When people start looking at online marketing, they tend to think of each platform as a different marketing element. This is similar to when businesses create an offline marketing strategy – normally TV ads and direct mail aren’t connected to other marketing pushes.
Yet, it has been proven time and time again that those organisations which push campaigns with multiple channels have a stronger marketing strategy that performs much better. For instance, having a single flyer go out is great, but when you receive calls from your potential customers, how do you know whether it is the flyer that has generated your interest or the radio slot you were on the previous week?
The same can be said with online marketing where you will have several concurrent marketing activities happening on different channels (i.e. SEO, blogging, social media, etc). Determining what has attracted the prospect to your business can be a nightmare.
Marketing Strategy With Numerous Touchpoints
With 80% of customers now requiring 5 or more touchpoints to turn from visitor to customer, there are going to be very few channels that can completely convert that prospect. What you need to do is discover a marketing strategy that can utilise several different channels in an approach that appeals to different aspects of the purchasing path.
For instance, social media and blogging appeal to the ‘product research’ stage of the consumer’s purchasing path, but email marketing is very rarely useful at this point.
In contrast, email marketing is about getting the decision maker to know that they require your services / product and get them to click through and make a purchase.
Creating A Marketing Strategy For Your Online Purchasing Path
There are several routes to creating the perfect online marketing strategy for your business. But the most effective is about sitting down and understanding your customer’s purchasing path and then marrying this with your channels.
So the first question you’ve got to ask is how do consumers enter your ‘sphere of influence’? In other words, what makes them seek out your products and services? What is their need? Then along those lines, think about what questions they will be asking and where they will be asking it.
If for instance, they are asking what you should feed a dog on Google, you need to focus the start of your marketing strategy on SEO and answering the same question.
By working through this and never assuming that the consumer will automatically just press ‘buy’, you can create several touchpoints where your prospects should interact with your brand. With every interaction you can acquire more information that is specific to each customer and then develop a strong awareness of what will finally make them commit to a purchase with specific targeting.
At each point in your marketing strategy you should also have branches for each possible action that the prospect can take. And you need to find ways for prospects that leave the funnel to be encouraged back into the funnel or to re-enter at the top.
Develop Your Marketing Strategy
Developing your marketing strategy will help you create a cost effective sales path and generate extra revenue. The main task is to create a clear purchasing path with obvious direction at each stage. For this you might need to interact with your current customers, conduct surveys and look at the results of your previous campaigns.
You should ensure that you have a marketing strategy that doesn’t involve just one platform. Numerous platforms help to convert more people and keep your brand’s name within the mind of the target audience more often.
Have you developed a multi-channel marketing strategy? How many steps are in it?
Let us know in the comments below.