With the advent of digital communication and the rise of social media, the buying process has transformed significantly. Long gone are the days when you had to leave your house to purchase something. Now you can get almost anything you want, from the comfort of your home, with the simple touch of a button.
The evolution of the buying process is a double-edged sword for businesses. On the one hand, they can now reach prospects through a variety of channels and engage at the right time in the buying cycle. On the other hand, competition is fierce and consumers get bombarded daily with an endless stream of marketing messages. Companies need to personalize their approach to really stand out. That’s where multi-touch marketing makes a big difference.
What is a Multi-Touch Campaign?
Simply put, a multi-touch campaign delivers your message in multiple formats to reach consumers more frequently and consistently. For example, you could print postcards and distribute them in your area, send newsletters to your subscribers, and advertise on social media. This approach increases the number of people who see your message, as well as the number of times they view it. It makes sense – the more you expose prospects to your brand, the higher the chance they will convert.
Still not convinced? Here’s why a multi-touch campaign is key to growing your business.
The reputation of a business is paramount to customers. In fact, it’s one of the deciding factors when making a purchasing decision. Most consumers look online and read reviews before settling on an option. Whether its looking for a place to eat, a hotel for an upcoming trip, or a new washing machine, we turn to the opinions of others to learn of their experiences.
Let’s say you want to buy a new computer and stumble upon an online shop with a variety of great deals. Before making a decision, you look for their Facebook page to see what others are saying about the company and its reliability. If the store doesn’t have any social media accounts, you'll think twice before purchasing from them.
Promoting yourself on different channels allows customers to get to know you. The more familiar they are with your brand, the easier it is to convince them of your value.
It Offers Choice
We’ve already established how important it is to use different communication channels to reach out and connect with prospects. Diversifying the media used in your multi-touch campaign is also key. There isn't a strict formula for what channels you should use and how. Each business is different and, as such, has different marketing needs and goals.
Just because your competitors are using certain channels, it doesn’t mean you should necessarily do the same. Consider your customer base when deciding on your channels. Where and when are they most likely to be online during their daily routine? Understanding and adapting to their behaviors improves the chances of your message being seen.
IT INCREASES ROI
Multi-touch marketing improves your chances of success. It helps you reach out to more people, nurture them into leads, and ultimately increases your ROI. It may be difficult at first. Multi-touch marketing is a skill that takes time and experience. Don’t worry if you don’t succeed at first -- keep trying and you’ll soon see results.