Interested in the potential of a unified marketing campaign implementing social media outreach, paid advertising, and inbound marketing best practices? If so, you’ll want to take careful note of these five points of consideration–nail these down, and you’ll see amazing final results.
Any multi-channel marketing campaign requires, above all else, a sensible, coherent, communicative oversight. That means your marketing shares information, works towards a specific end goal and doesn’t work at cross-purposes. Everyone should know how different channels represent the brand.
Market research and data
Any company working to develop a marketing campaign that implements various disparate internet mediums needs to understand the importance of hard data and market research in each field. Pay per click, inbound marketing, and social marketing all offer unique ways to gather data. Furthermore, effective use of each channel will depend entirely upon your ability to identify the differences in how the different channels interact with your business.
Brand building, traffic building, and lead generation
These goals may be closely related, but you need to pursue each effectively across channels. Building your brand only requires that you build name recognition while maintaining a clear, concise, coherent image across different channels. Pulling traffic requires action from the prospect, but they don’t need to really understand your company or product to show up. Lead generation, on the other hand, requires more than either. The inbound aspect of your campaign will pull much of the weight on lead generation, while other aspects work together to drive brand recognition and traffic.
Leaving an impression
Perhaps the simplest advantage of a multi-channel marketing approach lay in the value of multiple impressions. When a prospect sees content from your company in multiple contexts across the internet, it leaves a far more vivid impression than it otherwise might. Of course, this is wholly dependent on your ability to present a unified and coherent brand image across these contexts—otherwise, prospects may not even associate the first source of content with the second.
Understanding your channels
If you want your internet marketing strategy to succeed across multiple channels, you must understand what each channel offers, who uses each channel, and how each channel works. Some of this ties back to the market research and data collection we mentioned earlier, but there’s also a simple question of authentic interest and competence; if you don’t understand the difference between Facebook and Twitter, you won’t use either correctly for social marketing. The problems only compound when you’re trying to figure out the differences between Facebook social marketing and Facebook PPC campaigns.
If you want to discuss your multi-channel marketing approach further, contact Monster Media today.