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.
In light of Google launching Search Generative Experience (SGE), becoming more visible on multiple channels is more important than ever, since Google is more likely to feature sources that have high brand awareness.
Reasons to use multiple marketing channels:
- People need multiple touchpoints before doing business (some people say up to 20) so you need to be in front of people in multiple ways.
- If you pay to market to people (Paid Search or Paid Social), they’ll need another touchpoint. Something like email marketing would be good if the prospect has provided their email address and is therefore willing to hear from you.
- Not everyone uses the same channels – some don’t click on ads in Google and others don’t use social media
- To be successful in SGE, Google suggests you increase your brand awareness and one way you can do that is to be visible on multiple channels.
Expand Marketing Channel 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 with a Marketing Channel Mix
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 Instagram, 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.
Multiple Marketing Channels Lead to 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 Through Your Digital Marketing Mix
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 TikTok, 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.
Different marketing channels also 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 likely to pick up the phone to call a business and more likely to send a text or a message.
Data and Insights on Your Marketing Channel Mix Strategy
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.
But Increasing My Channel Mix Takes Up So Much Time!
It’s true – being present across multiple marketing channels takes time and dedication. But right now is the best time to do it! AI makes posting across various digital marketing mediums faster and easier.
Google Ads – You can use a Performance Max campaign: a goal-based, AI-powered campaign type that allows advertisers to access Ads channels and inventory from a single campaign.
SEO – Use AI to help with writing blog posts and ensuring keywords are present
Organic Social – Use AI to help write captions for posts
Paid Social – AI is helping across all aspects of paid social, including targeting, tweaking content based on data, and optimizing.
A quick Google search for your marketing channel medium + AI will bring up all the ways you can save yourself time and optimize your efforts.
Summary
With SGE launching on Google, your channel mix in digital marketing is more important than ever. Lean into it – not only will you reap the prior benefits of a marketing mix, but you will also increase your chances of being featured on Google.
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.
- About the Author
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Darlene is a search marketer, analyst, speaker, trainer, and owner of DriveTraffic Digital Marketing. She has been working in the digital marketing industry since the mid 90s and has narrowed her specialty to SEO, Google Ads and Google Analytics. She is especially interested in Google’s new Search Generative Experience and how businesses will need to adapt to remain visible. Want to see how DriveTraffic can help? Let’s chat!