Marketing campaigns have become crucial to business success, owing largely to how saturated most markets are. Brands are always on the hunt for the best techniques that can help them reach as many potential clients as possible.
Building on this need, multi-channel outreach has become a staple in marketing campaigns. However, how can you make the most of a multi-channel focused campaign? Here are some tips you should consider before engaging leads across various platforms.
1. Consistent Engagement Across Platforms
The planning stage often determines the success of both long and short-term campaigns. Companies and brands are usually willing to go the extra mile for maximum engagement, employing helpful strategies like cold emailing advanced conditions. However, it doesn’t need to get that complicated. Sometimes, it’s as simple as taking advantage of multiple marketing channels. Here’s how you can maximize the multi-channel outreach method.
2. A Lead-Focused Approach
While taking advantage of multiple marketing platforms puts your brand out there in a big way, it won’t matter if no one engages with the content. Which is why it pays to take a moment to understand potential leads.
When planning, try to anticipate potential customers interacting with your campaign. Go out of your way to learn about their preferences, behaviors, and needs. This information makes tailoring the campaign message to fit a lead easy.
It might help develop lead profiles covering various potential customers you engage with during the campaign. By understanding each profile, you can create a scenario that encourages engagement.
3. Working With Consistency
Uniformity is key during a cross-platform campaign. You risk undoing the impact of your message when there is a disparity between what is pushed on one platform compared to another. Working across multiple platforms is meant to help widen the reach of your campaign.
However, the message must stay the same if you want the desired effect. When a change is introduced into this delicate balance, you might lose more leads than if you had stuck with one platform. People don’t like to be confused and might stop engaging if they sense that you are doing just that.
4. Leverage Marketing Automation
Gone are the days when you would need to manually keep track of the various aspects of your campaign. Services have surfaced in recent years that provide a central hub for carrying out tasks related to your campaign, tracking the numbers as they go up or down, and even multi-channel marketing.
These platforms are practical as they simplify posting the same thing across various platforms. Typically, you will only need to sign in to those platforms and provide permission to the service you’re using.
5. Personalizing and Advanced Conditions
Marketing has come a long way in recent years, allowing us to achieve what was long thought to be a waste of resources. For instance, you can personalize the engagement between each lead and the campaign to a scary degree using tools like advanced conditions.
Advanced conditions allow you to account for different scenarios in a user interaction and provide certain replies based on the customer’s behavior. For instance, you could determine that a message will only be sent when the customer has followed a specific platform. You could also modify the conditions to send a message only when a particular keyword has been detected in a lead’s response.
6. Surveillance and Adaptation
Such an approach will depend on the tools you use during a campaign. Ideally, you shouldn’t be rigid with your game plan. At some point, the analytics might tell you that a specific tactic isn’t working. A good multi-channel campaign leverages this information and attempts to modify the strategy while a campaign can still be salvaged. Just remember to enforce consistency across all platforms. If a change is made on one channel, it should reflect on all of them.
There might be instances where a strategy works excellently on one channel but does poorly on another. In such a case, modifying the approach on the platforms that are doing poorly might be worthwhile, and leaving things as they are when working.
7. Accounting For Various Variables
One possible hurdle you might encounter when enacting a multi-channel campaign is the versatility and evolution of technology. Platforms that foster user engagement are rapidly changing, and your campaign needs to be able to adapt to these changes.
You might waste valuable resources trying to engage on platforms in a no longer supported way. To avoid such an overhead, pay close attention to each platform and change what needs to be changed before it’s too late.
8. Choose the Right Channels
No two campaigns need to be the same according to the channels used. For instance, you could focus on LinkedIn in your next campaign simply because you hope to score more professional leads.
However, a social media platform like Twitter or Facebook might be your go-to if you focus more on end-users. You don’t need to choose random channels to fill the quota. Instead, consider the campaign’s intended end goal and leverage the right lead generation and engagement platforms.
9. Finding a Good Balance
Marketing is often a rollercoaster. Progress is seldom linear, and this also applies to multi-channel outreach. The abundance of data might make it easier to notice discrepancies in expected versus actual values.
When running a campaign at scale, you must make concessions at various points, sometimes sacrificing efficiency for effectiveness and vice-versa. It’s all about threading the needle and finding that sweet spot between strategies that get the job done.
Conclusion
While the more can be the merrier, opening a campaign to multiple channels might also spell disaster. You must make the right decisions at every step of the process, keeping most of the tips mentioned above in mind while proceeding through your campaign.
If you play your cards right, then you will be able to succeed in converting most leads across various platforms. However, the slightest mistake might cause your campaign to implode. Start by choosing the right team and tools and targeting the right audience for your brand. Otherwise, all your efforts will lead to nothing.
