Since you are selling on multiple channels, you do not need to bother with marketing. Customers can get what they want right where they are. Why then bother spending a lot of cash trying to inform them about what they already know and can see?
Well, this might be the thoughts in your mind when you hear about multichannel marketing. While it is true, you are taking your products to the customers, that is just a beginning. Selling means convincing a customer to buy your offers. Hence, in multichannel retailing, marketing takes the central position. You must be able to persuade customers in each selling channel that what you are offering is the best. But how do you do this perfectly? Here are the secrets:
Spend high budgets on the channels with higher potentials
Well, while each channel contribution counts, all channels have different potentials. Each of them exposes you to various customers and competitive edge. Also, each selling point has rules and restrictions that govern it. For instance, Etsy is specifically for handmade products. Hence, when setting out your multichannel marketing program, it is crucial to consider the potentiality of each channel. You must ensure you coin is being invested in fertile ground. In a simple language, do more marketing on high potential channels.
Use a language common in each channel
Successful marketing is a product of identifying with your the target customers. To convince a person, you must make them view you as one of them. This means using their language and tactics to interact with them. As a multichannel retailer, you offer your goods and services to different types of customers spread across the channels. Thus, if you will succeed to convince them, you must develop strategies to fit for each. For instances, in social media use of hashtags and emojis is a standard norm. Hence, you must follow suit to be relevant in that market.
Ensure your message is consistent
The consistency of your multichannel marketing message is essential if you will have to drive sales. Regardless of the language used, the message passed across should be the same. Remember, the customer’s concern is on the value and experience they get from your product. It is not the means or language you use. As such, you must ensure that the message you send about your brand is common and have the same meaning. Ideally, what matters most is not the channel your customers are buying from. Rather, it is the solution and value they obtain from your products.