healthy, thriving businesses. We spend a great deal of time analysing the impact of different marketing channels and understanding how customer behaviour influences the success of these strategies.

Marketing: A Long-Term Investment, Not a Quick Fix

It’s easy to be frustrated by the lack of immediate returns from marketing efforts, especially when you're closely monitoring every pound spent. But here’s where the reality of modern marketing comes in: marketing is not a magic button you press for instant sales. It’s a long-term investment in building brand visibility, trust, and customer engagement.

In the digital age, people rarely make purchases based on one single ad or campaign. Instead, they’re influenced by a combination of touchpoints—social media, email, search engines, content, and even word of mouth. Each of these interactions plays a role in moving the customer closer to making a decision.

This is why multi-channel marketing is so crucial today. Your audience is scattered across different platforms, and each channel serves a unique purpose in the overall customer journey. While one person may engage with your business through a Google ad, another might be influenced by a blog post, and yet another might be convinced after seeing a friend’s recommendation on social media. Each of these touchpoints adds value, even if the return isn’t immediate or obvious at first glance.

Understanding ROI in Marketing: The Bigger Picture

When someone says, “This doesn’t work, I don’t see a return,” it often means they are looking for a direct, immediate link between an ad and a sale. However, that’s not how today’s customers behave. Marketing is more complex than ever before, and measuring ROI isn’t always as simple as tracking one channel. Customers often need to see your brand several times, in different contexts, before they’re ready to make a purchase.

The challenge lies in recognising that marketing ROI is cumulative. While it’s important to track metrics like leads, clicks, and conversions, it’s just as important to understand that each touchpoint contributes to the larger picture. For example, a customer might see your Facebook ad, read a blog, and then eventually convert through a direct search for your brand on Google. That conversion didn’t come from just one source—it came from the combined impact of all those interactions.

The Importance of Strategic Content

So, why do we write content like this? Content serves as one of those critical touchpoints. It builds trust, educates your audience, and positions your brand as an authority. When customers are evaluating a business, they look for reassurance, and high-quality content often provides that.

In 2024, content marketing remains one of the most cost-effective and impactful ways to connect with your audience. Blogs, articles, and social media posts are not just about generating immediate leads; they’re about building relationships over time. Content shapes how people perceive your brand, and the more informative and valuable your content, the more trust you build.

Why Business Owners Need to Think Long-Term and Multi-Channel

For business owners, it's tempting to focus on a single marketing channel or campaign and expect immediate results. After all, investing in advertising can feel risky, especially if the payoff isn’t instant. However, it’s important to remember that marketing is a long-term game. No single ad, no matter how well crafted, will result in sustained growth. Instead, it’s the accumulation of all your efforts that drives customer engagement, loyalty, and sales over time.

Business owners need to embrace a comprehensive marketing approach that spans various channels—digital ads, social media, direct mail, local events, and more. Even if one channel doesn’t deliver immediate returns, it can still have a meaningful impact on the overall marketing ecosystem. A person might see a Facebook ad today, then get an email tomorrow, and finally visit the business next week after a reminder from a friend or Google search. Every touchpoint counts, and when working together, these multiple impressions can generate the desired results.

The Importance of Strategic Consistency

Beyond just being present on different platforms, the key to a successful marketing campaign is strategic consistency. The messaging, tone, and overall brand voice should be consistent across every vertical. Whether a customer interacts with you on Instagram or through an email newsletter, they should recognise your brand instantly. Consistency breeds trust, and trust is the foundation of customer loyalty.

For business owners, this means ensuring that your marketing efforts—whether executed in-house or through external partners—are aligned with the overarching brand message. If you're part of a larger brand or chain, you often receive valuable marketing assets and guidelines that can be adapted locally, but these must be used strategically. Aligning your efforts with the broader brand while localising for your specific market ensures a cohesive customer experience.

Multi-Channel Strategies That Deliver

Let’s explore some practical examples of multi-channel marketing strategies that business owners can leverage:

• Social Media Advertising: Platforms like Facebook and Instagram allow you to target specific demographics with tailored messages. These ads help raise awareness and keep your business top-of-mind. Even if someone doesn’t click on the ad, the impression can lead them to your business later on through another touchpoint.
• Search Engine Marketing (SEM): Google Ads or local SEO strategies ensure that your business appears when potential customers search for services in your area. While social media ads create awareness, search engine marketing captures people already actively looking for your services.
• Email Marketing: Email campaigns can help nurture leads and convert potential customers who have already shown interest in your business. Regular newsletters, promotions, and personalised content keep your business relevant.
• Local Partnerships and Events: Don’t overlook the power of in-person marketing. Partnering with local businesses or sponsoring events gives your business a community presence and creates positive associations with your brand.
• Traditional Advertising: Depending on your market, traditional media such as print ads, radio spots, or signs can still be highly effective. These work particularly well when complemented by digital campaigns that allow for further engagement.

By combining efforts across these channels, you increase your chances of being seen, remembered, and eventually chosen by your target customers. The journey from awareness to purchase is not linear, and each touchpoint plays a role in moving customers closer to conversion.

How to Make Marketing Work for You in 2024

The key to making marketing work for your business in 2024 is strategic consistency. You need a clear, cohesive plan that integrates multiple channels and delivers a consistent message across all of them. This includes:

• Multi-Channel Approach: Ensure that your marketing strategy spans across various platforms—social media, search engines, email, and traditional advertising. Each platform serves a different purpose in reaching and engaging your audience.
• Content Marketing: Continue investing in content that educates, informs, and provides value to your target customers. It’s not just about making sales—it’s about fostering long-term relationships with potential customers.
• Patience and Persistence: Marketing success doesn’t happen overnight. It requires persistence, ongoing engagement, and time to see the full effect of your efforts.
• Analyse, Adjust, and Optimise: While marketing requires patience, it’s important to consistently analyse your results and make adjustments. Use the data you gather to fine-tune your strategy, focusing on what works while also testing new tactics.