What channels of marketing are driving your inbound marketing efforts? Search engines are nearly guaranteed, and you’ll also need a foundation of content. You’re also probably engaged in social media if only to dip your toe in the water, so to speak.
In a sense, you’re already doing multi-channel marketing, albeit piecemeal and on a smaller scale. Multi-channel marketing can encompass a very complex and nuanced combination of marketing channels or paths, if we think about it in terms of the consumer journey.
You can read about it in Hubspot’s Multi-channel FAQ — but for our purposes, let’s break it down into its simplest definition: the coordinated, interconnected, and involved use of marketing strategies across multiple paths in the consumer journey. Well, that might not sound simple, but it’s sufficiently straightforward. Here’s the deal:
The Inbound Marketing Toolkit Redefined by Multiple Channels
Fully embracing multi-channel marketing means inclusive inbound marketing strategies that span all of the possible paths your consumers may take to reach your conversion goals. This may require bolstering your weakest points and considering new channels.
The most important consideration is that like your current inbound marketing efforts, there is no magic formula, no one-size-fits-all scheme. You really need to device your implementation plans to guarantee coordination, interconnection, and involvement.
Considering that multi-channel marketing links the consumer paths together, you’ll find that the typical spray and pray methods of blasting marketing messages won’t work.
Your consumers have numerous touch points that provide entry into your sales funnel, and anywhere within their journey they can switch paths (e.g. from search to content to social and back) or even take two at once (e.g. social via mobile app), so each step of the maze-like way, you need strategy.
To accomplish your multi-channel marketing strategy goals, you’ll need the right tools. You need as many efficient tools as possible to automate what you can, track the progress of campaigns individually and as a whole, and efficiently execute marketing tactics.
The good news is that already have some tools for your inbound marketing. The next step is figure out which of your inbound marketing tools would serve you well for multi-channel.
You’re essentially making a holistic effort compared to when you started inbound marketing when you probably focused on the channels with the most returns. You still can, too, with multi-channel, if you effectively allocate your marketing spend.
The Most Important Thing Is Just Start
One of the biggest concerns businesses and brands air about multi-channel marketing is that its complexity seems to require more resources than they would otherwise be willing or able to spare.
That’s a legitimate concern. But if you reflect on your current inbound marketing setup: how much do you really spend now and how much do you expect to spend at the end of the year? And what’s your return on investment?
If you’re doing inbound right, your efforts are cumulative and they snowball into an ever larger marketing asset — your previous content fuels new ones and new search optimization efforts pile on top of existing ones that all rally together to help your goals.
This means with the same marketing spend, you’ll get much more ROI at the end of this year than when you started. The same applies if you expand your inbound marketing toolkit with multi-channel.