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The purpose of a multi-channel marketing campaign is to use offline and digital marketing tactics to target and engage with your buyer persona with the ultimate goal of increasing the bottom line. Challenge accepted.
Whether your goal is brand awareness, customer acquisition, or customer retention, creating a great multi-channel marketing campaign is what we marketers live for. Delving into researching your customer, crafting engaging copy, designing graphics that catch the eye or stop the dreaded scroll, mapping the journey, and finally monitoring the analytics for every interaction, all for the thrill of a retweet, a click or a form entry request. Sometimes carrying out all these tasks well can be overwhelming.
That’s why we’ve created our Campaigns area of the platform, to help make the launching of multi-channel campaigns super simple. Leaving you clever marketers more time to be creative and get the most out of your campaigns. Here are our 5 must-haves when creating great multi-channel marketing campaigns to increase conversions and generate revenue for your business.
1. Landing Page
2. Post Entry Page
3. Email
4. Paid Ads
5. Social Posts
Landing Page
The anchor for every multi-channel marketing campaign, the landing page is the destination that you want to link all your marketing tactics to. A landing page differs from your website in that it has no navigation. When you build your website, you promote browsing, your goal is to increase the time spent on-site and the number of pages visited. A landing page is completely different.
One clear call to action is the secret behind a winning landing page. This focuses the buyer’s attention on submitting the form, signing up for a webinar, or downloading your content. Goal achieved! A landing page should have 5 elements:
1. A Headline that grabs attention.
2. An Image that resonates with your target buyer persona.
3. A Lead Form or CTA button that sits above the fold.
4. Copy and Description that addresses the buyer’s goals.
5. An Outline of features and benefits of the product.
Learn more about what makes a winning landing page specifically in our earlier blog post here.
Post-Entry Page
A post-entry page, or thank you page, is the page that follows after a form is submitted. The purpose of this page is first to thank the customer for submitting the form for whatever purpose. Secondly, this is the opportunity to sell, sell, sell. Adext Ai gives some examples of how you can do this:
1. Add in a search bar that links to your website
2. Add in an option to download some ungated content.
3. Provide links to your social media channels.
4. Add in your next conversion goal
Remember, you’ve captured the interest of a potential customer. Make the most of this opportunity to not only create a great customer experience but also a great multi-channel campaign.
Once you’ve set up your anchor landing page and post-entry page, it’s time to start generating leads using a set of marketing channels. First up is email marketing. Why is email first you say? Email is the most cost-effective method of getting your message out there without being beholden to the ever-changing algorithms of social media platforms. FACT!
Don’t just believe us. Other companies, like Crazy Domains, agree. Email remains the most cost-effective marketing channel in 2022 by far and open and click-through rates are increasing globally. To ensure you’re delivering content that will delight your audience rather than make them hit the unsubscribe button, we recommend only sending campaign emails to your engaged audience and including these 5 elements:
Sending helpful and interesting content that resonates with a list of engaged prospects? Seems like a no brainer for a great multi-channel marketing campaign.
Social Posts
Speaking of an engaged audience. The next channel we would recommend for deploying your great multi-channel campaigns is social media. Social media straddles the branches of owned and earned media. Yes, you have complete control (ish) over your social media profiles, what content you put up, etc. However, you don’t have control over the engagement on the platform – any likes, shares, comments – these are largely dependent on how the algorithm rates your content. We, therefore class social posts as an earned channel. And boy don’t we marketers earn that engagement!
Your social media channels contain a list of followers – or engaged audience – who have expressed an interest in your content. It’s only natural to want to shout about your landing page offering in that space. Social media is so general a term now and we’re being purposefully vague. Each business will have a channel that works best for them. Ensure you have a custom link behind each of your posts to track which one is the best performing channel for lead generation or for generating website visits. Here, our sister company, Zym, points out the top tips for taking social media posts to the next level.
Paid Ads
Unless you have a cult following, you will likely need paid ads to reach your audience on the platforms that they are natively in. Paid ads cover Facebook, Twitter, LinkedIn, Instagram, YouTube, Google Search and Display, as well as new platforms like Snapchat and Tik Tok. Which platforms you choose largely depends upon your target buyer persona. MO Agency describe the 7 benefits of using paid advertising in multi-channel campaigns
1. Organic reach is down. Paid ads are the only way to guarantee results.
2. Ads a very measurable.
3. Granular targeting options are available.
4. Testing opportunities and endless.
5. Wider broadcasting of your marketing messages.
6. Retargeting helps to bring return visitors back to your site who didn’t previously purchase.
7. Helps your business to rank earlier in Google without waiting for SEO to kick in.
Paid ads are a great way to amplify your message and reach new audiences. An integral part of a great multi-channel campaign that generates results, hits KPIs and helps to build business revenue at scale.
Build a Campaign in Zymplify
At Zymplify, we make the process of building a multi-channel campaign so easy by having all the tools you need to build, launch, and measure your multi-channel campaign on one platform. Our bespoke campaign builder allows you to build emails, create landing and post-entry pages, publish social media posts, and grab custom links for paid ads in 3 easy steps. Once published, review the campaign performance from landing page view to sales with one click of the button.
Never have to guestimate marketing attribution to sales with the Zymplify platform. If you would like to try to build great multi-channel campaigns seamlessly in the Zymplify platform, sign up for our 14-day free trial. Or if you would prefer a personalised walkthrough with one of our Zymplify experts, book a demo.
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