If you are overwhelmed at the idea of multi-touch marketing you are not alone. Many business owners are reluctant to embark on this type of marketing campaign. This is unfortunate since multi-touch marketing is easier than you may think. It also is a great way to reach out to prospects and convert sales leads.
With all of the different forms of marketing available today, connecting with customers and prospects has never been easier. Despite this, many business owners are understandably frustrated when they reach out to customers only to receive less than desired results. So how can these results be improved? The answer is multi-touch marketing.
No single marketing technique is 100 percent effective for every prospect. That’s why it is so important to use a combined approach that includes things like direct mail, social media, content marketing, email marketing, and even cold calling.
Research tells us that, on average, it can take eight touches before you start a substantial conversation with a prospect. Multi-touch marketing allows you to get to this point faster and more effectively. In addition to improving a marketing campaign’s performance, multi-touch marketing also allows you to better anticipate your marketing costs; speed up the sales cycle; and streamline your marketing strategy.
When embarking on a multi-touch marketing campaign, it is important to keep the following in mind:
- Marketing materials must have the same look and feel. This will ensure that whether a prospect receives an email, is directed to your website, or opens a direct mail piece, they recognize it as coming from your business.
- Results must be continually monitored so that adjustments can be made when necessary. There will be parts of your campaign that will speak to some prospects more than others. By monitoring things like response and click-through rates you will be able to decide which parts of the campaign are working better than others, and if necessary, make adjustments.
Marketing campaigns that combine elements such as inspiring online content, powerful emails, thought-provoking blogs, social media, and direct mail inevitably involve a greater investment of time and resources. However, it is well worth the effort. These marketing campaigns are also a far better investment than single-touch campaigns because they allow you to better connect with prospects and increase sales.