Studies have shown that customers need multiple touchpoints with a brand before making a
purchase decision. The exact number of touchpoints varies by industry, marketing channel, etc.
People buy from those that they know, like and trust therefore you will need to get your
prospective client to that point as quickly as possible.
EXPAND REACH WITH INCREASED VISIBILITY
By utilizing multiple channels, you can provide a consistent brand presence and deliver relevant
content across different touchpoints, increasing the chances of customer engagement and
conversion. By utilizing multiple channels, you can expand your reach and connect with a
broader range of potential customers.
Real life example: some people block their Facebook feed during work hours so they can focus.
These people may not see your posts or ads but may be using Google and see you there.
MITIGATE RISK
Being on multiple channels ensures that you’re not solely dependent on one platform or
audience segment. Relying solely on a single marketing channel can be risky. If that channel
experiences changes in policies, algorithm updates, or technical issues, it could significantly
impact your marketing strategy and results. By diversifying your marketing efforts, you create a
safety net, ensuring that even if one channel experiences difficulties, your overall marketing
performance remains relatively stable.
Real life example: Your IG, TikTok or Google Ads accounts get shut down without notice – if you
are on other platforms this will cause less disruption to the number of leads you generate in a
week.
HIGHER LIFETIME VALUE
Research from Salesforce indicates that customers who engage with a brand across multiple
channels have a 30% higher lifetime value compared to those who engage through a single
channel. This emphasizes the significance of offering diverse touchpoints to facilitate customer
interactions.
Real life example: as people get to know the business or business owner on different platforms,
they are warming up to doing business with you as they get further along the know, like and
trust spectrum.
TARGET SPECIFIC AUDIENCES
Different marketing channels have varying audiences and user behaviors.
Different demographics have varying channel preferences and user behaviors – for example
younger adults favour Instagram and Snapchat, while older adults prefer Facebook. By using
multiple channels, you can tailor your marketing messages and campaigns to specific target
audiences.
Customers may have different preferences when it comes to consuming content or searching for
services. By having a presence on various channels, you increase the chances of reaching
customers at different stages of their buyer’s journey and capturing their attention when they’re
most receptive.
By using multiple channels, you can tailor your marketing messages and campaigns to specific
target audiences. This level of segmentation allows for more precise targeting, ensuring that
your marketing efforts are reaching the right people with the right message at the right time.
TARGET SPECIFIC AUDIENCES
Different marketing channels offer various opportunities for engagement and conversion. By
utilizing multiple channels, you can provide different touchpoints for potential customers to
interact with your brand. Some customers may prefer engaging through social media, while
others may respond better to email marketing or search engine ads. By being present on various
channels, you increase the chances of converting leads through their preferred method.
By being available across various channels, such as phone, email, website chat, and social media,
you make it easier for customers to connect with you in their preferred way, enhancing their
overall experience and increasing the likelihood of engagement and conversion.
Real life example: younger generations are less apt to pick up the phone to call a business and
more apt to send a text or a message.
DATA AND INSIGHTS
Using multiple marketing channels allows you to gather data and insights from different sources.
Each channel provides its own analytics and metrics, enabling you to analyze performance,
identify trends, and make data-driven decisions. This comprehensive view of your marketing
efforts helps optimize your strategies and allocate resources more effectively.
Of course we are big proponents of using GA4 to pull everything together
when it comes to measuring conversions.
Summary
Utilizing multiple marketing channels diversifies your reach, increases brand visibility, enables
precise audience targeting, mitigates risks, maximizes conversion opportunities, and provides a comprehensive view of your marketing performance. By adopting a multi-channel approach,
you can create a more robust and effective marketing strategy that maximizes your return on
investment.
