Three Multichannel Marketing Mistakes and How to Avoid Them
Business owners across all industries know the kind of impact that a good multichannel marketing strategy can have on their bottom line. By taking advantage of a variety of platforms and marketing channels, you can make sure that your message is heard, and your branding is seen by your audience, no matter where they’re at.
But even experienced marketers can slip up now and then. With so many moving parts, it can be easy to forget a crucial part of a marketing campaign or make a mistake that can cost you leads.
We’ve compiled a list of some of the more costly mistakes you can make while planning your multichannel campaign– but also included ways you can avoid them!
1. Forgetting to include both print and digital
It’s one thing to have a variety of digital channels (like email, texts and social media), but if a large portion of your audience doesn’t spend a lot of time online or on their phones, then you’re missing out! Mix in physical printed materials like direct mail to ensure you’re meeting your entire target audience. For an even better response, include a QR code in your printed materials to help redirect those folks who do prefer engaging online to your website.
2. Not personalizing your multichannel marketing materials
Studies by Canada Post have shown that personalized mail is opened and read by recipients about 87 percent of the time – so not personalizing can mean you miss out on leads! Variable data printing technology is easier than ever to use, allowing you to customize your mailers with content that can help improve response rates. Online, these data lists can be used to re-engage existing customers by highlighting their purchase history with you and suggesting related products. Throughout all platforms in your multichannel marketing strategy, you should be making sure your data is working for you!
3. Inconsistency across your platforms
When using multiple channels for marketing campaigns, you need to still make sure your messaging and your branding is consistent. A good multichannel marketing campaign is broadcasting the same message across every platform used, with colours and fonts that meet your brand standards. Inconsistency can lead to an ineffective campaign, simply because you end up sending mixed messages, or because your brand isn’t recognizable in the same way across different channels. A good strategy is to have samples from every channel available for you to see at the same time before a campaign launches, so that you can make sure everything’s consistent.
Ready to get started with the right multichannel marketing?
Need help finding the right channels to help reach your customers, clients and new prospects? Count on the pros at KKP – we can help ensure every platform is working for you. Contact us for a consultation today!