Managing multiple marketing channels

January 18, 2017
In my last blog, The independent customer, the challenges in managing the complex path people take when making a purchasing decision became very clear. There are so many channels to communicate with your customer base, and, if managed properly, they can provide great opportunity for your brand.



The powerhouse channel of communicating your company and products to your customers is your website. As a single location focused on your brand, message and offering, it is a logical place customers visit when considering a purchase with any company. Consider ways that your site can be engaging to your customers. For example, studies have shown that visitors will stay on your site an average of 2 minutes longer if it has a video¹. Videos tend to enrich the customer journey and are more effective at converting buyers. Over 96% of B2B marketers are using video in their content strategy². And longer time on your site means longer time to convey your message and what you offer.

When you are thinking about SEO for your website content, consider Google’s emphasis on user experience. User experience keys, including a well-designed interface or navigation, may help boost your search results over those with comparable domain authority³.

One of the most efficient and highly used channels is Email. But many people analyze the effectiveness of their email communication within a few days and don’t consider the lifetime value of the piece. For example, 20% of all email clicks are generated after day 5, long after most teams have completed their analysis. After day 60, if the same material was analyzed again, you’d find an additional 5% of clicks and an incremental 5% in revenue. Even more interesting, the best clicks, in terms of conversion, occurred several weeks after the marketing department first pressed send4.

We talked earlier about how millennials value personalization at a higher rate. But this group of people also actively does not sign up for email list inclusion. However, once they register they convert at a higher rate of 11% (average is 8%). They also will find and read your emails while in store at a rate of 15% (average is 9%)5. Contextual emails generate 10 times more revenue over benchmark email6. And never underestimate the value of a communication without a typical offer. Air B&B sent a communication enabling holiday electronic greeting cards and resulted in 600 new bookings which was higher than standard7. A retailer who provided information regarding popular rappers to 60 year olds before the holidays also produced surprisingly high results even though it was an informational piece only.

Communication isn’t limited to only outbound channels. We all know that marketing communication is also about listening and with tools available today, it is easier than ever to listen to your customers. Listening on social media channels allows you to quickly and easily find the over 30,000 references preceded with “Where can I buy…” on a monthly basis8. Social Media tools can enable lead generation, reputation management and generate audience engagement activities. Google has acknowledged the power of these tools by generating relationships between companies including Facebook and Twitter leading to the belief that the internet and social media will start to merge creating a data rich environment for SEO professionals who focus on influencing content visibility9.

Influencer Marketing can also be very effective in impacting consumers in a meaningful way. Influencers, such as bloggers, can personalize your message for their own readers that may enable an introduction to your brand that didn’t previously exist. Or they may reword your message in a way that is heard more effectively by each blogger’s distinct audience. These influencers are often responsible for their own content creation and offer a way for businesses to reduce their own production costs10.

Another growing channel for Influencer Marketing is Podcasts. I’m not necessarily recommending that everyone start their own podcast series. But this market of 46 million Americans listens to podcasts on a monthly basis and listens to an average of 6 per week4. So consider existing podcasts that attract your target market and see if there is a way to participate or even advertise on a podcast with an active listener base as a way to test this channel with your audience.

Has your company expanded the methods used to communicate with your customers in the past year?

Written by: Sheila DeJoode, Sr. Product Manager, Infor
¹Scalco, Dan “5 Online Marketing Trends to Watch for in 2016” Dec 22, 2015
²Da Cunha, Margot “10 Digital Marketing Trends to Watch Out For in 2016”Dec 20, 2015
³Lewis, Kent “10 Stunning Marketing Predictions for 2016: Digital Continues to Drive Marketing Trends” Dec 21, 2015
4 Granville, Vincent “Lifetime value of an email blast: much longer than you think Dec 2, 2011
5 VanBoskirk, Shar. “Positive Email Attitudes Continue” Dec 10, 2016
6 VanBoskirk, Shar “The Future of Email Hinges on Context” Jan 14, 2015
7 VanBoskirk, Shar. “Positive Email Attitudes Continue” Dec 10, 2016
8 Chrzanowska, Natalia "4 Trends That Will Change Your Marketing Communication in 2016” Dec 18, 2015
9 Lewis, Kent “10 Stunning Marketing Predictions for 2016: Digital Continues to Drive Marketing Trends” Dec 21, 2015
10 Young Hose Love (Producer) Three Pro Bloggers get Real About Sponsored Posts. July 2016
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