• Novus

Omni-channel marketing

Large companies tend to take a multi-channel approach to their marketing. They will promote themselves across a range of social media platforms, they will also incorporate TV, radio, podcasts, offline events, print marketing, e-marketing and videos in their mix. Businesses of their size can afford to employ a marketing team to look after all these channels, with each individual focused on specific channels and projects, rather than the whole lot.

Small businesses will probably use a few of these channels and will likely have just one person tasked with the management of them all. This one person then tends to only have the time to ‘fight fire’—rather than approaching each channel separately and strategically. A bit like shouting into a vacuum, this often becomes a waste of their time, energy and the company’s marketing budget.

Here are our tips if you’re contemplating an omni-channel approach.

Think about what you want to achieve

Whilst you may not have the luxury of planning out your content on your chosen channels for the upcoming months, at least consider what you want from each individual platform/marketing approach before you begin creating posts, videos and/or content for it.

This may involve some market research and study of your analytics. For instance, where does your online traffic come from, i.e. where do they find you? What seems to engage them?

You could be turning people off with the content you put out, but you won’t have a clue about this until you consult your target market. Book a stand at a local business event, create a poll on LinkedIn or simply ask clients for their honest feedback about what they like and don’t like about your marketing messages and approach.

You’ll no doubt have similar things to say or promote across your various channels; however, the outcome you desire from each one will help to tailor the content you put out.

Think about the channel