Multichannel marketing is a marketing strategy that focuses on communicating with your audience through multiple platforms independently. This strategy does not integrate the experience and focuses primarily on the channels used to reach a broader audience.
Omnichannel marketing is a strategy that focuses on creating a seamless, cohesive, and unified customer experience across all channels.
When it comes to info products (coaching sessions, courses, e-books, and webinars), choosing between omnichannel and multichannel marketing depends on your ultimate goals.
The good thing is that you can start by implementing one and adding the other afterward.
Today, we’ll explore some details and advantages, followed by helpful implementation tips for both types of these marketing strategies.
Multichannel Marketing
This one focuses on maximizing visibility and reach and uses each channel (ads, social media, emails, etc) independently, with separate objectives and content. Let’s explore some examples of channels and how to leverage each channel’s strength to increase conversions.
- Email Marketing: Helps you build and nurture relationships with your consumers and customers through email lists.
With email marketing, you can automate onboarding, upselling, and cross-selling, and any further communications with new or existing customers.
We recommend you check out Zapier if you want to become a pro at automation. - Webinars and Live Sessions: With these, you can offer free and paid training and exposure sessions to your audience.
During these sessions, you can share your expertise in the niche and offer exclusive discounts on your products and services.
Instagram Live, Facebook Live, Zoom, and EverWebinar are great platforms for executing a successful live or webinar session. - Social Media Platforms: YouTube, TikTok, Instagram, and Facebook can help you showcase your info product or service.
There, you can share informational niche content and previous customer reviews and link your e-book or PDF for a seamless transaction or a free download in exchange for contact information. - Paid Ads: You can use Google Ads and Social Media Ads (Instagram, Facebook, TikTok, etc.) to target and retarget specific audiences based on interests, behaviors, and other demographics such as location and age.
- Affiliate or Influencer Marketing: You can collaborate with affiliates or influencers in your niche to promote your brand, products, and services.
Multichannel marketing is fairly easy to implement, gives you access to a broader, more diverse audience, and can be scaled incrementally and at your own pace.
Pro Tips For Multichannel Marketing
Here are some helpful tips for implementing multichannel marketing into your business.
- Select The Right Channels For You: Prioritize channels and social media platforms that reach the largest share of your target audience. Why spend time (and money) on channels and ads without a good return on investment (ROI)?
Knowing and understanding your target audience (TA) will give you the answers you need. - Leverage Data: Data-driven decisions will help you save time and money, improve your ROI, and help you understand your TA. Learn more about data-driven marketing.
- Leverage Automation: Automate everything you can. With the right tools, you can automate anything, including content, emails, ad campaigns, and follow-up communications.
- Optimize for Mobile: Most people today prefer mobile devices for spending time on social media, responding to emails, looking up information, and texting.
Making sure your ad campaigns, follow-up emails, and lead magnets look good on a mobile device is good practice for multichannel marketing. - Use Strong CTAs: Ensure your call-to-action (CTA) messages are clear and easy to understand. Tailoring them to a specific platform is also essential, as formats may differ.
Omnichannel Marketing
The main goal of omnichannel marketing is to create a personalized, cohesive, and seamless customer experience across all your marketing platforms.
Focusing on the customer journey from A to Z can boost your engagement, improve trust and customer loyalty, and increase your conversions.
Use the same channels to promote and reach your audience as you would for multichannel marketing, but shift your focus toward creating consistency in communication between your business and your customer instead.
Here is how:
- Customer-Centric Approach: Focus on your audience’s needs, wants, behaviors, and preferences.
Make sure all your marketing platforms and channels are integrated and work together to guide the customer through to conversion.
Your marketing tactics should revolve around the customer, making them a priority. - Consistent Messaging: Your brand image should be consistent across all channels. That includes maintaining cohesive color schemes, visuals, and tone in any interaction with your customers, whether through emails, chats, or ads.
- Data: You can use a data-driven marketing approach to collect and analyze customer behaviors and interactions across all platforms, which would help you personalize their experiences in the future.
- Personalization: Leverage insights and analytics to personalize customer experience across all channels. You can tailor ads, follow-ups, and other communications based on the data you collect.
Consistency and personalization enhance the customer experience, build trust, and increase your customer retention rate, thereby expanding your lead lists and conversions.
Pro Tips For Omnichannel Marketing
Here are some helpful tips for implementing omnichannel marketing into your business.
- Use Proper Tools For A Seamless Experience: Tools like ActiveCampaign, Zapier, and Mailchimp can help you automate your messaging and campaigns, all while maintaining your brand image across the board.
- Leverage Data-Driven Marketing: Relying on data to inform decisions is one of the best ways to achieve desirable results in engagement, conversions, and overall return on investment.
- Offer Consistent Customer Support: Omnichannel marketing revolves around your customers, and consistent customer engagement should be a top priority.
You can use tools like AI chatbots and messengers to offer seamless customer support at the customer’s time.
Storing information that could be useful for future conversations with the same customer is also important for building trust and future retargeting. - Retarget and Re-Engage: Omnichannel marketing is a great way to establish trust and deeper connections with your audience and customers.
Knowing your customers’ needs, behaviors, interests, and online habits can help you retarget and re-engage with them if you start offering new products or services.
Closing Remarks
So, to recap, omnichannel marketing focuses on providing an integrated, seamless customer experience, while multichannel marketing is about spreading information about your brand across as many social media platforms and channels as possible.
Both benefit from data and automation. Data-driven decisions help save money and eliminate guesswork, while automating workflows saves time and handles repetitive, mundane tasks.
So, which part of your marketing journey is your info business at? Are you ready to focus on providing a consistent and cohesive experience for your customers, or are you trying to spread the word about your newly launched course or coaching approach?
On that note, we share actionable marketing tips and insights daily in Vavoza Insider – subscribe and stay tuned!
–Steph
