We don’t spend all our digital time in one spot. We bounce from email to social media to Google to YouTube. That’s why 54% of marketers use 3-4 methods to reach prospects, according to PFL’s latest State of Multichannel Marketing report.
It makes sense: More marketing = more people. But if you’re a small- to mid-size business with a limited budget, making the shift to multichannel marketing can feel overwhelming.
At Zoe Marketing & Communications, we’ve helped businesses build layered marketing strategies since 2020. Here’s why a multichannel approach is worth it.
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6 reasons why multichannel marketing is important
1. Multichannel marketing expands your reach
Your audience is everywhere. If you’re using just one or two tactics, you’re likely missing potential customers.
For example, maybe your Meta (Facebook and Instagram) ads are performing well. But programmatic or retargeting ads could tap into a new audience segment.
Each platform allows different targeting criteria — such as behavior, interests and past site visits. The key is testing and tracking to see where your audience engages most.
Plus, timing matters. Someone scrolling social media might not be in the mindset to act, but they might be when searching Google.
2. Different tactics align with the ‘buyer’s journey’
People go through three stages when considering your business:
- Awareness: They discover you.
- Consideration: They recognize and trust you.
- Decision: They choose you.
Layered marketing keeps you in front of prospects at every stage. The same tactics work differently at each point:
- Search engine marketing (SEM) and programmatic ads: Help at all three stages.
- Retargeted ads and emails: Work best during consideration and decision.
- Targeted email marketing: Effective throughout, shifting tone as prospects warm up.
3. It builds brand awareness and competitiveness
Showing up in multiple places makes you more recognizable and builds credibility. This strengthens three areas:
- Brand awareness: You move from “never heard of them” to “oh, I see them everywhere.”
- Relevancy: Consumers expect businesses to find them online.
- Competitiveness: If your competitors use multichannel marketing, you should too.
4. Different tactics play different roles
No single tactic does it all. Each brings a unique strength:
- Programmatic ads: Drive clicks and build awareness.
- SEM ads: Capture high-intent searchers ready to act.
- Social media ads: Boost brand recognition and engagement.
- Retargeting ads: Re-engage interested prospects.
- Email marketing: Nurtures leads and builds relationships.
- Content marketing: Establishes authority and trust.
- Events and webinars: Strengthen industry credibility.
A mix ensures you cover all bases.
5. Multiple channels increase engagement and conversions
Layering tactics keeps prospects engaged across different platforms. This builds:
- Engagement: A prospect might first see a social ad, later open a retargeted email, then finally attend a webinar.
- Conversions: Many people don’t buy immediately. Multiple touchpoints give them time to decide.
Keeping branding and messaging consistent across channels strengthens results.
6. It optimizes your marketing investment
A multichannel approach makes your marketing more efficient and cost-effective:
- Tactics support each other: Retargeting depends on ads/emails driving traffic.
- Creative gets more use: Content can be repurposed across platforms.
- Budget stretches further: Increased reach and better ROI.
Next steps for creating a multichannel strategy
Multichannel marketing is essential for sustainable business growth. This approach helps you reach more high-quality prospects at different buying stages while optimizing your efforts.
If you’re ready to explore a layered marketing approach, talk to us at Zoe Marketing & Communications. We’ll create a strategy that maximizes your marketing impact.
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