How to Create a Multichannel Strategy That Drives Sales

Businesses need more than just one touchpoint to engage with potential customers. Whether you’re in B2B or B2C, a multichannel strategy is essential for creating a seamless experience that drives leads and sales.

If you’re a business leader frustrated with lackluster results from a single-channel approach, this article will walk you through the benefits of a multichannel marketing strategy and provide examples of how to implement it effectively.

What is a Multichannel Strategy?

A multichannel strategy involves using multiple platforms and channels to reach your audience. Rather than relying on a single marketing channel, such as email or social media, a multichannel approach ensures your business engages with customers across various touchpoints—both online and offline. The goal is to provide a cohesive brand experience while allowing customers to engage with your business in the ways that are most convenient for them.

For example:

• A B2B company might use email campaigns, LinkedIn advertising, industry events, and webinars to attract leads.
• A B2C company might combine Facebook ads, Instagram stories, email newsletters, in-store promotions, and SMS marketing to drive online and offline sales.

Each channel serves a different purpose but works together to guide the customer along the buying journey.

B2B vs. B2C: Selecting the Right Channels

When creating a multichannel strategy, it’s crucial to choose the right channels based on whether you’re targeting businesses (B2B) or consumers (B2C). Each audience interacts with marketing channels in unique ways, and understanding these behaviors will guide your strategy.

• B2B Multichannel Strategy: In B2B, decision-makers are often looking for valuable information before making a purchase. According to a study by Demand Gen Report, 47% of B2B buyers consume 3 to 5 pieces of content before engaging with a salesperson. A successful B2B multichannel strategy might include:
  • Email marketing to nurture leads.LinkedIn ads to target professionals.Webinars or whitepapers to provide detailed, industry-specific information.Search engine optimization (SEO) to ensure your website appears in relevant searches.
  The goal for a B2B multichannel strategy is often lead generation, nurturing potential clients through informative content until they are ready to buy.
  
• B2C Multichannel Strategy: In B2C, consumers are often looking for deals, convenience, and personalized experiences. A B2C multichannel strategy might include:
  • Social media marketing (Facebook, Instagram, TikTok) to showcase products.
  • Email campaigns to offer promotions or cart-abandonment reminders.
  • Google ads to target users searching for products.
  • SMS marketing for immediate offers or reminders.
  In B2C, the goal is often direct sales, using multiple touchpoints to keep your brand top-of-mind until the customer is ready to make a purchase.

Why Multichannel Strategies Work: Multiple Touchpoints Lead to Sales

One of the biggest misconceptions in marketing is that a customer will convert the first time they see your brand. In reality, the majority of users don’t purchase on their first interaction with your business. In fact, according to a report by Google, it takes an average of 7 touchpoints for a potential customer to make a purchase or engage with a business.

This is where a multichannel strategy shines. By using multiple channels, you increase your chances of engaging a potential customer at different stages of their journey. For example, they might:

1. Discover your product through a Google ad.
2. See a retargeting ad on Facebook or Instagram.
3. Sign up for your email list after reading a blog post.
4. Receive a promotional offer through email.
5. Finally decide to purchase after a reminder SMS.

Each channel contributes to building familiarity and trust, making it more likely that a potential customer will eventually convert.

The importance of a multichannel strategy is supported by data:

• According to Omnisend, marketers who use three or more channels in a campaign see a 494% higher order rate than those using a single channel.
• McKinsey & Company found that companies with a well-defined multichannel strategy achieve 90% higher customer retention rates than those that don’t.

These statistics highlight that a single-channel approach may not be enough to achieve your marketing goals. A multichannel strategy, however, can drastically improve both your acquisition and retention efforts.

Multichannel Case Study

One of our clients faced challenges with low engagement and online sales. Their original marketing efforts focused on single channels like Facebook ads and email marketing, both of which failed to drive substantial results.

We implemented a multichannel strategy that connected SMS campaigns, email marketing, and digital ads across Facebook and Google. We also optimized their CRM workflows to deliver personalized content based on customer segments (age groups, booking frequency). The result? Our client saw a 220% increase in sales on key days and 50% increase in daily sales.

This case demonstrates the power of multichannel strategies in driving engagement and conversions by meeting customers where they are across various platforms.

How to Build Your Own Multichannel Strategy

1. Identify Your Audience: Understand your customer’s preferences and behaviors. Are they more likely to be on LinkedIn or Instagram? Do they respond to emails, or do they prefer SMS notifications?
2. Select the Right Channels: Choose a mix of channels that align with your audience. For B2B, focus on professional networks, email marketing, and long-form content like whitepapers. For B2C, social media, Google ads, and SMS marketing might be more effective.
3. Create Consistent Messaging: Your messaging should be consistent across all channels. While the content might be tailored to each platform, the core message should remain the same.
4. Automate Where Possible: Use CRM tools to create workflows that automatically send follow-up emails, texts, or reminders based on customer actions. Automation ensures you stay engaged with leads without manually managing every touchpoint.
5. Measure and Optimize: Continuously monitor the performance of each channel. Use analytics to determine which channels are driving the most engagement and adjust your strategy accordingly.

A multichannel strategy is essential for driving leads and sales in today’s complex digital landscape. By engaging customers across multiple platforms, you create more opportunities for interaction, build trust, and ultimately increase conversions. If your business is struggling with single-channel marketing, it’s time to consider expanding your reach with a well-executed multichannel approach.

Ready to create a multichannel strategy that drives results? Contact our team of experts today to build a customized marketing plan that works for your business. Let’s make every touchpoint count!