The Importance of Synergy with Multichannel Marketing

The Importance of Synergy with Multichannel Marketing

Marketing your business, brand, products, and services comes with three inherent risk factors. First, the time taken to plan your strategy. Second, the money invested in the advertising. And third, the return you’ll see at the end. Synergistic multichannel marketing aims to address all three, using the strengths of different platforms to shore up the weaknesses of others.

At Squarebird, we believe that synergy is vital for making a marketing strategy that works for you. By ensuring each component benefits the others, your overall investment will see greater returns at reduced costs. In this article, we’ll discuss what multichannel marketing is, offer insight into the different channels available, and give our take on how to add synergy to your multichannel marketing strategy.

Build a full-scope marketing strategy with support from a full-stack digital agency – get in touch today!

What is multichannel marketing?

Also known as ‘omnichannel marketing’, multichannel marketing is effectively a fancy term for a basic concept – using multiple platforms to market your goods and services.

As a strategy, multichannel marketing focuses on reaching as many relevant people as possible by appealing to them on all the platforms they’re likely to use and see.

The platforms can be physical, such as billboards and newspaper ads, or digital, such as social media platforms and Google ads. As Squarebird is a digital agency, we’re primarily going to focus on the benefits of multichannel marketing through digital marketing channels – and how you can find synergy that will provide even more value for your marketing efforts.

An overview of the different marketing channels

Starting your multichannel marketing strategies means having a firm grasp on the different channels available. Broadly speaking, marketing channels can be divided into two categories: physical and digital.

Physical marketing

Physical marketing involves putting your message out and about in the real world, where people will naturally come across it. This can involve face-to-face interactions, or signage left in considered places to direct people towards your business. Some key methods of physical marketing include:

  • Billboards
  • Newspaper ads
  • Free samples (depending on industry)
  • Events

The reach of physical marketing is somewhat limited, as it can only be seen in the places where you put it (versus the potentially global reach of digital advertising). It’s also harder to judge the success of physical marketing without the use of things like surveys, as there aren’t easily gatherable metrics like email opens or click-through-rate on a web page. However, physical marketing has stood the test of time as a reliable and important way of getting your message to your customers.

Local SEO is also a great way of targeting customers in a specific area – find out more >

 

Digital marketing

Digital marketing is everything you see online. Able to access a huge marketplace, digital marketing is one of the most interwoven and potentially lucrative places to market your business. Some core components of any digital marketing strategy include:

  • Social media
    • LinkedIn, Pinterest, Instagram, Facebook, X, or even places like Reddit, Discord, or YouTube (dependant on your industry and audience).
    • Social media can be even further broken down into posts, engagement, and social media ads.
  • Your own website
    • Blog posts, campaigns, landing pages, etc.
    • Thought leadership and SEO.
  • ‘Address book’ websites
    • If you’re a lead-in business, directories can be pretty impactful!
    • However, they don’t offer much of anything in the way of SEO value.
  • Partners’ websites
    • Appearing on your partners’ websites, such as via a guest-post blog, creates a trust factor, and reaches a broader audience who are likely interested in your services.
  • Video content
    • YouTube or hosted videos.
  • Digital mailing list
    • Gather emails with things like free downloads, product samples, giveaways, etc.
    • Then provide additional value to them with insights, highlights on your business developments, and other products, services, or events they may be interested in.
  • PPC ads (on Google Search Results)

With such a huge number of ways to advertise digitally, a synergistic solution might seem difficult to achieve. However, this presents an opportunity for you to reach as many people as possible who’d be interested in your business, in the way that works for them.

A blended solution

You can, of course, take things a step further with a strategy that combines both physical and digital marketing.

Some things also blur the line between digital and physical, such as TV ads. While TV ads exist in a digital space, you’re not likely to run into them on the web (where metrics are easier to gather and analyse), so they’re more akin to traditional physical methods.

A blended solution creates brand awareness, provides physical proof that you exist, and still has the far-reaching benefits and adaptiveness of digital advertising. While it can be more expensive and complex to pull off, when you do, the results are sure to make up for it.

Explore the future of digital marketing agencies >

How to create a synergistic multichannel marketing strategy

As well as blending different marketing types, you should also consider synergy between each of the elements within. This all feeds into your multichannel marketing strategy, helping you make the most of your time, audience, and platform.

Some ways you can create more value by adding synergy between your marketing channels include:

  • Creating tailored landing pages for your ads (e.g. for PPC).
  • Advertising longer-form content with shorter-form media (e.g. blogs and videos should have social media posts made about them).
  • Being active on various platforms (different social media, your own website) to show you’re operational and enthusiastic.
  • Not just posting for the sake of it – create considered posts that capitalise on opportunities and direct prospects towards places on the site they will find most valuable.
  • Don’t go for the sale right away – let your customers get to know you, your business, and your offering. Create ads that target people on different stages of their buyer’s journey so they know you can meet their needs.

These are just a few examples of ways you can take your marketing strategy to the next level. To fully realise the potential of your digital marketing platforms, you need a reliable partner to build a robust strategy that ensures synergistic results.

Digital marketing solutions from Squarebird

Whether you’re selling goods or services, and utilising physical or digital channels (or a mix of the two), having a robust strategy to back up your goals will ensure you create the most synergy between your different marketing channels.

At Squarebird, our expert oversight on various digital marketing channels means we can create a strategy that will help your marketing efforts soar. If you’re interested in finding out more, contact our team today – we’re always happy to help.

Learn the difference between YMYL and EEAT >

Check out our beginner’s guide to Google Search Console >

Get a free consultation call with our team.