Why Your Digital Marketing Strategy Needs a Multi-Platform Approach
Every brand today has a digital marketing strategy – no matter how small or big. But what most business owners and marketing managers fail to note is that one thing doesn’t work (anymore): A single-channel strategy such as only social media or diverting all manpower to website traffic. Your digital marketing strategy needs to be multi-platform. That means creating valuable experiences for users and customers across all possible touchpoints. For example, creating a product launch campaign that utilizes a series of ads, social media content, and email marketing all around the same goal.
Why Your Digital Marketing Strategy Needs a Multi-Platform Approach
In this article, we’re going to tell you exactly why the multi-platform digital marketing approach is a must. Stick to the end to discover actionable items that you can implement right now!
Why Multi-Platform? What are the Benefits?
The core principle of a multi-platform approach is to meet your audience where they are.
Usually, there are multiple touchpoints for any brand and industry. All social media platforms are separate touchpoints. Then there are touchpoints like search engines, website landing pages, email campaigns, social media and video ads, influencers, helpful blog posts, content distribution networks, and so on.
Making a digital marketing strategy that covers as many of these touchpoints as possible is the best way to win online.
You can easily target different audience segments with a cross-platform marketing approach. As different digital marketing channels have different types of users, this allows you to target specific segments by tailoring your content and messaging separately, which improves click-throughs, recall, brand awareness, and most importantly, conversion rates.
Multi-platform marketing also expands your reach by tapping into different platforms where your target audience is present. Think of this as diversifying your marketing strategy.
And don’t forget that when your product or offering appears across multiple channels, it improves brand awareness and visibility. It also improves brand trust and social proof to potential customers.
Ultimately, what all of these benefits do is improve your marketing campaign’s engagement and maximize conversion opportunities. Understanding and then leveraging the strengths of each platform can help drive significantly more conversions.
How to Create a Multi-Platform Strategy?
Multi-platform strategies require you to write sales copy, make designs, or produce other creatives and assets for different scenarios. This means different word counts and design dimensions, different text formats, different presentations, and so on.
This can end up costing a lot of time and money.
What’s not a good way to go about it is to spread your resources thin across all platforms. Whether knowingly or unknowingly, a lot of businesses split their time and budget across platforms and it becomes so insignificant that there’s little to no impact.
Don’t be one of them.
One way to cut down on all that is to go with a customer-centric approach. When you think from the customer’s perspective, you know how to best solve their problems. This strategy helps you spend money and effort only where it’s needed.
For example:
- The casual binge-watcher on TikTok isn’t concerned with your new line of vegan wallets. It might be a better idea to package your product in a way that solves a problem here. This could be done by focusing on the wallet’s style quotient entirely or partnering with an influencer to plug it in a fancy way.
- The same product can be advertised on the bottom section of your website’s blog posts focused on transitioning to a vegan lifestyle, thereby pulling targeted traffic from Google that’s already interested in something like the wallet.
- You can then take a bunch of mood shots with props and hard light for that Insta-perfect look and run a minimal ad campaign for Facebook and Instagram to lead people to your landing page, which will handle the rest of the conversion.
- The website is a platform in itself and will have different features and tactics to condition the buyer further or to streamline their purchase process.
Utilizing the Multi-Platform Digital Marketing Approach
Multi-platform digital marketing is superior to the old-fashioned way of sticking to a few channels and hoping for the best. Today, potential customers are everywhere, and each platform is good for something. Find your brand-platform overlaps and capitalize on them.
For example, social media platforms provide opportunities for interactive content and community engagement, while search engines enable targeted advertising and lead generation.
It might take some time to understand each platform but it’s certainly worth it!
Additional Information: How to Reach New Customers? Digital Marketing
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