Consumers engage with many forms of media every day. A well-planned multichannel marketing strategy expands your company’s reach and increases engagement. Contacting potential customers through their preferred channels makes the conversion process more accessible and appealing.
Learn how to use multiple channels to enhance your marketing campaigns and increase engagement with your products and services.
What Is a Multichannel Marketing Strategy?
Multichannel marketing is an approach that unifies promotion and distribution channels to form a single strategy. Marketing channels include email, direct mail services, websites, storefronts, social media, and more. When companies use multiple channels to communicate with their target audience, they improve the customer experience. It’s easier for consumers to connect with a brand or service when they can engage with the organization through their preferred channel.
Marketing can feel like a waiting game. Many companies waste time and revenue waiting for customers to discover their brand. Organizations should do the research to uncover their target audience’s preferred channels and meet them there. By expanding your marketing campaigns to encompass more media, you increase the number of customer touchpoints, opening up new opportunities for communication and giving your target audience more chances to interact with your brand.
What Is a Cross-Channel Marketing Strategy?
Cross-channel marketing is a subset of multichannel marketing. It involves using multiple channels and customer data to create a cohesive customer experience. Your target audience can “cross” between different forms of media at any point in the sales cycle and pick up where they stopped. Effective cross-channel marketing is all about providing a seamless, personalized experience.
For example, a consumer who discovers your business through a blog post follows a link to sign up for a newsletter. The mail piece includes the customer’s name, product recommendations, and calls to action based on the information they shared during the sign-up process. You’ve taken information learned from previous interactions and carried it through to a later encounter.
Through cross-channel engagement, you collect customer data that helps you uncover your target audience’s preferred channels for communication. With that data, you can tailor the sales experience to suit their interests and build a customer experience that follows them as they move between devices. Cross-channel marketing strategies demonstrate flexibility and accessibility, improving your response rates and making the most of your touchpoints.
Why Using Direct Mail Marketing Is Good for Your Cross-Channel Marketing Strategy
Direct mail marketing is an excellent way to build a multichannel customer base. Sending customized mail pieces with content tailored to the customer experience improves consumers’ opinion of your brand. You create a one-on-one communication experience. Including two or three points of personalization in your letters, brochures, and catalogs makes the customer feel like their mail piece was made just for them.
Offerings like Presort’s Plus program maximize the impact of your company’s direct mailing campaigns with a seamless multichannel marketing strategy. Our marketing team uses customer data and direct mail campaign tracking to measure how your target audience responds to their direct mail pieces. We integrate social media into your mailing campaign to help you target your audience.
We track your breakthroughs with mail and call tracking tools. Before starting a campaign, we prematch your mailing list to Facebook and Instagram profiles to ensure your materials reach the right audience. We also provide personalized URLs—custom web addresses tailored to consumers’ habits to create a positive customer experience. Mail pieces can include QR codes that lead to these landing pages, increasing brand engagement and boosting response rates.
Multichannel Marketing ROI
Multichannel marketing can help you improve your revenue. All you need is a solid strategy and the resources to support the endeavor. Here are a few tips on how to use multichannel marketing strategies to boost your ROI:
- Use clear and consistent data: Customer data gives you all the information you need to tailor mailing campaigns to your target audience successfully. You gain insight into their preferences and behavior. This allows you to deliver the right messages at the right time, increasing the effectiveness of your multichannel marketing strategy.
- Provide continuous communication: Your messaging to customers needs to be constant. Inadequate communication leads to a loss of conversion. You can use push notifications, emails, and physical mail pieces to keep a customer involved in the sales journey and nudge them toward a purchase.
Presort Inc. Can Build Your Multichannel Marketing Strategy
Are you ready to build a seamless multichannel marketing strategy? Presort Inc. can help you get started. Our mail campaigns integrate various tracking tools to ensure your marketing materials reach the target audience you want. Personalized URLs and social media prematches maximize your touchpoints and ensure your user base receives a customized customer experience. We close the gap between the physical and digital world to bring unparalleled success to your company. Reach out today.
