Multi-Channel Marketing For An Increase In Conversion Rates


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It is difficult to monitor overall marketing efforts. There is much analytics available, so it can be difficult to decide which data to prioritize. Whatever your priorities, conversion rates are crucial when evaluating the overall performance of a marketing campaign.

All this is great, but consumers now have all the power. Instead of listening to polished marketing messages, they are now more in control over their customer journeys than ever.

It is important to promote information, campaigns, products, and services across multiple channels. Consumers are at home in many places. If you want to reach more people, reach out where they feel most comfortable. Multi-channel marketing is a great option.

Businesses must make it easy for customers to purchase from them, so they don’t switch to a competitor. To do this, they must be visible on various channels to increase conversion rates.

This is a very popular choice with consumers. This is a very popular choice for consumers. 72% say that they prefer to connect with brands via multiple channels.

How To Boost Conversion Rates With Multi-Channel Marketing

Multi-channel marketing can be used to reach a larger audience and increase conversion rates.

1. Multiple touchpoints can be created to guide consumers to the sale

First, it takes six to eight touch points with a brand before a customer buys from them.

You’re more likely than not to cover all the platforms, to get each one right and faster.

A brand is more appealing to consumers who have been exposed to it multiple times because they feel they know them. 

People who were exposed to multiple channels of messaging were more likely than others to purchase.

How to Create Multiple Touchpoints

40% of adult online shoppers today start their customer journeys on one connected device and end it on another.

Although purchasing is not a straight line, it does mean that potential buyers may be approaching your business from many different angles.

Here are some tips to help you create a multichannel marketing campaign that works with multiple touchpoints.

* Identify touchpoints

First, determine where your customers buy most often and how they found you. This could be your website or social media channels such as Instagram and Facebook, billboards, or any other marketing method you have.

Consider the following five stages of the customer buying process:

– Awareness 


– Purchase 

– Use the product/service 

– Customer retention after purchase

Which channels do you think fit into these categories? Is it possible that customers find you through Facebook ads during the awareness stage but then make the purchase on your website?

* Select the most efficient channels

It can prove to be harmful to spread your campaigns across too many channels. It’s better to pick one or two channels per stage of the customer journey.

* Create a cohesive campaign

Each channel will require different types of activities, but this doesn’t mean that you need to run separate campaigns for each platform. Instead, create a campaign that covers all of your touchpoints and provides a path to a sale.

As you can see, there were both email marketing and an email list that was targeted by Facebook ads. The combination of these two channels resulted in more sales than if they were operating separate campaigns.

2. Streamline Your Strategy to Align With Consumer Needs

However, you don’t have to be on every channel. You should have multiple channels that work together to make it easier for customers to switch between them.

They’ll click “Buy” when they see your brand on their favorite channel. This is also true for other types of conversions.

How to Streamline your Strategy

For example, you might say that consumers should “get in touch” as a call to action. In case consumers don’t like what you offer, it’s important to ensure that they have an alternate route.

You should offer them a live chat option, along with a phone number, and an email address, so that they can select the best option for them.

Streamlining your strategy means consumers can easily switch channels to the one that is most suitable at that time.

3. Hang Out With Your Potential Customers for a 500% Increase in ROI

Multi-channel marketing allows you to broadcast your brand on multiple channels. Consumers who use Facebook may not use Twitter, and vice versa.

However, it is just the beginning of a relationship with customers.

It is important to ensure that they are receiving content and touchpoints in a format they enjoy.

Research shows that brands that use display, social, mobile, and video marketing simultaneously see a 500% increase in their ROI.

Hanging out with Potential Customers

You want to establish a dialogue with potential customers.

Ask for feedback from customers who have visited your site before.

Multi-channel marketing campaigns can be multi-channel. Don’t feel obligated to use the same medium on all channels. You can determine which content is most effective on specific platforms, as well as who’s popular there, and then incorporate this information into your marketing plan. Take this example:

* 60% of Snapchat’s userbase are below 25 

Twitter is great for customer service in real-time 

* LinkedIn is the best place to find whitepapers and case studies

You can create multi-channel marketing campaigns based on the top channels that your audience is using and the content they enjoy.

4. Reach the Right People at the Right Time to Boost Sales by 27%

It’s nearly impossible for brands to force purchases on consumers because they are more in control than ever. Instead, consumers need to feel that they are making their own decisions. This is why brands need to be available to them when they need you.

Let’s take a look at personalization for a second.

In the eCommerce industry, personalization has been a major marketing strategy in recent years. Amazon is an example of a company that personalizes recommendations based on past purchases.

You might also consider retargeting. This allows brands to re-advertise products that a consumer expressed interest in via their social media feeds.

Multi-channel marketing is all about giving people what they want when they want it. Marketers who personalize the customer experience see an average 19% increase in sales.

Multichannel marketing is about the entire sales funnel.

Today’s customer journey is fragmented. It jumps around between channels and devices. Creating a fluid path that diverges between different platforms acts like a thread to prevent the journey from becoming too fractured.

There are also hard numbers. Personalization is a key component of marketers’ success in increasing conversions by more than 27%.

How to Reach The Right People at the Right Times

We have already spoken about the customer journey and the various phases of the buying process. This is the foundation of your multi-channel marketing campaign. You can then:

* Determine how invested the customer is at each stage of this cycle. Personalize each step to suit their level of investment 

* Create content that targets each stage of the cycle for different channels (e.g. Social media, blog content, and case studies for consideration, as well as an email marketing campaign to retain customers.

5. Implement Mobile Marketing to Reach Engaged, Local Buyers

It is safe to say that the mobile revolution has arrived. The majority of shoppers prefer to shop via their smartphones than in-store.

Research shows that consumers who are exposed to multiple channels spend between 3-4x and 4x more than those who are only exposed to one channel. Perhaps even more telling, nine of ten mobile searches result in an action.

Multichannel marketing on mobile has the best advantage: you can personalize and engage with potential customers wherever you are. Most people carry their phones on them while on the move.

Consumers are now using mobile devices to shop, and eCommerce revenue from mobile purchases is expected to skyrocket in the coming years.

Mobile Marketing

Mobile marketing is so important because location is a key component. This is simply because mobile phones are more convenient than creepy tracking devices.

This knowledge allows you to target people in your vicinity or send specific campaigns to people who reside in certain areas.

You can tap into the notion that consumers are always “switched on” by using Wi-Fi hotspots or hyperlocal technologies to run geo-targeted marketing campaigns that allow you to deliver the right content at just the right time and place to the right people.

Campaigns that are geo-targeted perform better than those that are not.

The Future of Multichannel Marketing

Multichannel marketing will continue to increase conversions as mobile continues to be the most popular device that consumers can buy.

Multichannel marketing allows brands to reach consumers wherever they are. Consumers will feel more comfortable on the platform they are using, and they will be more inclined to buy from the brand.

We can expect to see a rise in personalization in multichannel marketing. Soon, people’s smartphones will be the central hub of communication, with push notifications and their favorite apps becoming the main channel for reaching them.

About the author

Kobe Digital is a unified team of performance marketing, design, and video production experts. Our mastery of these disciplines is what makes us effective. Our ability to integrate them seamlessly is what makes us unique.