4 Best Practices to succeed in Multichannel Marketing in B2B world.
Today, Multichannel marketing (MCM) is used extensively by businesses all over the world. And for good reasons. MCM makes use of several media channels such as emails, videos, social media, print ads, etc., that can provide a huge boost to your brand’s visibility and reach.
But like all the marketing tactics, it needs to be refined and customized as per your business model to make it work efficiently. Especially in the case of B2B marketing. In this article, we will see what businesses can do to make the most out of multichannel marketing, in the B2B context.
1. Be selective, not inclusive, with channels.
‘The more the merrier’ is not true for multichannel marketing. In MCM, the goal is not to use as many channels as possible but to focus on the most effective ones and utilize them to their full capacity. In fact, spreading yourself too thin on all the available platforms may lead to wastage of your budget and resources. For instance, if you are a technology provider for SMBs then investing in Google Ads might fetch you more customers than hiring a social media influencer on Instagram. Similarly, LinkedIn may prove better when it comes to quality of lead generation than Twitter or Facebook. Even just sticking to emails, calls, and website may work well for you, in case you are offering a highly specific service or a niche product.
2. Create different yet consistent content for each channel.
Each channel of marketing be it social media, emails, or print ads follows a certain code or aesthetics which is exclusive to them. So the tone and delivery of the message should be shaped to meet the expectations of the audience on that platform. For example, Twitter messages have to be snappy and crisp to highlight the most important point of your service/product. Similarly, a LinkedIn message may not work if it lacks a value proposition. Emails can be more elaborate about the solution. But even if the messages on these platforms are different, they should not differ in the core tenet or the underlying idea they are trying to convey. It should always be consistent with the business values of the enterprise.
3. Integrate and manage information for better results.
MCM campaigns are hard to manage and their efficacy is still harder to track. So, before embarking on an MCM campaign it would be better if you have established a strong integration between all your departments, from pre-sales to delivery, because only then you will be able to track the buyer’s journey successfully. Issues such as misidentification of the buying stage of a lead when he/she approaches your business through multiple channels, or duplication of data of prospects are some of the challenges that are inherent in MCM. But using a marketing-management tool or a robust CRM will help you to correctly identify and match the prospects to their correct stages in their buyer’s journey. It can also help in de-duplicating the prospect’s information in your system.
4. Make stagewise use of multichannel marketing.
MCM does not mean that all your channels should be engaged in product marketing simultaneously. In fact, it will be much less efficient if all your channels are doing the same things at the same time. Identify which channels work best at each stage of the buyer’s journey and then segregate the tasks from your workflow and allocate them to the channels which are best suited for those tasks. You may find that email marketing or LinkedIn messaging might work best for the initial step of approaching the prospect. In the nurturing stage, redirecting them to your website, where they can find testimonials or white papers, might be a good idea. And finally, a direct call may work best for converting them to customers.