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Why Multi-Channel Marketing Matters

With so many channels available to marketers it can feel overwhelming. 

What about if you took a multi-channel approach instead of wondering which channel to focus on?

What do you think would happen?

Digital marketing channels

In 2024 a multi-channel approach is essential for businesses with the right resources. If you have a marketing team (even just one person) you should be covering the following:

  • PPC 

  • Social Media

  • Digital PR

  • SEO

  • Email Marketing

  • Content Marketing

Each of these channels can be broken down even further which is where things can seem quite daunting.

Let’s try and simplify things a little.

Multi Channel Marketing Icons

Why should you go multi-channel

First, think about how people browse the internet.

Users tend to be across multiple social media platforms, checking emails and using searches. 

They might have particular websites they visit regularly, like blogs, magazines, or news sites. 

This means users also take a multi-channel approach.

If you don’t take the same approach then you risk missing a vital step in turning them into a lead or a sale.

While it is true not all channels are created equal, they all serve a purpose.

Tip: Split your channels up by where they appear in the funnel (top to bottom). You can then work on the customer journey.

Get to know your audience

The best place to start is by creating a customer profile.

You need to have a really good understanding of who your target audience is and what makes them tick.

This allows you to focus on the key channels where your customers are most active.

This doesn’t mean you should ignore the channels where they aren’t as active though. I’ll get onto that later.

Tip: Once you can visualise your audience you can start to build a strategy that incorporates multiple channels.

Example strategy

Let’s imagine you are a plumbing and heating firm looking to attract more customers.

Your multi-channel strategy could look something like this:

  • PPC - With a small PPC budget, targeted locally, bottom of the funnel (designed to convert or generate leads).

  • Organic Search - Creating helpful, informative content designed to build awareness and cement the business's reputation. This would involve regular blog writing and creating content for their website.

  • Local search - Optimise their GMB page with regular posts, offers, and info on services + drive customer reviews to boost credibility (TOTF/MOTF)

  • Social media - To engage with existing customers and new customers, videos and pictures of work, case studies, and testimonials. Social proof is important. You can also encourage word of mouth by building communities. (TOTF)

  • Meta ads - Remarketing (BOTF) designed to keep you in your customer's mind and convert them

  • Email - Keep existing customers and leads engaged. Generally the best channel for conversions/sales. (MOTF/BOTF)


 

UTM Codes: Tracking Multi-Channel Marketing Campaigns


 

Picture the user journey

They start with a Google search - The top 3 strategies (above) are all designed to capture them at this stage.

If they are ready to make a buying decision they might engage with your Google ad or GMB page.

They may be looking for more information on your business in which case they would be searching for testimonials/reviews.

When they browse social media they are served remarketing ads to keep you in their thoughts and bring them back to your website.

Multi-Channel Marketing Cycle

How do we know the multi-channel approach works?

By looking at the data.

Analysing assisted conversion (or conversion path) reports will show you the journey your customers have been on before they convert.

There are always multiple touch points across multiple channels.

Tip: Monitor your multi-channel marketing efforts using the conversion paths report in Google Analytics. Select "Advertising" then "conversion paths". You can then filter by source, medium, campaign and more. 

Analytics from across marketing channels

 

The example above shows a conversion path report.

These are lengthy, quite complex journeys the user has taken before they convert to become a lead or make a purchase.

Without a multi-channel approach, converting these users would have been much more difficult.

It is important to pay close attention to your data because different industries have different lead times.

High-value products or services, for example. It may take users a bit longer to make a buying decision.  

In our experience working with a lot of B2B HVAC clients, particularly training centres, it can take users several weeks to purchase due to the high price point.

During that time users are shopping around, looking for the best deal or social proof, reviews, etc.

This is where your multi-channel marketing can make the biggest difference. This is why email marketing and remarketing are so powerful working alongside paid and organic channels.


Our services are designed with multi-channel marketing in mind

While we specialise in SEO and SEM, we encourage a multi-channel approach to digital marketing. 

We also help to facilitate it.

If you are interested in our services, book a strategy call with one of our in-house experts below.
 

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