How to Conduct a Multi-Channel Customer Engagement Strategy

By on August 16, 2016
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Setting a multi-channel engagement strategy presents a number of challenges, but the long term benefits of reaching out to your potential customers across multiple platforms are far too good to pass up. As the process of handling all of these media becomes more and more streamlined, using a variety of means to get your message out there may very well become the norm in the near future.

Your business probably uses a number of channels to reach your clients already. Each has its own merits and downsides, so using as many as you can will allow you to make the most out of their strong points and compensate for their weaker ones.

Emails and phone calls are still perfectly good tools, but they have their limitations. For one, these methods are very time-consuming, so your productivity is going to suffer as a result. Some potential clients might also find them somewhat invasive.

Promoting your business via social media allows your customers to choose when and where they decide to interact with your brand. This makes social media a somewhat unpredictable channel of communication, but if you use correctly, it can have a major impact on your marketing career.

Keep Track

Before implementing your multi-channel strategy, you need to have some sort of infrastructure in place. To optimize your strategy, you need to keep all of these channels in check. It may be worth investing in some automation tools so you can make the whole process of managing and posting content more efficient. Choosing the right solutions depends on your needs and goals, so you may want to take the time to do some research.

Take The Human Element into Consideration

Numbers and statistics are not the only things you should factor in when devising your strategy. As a marketer, you must always bear in mind that you will be dealing with people, and as such, you’ll need a keen understanding of psychology and human behavior. Businesses often neglect this aspect and doing so runs the risk of coming up with a plan that sounds great on paper, but has little effect when implemented. Humans are not as predictable as statistics would make you believe.

Pick The Right Channel for The Right Purpose

The next thing you’ll want to do is consider what each channel has to offer. Emails and phone calls work best on a personal level since it’s just you and your customer engaged in a conversation. This is why emails, SMS, and phone campaigns are better at delivering targeted messages that speak to the individual customer’s needs and preferences. They can be great lead nurturing tools. These channels are best used to seal the deal once you’ve already established a strong relationship with your client.

Social media offers a broad reach, and it’s a great place to get a conversation started. In the United States alone, users spent an average of almost 2 hours a day on social media. Your message has the chance to reach millions of potential customers all around the world.

Vary Your Content

You can post a variety of different content types, from articles, to photos and videos. Using various social network platforms can help you develop your business brand and educate your customers about what it is your business does. At the same time, you will be getting feedback from the people who matter the most, such as returning clients or even your friends.

Customers can become some of your most valuable brand ambassadors via these channels since everything you say and do becomes public. This is also means that criticism will have a wider reach as well, but a well-handled burst of negative feedback can actually improve your company’s image more than positive feedback.

Always Opt for Quality Over Quantity

Social media works well on all levels of customer engagement, from finding new leads, to nurture, to conversion. The content you post via these channels should always be thought of as conversation starters. Allow your customers to get involved, and always be quick to reply.

Content should be both informative and entertaining. Keep your posts short and to the point. There are a lot of distractions on the internet, and the use of social networks has been changing our capacity to focus for a long time now. Avoid these issues by posting only concise and relevant content. You can and should follow-up with more information later on, via other channels.

Conducting an effective multi-channel marketing strategy is going to take a lot of work, and research. While there may be some things that are generally valid, ultimately there will a long period of trial and error until you can figure out what works best for your business because there are a lot of variables you cannot fully account for. No matter what strategy you sketch out, always make sure you have room to adapt and change as you gather new data on what works best.

About Mike Jones

Mike Jones is a Boston University graduate, with an MS in Mass Communication. He is now a full-time writer, passionate about everything related to business and technology.
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