Why A Multi-Channel Marketing Strategy is Essential
87% of retailers agree that a multi-channel strategy is critical to their success.
We’ve seen over recent years that relying solely on social media can be risky – not only have world outages impacted businesses across the globe, but there are also algorithm changes, fluctuations in organic reach and the risk that audiences may not always see your content.
That’s why investing in multi-channel marketing can help to build stronger relationships and nurture leads effectively. It ensures that your customers receive consistent messages and a clear brand experience that strengthens their affiliation with your brand and company. Here’s why.
1. You Don’t Own Your Social Media Audience
Most businesses use between 3 – 5 social media platforms to engage with their audience. But did you know social media platforms determine who sees your content through algorithms? The amazing content you’ve spent so much time creating may not even reach your followers, and that’s all due to the control these platforms have.
Your social media audience follows your company or personal profile page, but you don’t have any other way of getting in touch with them. Your social media audience is owned by the platform, which means that any changes in rules or unexpected downtime could result in a total loss of your audience.
That’s why it’s crucial to build a direct line of communication with your leads through email marketing, newsletters, and your website.
2. Email Marketing: A Direct and Personal Connection
Email remains one of the most effective, and sometimes cheapest, ways to nurture leads. Unlike social media, where posts can get lost in the feed, emails land directly in your audience’s inbox. With personalised messaging, segmentation, and automation, you can deliver targeted content that speaks to your subscribers’ specific needs, keeping them engaged and moving through your sales funnel.
Personalised emails are projected to generate six times higher conversion rates, while segmentation can increase revenue by up to 760%.1
Pro tip: Brand your email newsletters so they’re instantly recognisable to the reader. Add your logo, brand colours and font. Need help setting up your emails? Get in touch and let’s chat.
3. LinkedIn Newsletters: Thought Leadership & Consistency
With 93% of B2B marketers using LinkedIn, the platform will remain the top choice for thought leadership content. Businesses that invest in long-form content, newsletters, and video updates will see the best engagement.2
LinkedIn newsletters serve as a valuable resource for sharing knowledge, helping you establish yourself as an industry expert and build trust with your audience. Unlike social media posts, which have a short lifespan (unless pinned), LinkedIn newsletters provide a structured approach to nurturing your connections over time.
As a free feature of LinkedIn, newsletter content can be found through online searches and on LinkedIn. Subscribers can be your page followers or non-followers. My personal favourite feature of LinkedIn newsletters is that LinkedIn helps you to reach more through sending a notification to the subscriber profile, and straight to their email inbox – helping to boost the number of people to view your content (and avoiding the Junk folder).
Pro tip: If you mention a company or person within your newsletter, tag their LinkedIn page for extra reach!
Fancy chatting more about how this can work for you? Get in touch and let’s chat.
4. Your Website: The Hub of Your Brand
Your website is your digital storefront, providing a space where you control the messaging, branding, and customer journey. It’s also where over 81% of shoppers will go for answers to questions, to read reviews and find out more about you.
A blog allows you to create evergreen content that attracts visitors via search engines and establishes credibility. This can also be added to LinkedIn as an article (if you have over 100 followers) for extra reach.
Case studies, testimonials, and lead magnets (like free guides or webinars) help convert visitors into leads.
Pro tip: Review your website content regularly to update images, services, reviews and content. Make it easy for visitors to reach you.
Need a helping hand keeping your website up to date? I work with WordPress, SquareSpace and Wix and can help to freshen up your website. Contact me at info@sararappleton.com.
5. Webinars & Events: Building Deeper Connections
Live events offer a dynamic way to engage with your audience in real time. These formats allow for direct interaction, Q&A sessions, and deeper discussions that build trust and authority in your industry. Webinars can also serve as lead magnets, capturing valuable contact information for follow-up.
Pro tip: Webinars can be recorded and added to your website or repurposed as a podcast episode. Free tools such as Acast, Vimeo and YouTube can help to grow your online reach.
6. Retargeting & Paid Ads: Staying Top of Mind
Even with strong organic strategies, not all leads convert immediately. Retargeting ads on platforms like Google, Facebook, and LinkedIn can help keep your brand in front of potential clients who have interacted with your content but haven’t yet taken action.
How to use a multi-channel strategy to nurture your audience
Each of the above channels bring a different advantage to your multi-channel strategy. And best of all, the platforms are free to use (most of the time) and can be cross referenced in each post or send.
For example
- Promote signing up to your newsletter on your social media pages and website
- If you send an email newsletter, repeat it in LinkedIn newsletters – reaching more and improving your open rates
- Create case studies to show your expertise – posting to your website, sharing on social media and including with newsletters (directing to your website). Don’t forget to tag the client’s social media pages in your posts!
Which channels do you currently use – and how are they working with your goals?
About Sara R Appleton Marketing Services
I am based in Somerset and work remotely across the UK to support growing businesses looking to expand their marketing channels. By using a multi-channel approach, you can reach a broader audience and build relationships from different perspectives. Each channel offers unique advantages, and together they can form a successful marketing strategy.
I provide Affordable Marketing Solutions that help your business to grow. Let’s chat about how we can adjust your marketing strategy, introducing new channels to your communications and reaching your ideal audience.
Services include: Social Media Management, Email Marketing, Blog creation, Website Support, LinkedIn newsletters
If you would like to find out more about how we can work together, please book a free discovery call at https://calendly.com/sararappleton/30-minute-call-with-sara or call me on 07769 678961.
GET IN TOUCH
Free Discovery Call
This Post Has 0 Comments