Mass consumer adoption of these platforms has created a marketing landscape where smart online retailers can thrive. By making use of all the available communication channels, these companies simultaneously broaden and optimize their sales funnels.<\/p>\n\n\n\n
Online retailers, with their marketing efforts across these channels, are setting themselves up for success. These companies know that their customers are everywhere and that they need to be in all those places as well. Soon, this won\u2019t be just a way to gain an edge over competitors, but a fundamental approach to marketing that no retailer can survive without.<\/p>\n\n\n\n
In this post, we\u2019ll discuss some actionable strategies that e-commerce<\/a> companies can use to best leverage multichannel communication to increase their revenue.<\/p>\n\n\n\n Just because multichannel communication is a successful approach to marketing doesn\u2019t mean it has to be adopted outright. It\u2019s possible to succeed here without making use of every single channel available to you.<\/p>\n\n\n\n The 80\/20 principle<\/a> says that the majority of a company\u2019s marketing success will come from the minority of their marketing efforts. Essentially, casting your net too widely here will likely result in diminishing returns.<\/p>\n\n\n\n Regardless of how much you automate, the more communication channels you expose your customers to, the more touch-points you create. Your marketing and sales teams should have the capacity to deal with these multiple touch-points. This is where understanding the basics of team collaboration<\/a> becomes essential\u2014ensuring that everyone is aligned, responsive, and equipped to maintain the quality and consistency of your marketing messages.<\/p>\n\n\n\n To solve this problem, make sure that you\u2019re not biting off more than you can chew. Don\u2019t adopt a new communication channel for marketing purposes before your existing ones have been optimized. <\/p>\n\n\n\n Scale intelligently here. By launching a marketing campaign on a brand new social media platform before your sales team is ready, you will compromise your general effectiveness, even in channels that seem like they\u2019ve already been mastered. <\/p>\n\n\n\n Secondly, some channels are simply more suited to your target audience than others. Look at Bay Alarm Medical<\/a> as an example. How many home pages do you see nowadays that display a call center number<\/a> as prominently as they do? In fact, most companies nowadays actively avoid directing communication to such a high-touch channel.<\/p>\n\n\n\n However, Bay Alarm Medical understands their target market. Their product is mostly used by the elderly, a customer base known to appreciate in-person contact prior to making a purchase. While Bay Alarm does have other sales channels, they have poured resources into maintaining one that is highly appropriate to their product.<\/p>\n\n\n\n Does this mean that your company should do the same? Does your WordPress theme marketplace need a call center? Probably not.<\/p>\n\n\n\n Bear this principle in mind when deciding where to invest your time and money when opening up a new communication channel. Always ask yourself how appropriate it is for your product and target market.<\/p>\n\n\n\n No matter how many channels your marketing team utilizes, content generation will always be a major concern. And not all content topics are born equal.<\/p>\n\n\n\n Showing the message and campaign consistency across multiple channels is an excellent approach. However, bombarding users with the same message every time they encounter your brand online will likely just desensitize them. <\/p>\n\n\n\n Writing a blog post about your company\u2019s annual Thanksgiving party may be a nice way to \u201chumanize\u201d your brand, but it may not be appropriate to share the link on your LinkedIn, Facebook, Instagram, and Twitter accounts. <\/p>\n\n\n\n A testimonial from a high-profile customer, on the other hand, is worth its weight in digital gold, and there is no reason on earth why you shouldn\u2019t be broadcasting this on every single channel available.<\/p>\n\n\n\n On that note, a company that relies heavily on its high-profile customer base for content is Zoma<\/a>. One of this company\u2019s primary marketing strategies is to create a sense of real credibility for the various products in their online store. They do this by displaying relatable, candid testimonials from professional athletes who use their mattresses. Not only are these testimonials displayed prominently on their website, but they are also shared on each of the company\u2019s social media platforms.<\/p>\n\n\n\nIdentify the Channels that Work<\/h2>\n\n\n\n
image source: bayalarmmedical.com<\/a><\/p>\n\n\n\nCapitalize on High-Value Content<\/h2>\n\n\n\n
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