Using Multi-Channel Marketing to Your Advantage During a Pandemic
By: Celie Harlan
October 21, 2020 | Digital Advertising
Our world doesn’t look the same anymore. There are fewer (or no) social interactions like walk-ins, hand shakes, and in-person product demonstrations. We now live in a world with 6-foot personal bubbles and a mostly-online sales process, from beginning to end.
People are spending significantly more time online than ever before. After the national shutdown in March, internet usage skyrocketed over 25% and social media use soared more than 27%.
So why isn’t my marketing strategy working like it used to?
You would think with millions more unique users online every day, it would be so easy to capture those leads and convert them. Instead, companies are seeing the opposite: Their single-channel strategies are no longer showing the ROI they used to.
Why, you ask? Well, because a single touchpoint doesn’t capture a user’s attention. According to Salesforce, it takes 6 to 8 touchpoints to generate a digital sales lead. There are too many things happening on the internet, too many websites, social media accounts, and Google searches for any one ad to capture a user’s interest – or at least enough to convert them.
What can I do about this?
First of all, you’ll need to increase your online presence. More of the buyer’s journey is occurring online than ever before and PPC advertising is more powerful and cheaper than ever before. People are spending more time on social media, leading to a broader audience and a lower overall CPC.
Next, develop an omni-channel strategy. If your target audience is everywhere, you should be too.
An omni-channel or multi-channel digital strategy is a marketing strategy set up across multiple channels to reach users at every stage of the sales funnel. If marketing is about sending the right message to the right person at the right time, nurturing them in all stages of the funnel increases your chances of finding that right time.
An omni-channel strategy should include touchpoints across platforms like Google, Bing, LinkedIn, Facebook, Instagram, Twitter, and even your own website. These touchpoints can, and will, look different with every platform.
CTR is down, and people are engaging with organic content more than paid. Therefore, you need to make sure you have organic content to support your paid efforts. When developing a well-rounded digital marketing strategy, make sure it includes posting on business social media accounts and creating content for your blog.
How can Oodle help me reach my goals?
Eleven years and dozens of satisfied clients later, we have amassed the expertise to help you reach, and even surpass, your business goals. We custom-tailor full-funnel marketing strategies for your business based on your growth goals and vision. We can help you achieve the growth you’ve always dreamed of and leave your competition in the dust.