When the subject is Digital marketing, it is practically impossible not to talk about Leads and Generation of Leads, after all, this is the main strategy for creating sales opportunities for companies.
However, in a world where new means of communication emerge every year, there is no point in maintaining the same digital marketing tools operating in just one place. Nowadays, it is necessary to adopt strategies that encompass several channels.
Want to know how to organize your efforts to do this efficiently? Read the text below and check it out!
After all, what does Multichannel Marketing consist of?
It is nothing new for anyone the audience that frequents Facebook, for example, is different from that which frequents Twitter, which is different from those who use Instagram, which is also different from the niche that watches television. Therefore, when we think about a Multichannel Marketing strategy, it means that It is necessary to invest in communication based on preferences and the way each of these audiences behaves and interacts with the brand., creating a good relationship strategy that encompasses all of this.
This strategy will be the key point in generating leads on each of the platforms and, from there, making it possible to nurture them so that they advance in the sales funnel.
Multichannel lead generation: why is it important to invest in this strategy?
To understand Multichannel Marketing, it is very important to understand how this multichannel lead generation work can improve a company's performance, boosting sales and increasing credibility. Check out its main benefits:
1- Increase brand presence
This is the most obvious of all the advantages. Making your brand visible on as many channels as possible is an excellent way to increase your positioning., keeping the brand in the consumer's mind for much longer, in addition to offering countless opportunities for them to get in touch.
It is also important to remember that engagement is always higher when the user finds the brand in different media, which is very efficient for maintaining the relationship with that lead. Users move between different channels, not necessarily all of them, but nowadays, certainly more than one.
2- Increases credibility with the customer
It is a fact that, nowadays, A company needs to communicate with customers to gain respect and build credibility. After all, this is a sign that the brand cares about investing in communication with its customer base. Numerous studies have even shown that consumers prefer companies that can convey messages in a clearer and more personalized way.
In this case, strategies involving multichannel lead generation help in this regard, since the company will be producing content for several channels and, consequently, will impact customers more than once, producing this feeling of “true relationship”, which increases credibility.
3- Increases conversion rate
Investing in multichannel can have a positive impact on your conversions. This is because consumers no longer behave in the same way as before, that is, they no longer tend to “schedule” a time to sit in front of a desktop to close a deal. According to some Google searches, individuals decide to shop online in so-called “micro-moments”, that is, in completely random periods, often in the car and even in the kitchen, using their cell phones
In this way, multichannel strategies appear as a way to “anticipate” this impulse, maintaining offers and other company content on different digital channels, such as through de email marketing e social networks.
4- Higher loyalty rate
Finally, in addition to being a great strategy for customer acquisition, working multichannel also provides a strong basis for after-sales nurturing, that is, it is much easier to ensure that customers will buy from the brand again. This is because, even after closing the deal, it is very likely that the consumer will continue to have one or more means of communication open with the company, such as the page on social networks or a telephone number, for example.
Thus, through these channels, it is possible to send new acquisition options that fit the profile of this customer. If the first experience was satisfactory, it is very likely that he will do business again!
So, how do you execute multichannel lead generation?
Now that you know the main benefits of investing in multichannel, you need to understand how to put together a strategy that really delivers positive results. Check out some important steps for this process:
1- Study of your brand's audience
The first step to introducing a Multichannel Marketing strategy is to carry out an in-depth study of the company's audience and, in this way, define the person. Understanding who the brand is going to speak to is essential to creating quality communication.
Based on this study, the corporation must determine which audience its product/service is aimed at and, therefore, choose the digital channels that will be part of the strategy, taking into account that there are some that may not be useful for reaching the niche that was segmented. Prioritizing the media where the company's audience is most present is a way to save time, money and energy.
2- Integration between different channels
Once you have an idea of which audience your company will interact with and through which channels, it is time to start looking for ways to integrate them into the same strategy. There is no point in doing the simplest thing, which is to direct ads and information through different channels. They all need to be part of the same set.
For example, a corporation can direct leads from one channel to another through emails that have a CTA (call to action) that directs them to its website. It can also do this through social media, with eye-catching posts that have links to other company networks. Blog content can be even richer when it includes YouTube videos on related topics, infographics, and even podcasts.
3- Have a consistent visual identity
One of the most serious mistakes made by companies when trying to work on multichannel lead generation is not maintaining a cohesive visual identity.. Although it is true that each channel has its own way of conveying information, it is important that the brand's visual communication is easy to identify.
To solve this problem, it is recommended to create recognizable writing patterns, with their level of formality or informality defined according to the brand's persona and tone of voice, in addition to also using images with watermarks.
4- Production of relevant content
Lastly, It is important to keep in mind that a strategy designed to be multichannel must always be linked to some content production., such as a blog or videos. Therefore, the company must invest in Content Marketing with a different focus and direction for each of the invested channels.
Remember: there’s no point in having a good multichannel strategy if the content offered isn’t relevant and doesn’t catch the attention of potential customers!
Which channels can be used?
Finally, check out the main channels to invest in your Multichannel Marketing strategy, taking into account, of course, as previously mentioned, the profile of the company's target audience:
1- Email Marketing
Many companies are afraid to work with this communication channel because they believe it is not worth the investment or that it is simply outdated. However, the reality is completely different. If used correctly, email marketing can be a great ally for your Multichannel Marketing strategy, yielding great results!
Check out good practices for email marketing:
- It is important to take care with the template, making it very eye-catching;
- You need to be careful to segment the base correctly, avoiding sending the campaign to people who are not interested in what is being offered;
- Be careful with the frequency of your emails. No lead likes to see their inbox full;
- Always send emails with CTA (Call to Action) directed to the company website;
- Finally, always remember to ask the lead/client for permission to continue sending promotions and content, following all the recommendations. Brazilian General Data Protection Law (LGPD) .
2- Social Networks
Nowadays, it is impossible to think about lead generation without mentioning social media. They are the most accessed platforms in the entire digital environment, in addition to having a constant presence of almost all users, with the evolution of mobile being an intensifier for this.
Here, the strategy is to create company profiles on social networks where they are most likely to reach the target audience and start posting relevant and interesting content, with a link to other corporate channels, such as the blog, for example. The goal is to create a closer relationship with potential customers and, from there, begin the work of “preparing” for the sale.
The most used social media are:
- Facebook;
- Instagram;
- Twitter;
- LinkedIn;
- TikTok;
- Pinterest.
3- Blog
When it comes to lead generation, the blog is an excellent channel to contribute with a good strategy. Here, the secret is to create relevant content that seeks to help the customer with something related to the company's area of activity. The important thing is to generate qualified leads, that is, potential customers who are interested in what the company offers and who have no problem leaving their information on forms to receive new content.
In fact, this is a very important tool. By adding forms and pop-ups requesting information from users in exchange for content such as ebooks and infographics, it is possible to carry out the integration process mentioned above, using this data to continue work such as sending marketing emails, for example.
Learn more: How to create a successful blog?
4- YouTube
YouTube, despite being one of the most visited web addresses in the world, is still little explored as a tool for Digital Marketing. According to a recent study, around 50% of mobile internet traffic is already made up of videos from this platform, which demonstrates its strength in the field.
To generate leads on this site, it is important to post interesting videos on topics that are related to the company's area of activity. Remember that people who search for content on YouTube are not interested in advertising, so it is not recommended to use videos to promote a product and/or service. The goal should be to create a relationship with the individual, making them realize that this channel can really help them with some problem in their daily lives and, from there, start moving through the company's sales funnel.
Now, we ask you: how is your company's lead generation going? Is it being done using multichannel? If the answer is no, get in touch with us and start introducing this strategy to your business as soon as possible!