Creating a comprehensive marketing strategy is one of the best ways to grow your business and increase brand awareness. However, as the old saying goes, try not to put all of your eggs in one basket. Marketing strategies should be diversified across several channels to strengthen the results. This doesn’t mean doing the bare minimum across 20 different marketing channels, but rather choosing about three to five options to excel in—more if you have the resources. For further information, consider the survey published about how multiple marketing channels can impact your campaign.
A recent survey — the 2019 Multichannel Marketing Report — aimed to identify how many marketing channels experts were using and what the impact of those channels were. It surveyed 579 marketers, with the majority of respondents claiming to use between three and five different channels. Participants rated the effectiveness of seven or more marketing channels at 77% good or very good response rates. However, seven channels can be a lot to handle, especially if you’re a smaller organization. Luckily, using between four and six channels produced similar results, with respondents reporting a 69% good or very good response rate. The results are pretty easy to understand—the more marketing channels you use, the better the response rate.
Different Marketing Channels to Incorporate
With that being said, the type of channels respondents chose to incorporate also had an impact on the response rate. One of the most impactful channels was found to be direct mail, even though many people view it as an outdated practice. While it might take some time to determine which channels are most effective for your marketing strategy, start by implementing direct mailers alongside a few of the most commonly used options.
– Digital Advertisements
– In-Person Events
– Email Marketing
– Catalog Direct
– Banners and Signage
Remember, each marketing channel requires a unique approach and strategy to maximize its effectiveness. How you utilize direct mailers is going to be completely different to how you run digital advertisements. The best way to ensure that you’re consistent across channels is to solidify branding guidelines and develop a strong company voice alongside your design elements.
Each channel that you choose to utilize will help you form different connections with different members of your target audience, so try to diversify as much as possible. A good way to do this is to mix traditional marketing materials with digital ones and always prioritize communication and client relationships.
Marketing is both an art and a science, but one thing is certain: diversifying your efforts across various marketing channels is essential. To help you get the most out of your traditional advertising material, contact Impact Color. Our team can provide you with anything from direct mailers to large format signs and banners.