by Dan Klein
As a small business owner, you are constantly looking for ways to keep your brand in the spotlight and connected with your audience during every step of the customer buyer journey. One mistake some companies make with their marketing approach is taking too singular of a focus on the way they deliver their key messaging. While your business may be set up in a way in which email marketing, for example, is the best way to reach your customers, it is important to remember that a well-rounded, multi-channel strategy – or campaign – can help you keep in touch with prospects when they are making important purchase decisions.
In simple terms, multi-channel marketing allows you to distribute one central message through many different promotional channels, which may include email, direct mail, blog and website content, social media, web banner ads, and point-of-purchase signage. The idea behind this approach is that an increased number of channels creates a greater number of potential customer touchpoints for your customers and expands your reach so you can find new groups of buyers, as well.
Perhaps the best part of a multi-channel strategy is that, over time, you can track analytics to see which mediums are performing best, which are not, and adjust your approach to maximize your connection with your audience – and your return on investment. Keep in mind that there is no one-size-fits-all approach to multi-channel marketing, and because every business and customer is unique, your marketing approach should be too.
At Spoke, we are big believers that everything you do should be driven by the customer buyer journey. Creating campaigns that spotlight the key benefits of your products and services are most effective when they are delivered in a way that allows your customers to always have access to this information when they are deciding which brand will best fit their needs. This will do more than just increase sales – it shows customers you are listening, that you understand their obstacles, and that you are always available to help them solve their challenges.
The end result? A greater customer connection with your business and an affinity for your products and services that can result in something every small business owner hopes for – brand loyalty that can help to take your company to the next level. Now that’s something worth campaigning for.
Dan Klein is the Managing Partner at Spoke Marketing. Spoke Marketing (www.spokemarketing.com) provides fully-integrated marekting and sales programs that define and activate the customer buyer journey.
Submitted 2 years 238 days ago