It can be challenging to cut through the noise to get your message to the right people. However, integrated marketing campaigns can help you reach your audience where they are and build brand awareness - more so than single-channel advertising. By combining multiple marketing channels into one strategic campaign, you can focus on aligning your message throughout every consumer interaction with your brand.
Businesses are noticing the value and importance of being readily available and accessible to your consumers on various channels. In fact, 95% of marketers say they know how important multi-platform marketing is for targeting. Yet, only 73% say they have a multichannel strategy in place. This gives you an extra opportunity to get ahead of your competition.
Here are five tips to successfully create a multi-platform marketing campaign.
Know your goals
Setting clear and attainable goals is vital to the success of any campaign. When you know that you want the outcome to be, you can determine where to start and how to measure your campaign’s success. However, it's important to note that just setting general, unrealistic, and broad goals can be just as damaging as no goal at all.
All successful campaigns follow SMART goals. Meaning, they are:
- Specific - be specific and detailed in your wording
- Measurable - results need to be measurable
- Attainable - be realistic in your expectations
- Relevant - the goal should be relevant to your campaign and business
- Timely - determine and include a deadline and time frame for your goal
Example: At the end of this month, our blog will see an 8% lift in traffic by increasing our weekly publishing frequency from 5 posts per week to 8 posts per week.
Having a goal is an area of your campaign that cannot be underestimated. Goal-setting marketers are 376% more likely to report success. More specifically, 70% of organized marketers achieve their goals most of the time, while 10% achieve their goals every time.
Understand how to reach your target audience
To reach your target audience, you need to dive deep into their interests and behaviors. This means developing extensive buyer personas representing your ideal consumer — likes & dislikes, job, challenges, ambitions, etc. Ninety percent of companies using personas have created a clearer understanding of their buyers, and 82% of companies using personas have created an improved value proposition.
When you create ads with your audience in mind, you appeal to them personally. Ensure your content is mobile-friendly (since 53.9% of all retail e-commerce is expected to be generated via mobile), consistent with your brand story, and sparks your target audience's interest.
Choose the Right Platforms for Your Brand
Just as it’s essential to know your audience, it’s also important to know where your audience can be found to advertise on the right platforms. When done correctly and strategically, businesses often expand their reach in the market and build stronger relationships with customers. In fact, 73% of marketers believe that their efforts through social media marketing have been "somewhat effective" or "very effective" for their business.
For instance, each platform allows you to reach different age groups for various purposes:
- Facebook - 1.3+ billion users, ages 25 - 54, 60% female, and best for building brand loyalty.
- Twitter - 600 million users, ages 18 - 29, and best for PR.
- YouTube - 1 billion users, all ages, and best for brand awareness.
- LinkedIn - 600 million users, ages 30 - 49, and best for business development.
- Instagram - 200 million users, ages 18 - 29, and best for lead generation.
Then when you pinpoint where they are, integrate your marketing into multiple avenues to maximize your impact.
Be prepared for the influx of customers
To reap the benefits of your campaign, you need to be prepared for how you will handle the influx of business. Otherwise, it can be counterproductive. Being organized and prepared ensures that your business thrives under the pressure of increased brand awareness and sales. It may seem obvious to mention, yet it remains a significant reason for many failed businesses.
Research shows that 20% of businesses fail in their first year, and 30% fail in their second year.
Develop a Seamless Design
Consistency is key for your brand, especially in multi-platform marketing. Consumers should (and expect to) have the same consumer experience with your brand on every platform. Consistency can increase revenue by 23%. However, the key is to ensure all marketing assets are cohesive with the same branding and same purpose.
This can be done by setting brand guidelines including (but not limited to):
- Your brand story
- A recognizable brand signature
- Core color palette
- Branded visuals
- Brand and audience overview
Work with a Media Partner
A media partner can eliminate the guesswork in successfully creating a multi-platform marketing campaign by helping you from start to finish. Expert guidance, knowledge, and resources can help you create a seamless campaign with clear and concise goals, get a clear understanding of your target audience, reach your audience on their respective platforms, and prepare for the influx in consumer traffic.
Creating a successful, cohesive, and multi-platform marketing campaign can be a challenge on your own, but working with a media partner eliminates those challenges.