Top 5 Best Multi-Channel Marketing Examples and Techniques

Today’s marketing landscape is radically different than it was even ten years ago, and it doesn’t matter what industry you operate in. Whereas TV, radio, and paper ads dominated most of the past 100 years, the post-millennial era and the internet have turned the model on its head, requiring companies to expand efforts significantly or avoid neglecting important target audiences.

Multi-Channel Marketing Techniques

Top 5 Best Multi-Channel Marketing Examples and Techniques

The current model forgoes many of the traditional channels in favor of online and digital marketing. This new real estate comes with many more avenues with which to reach consumers, but it also comes with challenges to budget allocation and planning. More than the choice between radio and TV, businesses must navigate through SEO, PPC, content marketing, and several other strategies that individually may be less effective but taken together can boost exposure significantly.

Even so, with so many alternatives, it’s difficult to find the right marketing technique or blend of strategies to get the most positive exposure. Before building a plan, it’s worth understanding the value of each method to see how they can help your overall marketing goals.

1. Content Marketing

One of the trendiest phrases you’ll hear today in the marketing world is that “content is king,” and indeed, there’s some truth behind this cliché. However, content alone will not make your strategy take off. Content marketing is all about creating user engagement—getting viewers to your website and keeping them there long enough to turn them into customers—whether they’re paying with money or attention. While it usually refers to text, content today should include video and audio as well, and generally focuses on inbound and soft sales. The goal is to be informative and engaging.
This strategy works by turning your website into a destination where viewers want to be regularly, and yet also reinforces your brand’s value in a non-salesy way. Indeed, companies that are proactive about their content strategy tend to see yearly growth in site traffic almost 8 times higher than those with less defined strategies. Moreover, content marketing has been shown to generate three times more leads than paid advertising channels.

Regardless, content requires some support, as anything does. If your content isn’t showing up on the first page of searches, it’s most likely going unread. Additionally, content can be a time-consuming strategy if you’re focusing on it at the expense of other channels.

2. PPC Advertising

Before people can see the excellent content you’ve produced, they need to find your website. PPC (or Pay-Per-Click) is a paid method for driving traffic to your website that lets you pay a fee for every visitor that is directed to your site. You can pay to get sponsored ads (which show up as the “sponsored links” at the top of your Google searches) when users make a search for specific keywords related to your business.

PPC is a great way to start building traffic to your site and can help you drive organic traffic later. More importantly, it helps you start monetizing your website much faster than organic traffic, which is highly valuable but requires some time to fully develop. In 2018, PPC traffic actually converted to sales at a 50% higher rate than organic traffic, according to WordLead. Even better, nearly 65% of all clicks made by users intending to make a purchase go to PPC ads.

Nevertheless, PPC shouldn’t be your only way to drive traffic to your site, as a barren page and lack of content will negate any value PPC gives you. Moreover, it’s easy to overspend when it comes to PPC and negatively impact other parts of your strategy.

3. SEM and SEO

PPC has its benefits, and it’s a great way to build traction for your website, but eventually, your goal should be to stop paying without affecting the flow of visitors. Search engine marketing (SEM), of which search engine optimization (SEO) is a part, focuses on driving traffic to your website not by paying for it, but by modifying your content and website architecture to naturally rank higher on search engine results.

SEO uses tactics that you can implement easily, such as the integration of internal and external links to your webpages and content, focus on keyword placement, optimizing your website’s structure and metadata, and even creating more video content to drive traffic. The great thing about SEM is that it helps decrease your dependence on paid advertising, and it lets you create a more consistent and effective introduction to your company’s brand.

Optimizing your website pays off, with some studies showing the conversion rate for SEO strategies is almost 15% better than traditional outbound marketing’s under 2% conversion rate. Moreover, over 51% of all content consumption online was driven by organic searches, making placement and SEO much more crucial to your website’s success.

SEO tends to be more art than science, and tangible results can be hard to quantify over the short-term. Moreover, search engines constantly tweak and modify their ranking algorithms, so SEO is not a one-and-done effort, but a constant process.

4. Email Marketing

Despite the rumors of its untimely demise, email marketing remains a crucial component for any organization as it helps recapture cold leads and can keep the engagement cycle alive for longer. Emails give you a periodic way to keep up with consumers, inform them of new products and updates, and even re-engage them with fresh content.

Including a series of emails in your users’ journey can help you inform them about your brand, related products, and can help gently nudge customers toward turning shopping carts into purchases. More importantly, a follow-up email shows customers you care and are interested in them beyond an initial sale.

Indeed, a study found that nearly 73% of millennials prefer to receive communications from businesses via email, and 59% of all respondents noted that 59% of respondents say marketing emails have an impact on their purchasing decisions. Even so, there’s a fine line to walk when it comes to emailing customers. Too few will have a limited impact but sending too many may turn your valuable marketing into spam in consumers’ eyes.

5. Finding the Right Blend

All of the marketing techniques discussed above have value by themselves. Choosing any one of them can give your marketing strategy an overall boost. However, when you focus on one at the expense of others, you’re likely to see a spike that will dissipate over time. To get the most out of your budget, the best course of action is to diversify and expand your marketing to include complementary strategies that can give you exposure, traffic, and engagement.

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