A study from Gartner revealed that marketing campaigns that use four or more channels perform 300% better on average than campaigns with only one or two channels. In case that’s not enough to convince you of the power of multichannel marketing, today we’re going to really dig in to why this demand generation strategy is a must-have for your business.
Before you embark on your multichannel marketing journey, you must first choose the right touch points for your audience. That means developing a strong understanding of their needs, pain points, and how they interact with different channels across different stages of the buyer’s journey.
Every channel has its own pros and cons in terms of cost, scalability, and potential for success.
The PESO model, created by digital marketing expert Gini Dietrich in 2014, stands for paid, earned, shared, and owned media types, and it can help you identify and organize all the channels and tools at your disposal.
Paid refers to channels that are...well, paid. It includes things like content syndication, sponsored content, and online advertising platforms.
An earned channel is owned by someone else who allows you to participate. Earned channels are things like business and trade publications, influencer properties, and websites that allow contributor content. You earn your place on these platforms by building relationships and demonstrating your expertise.
Shared channels allow participation from you and other people – think social media. You control your own presence, but other users can interact – or not interact – however they want.
An owned channel is something like your business’ website. It belongs to you, and no one can use it or contribute to it without your permission.
Obviously, there is a lot of overlap between each of these buckets, and you’ll need a mix of them to build an effective multichannel marketing strategy. To identify which ones are right for you, determine which channels are most appealing to your audience. Do you have any existing content that is better suited for one channel over another, or that can be repurposed across multiple marketing channels?
To recap, we know that prospects respond better when they encounter your content in multiple places and in multiple ways. You need a diverse mix of different content types on different channels to engage your ideal clients across every stage of the buyer’s journey.
The first step is to familiarize yourself with all the channels and content available to you. Once you have a better picture of your complete marketing ecosystem, you’ll be better positioned to get each piece working in harmony.
For more information on creating a demand generation strategy that super powers your business, check out the link below.