Starting a business involves thinking and planning for multiple things at once, from your business strategy and marketing strategy to customer relations management and customer support. It may seem that you should start slowly, using one or two channels to market your business in order to avoid confusions and piles of work. But a lack of investment in multi-channel marketing can leave your business lagging behind.
Still not sure if you should invest in multi-channel marketing right away? Here’s what stats have to say:
90% of consumers use several digital devices throughout the day
The majority of consumers say they move between at least two screens every day, for instance a laptop and a smartphone.
73% of consumers use multiple channels to connect with a brand
Most consumers report connecting with the same brand primarily through email and social media.
89% customer retention rate
Brands that use multiple channels for marketing purposes have reported a high customer retention rate.
All these numbers support one main idea: you should implement multi-channel marketing into your business strategy from the beginning. It is easier to start with this strategy rather than introduce it when your business has grown.
But how exactly can you benefit from the multi-channel world when starting a business?
Here are some ideas to get you started.
1. A Multi-channel Helping Hand
The idea of multi-channel customer service isn’t new. Today, having several channels for your customers to contact you is increasingly becoming a necessity, and customers say so themselves.
Millennials, a driving force for many businesses today, overwhelmingly prefer a company that has multi-channel customer support. Reportedly, 74% of millennials claim that their perception of the brand improves if they can access it through social media, and 63% of them say they begin communicating with customer support online.
As you can see, investing in different customer support channels will pay off, so don’t disregard any of them. If you’re worried about managing multiple customer service channels, there’s software like LiveAgent or Freshdesk that have functions like universal inbox, automatic ticket distribution, and contact groups to help you run customer service more efficiently.
2. Website is Boring. Build an App!
When starting your business, you should remember that having just a website will not let you reach the whole audience you want to reach. On average, people spend around 40 hours a week browsing their phones. 90% of that time is devoted to using apps. Thus, having a branded app along with a website (for which you should also have a mobile version) will help you reach as many people as possible.
Building an app requires funding, but with the outreach you’ll get as the result, your investment will be worthwhile.
Many startup companies include app development as a part of their business strategy. For instance, Flatfy, an international real estate company, launched an app a few months after starting the company itself, and they saw a 20% increase in traffic to their website in the first few weeks after launching an app. So, a website and an app are not two different things; they go together and depend on each other.
3. Are You Socially Present?
Lastly, it is important to pay attention to your social media presence when starting a business. The number of social media users has been growing steadily over the past few years, with Facebook and YouTube dominating this list.
Different social media platforms represent multiple unique and specific channels for introducing and promoting your brand. However you don’t have to be active on every platform just to increase your multi-channel outreach. Determine which channels work best for you and your business, and plan an integrated approach to your marketing and messaging across these channels to maximize your reach.
Here are some considerations to take when planning your social media presence.
Take your target audience into consideration
What are your audience personas? What age, social status and gender are dominating?
For instance, women are more active on Facebook than men (74% to 62% respectively), while both genders are equally active on LinkedIn. Consider these factors when choosing social media platforms to build your online presence.
Consider the specificities of each platform
Do you want to make blog posts with pictures, or analytical articles like those on Facebook or LinkedIn? Or are you more interested in interactive content, videos, and stories? Decide on the appropriate platforms and content types based on the needs of your business.
Social media platforms are the powerhouse of opportunities for a startup. Make sure that your social media presence is consistent and your content strategy is well thought out.
The idea of multi-channel marketing isn’t new, but not all businesses think it’s worth their attention. Incorporating a multi-channel approach to your marketing strategy and planning when starting your business can be your key to success in building your brand and reaching your customers in an engaging and meaningful way.
About the author
Kate is a passionate writer who likes sharing her thoughts and experience with the readers. Currently, she works as a real estate agent at hu.Flatfy.com. She likes everything related to traveling and new countries.