May 15

Multi-channel marketing: a top strategy for more customers and more profit

Marketing-Automation, Multi-Channel-Marketing


As an entrepreneur, you’ve certainly been working on a variety of marketing strategies for some time and you’ve probably tried one or the other method. 

In the end, however, you just want to know how to:

  • effectively reach your potential and existing customers
  • build valuable and long-term customer relationships
  • transforms new visitors into satisfied customers
  • get to grips with the chaos of various marketing channels
  • retains control over all your marketing activities with just one software

And this is where multi-channel marketing comes in: a marketing strategy that makes sense for every company these days, but is a must-do:

What is multi-channel marketing?

Multi-channel marketing is a communication and sales strategy. Through different communication and sales channels, you as a company can reach your end customers through a sophisticated marketing or advertising strategy. Multi-channel marketing means sustainable contact management and confidence building for B2B and B2C customers.

The boundary between multi-channel and omni-channel marketing is barely recognizable and therefore almost meaningless.

Multi-channel marketing is additionally divided into direct and indirect communication channels.  With a direct channel, you communicate actively and directly with your customer. The best example of this is the classic shop. For example, an indirect channel can be your website where you market your services or products.

Multi-Channel Marketing vs. Omni-channel marketing

A typical example of a multi-channel sales strategy can be found at the retailer. He runs an online shop in parallel with his shop. Both channels are played separately from each other. 

If you have an omni-channel strategy, you focus on connecting different channels. In this case, your customer can use several channels side by side, both offline and online. 

In many marketing strategies, the boundary between multi-channel and omni-channel marketing is barely recognizable and thus almost meaningless.

Online and offline action

The marketing measures available are manifold. You can target your customers with appropriate online measures or with proven offline advertising strategies. In our table we have compiled some examples.

Online strategies

  • SEO with a blog
  • Search engine advertising with Google ADs
  • Display marketing
  • Social media marketing, e.g. Facebook ADs
  • Email marketing

Offline strategies:

  • Ads in print media
  • Sponsorship
  • Exhibitions at trade fairs and events
  • personal sale

A complete multi-channel marketing strategy combines both components.

How can you implement multi-channel marketing?

It’s important that you set clear goals for your multi-channel marketing. It doesn’t make sense that you’re working on all sorts of channels without a strategy. This is not only time-consuming, but also carries the risk of getting bogged down and spending time and money. 

First of all, ask yourself the following questions:

1. Who is your desired customer, on which channels can he be found and to which address does he respond? 

Be particularly sensitive and speak the same language as your customer.

2. Through which sales channels you can use your product b.z.w. Market and sell your service well?

Does your audience even use this channel? Does the type of channel match your product or service? Is your product or service capable of being marketed through the selected channel?

3. Which goals do you want to pursue at the moment and which channel can support you and how? 

Your blog can, for example, have a primary informative character, your Instagram account builds brand awareness, your online store sells your products, the Facebook Messenger or WhatsApp allows you to get in direct contact with your potential and existing customers, and your newsletter keeps your fans up-to-date.

4th. Is the effort balanced with the benefits of the strategy?

First, you don’t have to and shouldn’t do everything at once. Second, what activities will help you achieve your current goals the most at the moment. As your business grows step by step, you gradually expand your marketing strategy.

After answering these questions, you can select the right sales channels and create a meaningful strategy. Use the potential synergies right from the start.

Examples of successful implementation of multi-channel marketing

To successfully launch multi-channel marketing, you also need appropriate tools. Tools to help you keep track of your strategies and how they’re implemented. Tools that have a range of possibilities themselves and also integrate additional specialized programs smoothly into it.

You can target your customers with appropriate online measures or with proven offline advertising strategies.

However, such marketing automation tools are often expensive and tech-intensive. 

That’s why we chose open source software Mautic and now show you several wonderful multi-channel marketing examples, which are also fantastically feasible with this tool.

1. Email and website pop-ups 

If you want to reach your (potential) customers at the right time, in the right place and with the right offer, you will take advantage of targeting. Thus, you can reach the desired persons later on the basis of their previous behavior with corresponding messages and via appropriate channels.

For example, if someone looking at a product on your website, but wants to leave your site without a purchase, you can ask them to leave their email address with an appealing pop-up. So you can send him a suitable offer by e-mail later and/or build a good relationship with him via your exciting newsletter.

If someone has read a specific newsletter from you and then reads a corresponding blog post, you can show them an individual pop-up on your website, e.g. voucher for the corresponding product.

With targeted targeting, you can always reach your (potential) customers at the right time, in the right place and with the right offer.

Such targeted use of multiple channels, increases your conversion rate sustainably.

And Mautic allows you to easily and smoothly install the necessary tracking on your website, create pop-ups and create them in overarching campaigns (such as. e-mail campaigns).

2. Email + Push Notifications 

You can also give your customer so-called Send push notifications directly to your phone or laptop. As soon as a person has consented to receive such messages, they will always receive the latest information and offers from you. 

To use push notifications as part of cross-channel marketing campaigns, you also need a suitable tool, such as. Mautic.

Via a free plugin, you can connect one-signal (a push notification operator) with Mautic and can now send your subscribers very specific push notifications directly from there. 

Depending on a person’s behavior – which page they have viewed or which newsletter they have opened – you can then send them a push notification e.g. with the link to a corresponding blog post. 

3. Converting Landing Pages 

Landing pages are one of the most important components of successful and well-converting marketing and advertising campaigns. You can design them in the CMS system of your choice (such as WordPress) or directly in Mautic with the built-in landing page builder.

However, in order to use the full power of your landing pages, it is necessary to install tracking. This is the only way to see how many people and how long you look at your page. And only in this way can you reach the really interested candidates through other channels afterwards – be it your newsletter, a website pop-up or an advertisement on Facebook.

And for that you also need appropriate tools that can do this.

4th. Direct messaging for closer proximity to the customer

If your potential and existing customers can contact you directly, it’s a fantastic experience for them. They can then always ask their questions and receive individual support from you. This support leaves your customers feeling good and satisfied. This strengthens your relationship and increases the chances of a customer coming back to you and recommending you. 

WhatsApp and SMS with Twillio

A very good system to stay in touch with your customers via WhatsApp and SMS is e.g. Twillio. And thanks to the free Mautic Twillio integration, you can link individual campaigns to WhatsApp and SMS. 

Depending on the behavior of each person, you can send them a corresponding WhatsApp message or SMS at a suitable moment.

For example, the customer clicks on an offer link in your newsletter, but if you don’t buy the product, you can send him a WhatsApp message with an invitation to a phone call. If he regularly visits your blog, you can send him a text message with an invitation to a special event.

Facebook Messenger Bots

Similarly, it works with direct contact via the Facebook Messenger. To conduct the individual and automated conversations, there are tools, such as ManyChat or Chatfuel.

In other areas, these Facebook messenger bots can be seamlessly integrated into Mautic. This also allows you to reach them through other channels with more messages, depending on the behavior of your customers in Messenger. And also for lead generation (building your email list) the bots can be carried out together with Mautic super.

5. The power of social media channels 

Social media channels, such as Facebook, Instagram or LinkedIn have great power. You can use them to create your brand awareness, to advertise your products in a targeted way, and to communicate directly with your customers.

Most of them, however, stand alone. The link with other marketing automation tools is quite complex and not yet so common. Exceptions such as Hubspot offer a lot in this area, but can also be paid dearly for it. 

The “ goes social” plugin offers a good alternative here. This allows you to plan, post, analyze and recycle your Facebook and LinkedIn post directly from Mautic. (further channels are under construction)

6. The power of online ads

You can also use all the data you collect about your customers as part of website and email tracking to reach them later with paid advertising. Whether Google ads or Facebbok ads, you can use both to your advantage. 

In order to integrate Facebook ads with Mautic and to use the wonderful function of the Custom and Lookalike Audiences, there are also good integration possibilities.

And paid ads work best and cheapestly when you use them as part of a well-thought-out retargeting campaign.

7. Webinars increase your expert status

Depending on your industry and audience, webinars are still a great way to share your expertise and attract new customers. So that it doesn’t just stick to the first step and you can later use your webinar participants via other channels (e.g. your newsletter or Facebook advertising), a connection to a corresponding marketing automation tool is also a “must-do” here. 

Webinar programs, such as Webinaris, can be smoothly developed with various other tools, including with Mautic.

8. Appointment bookings via an online calendar

If you are a service provider, e.g. Offer a free consultation, use this right away to collect leads and reach your prospects later via additional channels.

A connection between online calendars (such as YouCanBookMe), where the interested person can book an appointment with you, and a marketing automation tool, is a boon for building successful customer relationships. 

9. E-commerce 

Visitors to your online store, whether they buy immediately or not, deserve your total attention. It is essential that these people hear from you several times later. Because a purchase rarely happens immediately. On average, people have to come into contact with an offer 7 times in order to be ready to buy. That’s why you often need other channels besides your website, such as your newsletter, Facebook advertising or a WhatsApp message.

Depending on how you have set up your online store, you will be able to integrate it with various marketing automation tools. Online shops set up with WooCommerce, Magento or Shopify can be seamlessly integrated into Mautic.

10. Blog posts to generate traffic

Blog posts are perfect for building your organic reach. They are also perfect content to be shared on other channels, such as social media channels, newsletters or WhatsApp groups.

But luring visitors to your blog with interesting content is only the first step to success. To build sustainable relationships and convert readers to customers, you need a way to reach them later. 

To make this possible, your blog posts should always include a CTA (call-to-action): a subscription to the newsletter, an invitation to the webinar, a request to subscribe to your Youtube channel, etc. Once you have received permission to do so, you can continue to accompany your customers through the appropriate channels. 

11. Linking offline and online actions 

The offline world still exists. For your business, however, it works best in conjunction with online marketing. 

For example, a printed flyer can be include a voucher to your online store or your business card includes a QR code to your website. At a trade fair or a live event, you can offer a competition for their participation to collect email addresses.

And sometimes it’s nice for your customers to hear “just like that” from you and hold something “true” in your hand. That’s why we are, for example, so excited by the idea of sending a postcard! 

And yes, you can also automate this: With the “Mautic-To-Postcard” extension, you can send an individualized postcard to them just as specifically, specifically and in accordance with the behaviour of the respective people. Everything is controlled directly via Mautic. 

Multi-channel marketing through retargeting

You should pay special attention to retargeting in multi-channel marketing. 

Interested parties who have already visited your website but have not yet bought or booked anything will be “tracked”. With the help of a retargeting campaign, potential buyers are reminded of your offer several times through different channels. The goal: a completed purchase and a satisfied new customer.

This is a valuable opportunity in the B2B sector to transform the undecided consumer into a buyer. For us, this is a great advantage of multi-channel marketing.

Multi-channel marketing as your success booster

Entrepreneurs who want to generate competitive advantages should take advantage of the opportunities offered by multi-channel marketing. 

The Mautic software offers a wide range of applications. For tech professionals, installs the technical basics and accompanies the marketing campaigns. And on-top there is the Academy incl. Support. 

Want to know how to score with an innovative multi-channel strategy? Then book a free call with us! In conversation, we analyze your business model and show you possible ways of multi-channel marketing!

Über den Author

Natalia Dziadus-Hammerschmied

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