In this article, we offer you a practical 6-step guide to help you build a truly effective multichannel strategy. You will discover how to identify the right channels for your target, adapt your message to each touchpoint, streamline the customer journey between channels, and measure the performance of your multichannel strategy.
Whether you are a large company or an SME, this guide will give list of austria whatsapp phone numbers you the keys to succeed in your multichannel strategy and offer an exceptional experience to your customers on all channels. Ready to boost your customer relations and sales thanks to multichannel? So let's go!
6 steps-multichannel-strategy
Summary
What is a multichannel marketing strategy?
What are the prerequisites for a multichannel marketing strategy?
How to create a multichannel marketing strategy?
Article FAQ
What is a multichannel marketing strategy?
Multichannel marketing is about engaging with prospects and customers across a multitude of channels, both online and offline, throughout their buying journey. This can include email, SMS, website, physical stores, events, mobile apps, social media, display ads, etc.
Today, consumers use a wide variety of devices (computers, tablets, smartphones, voice assistants, etc.) and navigate across multiple channels. They expect their favorite brands to be present across these multiple touchpoints, for a seamless and consistent experience.
For brands, it is therefore imperative to be well-aware of their customers' preferences in terms of communication channels, in order to interact with them in the right place and at the right time. Understanding customer relations in a global way, across all channels, allows you to not miss any engagement opportunities, to show the customer that you understand them and that you are trying to satisfy them as best you can.
A multichannel strategy also allows the customer to create their own experience, by choosing their favorite channels by message type (transactional, promotional, informational, etc.). This is the key to building a strong and lasting customer relationship.
What are the prerequisites for a multichannel marketing strategy?
Like any marketing strategy, a multichannel marketing strategy has essential components that you need to master.
Just being present where your customers are is not enough, that would be too simple. There are, first of all, certain prerequisites to put in place:
1. Have a clear message
To be effective across multiple channels, your message must be clear and easily understood by your target audience. What is your unique value proposition? What key benefit do you want to highlight? Make sure that this key message can be delivered in a powerful way across all your channels.
2. Know the channels well
Each channel has its own codes, which must be mastered to communicate in a relevant way. The formats to favor, the tone to use, the frequency of messages… All this varies from one channel to another. For example, an email allows you to deliver a longer message than an SMS. On social networks, the tone will generally be more informal. Adapt to the specificities and audiences of each channel.
3. Stay consistent
While the format of the message may vary depending on the channel, the substance must remain the same. Your brand identity, your key language elements must be found across all your touchpoints, for a consistent experience. Your customers must be able to identify you immediately, regardless of the channel used. Good consistency reinforces brand recall and preference.
How to create a multichannel marketing strategy?
Here is a 6-step methodology for building a successful multi-channel strategy:
1. Identify your buyer persona
It all starts with a good understanding of your ideal customer. What are their socio-demographic and psychographic characteristics? What are their needs, motivations, and obstacles? What are their media consumption habits and preferred channels? Create buyer persona profiles that are as precise as possible; this is the basis of your strategy.
buyer persona
2. Choose target channels
Your customer knowledge will allow you to select the most relevant channels for your communication. Where are your buyer personas? Which channels do they use at each stage of their purchasing journey (information search, comparison, purchase, reviews, etc.)? Focus your efforts on these key channels, those that will resonate most with your target.
Here are some examples of channels you can use in your multichannel strategy, with their advantages and disadvantages:
Email : low-cost channel, allows you to deliver longer messages and rich content (images, videos, etc.). But it can suffer from a low opening rate and a high deliverability rate. Use for regular communications and valuable content.
SMS: very effective with a 97% reading rate, but more expensive than email. Ideal for short messages and urgent alerts (flash promotions, schedule changes, etc.). Remember to personalize your SMS and include a link to a dedicated landing page.
Push notifications: allow you to reach the user directly on their smartphone, even when they are not active on your application. Very effective for real-time alerts or geolocated offers. But be careful not to be too intrusive and to let the user choose to activate notifications.
Social networks: essential for developing your reputation, engaging in conversation with your community and reaching new audiences. Adapt your content and tone to each platform (Facebook, Instagram, LinkedIn, TikTok, etc.). You can also use advertising options to finely target your messages.
Mobile Wallet : This emerging channel allows you to send offers, coupons and loyalty cards directly to your customers’ mobile wallets. A great way to boost engagement and conversion at the point of sale.
RCS (Rich Communication Services) : this protocol enriches classic SMS with interactive features: buttons, images, videos, QR codes, etc. Ideal for transactional communications (order confirmation, package tracking, etc.).
Display: by integrating your CRM into your display strategy, you can display ultra-personalized ads to your customers, on your own sites or partner sites. A powerful lever to relaunch inactive customers, for example.
The choice of channels will depend on your customers' preferences, the nature of your messages (transactional, promotional, informational, etc.), the urgency of the communication, your budget, etc. The key is to test and analyze the performance of each channel to continuously optimize your mix.
target channels
3. Create a specific and consistent message
Your message must be adapted to each channel, while remaining consistent with your overall positioning. On social networks, opt for a more conversational tone. By email, provide valuable content. By SMS, get straight to the point with concise messages. The customer must feel on familiar ground on each channel, while having a specific experience.
As in many companies, your experts are probably compartmentalized in different teams: the social media team, the CRM team, etc. You will then have to ensure that each team, while working independently, maintains consistency in the messages to streamline the customer experience from one platform to another.
4. Understand the rules of each channel
Beyond the message, also consider best practices specific to each channel. What is the optimal frequency for sending via email or SMS? When are the best times to post on each social network? What type of content generates the most engagement? Test and learn what your customers prefer on each channel.
channel rule
5. Integrate and automate the experience across all channels
For a truly seamless customer experience, your different channels must be interconnected. The customer must be able to move from one to the other without friction. Use technology tools to make your channels talk to each other and automate certain interactions, such as welcome journeys for example.
A multichannel activation platform like Actito for example, will allow you to track how users interact on your channels and discover trigger events. You will then be able to launch targeted and personalized campaigns for users to improve sales and conversions.
6. Measure effectiveness and attribution
If multiple channels are included in the equation, it becomes more difficult to measure the effectiveness of your campaigns and know which channel is performing best.
To do this, you need to choose one of the following attribution models to measure the results:
Linear attribution model: Conversion and revenue share is attributed equally to all channels in the customer journey.
Time decay model: Conversion share is attributed to channels with the most recent interactions.
Positional model: the share of the conversion is attributed to all the channels that enabled the conversion based on their position in the prospect's life cycle.
A good multichannel strategy relies on robust performance indicators. Measure the engagement rate, reach, and conversion rate generated by each channel. Analyze how the different channels interact and complement each other in the customer journey. This will allow you to optimize your investments and tactics on each channel.
attribution-model
Article FAQ
Multichannel marketing vs. omnichannel marketing
Multichannel marketing should not be confused with omnichannel marketing.
Unlike multichannel marketing which places the product at the center, omnichannel marketing is customer-oriented and puts the customer at the center of the strategy.
In short, omnichannel erases the boundaries between different sales and marketing channels, creating a unified and integrated whole. The differences between channels disappear as a unified customer view and sales experience emerges.
If we were to simplify, we could say that omnichannel implies selling on all channels, while multichannel implies selling on many channels.
