When it comes to making a purchasing decision, your potential customers have plenty of choices. It’s up to you to get noticed and convince them that you’re the right choice. To make the sale you have to engage them how and when they want to be engaged. A multi-channel marketing strategy for manufacturers is the best way to reach your audience in the way they want to be reached.
What is multi-channel marketing? Exactly what it sounds like! It involves using different marketing channels (social media, email, SEO, website, etc.) to reach your audience where they are. Multiple channels allow your potential customers to see you more often and get a better idea of who you are, so when the time comes to make a purchase they are more likely to go to you.
Multi-Channel Marketing Strategy for Manufacturers
There are several advantages to using a multi-channel marketing strategy.
1. Multi-channel marketing keeps you from missing out on customers.
More marketing channels means that more people see your message, which means that more people are likely to become customers. Taking the extra time to use multiple channels goes a long way to ensure you don’t miss out on potential customers who otherwise wouldn’t know who you are.
2. Multi-channel marketing lets you talk to your customers more often
Few sales are made on the first contact. It takes multiple interactions to build trust, especially if you are selling complicated or expensive products and services. Multi-channel marketing gives you more opportunities to interact with your audience in different ways.
For example, a prospect may come to your website through organic search. If they download one of your offers you can send them an email. Later, they may find your posts on social media. One of these interactions may not be enough to make a sale on its own, but together they build trust with the prospect. When the time comes to buy, they will be more likely to think of you.
3. Multi-channel marketing lets you engage prospects where they want to be engaged.
If your potential customers don’t like phone calls, then calling them won’t be an effective marketing strategy. Similarly, you won’t be able to reach them if they aren’t on social media or don’t use email. Each prospect is different, and the way they want to be engaged is different as well.
How do you know which channel works best for each customer?
You don’t. Using multiple channels to market increases the chances that you will find the right marketing channel to reach your prospects. When you meet them where they are, they will be more open to receiving your message.
4. Multiple marketing channels can support one another
There is a reason there are so many different marketing channels – none of them work in the same way! They all have their strengths and weaknesses. Social media is great for getting your audience’s attention, but it’s not a good selling platform. Likewise, your website is a great place for a longer sales message, but it is useless if no one is coming to your site. And when it comes to follow-up? Don’t use social media or your website!
Using multiple marketing channels makes sure you can use the most effective method of communication at every step in the sales process. For example, if a prospect finds you on social media, the links you post on these channels can lead them back to your website to continue the sales conversation. If you capture their email, you can easily send a follow-up message. If your prospect has questions, they can follow a link back to your website from the email.
All of the channels use their individual strengths to support your prospect and make sure they don’t forget about you. This doesn’t work if you only use one or two marketing channels. If you rely on phone calls, then phone calls are all you have.
Perhaps the most important reason for using multiple marketing channels?
If you’re not talking to your customers, odds are your competition is.