Setting a digital marketing strategy has undoubtedly become more difficult over the past few years. Brands not only need to figure out where to reach prospects but also how to effectively connect with them at the right time.
As potential customers move through the marketing funnel, they expect a seamless experience with your brand. Being able to offer that takes a lot of time, research and collaboration across your team. To help with that effort, we took a deep dive into multichannel marketing in a recent Insights post and, today, offer three quick tips from this week’s #SproutChat.
1. Think as, Not Just of, Your Audience
Setting strategy starts with considering who is on which social channel and why they are there. People consume content differently. Although they may fall into the same demographic, one may rely mostly on Twitter’s mobile app and the other on bigger news sites. It’s crucial to do some testing to see where your brand is effectively getting its message across.
A2: Is your marketing effort a good fit for each channel? Will it seem natural or out of place? Find the drawbacks, manage them. #SproutChat
— Adam T. Music (@MusicAdamT) August 19, 2015
A2: Is your audience there? Do you have something to say to the target demo of that channel that you aren’t saying elsewhere? #sproutchat
— meghan speer (@meghan5580) August 19, 2015
A2 – Audience, Goals, KPI, and the albatross to creativity …the BUDGET #sproutchat
— Jami Bova Online (@JBonlineconsult) August 19, 2015
A2) Define WHY your brand will be using multiple channels & HOW you’re going to benefit from doing so. Don’t strategize blindly. #sproutchat
Morgan Mandriota (@MorganMandriota) August 19, 2015
2. Set Actionable Metrics With the Right Tools
Whether you have a big budget or hardly any dollars to invest, there are tools that provide metrics that will give some insights into which places are successful at driving traffic or sales. If you’re a small-to-medium business, invest in getting to know as many customers as possible and document their feedback in order to direct your strategy further.
A4. Google Analytics is key for any online channels, including UTM tracking to get everything back to the source. #sproutchat
— Reva Minkoff (@revaminkoff) August 19, 2015
@SproutSocial A) We use surveys to find out where sales are from! #sproutchat
— Pearl Capital (@Pearl_Capital) August 19, 2015
@SproutSocial A4 is “ask the Customer” just too old fashioned anymore? lol I’m still very small biz tho so I’m lucky i guess. #SproutChat
— BradO (@NextGenBizMan) August 19, 2015
3. Reap What You Sow
Customer loyalty results from a well-vetted marketing strategy. The better you understand the connections your customers have with your brand, the more likely they will be to stick with your business for the long term. Remember that customers have so many options in today’s market—don’t let a competitor with a subpar product beat you because you’re not giving attention to the people who keep your lights on.
A5) right message + timing + a product/service with a unique value proposition = customer loyalty. #SproutChat
— Josh Schweigert (@joshschweigert) August 19, 2015
A5) No, the right, most authentic message all the time based on a real relationship is key to customer loyalty. #SproutChat
— Wayne Hendry (@ideakid88) August 19, 2015
A5. Right person, right time, right product in the moment is a good goal but more realistic to win customers with consistency. #Sproutchat
— Brandon Stettenbenz (@UXcelsior) August 19, 2015
Join Us
Next week, we’ll be chatting with special guest Stephan Hovanian on how to maximize conversions from an email campaign once someone signs up for your offer. We hope to see you there!
The post #SproutChat Recap: Using Multiple Marketing Channels to Better Connect With Prospects appeared first on Sprout Social.
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