The average marketer has an incredibly hectic schedule. Whether you’re marketing internally for your own organization or creating strategies for outside clients, it can become overwhelming to keep up with different campaigns across various channels using different mediums. An ideal scenario lets you “set it and forget it,” but that’s not always an easy task.
Unfortunately, the only people busier than marketers are consumers. Your audience is a fast-moving target in a fully digital environment with the ability to make decisions (and change their minds) in an instant. A single click or tap of their index finger is all it takes to make or break your revenue goals.
Understanding that reality means that aspects of campaigns need to be monitored and adjusted regularly, assets must be swapped out, and audiences often need to be re-engaged.
Because your customers want it and your competition is delivering it.
A recent study by The Wharton School revealed that two-thirds of all shoppers regularly use more than one channel to make purchases, while a report by the Content Marketing Institute showed that 72% of marketers are producing significantly more content than they did a year ago. These two numbers illustrate the reason why your marketing efforts require a constant stream of captivating, fresh content launched across multiple channels.
So how can one person or team successfully create and manage a diverse marketing strategy?
Creating engaging content is the most important piece in starting a great omni-channel marketing campaign. It is important to remember that different types of content will engage different audience members. The more you mix up the look, feel, and types of content that you deploy, the more likely your chances are of capturing the audience you want. Content should also maintain brand voice, but not at the risk of sounding repetitive.
According to a 2015 report by SailThru, “72% of consumers say they would rather connect with brands and businesses through multi-channel advertising.” Sticking to a single channel or keeping the same creative in place for long periods of time can actually hurt your marketing efforts. Try different mediums, from white papers to ads, to reach different audiences. These assets should then be spread across different channels—from print ads to social media and everything in between. More diverse delivery methods and content types will widen and deepen your audience reach.
The secret to omni-channel marketing really lies in quality planning. Plotting out your campaign on a calendar is a great start. A good marketing strategy lays out a plan of attack that follows a product or service’s life cycle from incarnation to retirement, promoting it in a variety of ways. Having a strategic plan in place is the best way to keep your marketing goals in focus and avoid being overwhelmed by the various aspects of your campaign.
This can be quite a process for a single product or service. That’s why a bit of outside help can make all the difference in generating solid sales conversions. Finding a company that can help you to reach a diverse audience across multiple channels is the best way to ensure you’re reaching your target audience in the right way at the right time.
Don’t settle for the same ads, the same strategies, or the same audiences. Multifaceted marketing strategies are not as difficult as they seem, and garner results worth the hard work.
-Lindsay Jawor & Jennifer Choo