Why Multichannel Campaigns Matter

Reach your people where they are, keep all your marketing in one place, and increase your ROI.

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We live in an ad-inundated world. Everywhere you look, someone is trying to sell you something. Your customers feel this, too, which is why it may take more marketing touchpoints than normal to break through and really resonate with them. The best way to do that is by taking a multichannel approach. A multichannel strategy can help you reach your people where they are, keep all your marketing work conveniently in one place, and increase your ROI over time.

Best of all? They’re not as expensive or complicated as you think. And you don’t have to use all the channels on day one! It’s all about connecting the dots for your audience. Start with what makes sense for you, start testing out combinations, and you’ll be impressed with how quickly you get results. Here are a few ways to get started.

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Connect the dots

Mailchimp Director of Product Marketing Damon Petite says that one way to look at multichannel marketing is to think of certain channels as destinations. A website or a landing page, for example, is a destination. Other channels like email, postcards, digital ads, and social media are drivers—they get your customers to the destinations.

“The destinations are where customers sign-up, make a purchase, or take some other important action for the business,” Damon explains. “And those other channels can be used together with a unified message to motivate customers to take that first step to reach the destinations.”

For example, you could try pairing digital advertising with a shoppable landing page. Start by setting a clear goal with your digital ads, such as promoting a new sale, event, or product. That’ll maximize your chances of converting the customers who are driven to the landing page that showcases your product.

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Build brand equity

With multichannel marketing, you can show the different sides of your brand via different touchpoints. Whether it’s email or landing pages or digital ads or social media or postcards or automations or sign-up forms or websites or—see what’s happening here? Each channel gives you a unique way to let your brand shine. You might even use a slightly different tone of voice depending on the channel.

17th Street Athletic Club in San Francisco found that by using a combination of channels they could better grow their audience and encourage more people to join their gym. Co-founders Marissa and Shannon used landing pages, Facebook ads, and welcome automations to attract new customers to 17 Street. Best of all? It was easy.

“That was a simple, linear way for a prospective member whom we've never talked to get on our radar,” Marissa says. “I didn't have to have a marketing degree to use it. I didn't have to have a coding degree to use it.”

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Repeat, repeat, repeat

Once you start dipping your toes into multichannel options, the most important next steps are to test, learn, and adapt. Start with a few channels at first, keep an eye on the results, and then shift or increase your budget depending on the outcomes.

“Once you feel good with one channel, try adding another,” Mailchimp Senior Director of Integrated Marketing Stephanie James says. “Give yourself time to get it right on one or two marketing channels and create a marketing calendar and cadence that works for you, as seamlessly stitching multiple channels together takes time and could take time away from other more important tasks.”

Keeping the momentum going, playing to your strengths, and repeating where successful is paramount to moving your customers to action with multichannel campaigns. Before you know it, your messaging will be standing out in a world with too many ads. And your customers will thank you for it by buying your products.

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