What is an Example of Multi-Channel Marketing for Small Business?
It can be challenging for small businesses to know where to start with marketing. There are so many options, and knowing which will give you the best return on investment can take time and effort.
Not only is it difficult to know where to start, but it’s also complicated to track all of your marketing efforts and see which digital channels are working and which aren’t. You might be putting a lot of time and effort into marketing activities that aren’t getting you any results.
That’s why multi-channel marketing is essential. But what is it and is it effective?
We’ll answer all of that and more in this blog post.
What Is Multi-Channel Marketing?
But first, let’s answer what multi-channel marketing is.
Multi-channel marketing is an essential tool for modern businesses, as it provides the most comprehensive approach to customer communication through a multitude of marketing messages.
A multi-channel strategy entails using various channels, such as:
Social media campaigns
A retail storefront
These marketing strategies aim to promote a product or service’s value.
Utilizing multiple media channels gives customers more channels to access a product or brand — allowing them to procure products in their preferred way.
This method can be beneficial for businesses that sell products through specific brick-and-mortar retailers but also have online stores.
Adopting a multi-channel marketing strategy can alleviate customer confusion, offer consistent messaging and increase market penetration, ensuring potential buyers become actual customers.
For any business looking to stay current in their field and maximize the number of customers they reach, multi-channel marketing will prove an invaluable asset that supports proactive growth and development.
Still want to use traditional marketing for your small business? That's OK! Read up on the benefits of both digital marketing and traditional marketing here.
Why Is Multi-Channel Marketing Important for Your Small Business?
You might think you don’t need this marketing strategy because you’re doing fine. Or you don’t think it’s worth your time and money because you’re on a tight budget.
However, there are several reasons why a multi-channel marketing campaign is an excellent investment for your business. Here are some of them.
One of the essential benefits of multi-channel marketing is that it increases the visibility of your small business.
When you’re present on multiple channels, you can reach a broader range of potential customers than you would if you were only present on a single channel.
This is especially important for small businesses that may need more money to run a large-scale advertising campaign on just one channel.
Greater Engagement Opportunities
Another benefit of multi-channel marketing is that it provides more opportunities for engagement with potential and current customers. These are also known as customer touchpoints.
You can start conversations, answer questions, and address concerns in real time when you’re active on multiple channels.
This immediate engagement can help build trust and credibility with potential customers, which could lead to increased sales down the road.
Improved Customer Insights
Multi-channel marketing also allows you to collect valuable data and insights about your target market.
By analyzing the behavior of your target market across different channels, you’ll be able to understand their needs and desires better.
You can then use this information to refine your marketing strategy and create more targeted campaigns that are more likely to convert into sales.
Enhanced Customer Experience
In today’s competitive marketplace, providing an exceptional consumer experience is essential for any business that wants to succeed. Luckily, multi-channel marketing can help you do just that.
Being present on multiple channels allows you to meet your customers where they are and provide them with the information they need — when they need it.
This convenience and accessibility can go a long way in creating a positive and seamless experience that will keep people returning for more.
Build Brand Loyalty
Loyal customers are worth their weight in gold — multi-channel marketing can help you build brand loyalty among your customer base.
Showing up consistently across all channels with relevant, helpful content will help keep your brand top of mind so that when potential customers are ready to make a purchase, they think of you first.
Additionally, by providing an exceptional customer experience at every touchpoint, you’ll increase the likelihood that they’ll remain loyal even after they make their first purchase.
Last but not least, perhaps the most critical benefit of multi-channel marketing is that it has the potential to increase your return on investment (ROI). When done correctly, multi-channel marketing can be an extremely cost-effective way to reach your target market and generate leads/sales.
Not only that, but by utilizing multiple channels, you can more accurately track and measure your results to continue improving your ROI over time.
Speaking of ROI, SEO is one of the most cost-effective marketing channels on earth. Read up on what the ROI of SEO is for your small business here.
What Is an Example of Multi-Channel Marketing?
But where can you see multi-channel marketing in action? Several companies use it, so it’s easy to spot multi-channel marketing strategy examples.
Here are the best multi-channel marketing examples we’ve found.
Amazon is a perfect example of a company that uses multi-channel marketing to its advantage.
The e-commerce giant sells its products through its website, app, brick-and-mortar stores, third-party websites, and television commercials.
All of these channels work together to create a seamless customer experience.
For example, say you see an Amazon commercial on TV for a new product you’re interested in.
You can visit Amazon’s website or app to read reviews, watch video demonstrations, compare prices, and more. Or, if you’re already at one of Amazon’s brick-and-mortar stores, you can pick up the product and take it home with you right then and there.
No matter what channel you use, Amazon makes it easy to find the information you need and purchase.
And not only that, they use a multi-channel fulfillment model to enhance the retail experience for customers and small business owners.
Like Amazon, Nike also uses multiple channels to sell its products. Nike has brick-and-mortar stores worldwide, an e-commerce website, direct mail catalogs, social media accounts, and more.
Like Amazon, all of these channels work together to create a cohesive customer experience.
Nike’s social media accounts are a great way to learn about new products and upcoming events.
Want to read about Nike's multi-channel approach? Here's a fantastic article about them becoming a digital-first, direct-to-consumer brand.
For example, Nike recently launched a new line of basketball shoes called the LeBron 17s.
They first teased the shoes on Nike’s Instagram account weeks before they were released. This built up hype and excitement around the product so that when they finally went on sale, they had already sold people on the idea of buying them.
Warby Parker is an eyeglass company that sells its products online and through physical stores.
One of Warby Parker’s most innovative ideas is its Home Try-On program which allows customers to try on five pairs of glasses at home for free before they buy them.
Customers simply order the glasses they want to try on from Warby Parker’s website or app, and the products arrive at their door within days.
Once the customer has had a chance to try them out for five days, they simply send back the ones they don’t like using the provided shipping label — no commitment necessary.
This program is an excellent example of how Warby Parker is using multiple channels (online and offline) to provide customers with a great experience.
Not only does it allow customers to try on glasses in the comfort of their homes without going into a store, but it also eliminates any pressure they might feel about buying something on the spot.
Here's a full on review of Warby Parker's marketing strategy from Insider. All pros and practically no cons!
As a result of this program (and others like it), Warby Parker has become one of the most popular eyeglass companies in the world — all without spending a fortune on advertising or marketing initiatives.
Types of Multi-Channel Marketing
Now that you have seen a few examples of multi-channel marketing in action, you might be wondering what channels you can use for your business.
The answer depends on the type of product or service you offer and the audience you’re trying to reach.
However, most businesses will typically use some combination of these channels.
Search Engine Optimization
Search engine optimization (SEO) is an essential strategy for any small business that wants to reach wider audiences through its website. As the name implies, SEO involves optimizing a website to increase its visibility in search engine results pages.
You can do this through various techniques, such as
Optimizing website content and structure
Making sure titles and meta tags contain appropriate keywords
Building quality backlinks that point to the site
While SEO is typically a long-term effort that may take weeks or months to result in higher rankings, it is considered one of the most effective ways to reach new customers who are already looking for what you have to offer.
Want to see how SEO works for a small business? How about a case study? But not any case study. This one is ours.
By systematically implementing SEO best practices over time, businesses can improve website visibility, boost organic traffic numbers, and ultimately efficiently close more deals.
This type of advertising involves placing ads on websites, search engines, and other digital platforms. Online ads are often tailored to a particular audience, allowing businesses to target potential buyers instead of relying solely on broad-based visibility.
Moreover, you can use digital ads in various ways that traditional campaigns don’t offer.
For example, remarketing campaigns can continue engaging with people after they’ve left a site, and geo-targeting capabilities make connecting with the right people in suitable locations more accessible than ever.
This makes it easier to optimize campaigns and deliver the most cost-effective results.
Furthermore, with digital advertisements seemingly everywhere you turn, it is often cheaper than traditional forms of advertising.
These reasons make digital advertising a go-to choice for businesses seeking to increase their visibility and boost business growth.
Social Media Marketing
Social media marketing is a powerful tool to individually reach potential and existing customers. It helps businesses build relationships with current and future customers, engage in conversations, and connect in meaningful ways.
By sharing content that brings value or provides helpful insight, companies can develop trust with their target audience and build a positive customer-brand relationship. This trust further amplifies a company’s brand awareness on the internet by encouraging customers to share content with their followers.
Moreover, it provides an opportunity to positively impact customer perception of a brand while showcasing the business’ expertise.
When used correctly, social media marketing aids in creating brand credibility, enhances sales leads, increases web traffic and most commonly, builds engagement with prospective customers.
Even if you're not posting on these platforms regularly, your customers and prospects expect your business to be found on these social channels.
This strategy lets you send personalized emails directly to potential and existing customers, which can help build relationships and increase conversions.
Your messages can:
Introduce new products or services
Invite customers to join you for special events
Email marketing has the advantage of being able to target each customer segment precisely while offering a measure of tracking performance so that you can assess if the goals are met.
All this makes email marketing an attractive solution for businesses looking for a cost-effective way to promote their services and products.
Further, it allows you to stay in touch with past customers who may represent potential repeat buyers of your products or services.
Looking to get your email marketing campaigns off the ground? Here are 3 easy steps to improve them.
Traditional advertising remains an effective form of promotion for businesses looking to reach specific target demographics. Print ads, television commercials, and radio spots allow marketers to strategically craft a message that effectively speaks to the chosen demographic.
While traditional advertising has now been largely overshadowed by digital marketing, there are still situations in which more classic forms of advertising can be even more effective in reaching specific demographics.
For example, older adults rely heavily on print sources for their news and information. They might be more likely to become aware of a product or service through a physical ad in the newspaper or local billboard.
Similarly, radio spots might reach drivers who are less inclined to follow social media trends or browse the internet.
Tips on How To Effectively Use Multi-Channel Marketing for Your Small Business
Regardless of the route you decide to take, having a well-planned multi-channel marketing strategy is essential for your small business.
The key is understanding how each medium works and using that knowledge to create an integrated campaign that reaches your target audience across multiple channels.
Tip 1: Define Your Target Market
Before you can begin developing your marketing strategy, you need to have a clear understanding of who your target market is. This is also known as a buyer persona.
What are their demographics? What are their interests? What needs does your product or service address?
Once you have a good understanding of your target market, you’ll be able to develop a marketing strategy that is more likely to resonate with them.
Tip 2: Develop a Unified Message
Once you know whom you’re targeting, it’s crucial to develop a unified message that will be consistent across all of your marketing channels.
This doesn’t mean that your message has to be identical on every channel, but it should be consistent enough that your target market will recognize that it’s coming from your brand.
You should also align your message with your brand identity and values.
Tip 3: Utilize Multiple Channels
There are a variety of marketing channels available, including online channels like social media and email marketing, as well as offline channels like print advertisements and direct mail.
It’s important to utilize multiple channels to reach your target market through the channel they are most likely to use.
For example, if most of your target market is active on social media, then focus on creating strong social content.
However, if your target market is less active on social media, then put only some of your eggs in that basket and instead focus on a mix of other channels like email marketing, search engine optimization or print advertisements.
Tip 4: Test and Measure Your Results
Once you have implemented your multi-channel marketing strategy, it’s essential to regularly test and measure the results so that you can adjust as necessary. Which channels are performing well? Which aren’t? Are there specific messages or offers that resonate with your target market?
By regularly testing and measuring your results, you’ll fine-tune your strategy over time and ensure that you’re getting the best return on investment possible.
Tip 5: Keep an Open Mind
It’s essential to keep an open mind about multi-channel marketing because new channels and technologies are constantly emerging.
By keeping an open mind, you’ll be able to adapt quickly as new opportunities arise, ensuring that you’re always ahead of the curve.
Elevate Your Multi-Channel Marketing With Agency Jet
Multi-channel marketing is essential for small businesses that are looking to engage customers on multiple platforms.
Using a blend of digital and traditional marketing techniques can increase trust, loyalty, visibility, and engagement with your target audience.
While it may seem daunting to orchestrate a multi-channel campaign yourself, many partners specialize in helping small businesses create cohesive and effective campaigns.
Having one external partner manage your multi-channel efforts through the different stages can ensure that every step of your strategy is explicitly designed to achieve optimal ROI.
Still not sure if you could benefit from multi-channel marketing or even one marketing source?
See how your website is doing today to know how to improve it tomorrow.