Focus is a good thing; it’s helped many a team win a game, many students pass a test, and many employees finish a project. Learning to buck down and get things done can be beneficial in all areas of life. But when it comes to marketing, sometimes too much focus can actually hurt.
Businesses today have a multitude of marketing channels at their fingertips. Old-school marketing tools used for decades, such as cold calling, direct mail, referrals, and face-to-face interactions, are still around and going strong. And the age of the internet has made even more relatively cheap marketing channels readily available.
With all of these options, getting overwhelmed can be easy. And as many of us know, getting overwhelmed can be detrimental to productivity.
Broaden Your Reach
Choosing only one or two marketing channels when there’s a plethora available is simply not a good idea. You can’t predict where your current or future customers might be. By setting a narrow focus, you may be missing out on a market of potential buyers that could really get your business off the ground.
By staying open to new marketing channels, companies can reach a greater audience that may have slipped by had they used only one or two channels. Multi-channel marketing can be beneficial for a company, and it’s good to understand why it helps to reach more potential consumers.
Consumers Use Multiple Platforms
There are several generations of people that get excited about getting actual mail. They’ve grown up with email, so when they get a real letter addressed specifically to them, it’s like a present. But some people in this group may also be active on Twitter, Facebook, and Instagram. They don’t go to physical stores; they shop online. They have their own blogs and spend time reading others.
Even with a solid marketing strategy and access to big data, it can be hard for companies to predict every platform a potential customer uses. By broadening the marketing strategy to include multiple platforms, enterprises can reach users that may have otherwise slipped under the radar.
Your Message Is Different Across Multiple Platforms
Not all customers will like it if you only send them direct mail. If they don’t like it, your message may not get across to them, resulting in a potential loss of a sale.
As a business, you need to decide what type of message you want to send. Realize that not everyone responds alike to the same message. By only sending direct mail, people may think your message is “buy, buy, buy!” – and that may not be something they want to hear.
By getting your message out on multiple marketing channels, you have the chance for people to receive and interpret your message in different ways. While your direct mail message may come across as a sales pitch, your Twitter message may be endearing enough that people will be intrigued. And your website message (that you linked to via your Twitter, of course) may draw an intrigued person in.
Multiple Platforms Can Make Your Business Relatable
By using multi-channel marketing, a business can interact with current or potential customers frequently. This interaction fosters the building of a relationship that goes beyond just business and consumer.
Twitter and Instagram feeds can give a face and personality to a business. A company blog that gives tips about a particular industry can make the enterprise seem more trustworthy. Networking events where a company talks about the good it’s doing in the community can show consumers that it cares about more than making profits. A combination of these marketing platforms can make a business seem more like a person, making it more relatable to consumers.
The Cost of Multi-Channel Marketing
Social media is free, which makes it an incredible choice for a marketing channel. But other options may not be as appealing when it comes to cost. Google AdWords can be pricey, and you have to receive a good quality score to receive a positive position. Direct marketing, whether email or mail, can be expensive if done out-of-house and time consuming if done in-house. Face-to-face interactions, such as networking or speaking at events, can be costly to organize. Companies must consider the benefits of adding another marketing channel, both on the bottom line and on the reputation of the company.
Time is also a cost that should be considered. If your company is using blog posts that incorporate SEO, someone will need to invest the time to write each entry. Twitter and Instagram need a steady flow of content to stay relevant. Again, a time cost to benefit ratio should be considered in these situations.
Focusing on one or two marketing channels can be detrimental to your operations, though you may not realize it. By broadening your marketing channel arsenal, your company may be able to reach consumers it may otherwise miss. Experiment with your options to discover what works for you.