Thanks to the rising amount of channels offering more choices than ever to gather information, today’s areo-space customers are clued in and demanding their buying experience be seamlessly tailored to their device usage and media consumption habits. But it is not enough to revamp your traditional sales model to sell the same way your customers want to buy, you must maximize your ability to reach your customers at every stage of the sales funnel with a multi-channel marketing campaign.
By making it as easy as possible for your customer to buy where they feel comfortable, you effectively eliminate competitors. Visibility on various channels means a better chance at converting your customer. In fact, companies see up to a 35% increase in ROI when they use five media platforms to market versus just one.
And since it takes, reportedly, between six and eight touches with a brand before a buyer commits, you’re more likely to hit this number faster and in the right way when you are represented on a range of platforms — especially when 72% of consumers say they would rather connect with brands through multiple channels.
For the most successful multi-channel strategy, you want to identify your prospects’ touchpoints and then nurture them at every stage of the funnel with a cohesive campaign.
Here’s why and how:
Top of the Funnel: Awareness
At the top of the funnel, your potential prospect is aware that they have a problem that needs to be solved, so they start looking for help. But their lead value is still low because you have no guarantee they will purchase your solution. That’s why you want to provide informative content at this stage. Even though the customer is casting a wide net, it should be the helpful information from your blogs, social content, eBooks, explainer videos, etc. that get trapped in that net.
Nearly 64% of B2B technology buyers indicated that they read between two to five pieces of content before making a purchase
Your leads will likely move down the funnel once they have established you as an expert in the field.
Middle of the Funnel: Evaluation
Here, in the middle of the funnel, is where you show the consumer that you are the best choice to solve their problem as they compare and evaluate all the information they have collected. Mid-funnel is when you are focused on establishing brand trust with your prospect.
Buyers are searching for the content that confirms that you are the experts in the industry that you said you were at the top. So, in the evaluation stage, any content that compares your solutions with that of your competitors, like webinars, live interactions, expert collateral, and white papers are the most successful.
See here how Signature Flight Support effectively informs with a piece of expert collateral our team helped design:
Bottom of the Funnel: Purchase
The decision to purchase is made at the end of the funnel. But, getting your customer to commit is more likely when you have spent time engaging with them at every stage of the funnel — 90% of customers expect consistent interactions across channels. Although, even by seeing your consumer through to the bottom of the funnel, there is still no guarantee that they will buy from you. It just means they are ready to buy. So it is here where you send that final nudge with the right offer and a convincing call-to-action to boost your conversions.
Trial offers, case studies, FAQ and product videos are all effective assets to help convince your consumer that they are making the right choice.
Check out this successful offer from Dallas Airmotive we helped create:
It’s been proven that when companies have a smart marketing multi-channel strategy, that not only understands their audience but connects with them in all the places that they are, they gain a 9.5% year-over-year increase in annual revenue, compared to 3.4% for weak omnichannel companies. Similarly, strong omnichannel companies see a 7.5% year-over-year decrease in cost per contact, compared to a 0.2% year-over-year decrease for weak companies.
For help with strengthening your customer relationships, and boosting your overall conversions, with a solid and effective multi-channel campaign, you can contact us, today, from any channel you prefer.