Key takeaways:
- What makes marketing ‘multichannel’?
- An example of an multichannel book launch
- Key points to a successful multichannel or cross-channel marketing campaign
What is Omnichannel or Multichannel Marketing?
Omnipresence means being in all places at once. Multi means multiple.
It’s no secret that repetition yields greater results.
However, we also know that the definition of insanity is repeating the same actions and expecting different outcomes… but how does this relate to omnichannel and multichannel marketing?
As the term suggests, multichannel marketing means marketing on multiple channels at the same time. And omnichannel marketing means using all your marketing channels simultaneously to achieve your goal. The two terms can seem similar, and differ mostly in the level of technological sophistication. In omnichannel, all of your platforms are communicating and sharing integrated data in real-time.
Regardless of what you call it, or the level of sophistication, the goal is similar – consistency everywhere.
What are your marketing channels?
It can be a bit different for each company or launch plan, but here’s a general idea:
- Email newsletter
- Email campaign
- Your Blog
- YouTube
- Your Podcast
- Interviews
- Google Advertising
- Facebook Advertising
- LinkedIn Advertising
- Amazon Advertising
- Radio or Podcast Advertising
- TV Commercial
- SMS/Text messages
- Chat messages
- Direct Mail
- Newspaper article
- Press Releases
- Industry publications
- Lead magnets
- Promotional Partners
While that’s quite a list, there’s ONE common point to make:
You have them all sing the same song. Each channel may be different lines of the song because there should be some customization to account for each platform.
Whether you’re planning your editorial calendar or a new book launch, you should consider how each and all of your channels play a part and make sure they’re all playing on the same team – your team.
Marketing statistics back up this strategy: companies with omnichannel customer engagement game plan retain approximately 89% of their customers.
Here’s a couple other stats that show the value of omnichannel or multichannel marketing:
- 90% of customers count on consistent interactions across all channels
- Marketers who used three or more channels in a campaign saw a 287% higher purchase rate than those who used just a single channel campaign
How do your marketing efforts measure up?
What Does an Omnichannel or Multichannel Marketing Campaign Look Like?
Let’s use the example of a multichannel book launch.
An executive coaching client recently asked us to assist with a book launch campaign, so we went to work outlining the following launch campaign plan:
- A free Chapter Opt-In (Lead Magnet)
- A post purchase training & resources bonus
- 4 pre-launch blog & video articles
- 3 weeks of pre-launch social media posts
- 3 weeks of pre-launch social media advertising
- 2 weeks of pre-launch email promotions
- Pre-Launch and Launch collateral for promotional partners
- Updated social media graphics for launch week
- 1-week Free KDP launch campaign on Amazon
- 1 week of launch social media posts
- 1 week of launch social media advertising
- 1 week of launch Amazon advertising
- 1 week of Press Releases
- 1 week of promotions on book publication sites
- 1 week of launch email promotions
- 1 week of post purchase follow-up emails to encourage reviews
What helped make this book launch process more successful? The use of technology, integrations, and automations.
- Automated email marketing campaigns that used actions to customize future messages
- Accurate website tracking for reporting results and better retargeting
- Lookalike audience building for improved advertising demographics
- Re-targeted advertising for improved visibility and better ad spend results
- Consistent, clear messaging, and branding across all channels – multichannel and cross-channel marketing!
And our efforts resulted in an Amazon International Best Seller!
Plan, Plan, & Plan Some More to Become an Omnichannel or Multichannel Marketer
If you notice, from the outline above, this book launch was 6 weeks of content that started four weeks before the actual launch date.
That means we needed to plan ahead and start building this out at least two months before the book launch.
Truth be told, the more planning the better: four months pre-launch would be ideal in a case like this (i.e. start planning a May Launch in January).
Is your marketing all relaying the same, consistent message? While each channel in your marketing plan has its specific platform, the overall messaging should all be consistently recognizable in order to have a more successful impact.
It’s that repetition in the various platforms that clearly communicates and reveals your individual brand.
Need help with your marketing strategy? We’re here to respond to your needs with helpful solutions and planning.
We don’t oversell. We over-serve. Schedule a no-obligation call at: https://www.marketecs.com/schedule/
