Simple Steps to Multichannel Integration

When you think about multichannel marketing, do you think about big data and 360-degree customer views? Does the thought seem daunting and too much to tackle? If so, here’s some good news. While this approach may be the Holy Grail of marketing, it isn’t the only way to touch customers in a multichannel world. Even combining two or three channels can result in a significant boost in results.

Here are three simple ways you can tap into the power of multichannel marketing.

  1. Use video.

Video is one of the most influential marketing channels today. By rolling video into your email, print-to-mobile, and social media strategy, you can increase engagement, boost sales, and increase the viral sharing of your message.

According to Tubular Insights, visitors to a website are more likely to stay for an average of two minutes longer if the page includes a video. [1] Kiss Metrics reports that they are also 64-85% more likely to purchase a product. [2]

Videos don’t need to be professionally produced. Good lighting and a smartphone can produce compelling video if the content is engaging. Keep your videos short (no more than two minutes, but one minute is better). Make the content something people want to watch. Include social sharing buttons so people can share your content and spread your message for you.

Adding video is great multichannel marketing. Adding video to email or social media gives you two channels to communicate. Combining print with video using QR Codes or augmented reality (AR) gives you three (print, mobile, video).

  1. Be smart about email integration

Marketers have been using a combination of print and email to communicate with customers and prospects for years. This “one-two punch” is becoming increasingly sophisticated in its timing and integration.

Use A/B testing to determine the most effective combination. For example, if you are using email to follow up to nonresponders to a direct mail piece, is it more effective to send it the day after the mailing window? Two or three days? A week? Using testing to find out.

Will you get a better response by sending the email first as a teaser? Or is it more effective as a follow-up?  Again, testing will give you the answer.

For even more precise timing, use mail tracking. This service allows you to determine exactly when your print piece hits the recipient’s mailbox (called its “in home date”). This lets you refine your timing and strategy to an even greater degree. You can also set things up so that a follow-up email triggers automatically once the mail piece hits.

  1. Integrate social media.

You can use your direct mail campaigns to drive social media. Encourage recipients to interact with you on Facebook by posting pictures or “liking” your page to enter contests and giveaways. Drive people to a specific page on your website and use retargeting to track those who land on that page and target them with Facebook advertising later.

Multichannel marketing doesn’t have to be complicated or expensive. Even simple steps like these can produce great results. Need help? Let us brainstorm with you!

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