Creating a Multichannel Marketing Strategy: Say Goodbye to Meta Advertising

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Driving inflation in the EU adds potency
to the recession that has been not exactly the greatest gift post covered.
If you tune into our recent Digital Dose,
you know our top recommendations to scale throughout a recession,
and it turns out Meta could probably learn a thing or two from that video.
Whether or not you feel sorry for them,
performance on Meta channels like Facebook and Instagram have started to decline.
Why? Well, retailers are beginning to look
for more cost effective ways to fortify their revenue streams by spending less.
If the paid media route isn't in your
agenda, or you're looking to minimise spend here as much as possible,
our recommendation is to double down on a multichannel marketing strategy.
Surprisingly, a study showed online
Australian and New Zealand retailers fall well below the global average amount
for channels being used to market their products or service.
For a Marketing 101, multichannel marketing is engaging
with your customers through a combination of indirect and direct communication
channels such as email, paid search, text message, social media and other
inperson touch points like direct mail or even TV.
As we steer away from a traditional
marketing approach, now is the time to leverage your customer
base further than just a onedimensional approach.
To start, before getting trigger happy,
have a deep understanding of your target audience's behaviour,
whether through buy personas or a deep dive into your current channels analytics
uncover what form of content best speaks with them.
Next, explore the power of repurposing
content into different formats across new channels.
Once you've decided on your channels, get your foot in the door without needing
to splash more cash and sweat into generating new content.
Could your current Facebook content be
slightly altered to deliver a similar purpose through LinkedIn?
Or better yet, can your current content be put into video format to now be delivered
through YouTube, Instagram, Reels or even TikTok?
Yup.
I can hear a portion of you saying but we already utilise our social channels and if
so, here are two more channels to integrate.
First, email marketing.
Whether it's a weekly or monthly newsletter, a neat discount code,
or your latest catalogue of cuttingedge products, email marketing produces
a ridiculously impressive ROI at $36 for every $1 spent,
with a 77% increase in email engagement across the last twelve months.
And it being smartphone user preferred
median to receive brand communications, email marketing is a way to convert leads
and nurture your customer base through noninvasive communication.
Our second recommendation is SMS marketing.
With an open rate of 94% backed by 78% of these texts being read,
this marketing channel is guaranteed to get you in front of the eyes
of customers that are willing to receive brand communication with the lowest
average cost per click across paid media alternatives, SMS marketing has flung
into the ad space as a more an intimate way to engage with your people.
If you're looking at how to set up
a rewarding SMS marketing and sales strategy neighbourhood are doing our next
HubSpot User Group event webinar that you can tune into for free on the 6 October
at 10:00, a.m. Australian Eastern Standard Time,
getting you upskilled on driving revenue through an SMS strategy.
Wrapping Up We explore what multichannel marketing is, what your first step should
be before diving into new channels and our top two channel recommendations to explore
so you're making the most of your marketing and sales investment.
That's it from me for this digital dose.
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