Here’s the reality: social media and internet use has surpassed television since late 2016, which means that if you’re serious about product and service promotion, then you’d better be using these platforms. In particular, multi-channel marketing is demonstrably superior to yesterday’s exclusively single-channel marketing, with a nearly 25% improvement in conversion rate attached to the former. Here are some quick numbers if you need more convincing:
- Visitors to the Facebook property, Instagram, spend over three minutes there if they access your website via this social platform
- If prospective customers visit your website through Google’s seminal video-sharing site, YouTube, they spend more than two minutes looking at your products/services
From this, you get both the definition and utility of multi-channel marketing; you want to take advantage of the multitude of social media sites being used by your customers today.
Understand the Channels
The key to leveraging social media for the purposes of multi-channel marketing is understanding the platform and why customers use it. Twitter, for example, may not be as effective as YouTube if you want to make a video tutorial tied into a relevant, trending News item; after all – people don’t go to Twitter to watch videos. Facebook could work, too, especially if your video is meta tag-optimized to appear in morning feeds.
The easiest way to begin crafting your advertisement is simple: think about why you visit various social media sites. Do you go to read, or do you go to watch it? In fact, you can actually combine the various ones by tailoring the same marketing tactic across different platforms. For example, if you advertise on television as well, then have a commercial remade to better fit YouTube and/or Facebook. When done correctly, you can expect to see a higher level of impressions from an increase in site traffic; and, ultimately, a reduced cost per acquisition – which can, of course, lead to even more robust multi-channel marketing activity due to the greater availability of resources.