Out of the 28 million small American businesses, most depend on physical locations for a steady stream of revenue. But the Internet provides a great platform for posting ads and promoting your services and wares. In fact, customers buying items from both online and physical retailers spend 30 percent more on every purchase compared to those shopping on a single channel.
Combining these effective touch points helps you draw potential buyers to your brick-and-mortar store, lower your marketing costs, and maximize your brand returns. They clearly represent the brand, draw the attention of consumers, and motivate them to take action. The effective use of these touch points engages consumers and provides an immersive brand experience.
So, what is multichannel digital marketing and growth marketing? Find out below:
Why Do You Need Multichannel Digital Marketing Services?
When you utilize as many separate online marketing channels as possible to reach the same audience category, that’s known as multichannel online marketing. Multiple channels may be used since various segments of your target consumers utilize different digital platforms.
Some social media sites have users belonging to older age groups that younger audiences will never visit. The use of different channels and tailoring individual messages for every channel will improve your online marketing results considerably.
Multichannel marketing is all about connecting to the right audience. With the average consumer using a minimum of four devices for Internet access, it’s important for businesses to maintain contact with the customer through the multichannel approach for aggressive growth.
When done correctly, multichannel marketing lets you:
- Identify customers’ preferred channels to increase response rates and boost campaign significantly.
- Mimic the consumer behavior to reach target audience at the right place and time.
- Implement a holistic approach to marketing, matching it with activities involving all these channels.
- Follow a mobile-first perspective to influence when and where buyers make a purchase.
- Unify the brand message to provide a consistent user experience across various platforms, devices and stimuli.
- Reach a wider audience and boost business growth without relying entirely on online banner adverts.
But please note that all these benefits will be achieved only if your store has a structured multichannel customer service to attend to the queries and concerns of users. Make sure the customer service experience is consistent on all channels.
Now we come to growth marketing, which involves using different strategies to systematically attract and retain paying customers for efficient business growth. Analytical data and creative thinking are used to reach shoppers from various aspects. Growth marketing has its share of advantages, including SEO benefits, brand recognition, drawing new customers, avoid PPC overload, and improve existing campaigns.
Growth marketing needs constant attention and data analysis to yield results. But with fresh ideas, the same investment can work for your store in various ways.
The Power of Pay Per Click Advertising
PPC marketing is a great way to push certain marketing messages across different digital platforms and take a piece of the market instantly through paid ads. Hiring a qualified online marketing agency gives you the opportunity to cobble multiple digital marketing campaigns together to achieve your Internet marketing goals. Be sure to hire an experienced agency to help your brick-and-mortar shop.
PPC works as lead generation, providing information about your customers. You learn what’s most effective at reaching your target audience and assess the campaign performance by platform. Such insights help you understand which target audience is discovering your brand.
Content Marketing – Why Use It, and How Does It Work?
Content marketing drives actual traffic to your store and improves revenue. It all boils down to understanding the target audience better – who they are, what they do, and why they should visit your business?
Market research is crucial to the success of content marketing since it helps you get up close and personal with buyers. Find out how they get information on the Internet and combine all the available data to create a cohesive strategy. Understand that your target audience is already online; content marketing simply caters to them. And once you do, your buyers will flock right to your store.
Content marketing also establishes your business as a go-to authority for information. Instead of self-promotion, make sure your content campaign targets the individual consuming the content. Also, it’s necessary to bridge the gap between foot traffic and the shoppers. Use your name, address, and phone number widely and consistently, and identify your neighborhood.
Content marketing is among the most effective digital marketing techniques for brick-and-mortar stores. The methods are reputable and enduring, and the results, although slower, last a long time.
Local SEO – Why Is It Important For Your Business Growth?
Consumers still prefer to shop offline. No wonder brick-and-mortar sales increased from $2985 billion in 2016 to $3043 billion next year. In contrast, e-commerce sales rose from $390 billion in 2016 to $453 billion in 2017. Interestingly, however, the growth improvement was only 2 percent for physical stores compared to ecommerce’s 16 percent.
Local SEO connects your e-commerce and real world store marketing, in a way. It helps you channelize the web as a gateway to lead customers, from online search, to your brick and mortar store. It’s all about bolstering your online presence for keywords with a local angle to them, so that your local business comes up in relevant searches, as a suitable choice, for interested consumers.
You learn to communicate with your customers in local vernacular and product terms thanks to local SEO. You create websites that speak directly to the local audience, which increases foot traffic to your physical business. Moreover, you start using services like Google My Business so that more consumers find your physical shop online and improve your footfall.
Social Media – A No Brainer, Really
Social media is a proven effective channel for promoting your physical store to local customers. A professional can follow every rule on every platform to promote your business effectively. The end result is more foot traffic without the removal of your social media page.
It’s necessary to understand how big a role social media plays in putting consumers in the driver’s seat. More and more buyers are turning to social media to complain, offer praise, and ask the necessary questions. Stores now require both a well-planned strategy as well as the proper tools to handle this onslaught of communication. Services like Hootsuite enable stores to cut through the noise on social media and engage customers for quick resolution of issues.
Also, your choice of social media platform matters. We recommend Instagram as the ads are non-intrusive and your target audience will not get annoyed. Plus, the engagement rate here is higher than any other platform. Automate posting to other profiles and see your numbers grow.
Use Email Marketing, It Works
Grow your audience with proper email marketing. You must adhere to the rules of the game, keeping in mind the different restrictions placed on email marketing. If you’re unsure about your skills, hire a professional to do the job on your behalf.
It’s possible to replace weekly print ads with email newsletters to get higher returns for your physical store. After all, email offers the best ROI out of all digital channels to the tune of $40 for each $1 spent.
Most retail professionals are on the same page about email marketing being the best channel for retaining shoppers, even more than social media.
With more brick-and-mortar stores going digital, email will play a huge role in generating traffic, promoting sales, boosting conversions, and cementing a solid customer base. In fact, many retail firms experienced groundbreaking digital successes thanks to personalized and targeted email campaigns providing relevant promotions and sales to customers.
Go For Direct Mail Campaign
Your business can feature mail order catalogs that include pages luring users to your website. This is possible in the form of a discount coupon or offer. This coupling works wonders since many users prefer to order online while wanting to browse the different product offerings in print.
Once you’ve settled upon a suitable direct mail campaign, it’s all about using follow up mail technology from third-parties like MovingTargets and Spectrum to minimize spending your company’s resources, prioritizing your mails, organizing them, eliminate spam, and send targeted responses.
Text Marketing Work Too, really
Send text messages containing promotions to customers browsing in your store already to get the best results. This works great since people read text messages and instantly respond. Hire a professional digital marketing company to list people who’ve opted to receive marketing texts. This will ensure only the people interested in getting information from your brand receive the texts.
Text or SMS marketing offers a sense of immediacy that is absent in other forms of marketing. With an impressive 98 percent open rate and with 90 percent of texts being read in under 3 minutes, brands can be certain that their messages are going to be read straight away.
This makes it one of the most reliable methods of improving customer engagement levels. Text also provides better reach on a global scale. How? Well, to put matters into perspective, 64 percent of the global population owns a phone right now, but only 48 percent have online presence.
Use Remarketing to Your Advantage
When the buyers of a physical business log into the company’s website to browse products, you can use this as the perfect remarketing opportunity. If the consumer doesn’t buy online products, try sending out targeted ads to the consumers reminding them how interested they were in the item. Remarketing works across various platforms and is a solid way to bring new buyers into the fold while retaining old customers.
In fact, 46 percent of search engine marketers hold the opinion that retargeting is one of the most underused online marketing technologies for small businesses. Remarketing strategies repeatedly expose consumers to products and brands of interest without the risk of ad fatigue, and improve the chances of conversion by gently reminding them they’re there. This works wonders for improving brand awareness and is, overall, a more efficient strategy than funnel.
Coordinating the Different Channels for Multichannel Marketing
Your campaign will be considered successful when it adheres to a cohesive cross channel marketing strategy and fulfills the following goals:
- Greater awareness: When your store adopts the multichannel approach, your endgame is maximum consumer engagement. But the multichannel method accounts for some touch points only compared to providing customers the finest holistic experience across all touch points. Growth marketing accounts for the rest.
- Channel preference: Your business should reach customers on the channel on their chosen channel. However, try to hit potential consumers more than once by targeting them with the right message at the right time in the right place of their journey. Multichannel marketing will not move consumers along to purchase.
- Larger data volumes: More touch points equate to more data. But avoid providing more details regarding the channel itself compared to the actual consumer.
- Consistent messaging: Keep the brand message consistent. Don’t allow different departments to push their own messaging on their own channels.
This type of seamless approach to marketing across different channels helps prospective customers become more engaged and propels them forward in the sales funnel.
It’s not surprising, therefore, that 72 percent of consumers now want an integrated marketing approach. However, those who remain unconvinced about the benefits of cross-channel marketing can see the difference themselves by integrating their channels together.
Keep in mind that some channels work better together than individually. Given the high multi-channel activity already happening in the life of a consumer, businesses can take advantage of popular pairings like computer-mobile, tv-mobile, tv-computer to capitalize on these trends.
Ensure the different mediums complement one another by coordinating your cross-promotional efforts with integrated marketing. Establish control groups that test your multi-channel marketing’s effectiveness. Create numerous touch points like email newsletters, social media, surveys, to receive additional data and improve future marketing tasks. Most importantly, take the time to understand which channels work best for your business and where your target audience spends the majority of their time.
These details should impact your marketing approach significantly.
Digital marketing is everywhere right now. Brick-and-mortar businesses love how consistent the basic principle is across all platforms, and adopt methods like multichannel and growth marketing to reach a wider audience.
These strategies improve the customers’ shopping experience since they mirror their spending habits. Moreover, they improve the store’s profitability. Despite some operational and marketing hurdles, the best solution involves centralizing and streamlining the multichannel and growth marketing operations on the back-end while supporting the front-end user experience.