Today’s consumer is better-informed than ever with greater access to detailed product and service descriptions, messaging, and purchase opportunities. In fact, the average American is exposed to 4,000 to 10,000 marketing-related messages every day.1 To turn prospects into customers it is important to cut through the clutter and provide meaningful information that strikes a chord and moves them to action.
The path to a purchase is rarely a linear one, however. That’s why it is important to reach potential customers in diverse ways during every phase of their buyer journey. At Spoke, we’ve found the best way to stay in touch with your ideal market is through a well-rounded, multi-channel approach (we call it a campaign) that can help to increase your brand followers and, ultimately, revenue. Here’s how.
Run an informative campaign.
Multi-channel marketing makes it possible for you to communicate one central message through a range of media and channels. Your campaign may consist of website content, email blasts, social media, web banner ads, direct mail, and in-store signage. In short, wherever potential customers may be looking for information about your products and services.
By taking this approach, you will create meaningful sales touchpoints for customers through a variety of marketing channels. This also helps to increase your reach, leading to access to a wider audience which can help you to attract new groups of buyers and greater brand awareness.
Improve your track record.
One of the biggest benefits of a multi-channel strategy is that you can measure the results. By reviewing online metrics, you can identify which mediums are working best, which are not, and make adjustments accordingly. It’s a great way to monitor your return on investment while building a stronger connection with your audience.
Every customer is unique and has their own motivations for making a purchase. Your approach to reaching them should take this into consideration. By measuring the results of your marketing efforts throughout your campaign, you can maximize opportunities to give prospects and customers everything they need to make a purchase and become brand advocates.
Be a sherpa on the customer buyer journey.
At Spoke, the customer buyer journey is our North Star and the inspiration for the marketing campaigns we create for our clients. Campaign messages that feel personal to prospects and speak directly to them show that you are listening to their challenges. And it positions your brand as the problem solver they have been looking for.
Creating thoughtful multi-channel marketing campaigns can also do more than increase sales. It can help you build a strong, appealing reputation that builds lasting connections with your customers. The type of relationships that can take your brand from where it is now to where you want to be.
CASE STUDY:
Elevating Awareness and Leads for a Conveyance System Inspection Company
Challenge
When ATIS, a leading elevator and escalator inspection company, wanted to spread the word about their consulting services and generate more leads, they looked to Spoke for marketing assistance.
Solution
Spoke developed a complete multi-channel campaign featuring online webinars conducted by experienced ATIS professionals, plus a landing page, blog, email, and social media post. In addition, everyone who signed up for the webinar received a followup email with a link to a webinar recording, a downloadable with elevator maintenance service details, and a call-to-action to schedule a consultation with ATIS.
Results
The webinar emails registered nearly a 30% open rate (17% is considered a success) and a 4.38% click-through rate (the industry average is 2.9%). Over 50 people attended the first webinar, resulting in four proposal requests the week of the event and more that followed after. ATIS was pleased that the webinar established them as a thought leader in their industry, and with the campaign that generated qualified new business leads.
1 Jon Simpson, “Finding Brand Success in the Digital World,” Forbes.com, August 25, 2017.
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