Your marketing campaigns’ success does not depend alone on the lead generation activities by your team. A large percentage of leads are abandoned by sales simply because the prospect did not respond to a few contact attempts either through phone or email. As a marketer, we realize that high conversion rates are not possible by relying on a single channel to communicate with our customers. With an explosion of multiple online channels like social media, rich media content, there are new ways to engage your leads.
To realize marketing goals, you need to create multi-channel marketing campaigns that connects with your leads all the time. Moreover, for better ROI, low customer churn rate and high customer satisfaction, your efforts should focus on creating ‘Unforgettable Marketing Campaigns’.
If you are using the traditional marketing model that involves single customer touch points, chances are, you cannot do the above. However, with marketing automation, creating multi-touch campaigns is easy and simple.
Why Multi-Touch Marketing Works?
In 2013, Mashable reported that 72% of consumers prefer an integrated marketing approach, yet some businesses are still hesitant to dive into cross-channel marketing. Traditional marketers rely on qualifying leads using a single channel and then assign a sales rep to a lead. But now, TIMES HAVE CHANGED.
A typical customer would have accessed as many as 23 touch points before he is even ready to talk to your sales rep. You have to reach out to your customers on every platform that they are using. Additionally, you should have capabilities to tie back all the interactions via those touch points to figure out what cinched the deal.
With multi-touch marketing, you can:
- Improve campaign performance
- Plan and forecast Marketing expenditure
- Accelerate velocity of sales cycle
- Achieve your marketing goals
- Streamline your marketing strategy
Think about it: the post that your prospect just liked on Facebook, that webinar you hosted a week back, the whitepaper he downloaded a month back or a cold call your sales rep made 2 weeks back. All these touch points bring your prospect closer to becoming a customer.
How to Create Multi-Touch Campaigns
As a marketer, you need to understand the influence of every campaign that you execute. Your customers are everywhere and you need to be there, even before your customers. Nevertheless, being consistent during this exercise is hard. Integrated multi-touch marketing campaigns can change this.
To get started, you should start with choosing the channels that are going to create maximum impact, follow a checklist for each channel, execute the campaigns and then tie back the cinched deal with the touch point in the campaign.