Success in Numbers: How to Optimize Your Multi-Channel Marketing Strategy

Many articles stress the importance of focusing your marketing efforts in the right direction, and with good reason. However, we also need to remember that more can often be better when it comes to resonating with as large of a target audience as possible. This is when the potency of multi-channel advertising comes into play.

Still, countless entrepreneurs run into problems when attempting to formulate a watertight strategy. It is crucial to identify these pitfalls in advance so that they can be overcome at an early stage. Let's take a look at three common stumbling blocks, and the solutions to each one.

A Lack of Centralization

This is by far the most prevalent scenario, and it can cause many potentially successful campaigns to fall flat before they ever gain momentum. The good news is that there are also plenty of solutions. Regardless of the size of your organization, always implement a well-rounded omnichannel ecommerce platform. These software bundles can vastly simplify all ongoing marketing campaigns, and they will provide the ability to access important KPIs with a single click. Their centralized design also signifies that important metrics can be shared between multiple stakeholders; highlighting the "big picture" in a fraction of the time that would otherwise be required.

Failing to Take Into Account SEO Guidelines

A snappy title and well-written product descriptions are obviously important if you hope to present any offer in the most amenable light. However, it is just as critical to highlight the technical side of things. We are referring to search engine optimization (SEO) in this sense.

SEO can be a complicated subject to tackle; especially for those who do not have a great deal of hands-on experience. Keyword density, grammar, HTML tags, content length, and the use of high-quality images are only some of the metrics that need to be addressed. This is why businesses will often outsource such requirements to third-party marketing specialists (such as content creation firms). There are likewise many SEO-related software packages that can automatically detect any errors that may be present. Furthermore, major search engines such as Google provide summaries of the latest SEO guidelines.

Not only will embracing the proper SEO techniques appeal to the online consumer, but these very same practices can help your website to rise higher through search engine results page (SERP) rankings. This is key in terms of public exposure, and substantial clickthrough rates.

Inconsistent Messages

Consistency is a final concern that must be mentioned before concluding. Some multi-channel marketing campaigns fail to take this issue seriously, and such a mistake can come at a cost. A lack of consistency can be confusing to the average online shopper, and it could even lead potential customers to look elsewhere.

The challenge here is to embrace the same approach across all sales channels when it comes to key factors such as tone of voice, buyer personas, and brand identity. This mindset will lead to a sense of familiarity, and it can help to generate an authoritative presence over time. Of course, the "flavor" of the content itself always depends on the intended audience, and what resonates the most with their needs.

Putting It All Together

Omni-channel marketing represents a predominant trend throughout the e-commerce community, and most experts agree that its presence will only continue to increase. This is why identifying possible errors is the best way to create a balanced plan well in advance.

However, success still requires time and a fair amount of patience. The fact of the matter is that the suggestions outlined above can help your enterprise achieve the exposure that it deserves if they are implemented properly.