Having a multichannel digital marketing strategy is the new standard if you are looking at maximizing the plethora of channels available to reach your potential customer. If you are not employing this approach to reach potential customers, you are shortchanging your business. According to recent research, more than 50% of companies today use at least eight channels to interact with customers. On the contrary, just 30% are confident in their ability to deliver a multichannel digital marketing strategy effectively. This goes ahead to shows that, even though the multichannel strategy is not alien to most marketers. The best digital strategy to implement remains elusive to most businesses.
Now that is so many ways to do marketing and different channel to connect with your potential customer. We have SEO, PPC, email marketing, chat/text, push notification, referrals, and more. When you think of these channels, you need to think about them from the angle of a sales funnel. The question is: How do you leverage these different marketing channels to increase conversion from top of funnel to bottom of the funnel? Before we get deeper into that, let us the framework of a typical digital strategy:
What is a sale Funnel?
A sales funnel is tracks the journey of a customer from the point of acquisition to the point of purchase. The model uses a funnel as an analogy because a large number of prospects may begin at the top-end. However, only a few eventually make the purchase.
Steps in approaching a Multichannel sales funnel
Goal: it starts with a goal. At this point, you need to have a clear and actionable goal. The typical question you will have to answer at this point includes: How much do you want to make? How many conversions do you want to get?
Persona: At this point, you need to have a clear understanding of your target audience. The question you need to answer at this point includes: What is the persona of your audience> what is the demographics of your target audience.
Intent: After clearly defining your goal and identifying your audience persona. Next, you need to understand the intent of your target. To try and understand why there are online. Also, the intent behind the service you render as a business.
Keyword/ Audience: At this point, you want to find out the keyword that matches with the keyword of the preceding stage. For example, if somebody is looking for an SEO company, that’s their intent, or want to know more about it. What are the twenty keywords or audiences that match that intent?
Ecosystem: At this point, you want to know the ecosystem that has those keywords or those audiences. It could be Google Display Network, or Facebook, or Twitter, or Pinterest, and such.
Ad: At this stage, you can serve your ad to your target audience in the right ecosystem.
Content: At this stage, you need to prepare the content they are going to after the ad is served.
Conversion Rate: What is the conversion rate? What’s your cost per acquisition? What it cost you to get the lead.
CPA: After knowing your conversion rate, you can now calculate your cost per acquisition.
Audience Database: This is very important for you to do re-marketing. You need to have an audience database that is updated regularly. So, you can always re-target when you feel it is appropriate.
Let’s take a quick look at the various activities that are done at each funnel level.
At the top of the funnel, you target specific interests that you research. So, here we have fan pages – if you are looking at running Facebook ads, keyword research, any combination of demographics like gender, age, income filter, and such. Most of the traffic at this stage is cold traffic. This is the first time they are interacting with your business. For the campaigns we are running at this level, we are going to be excluding the middle of funnel audience from the campaigns.
In the middle of the funnel, people who had interacted with the brand in one way or the other. We want to include people who have watched your videos, or read your articles, or at one point engage with your brand in one way or the other. So basically, most people that qualified for this stage are the ones that filter down from the top funnel. Therefore, we need to make sure that the audience at the top level is strictly for cold traffic.
At the bottom of the funnel, mostly contain audiences that are at the conversion stage. It can also contain audiences that had already made a purchase that you can retarget. So mostly, you want to have a custom audience for prospects and customers. Through your custom audience, you can re-target customers, and look for ways to engage prospects to make that final decision.
Define your business goal
In a multichannel strategy, the various channels have a business goal. It is with this business goal that a sales funnel is built around. So, if you are trying to get people to register for a webinar, or you are trying to fill out a lead for a specific type of services such as SEO, PPC, and such. Each of those has its funnel based on the business goal.
Top of funnel multichannel strategy
Let’s look at the top-of-funnel strategy practically. How we can do a cross-channel strategy with all these different tactics that we’ve talked about in this article. Then make them work together perfectly. For example, we want to target audiences with a specific interest in SEO. For someone who has the intent to learn about SEO. The first thing action will be to make an inquisitive search on search engines with queries such as “what is SEO”. If active on the social media platform, can decide to join a fan page, or follow an influencer in that topic, or even subscribe to an influencer channel.
The first action to take at this stage is to make sure to rank in all these different channels. You can run a Google ad and target the relevant keyword. Also, you can run ads on Facebook to target the same keyword. As well as create a lookalike audience of relevant influencers on that same specific interest to add to your audience. In addition, you can create a YouTube video to ensure you rank for the specific keywords. As well as, write various articles on your blog, or as a guest on another person’s blog.
Build email list
At this stage, you want to start building an email and segment them accordingly. For audience acquired via the different ad campaigns can be in a different segment. As well as, audiences that are acquired via your various articles and social media posts. Remember, most of all the traffic at this stage is cold, and we are doing top of channel stuff at this stage.
Also, you can start looking at sending a push notification or chat/text to audiences acquired from similar channels.
Middle of funnel multichannel strategy
Now, when you get to the middle of the channel, very similar from a promotional standpoint to top of channel strategy. The difference here is that they are not as cold as the top-of-funnel audience. The audience at this stage knows a little about their specific interest. They may have been warm up by you, or by another person. One of the things that changes are keywords. So, for this example, in the middle of the funnel, the audience might be searching for things like How long does SEO take? At this point, they know what SEO is. Now they want to figure out how long it takes. They are starting to consider it. They are picking up interest and will potentially do it.
Bottom of funnel multichannel strategy
Finally, at the bottom of the funnel, the keywords also change. At this point, the keyword also changes for new audiences that opt-in at the bottom of the funnel. Instead of having cold or lukewarm traffic, what you have at this point are people who are ready to make a decision. The target keyword starts having adverbs such as best, top, etc. It is really important to rank for such keywords too. Perhaps you will also need a well-written service page where you can direct the bottom-of-channel traffic to get acquainted with your services if you are delivering a service. So, you want to be doing social media ads, PPC, emails, push/notification, and such.
The audience at this level can be in two segments: general retargeting from the middle of the funnel, retargeting existing customers, and new traffic that opt-in at this stage. At this stage, ads can include testimonials, expert content, special offers, and such. if it’s a text message, you might send something like a discount. Your main focus at this stage is conversion. Some audiences, however, will not convert at the first time, you need to look for ways to re-target such audiences to effectively maximize your sales funnel.
As you can see, now that we are in 2021, the different ways that you can do marketing is getting complicated. However, by building an effective multichannel digital strategy using a sales funnel method. You can effectively convert prospects that you get across multiple channels.