Step by Step Guide to Creating Multichannel Campaigns

by: Danny Veiga

Are you a marketer struggling to create a successful multi-channel marketing campaign? Do you often feel like your campaigns are missing something or not going as well as they could be?

If so, this blog is for you. This post will guide the reader through the steps of creating a successful multi-channel campaign from start to finish.

In the age of social media and smartphones, there are more ways to reach your audience than ever before.

But with so many options for advertising, it can be hard to determine which will work best for you.

Read on to find out how to create multi-channel campaigns that deliver results! 

What are multi-channel campaigns?

A multi-channel campaign is any marketing effort that uses more than one communication channel to reach your target audience.

The goal of a multi-channel campaign is to deliver as many relevant messages to your audience as possible across both digital and physical channels.

In doing so, you will increase the chances of engaging with them while keeping them aware of your brand.

Multi-channel marketing is the key to success in today's connected world.

Launching a multi-channel campaign will allow you to gain valuable insights into how consumers interact with brands and why they make the purchasing decisions that they do. 

Understanding these motivations can help you better understand your customer base and refine your strategies accordingly.

Multi-channel campaigns utilize various channels to deliver the right message to the right person at the right time. 

A multi-channel campaign may use many different channels at once or only one, depending on your goals and the nature of your business.

For example, a local restaurant may choose to invest in a print ad that is then promoted via digital channels like social media and email marketing.

Your customers can be reached using:

· Print advertising (e.g., newspapers, magazines)

· Television commercials

· Radio advertisements

· Direct mail campaigns (e.g., postcards, coupons)

Understanding these will help you market more effectively and efficiently in the future, leading to increased sales over time!

Who should use multi-channel campaigns?

There are three kinds of people who would benefit from using a multi-channel campaign: new business owners, companies with multiple products or locations, and e-commerce websites looking to maximize their reach across channels.  

A new business owner might be launching a new product line and want to let the world know.

A company with multiple products might be running a sale in addition to their regular marketing efforts.

An e-commerce site could be launching a new line of clothing without updating its social media accounts.

All of these campaigns have one thing in common: they benefit from using multiple channels!

New business owners need ways to get the word out about their new product, companies looking to make a splash run sales for limited times so that people are aware of them while shopping around, and e-commerce sites need to promote new items alongside their bestsellers.   

If you're running any kind of campaign like this, multi-channel marketing is an effective way to reach your audience across all types of platforms.

What are the advantages of launching multi-channel campaigns?

Multi-channel marketing campaigns have several advantages over more traditional campaigns!

These advantages include:

  • Increased brand awareness and loyalty resulting from consistent messaging across all channels - Multi-channel campaigns reinforce your brand messaging through consistent messaging on each channel. This ensures that all customers receive the same impression of your company, leading to increased brand loyalty over time.   
  • More opportunities to interact with consumers - When using multiple channels to promote a campaign, it's much easier for people to interact with you and provide feedback. People are still likely to be engaged even if they don't visit every channel regularly because they can jump in where they see fit instead of being required to constantly check back for communication!       
  • More efficient campaign management - With more than one platform available, marketers have great opportunities for streamlined management and reporting. Instead of managing one platform, marketers will only need to manage a few channels at once. Managing the campaign itself (creating content, providing updates, etc.) will take care of itself!

What are some considerations for creating multi-channel campaigns?  

There is more to launching a multi-channel campaign than simply placing advertisements on different platforms!

Some important things to remember include:  

  • The type of content you create - If you're using multiple channels to promote one product, your messaging must be consistent across all mediums. You can't talk about how great a sale is on Instagram and not mention it anywhere else or vice versa.   
  • The audience you're targeting - No matter what kind of campaign you're running, it's important that you reach people who are interested in the content you're promoting. For example, you shouldn't be sharing sale information with people who have never purchased from your site before.   
  • The interactions they've had on each channel - If someone has already interacted with you in some capacity (i.e., responded to an ad they saw on Facebook), then it's important that you recognize them when advertising again on other channels. This will reinforce trust and prevent you from being ignored or seen as untrustworthy!  

How can I set up multi-channel campaigns for my business?

There are several steps you can take to set up effective multi-channel campaigns for your business.

By following these six pieces of advice, you will be on your way to developing a truly successful campaign:

1. Define the objectives of your campaign

The first thing every good marketer does is determine the desired outcome of their marketing efforts before launching into a campaign.

What do you want to accomplish? Do you aim for increased brand awareness, higher click-through rates, or more sales?

There are many possible outcomes to your campaign, and it's important that you don't try to go for them all at once.

Instead, focus on one metric and continue improving it throughout the course of your marketing efforts.

For example, if you simply want to increase brand awareness, social media is a great platform. However, direct mobile website messages might be best if you want people to make a purchase on their smartphones.   

You can't expect success overnight – campaigns take time!   

2. Research your audience and competition before developing goals and strategies.

The next step in launching a successful multi-channel campaign is to do your research.

It's important to know what channels you are competing on and how they stack up against each other.

If you're not sure which platforms your customers or competitors use, check out web analytics and social media analytics for information that can help you figure it out. This will give you an idea of where your audience spends time online so that you can tailor your efforts to their preferences.   

Remember, the more effort you put into understanding these nuances, the better chance your campaign will be successful!       

3. Determine who your target audiences are

You need a way for all of your marketing efforts to converge on one point.

Having a concrete way of uniting all of the different channels you use will ensure that each channel works together toward a common goal.   

Instead of having multiple campaigns, or even worse, no campaign at all, develop a multi-channel strategy using personas. These are fictitious characters created to represent your best guess about the type of people most likely to be interested in your product or service.

While it may not be exact, it will give you an idea about who you're targeting and allow you to create more effective messages tailored for that group. 

For example, if you're selling a new kind of vegetable in one area, and are targeting younger mothers, then your personas might be "Kelsey" and "Max," respectively.

These two personas represent the people most likely to be interested in your product, but they may also have their own preferences.

4. Assess what channels are best for different personas

Once you've created your personas, it's time to figure out which channels would be best suited for them -- the places where they spend their time online and the types of posts that will interest them!  

You can determine this by determining various metrics related to each channel, such as:

• What is its reach?

• What is the demographic that uses it?

• How often do they use it?

• Where are they located?

By using these metrics, you can begin to see which channel would be best suited for your campaign.

In some cases, several different channels might be suitable for one persona. For example, one persona may be interested in following your brand on Facebook, while another persona might love photos of your latest product on Pinterest.

5. Plan for what you're going to say and post on each channel

Once you've decided which channels are best suited for each persona, it's time to start planning what you will say and post on those channels!

For a more successful campaign with increased engagement and reach, try creating unique messaging for each channel tailored to the specific audience using that platform. Just because one person likes images doesn't mean they'll like videos – it's important not to assume anything!   

Having an established plan will give you a sense of purpose when creating the content for each channel so that everything ties together.   

6. Choose the right KPIs to measure your performance

While multi-channel campaigns are not yet common, many brands are beginning to understand the importance of measuring their performance across different channels.

The best way to do this is by choosing Key Performance Indicators (KPIs) that can be measured for each channel and persona.  

For example, if your target audience is older women with a small business, you might measure how many followers they have on Instagram. Still, you might want to also look at how much engagement those followers create by liking and commenting on posts, as well as monitoring the average time spent on your website after clicking through from an Instagram post.   

When choosing KPIs, it's important to remember that some results will only show up over time, while others may provide immediate feedback on the success of your campaign.   

7. Keep an eye on how each channel performs over time  

Over time, you'll be able to see which channels resonate with different personas and what kind of content they respond to best. Keeping track of KPIs from each channel will allow you to adjust campaigns accordingly as well as determine what content is worth pushing out or holding off on publishing.   

This information will ultimately help you create a better, more sustainable multi-channel strategy that makes use of all available resources, provides value for customers, and increases brand awareness!

What are best practices for multi-channel campaigns?

Following these best practices will ensure that you maximize the benefits of your campaign while minimizing risks:  

  • Be consistent across all platforms - People should receive a consistent message regardless of where they're interacting with you. Consistency encourages brand loyalty and trust, which is critical to any successful campaign!
  • Determine how often updates should be sent out - Depending on what type of campaign you're running, it's important that you send out the appropriate amount of information at regular intervals.   
  • Don't forget about the small things - Multi-channel campaigns are effective because they allow marketers to reach their audience in more than one way. However, just because a single message can be spread across multiple channels doesn't mean that you shouldn't make an effort to reach your target audiences! Interacting with followers on each channel (i.e., thanking them via Twitter for a purchase made) will help increase engagement.
  • Make the most of each channel - Every channel has some unique benefit that other platforms do not provide. So make sure to take advantage of those things as much as possible!

In Conclusion

Marketing is all about engaging your customers in the right way at the right time, so it's important to take a step back and make sure you have everything on point before launching. 

Multi-channel campaigns are effective because they allow marketers to reach their audience in more than one way.  

All of these suggestions will make your marketing strategies easier and help you create a successful multi-channel marketing campaign. Give them a try!

If you want to learn more about how we can work with you on improving your digital marketing campaigns, please contact us here. We'd love to hear from you.

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Danny is a 7-Figure Online Business Growth Expert, one of the Most Successful Entrepreneurs under 40, and a Growth Revenue Strategist who’s helped scale his clients to over $50M worth of sales online.
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