The vast expanse of the digital landscape means a message limited to one channel will miss a portion of the intended audience. Marketing across multiple platforms is a great way to expand your reach and connect with as many prospects as possible – two goals at the heart of any multichannel marketing strategy.
Multichannel marketing is typically defined as a strategy that engages with consumers through a combination of direct and indirect channels. These channels, as they apply to your business, might include:
- Social Media
- Direct Mail
- Mobile / SMS
Chances are, you are already using these channels to market your business. The key is to do so in a uniform and consistent manner. While you might need to tweak the message to fit each respective channel, cohesiveness is important. In other words, what works for Facebook might not work for direct mail. But the messages need to connect and relate to your brand.
The Social Media Stream
The most obvious and often-employed multichannel marketing technique involves sharing content (blog posts, videos, ads, etc.) across your social media networks. With numerous social platforms out there, this can be a daunting task. We recommend advisors and financial professionals use Facebook and LinkedIn as their primary channels.
While Twitter, Instagram, and even TikTok are all popular, Facebook and LinkedIn are more appropriate and effective for financial services. Both can be great platforms for engaging and interacting with your target audience. They can also help drive traffic back to your website, which is the goal of any social media / digital marketing campaign.
How Multichannel Marketing Applies to You
As mentioned earlier, most of you already have a multichannel marketing strategy in place. Your drip emails, newsletters, direct mailers, and social media posts all serve the same purpose – to bring in new clients. This is how big-name brands and large corporations operate, too; the only difference is they have far more marketing resources than small business owners. But that doesn’t mean your strategy can’t be just as effective. The secret is to customize your plan to your specific business and situation. Some channels may work better than others. Focus on those first, then start integrating others into your plan.
Do you need help marketing your business? The IAMS Creative Team offers a robust skillset to help market your agency at every angle. To learn more about how we can help, visit https://iamscreative.com