With any marketing campaign, it’s best to start prepared and be consistent. However, this is more difficult than it seems.
Even after mastering a marketing campaign for a single social media platform or page, you must still learn to master the multi-channel campaign. Fortunately, these tips can help you quickly create a fully-functioning and highly-successful multi-channel campaign.
1. Determine the Goals of This Campaign
The two main channels currently out there are print and digital. Whatever digital doesn’t cover, print does, and vice versa. However, the key to a high-quality multi-channel campaign is to determine the goals of your campaign first, in order to determine what channels you should employ.
Perhaps your goal is to get more people in your local area involved in your brand. Maybe you want more site traffic and unique visitors. You may be wondering how to prepare for a successful brand refresh. Or, maybe, you simply want to generate leads for your business and watch your sales increase. By determining your main goals, you can tailor your multi-channel strategy around them and see results.
For example, if your goal is to get more people in your area involved with your brand, you may want to focus on Facebook and print channels such as brochures, direct mail, flyers, and signs. Through these means, you are guaranteed to find a large number of local individuals, and obtain local interest. This is why goals make a great foundation for your multi-channel campaign, and help you grow in specific areas.
2. Find Where Your Consumers Are
As we discussed in a previous article, one of the main elements of a good social media campaign is knowing your audience. However, you can’t know your audience until you know where your audience is.
For example, if you’re an old-school fishing supplies and boating company in the south, the likelihood of your audience being on Instagram is slim. Similarly, if you are a marketer for a social media influencer that is edgy, young, and hip, putting them on LinkedIn, or on a brochure cover, is not the best option.
As a marketer, you want to begin by discovering what the company’s demographic factors are, then analyze where this demographic is found. Does this demographic frequent Facebook, Instagram, and Twitter? Do they enjoy physical marketing like print, or more digital content?
By discovering your demographic, you can find where your consumers are, and ensure that you are using the best channels to reach them during your campaign.
3. Create a Unique Message for Each Channel
One of the biggest mistakes marketers make when planning their first multi-channel campaigns, or when trying to master the multi-channel campaign strategy, is treating every channel the same. The truth is that no two channels should have the exact same content. Even though it may have the same message, the way you handle them should be different.
A good example of this is using digital and print together. Although there are many amazing ways to integrate print into your digital campaign, be mindful of how you employ each channel in your overall campaign.
4. Keep Track of Trends and Appear “Active”
In both digital and print marketing, it is important to keep track of the latest trends and appear active and present. For example, if the latest print trend is choosing to print on recycled paper, or the latest digital trend is creating industry-centric memes, you should incorporate these trends into your multi-channel campaign.
In addition, you must appear active.To appear active on your channels, post about current trends as they happen and post content frequently. This will aid you in proving your consistency as a brand and will encourage more active members to follow your future endeavors.
5. Track Your Successes—and Failures
Winston Churchill once said, “Success is not final, failure is not fatal: it is the courage to continue that counts.” This means it is important that you continue to track both your successes and failures throughout your multi-channel campaign’s life.
By analyzing both, you can find your flaws, praise your accomplishments, and learn from both to redefine your strategy in the future. There are many ways to measure the effectiveness of marketing campaigns, but the best thing to do is measure whether or not you are accomplishing your goals. This will help you to determine new ways to accomplish these goals more efficiently and help you redefine your goals as they are completed.
6. Continuously Redefine Your Strategy Around Your Channels
The final element to a high-quality, multi-channel campaign is the ability to recognize when the campaign structure must be altered. Social media has changed drastically in only a few years, and continues to change and grow each day. The same can be said for the internet as a whole, as well as print.
It’s important that you are aware of these changes and continue to adapt, rather than staying “stuck in the mud.” By doing this, you can grow with the change rather than perish because of it.
The ability to create a fully functional and successful multi-channel campaign as a marketer is essential. It takes hard work, dedication, and confidence to effectively execute one, but with these tips and tricks on your side, you’ll accomplish multi-channel campaigns with flying colors. All that’s left is to get started and work hard.
Want to start a multi-channel campaign? Contact us at Ironmark!