Do you know what the single best way to reach your target audience is?
Unless you’ve done enormous amounts of market research, chances are you don’t know for certain which platform or channel can reach the largest segment of your audience. And even if you have done that research, your best customers are likely separated across multiple different communication channels and social platforms.
So what’s the best way to reach all of them? For most businesses, your best bet is to have a well-thought-out social media multichannel strategy.
If you’re like most business owners, you probably use social media marketing already. And if you have more than one channel of communication with your audience—Facebook advertising and email marketing, for example—then you already use multichannel marketing.
But you might not be using either one to their full extent. This article will show you what you ought to know about social media in multichannel marketing. Keep reading to learn more.
Understanding Multichannel Marketing
Multichannel marketing isn’t a topic that comes up often, but it’s something that most businesses use. Simply put, a multichannel marketing plan involves multiple ways of connecting with your audience.
There are many unique social media advantages, but social media by itself isn’t usually a complete strategy. A powerful marketing plan will involve several channels through which you impact customers. These might include social media, email, print mail, PPC advertising, and so on.
Most businesses already use more than one channel to reach their audience, but they may not be doing it consciously. It’s important to think about all of your marketing efforts as parts of a whole. That way you can monitor the impact you’re having more easily and make smart changes over time.
It’s very common that someone will create a Facebook page when they start a business. For some people, it’s one of the first things they do.
Others take a more old-fashioned approach to business, like placing an ad in a local paper or magazine or passing around flyers.
Any of these methods can work. It depends on the audience you’re trying to reach. But to be most effective, a marketing strategy needs to combine multiple channels of communication.
Social Media’s Role in Multichannel Marketing
Now that you better understand what multichannel marketing is, let’s see how social media plays a role in a good multichannel strategy. Here are three unique ways that social media can empower and elevate your marketing plan.
Impact Customers Wherever They Are
There’s a reason social media in business is so popular. Although there are many tried-and-true ways to reach out to potential customers, social media sites may provide the single most flexible method.
This is partly because there are so many social networks for people to hang out on and so many people with active accounts. No matter who your audience is, you can most likely find them somewhere online.
If your target audience is forward-thinking Millennials and Zoomers, there’s Instagram and TikTok. If you’re targeting people who have unique interests that they’re passionate about and who spend a lot of time online, try Reddit. And you can reach almost anyone using Facebook.
No matter what your business does, social media allows you to find your ideal customers anywhere.
Get Seen More Often on Mobile Devices
If you’ve been paying attention, you’ve probably seen how popular phones and tablets have become. For many people, their smartphone has all but replaced their home computer.
Unfortunately, it can seem harder to get people’s attention when they’re on their phones. Less screen real estate means fewer opportunities to make an impact through advertising. Casual browsing means people exhibit shorter attention spans and get distracted easily.
However, there’s one category that has been enormously benefited by the smartphone trend: social media.
People may spend less time on websites in general when they’re on their phones, but they spend a lot of time on social media apps. If you can advertise there or get your content to appear organically, your business can rise to the surface more often on mobile devices.
Communicate With Audiences Effectively
If you’ve recently begun studying social media marketing strategy, you might think it’s all about publishing good content.
This is only partly true. The real purpose of social media is open communication. That means you can’t talk at your followers—you need to be talking with them.
You probably provide ways for your customers to email you, and you may even provide a business phone number. But nothing is more convenient for customers who want to get in touch than an active social media presence.
People aren’t likely to contact you directly unless they have a real problem, like a defective product. They’re more likely to interact with your brand (and provide helpful information about your market) through social media.
Get Help With Social Media Multichannel Strategy
Could you use some help with your social media multichannel strategy?
It’s not uncommon for business owners to feel overwhelmed with the number of things they have to do. Social media isn’t something that can be automated—you have to connect authentically with your target customers, and that takes time. And when social media is just one part of your multichannel strategy, there’s even more you have to get done.
Fortunately, you don’t have to go at it alone. Reach out to BlueTuskr today to find out how we can supercharge your multichannel marketing efforts.
About the Author:
Andrew Maff is the Founder of BlueTuskr, a full-service marketing company for e-commerce sellers. With over 13 years of experience, he has proved himself to be a leader in the field.
Andrew’s entrepreneurial knowledge and success allow him to excel in his industry as well as helping others grow theirs. His knowledge in branding, social media, SEO, web design, graphic design, email marketing, and more, providing exceptional results consistently.