How to drive consistent demand with multichannel marketing approach?

Keyword: multichannel marketing approach

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Suppose, you want to buy a “product”. What is the first thing you do? Check for the product across different platforms such as any email about it, or social media post or you ask Quora, etc. Right? That’s a common human tendency.  Further, if you find the brand is present across all sites, you may feel it is “legit and trustworthy.” That’s how a brand image and reputation is built. It may take a few weeks, months, or even years. This eventually leads to “demand generation”, meaning you’ll be ready to buy the product.

Therefore, businesses must develop and deliver cohesive and genuine customer experience across all touchpoints available in the market. This is called multichannel marketing. Get what? A huge demand for your product/services/solution.

Here in this blog, we’ll fill you with details on how to generate demand for your products/services using multichannel marketing approach.

In this blog, we’re going to talk about:

What is multi-channel demand generation?
What are the different steps to drive demand via multichannel marketing approach?
What are the multichannel strategies required to drive repeatable demand?
What are the common mistakes to avoid while using the multichannel approach?

Let’s enlighten!

What is Multi-Channel Demand Generation?

Multi-Channel Demand Generation is the process of creating demand for products/services/ solutions.

How?

Using multichannel marketing strategies.

The multichannel marketing strategies include:

1. The most important strategy is to make your brand present everywhere your customers are looking for you, such as their inboxes, social media platforms, search engines, word-of-mouth, direct mail(offline), television, radio, etc.

2. Next, you must understand your target audience to know few crucial things such as “who are they”, “what are they actually looking for”, “what is their budget”. Before initiating multichannel campaign for demand generation, you must get a clear picture of your ideal prospects.

3. Write engaging and high-quality content i.e., if you’re sending an email/uploading a post on social media, you must ensure the content directly aligns with your potential prospect’s needs and pain points. The content must also be triggering for user so that they make a purchase call immediately.

4. Finally, deliver a personalized and quick message to your audience at the time when they’re actually looking for you. Make them feel understood, and valued, to attract and retain loyal customers.

What are the Steps and Strategies to Drive Demand Using Multichannel Marketing Approach?

1. Understand your objective and ICP!

Foremost step is to highlight your “marketing objective” and get a 360-degree view of your ideal customer profile.

Marketing objectives can vary depending on each business requirement. It can be lead generation, increasing sales, growing brand awareness, etc.

“You must be very clear; leave no room for confusion.”

Multichannel marketing’s main goal is to reach the right customer at the right time in the right place. Therefore, you must invest time and effort in intensive customer research. 

Get an idea on couple of things:

i. Where is your “ideal prospects”?

ii. When are they active?

i. Where is your “ideal prospects”?
This mean, which marketing channel they prefer the most, either email, social media, podcasts, google, etc.
Hypothetically, if your target prospects mostly prefer email, obviously you’re going to send them emails more frequently, improving the chances of deal closure.

ii. When are they active?
This means, you must scrutinize the timings at which your “ideal prospects” are most active and responsive. If you get to know this, you’ll get an idea at the right time to send an email.

This will lead to more views, clicks, and opens to your email sent.

2. Choose the right marketing channels

Any business can be present across all channels, but the thing is it comes up with huge setbacks such as huge investment of time, money. We say it a setback for the businesses because surely not all channels are going to provide “good results.”

Therefore, the strategic move is to be present on channels where you think the customers would be looking for.

How do you get to know? You must map out the customer journey. Right from awareness, consideration, to purchase.

Awareness: Check what is the first step the customer took to know about your brand. Whether they visited a landing page, downloaded an e-book, signed up, etc.

Consideration: Now, they know about your company and they feel like you’ve specific products that solve their problem. They’ll be actively researching and looking across different platforms. Here, multichannel marketing approach comes into the picture. You must ensure you are present across most of the marketing channels, mentioning, just basic “company profile”. This is the basic thing every organization does while setting up a business.

Purchase: Here, the prospects will compare the different options and select the best among all to make the final purchasing decision. At this stage, “building trust” is significant. The prospects might approach you, asking about the product he/she is willing to purchase.

You must provide them with all information, such as testimonials, customer reviews, case studies, etc. A prior information is most welcomed, meaning beforehand only you can add a few “customer success stories” on your website/LinkedIn.

You must carefully monitor the three steps to understand the “right channel.”

These are a few of the best practices that will help you to map out the buyers’ journey and understand which is the most preferred channel of your prospects, helping you stay on top of their minds.

3. Develop Personalized and Consistent Messaging as Per Buyer’s Persona

Selecting the customer’s preferred marketing channel is just the beginning. The middle and end i.e., the most crucial aspect is to know “what marketing messages” will capture and attract them towards your brand in their buying journey.

If you have a profound understanding of each customer, delivering messages is a piece of a cake.

Suppose you’ve been successful in the first two steps, that surely will provide you with a picture of your customers’ interests, needs, challenges, etc. This will help you to create a marketing message that speaks to your customers’ preferences and pain points.

Say no to “one-size-fits-all” messages and content, and develop a hyper-personalized promotional, informative, relevant, and engaging content.

Furthermore, guess what? Consistency in the brand message is also crucial. Your entire team should align with “common brand message across all channels.”

If your social media post shows, “99% accuracy in the product”, your email content must also contain the same. It shouldn’t be 100%. The brand values and missions should also be consistent.

“Consistent messaging targeting the right customers across their preferred marketing channels leads to consistent demand generation.”

4. Start Testing and Optimizing Your Multi-Channel Marketing Initiatives

Testing is a crucial part of multichannel marketing. You should be aware of which multi-channel strategy worked the most, which did not work, what are the reasons behind.

Start checking from the marketing channels, which channel is performing well and why?

Suppose, you sent an email, posted something similar on social media, did a podcast, etc. You see most engagement on your social media posts. This is what you must analyze and check.

Next, you should run an A/B testing.

All you need to do is create multiple versions of your email content, for instance, version A, B, C, D.

Send it for A/B testing. Once tested, you’ll get to know which version among all four is the most effective and likely to drive the highest engagement resulting in consistent demand generation.

5. Integrate AI and Machine Learning in Your Multi-Channel Campaigns

In 2025, implementation of artificial intelligence and machine learning in multi-channel marketing is crucial. It will make demand generation more effective and enhanced.

It is advisable to integrate artificial intelligence in your multichannel marketing. Moreover, a better approach would be to opt for marketing automation tools and platforms to simplify your multichannel marketing processes and activities.

Marketing automation platforms help businesses to automate monotonous/repetitive activities such as email marketing, follow-ups, social media posting, ad campaigns, etc. It is built-in with AI, that also helps to generate personalized content for marketing. The A/B testing process gets streamlined and quick.

Moreover, these platforms store all your customer’s data in a unified platform. It helps to track every action the customers take. This makes overall multi-channel marketing campaigns strategized, streamlined, and effective. 

Results?

Loyal and Long-term Customers
Higher Conversion Rates
Increased Engagement
More Leads
Heightened Brand Awareness and Visibility
Consistent Demand

Key Performance Metrics to Measure Post Launching Multi-Channel Marketing!

Post execution of multi-channel marketing campaign, you must evaluate a few of the metrics to know the performance of your campaign.

A few of the metrics are as follows:

i. Customer Acquisition Cost
ii. Conversion Rates
iii. Customer Lifetime Value
iv. Website Traffic

You must identify how much expense is associated with acquiring a new client or making a new customer purchase products/service. If the CAC is less, it is good for the company.

Second, check the conversion rate. Many prospects will enter the funnel but will not guarantee stay until the purchase stage. Therefore, consider only those prospects which convert into paying customers and retains.

Next, monitor Customer Lifetime Value (CLV). You must see over the course of relationship what average value the customer brings to your business (in terms of money).
In other words, how much average money did that customer contributes to the business by purchasing goods/service.

Finally, track the traffic of your website. This helps to understand how visitors are engaging with your website. You can also see which section the user stopped, and how much time did he/she spent.

By analyzing and monitoring the above-mentioned metrics across all channels, you must get an idea whether your multichannel campaigns are driving consistent demand or not.

Common Mistakes to Avoid While MultiChannel Demand Generation

1. Over Promotional Content

The biggest marketers do is send/upload “content that is too promotional instead of informative.” This indicates your email to be spammy, and unauthentic, leading to decrease in demand for your product.

How to overcome? Your content should strike a balance between promotional and informative message.

2. Neglecting the Send Time

Marketers and professionals think sending email, uploading a post, a podcast at any time would drive the good engagement. However, that isn’t the case.

Solution? You must conduct extensive customer research and see the times when they have mostly interacted with your emails or posts. This will help you get better engagement and views, pushing towards more demand generation.

3. Avoiding Collaborative Approach

Often businesses overlook the collaborative and cooperative approach. Meaning, all the departments don’t coordinate with each other. Email marketers aren’t aware of what social media experts are doing and vice versa. If that’s the case, there will be confusion and duplication in the company. This leads to ineffectiveness of multi-channel marketing, suppressing demand generation.

How to Solve? You must have a proper and collaborative approach to your every outreach initiative. Everyone in different departments must be fully acquainted with each other’s work. They should be on the same line.

4. Being Inconsistent with Marketing Approach
You know what’s the biggest mistake you are making? Being paying less attention to the frequency of emails and follow-up to send.

Moreover, we presume that either you send too many or too few outreach messages. This is leading to missed opportunities, losing customers, brand credibility, engagement, and of course decrease in demand for your products.

Solution? You must plan a good, effective, and coherent outreach plan that directly aligns with objectives, messages, and channels.

The plan must be balanced and result driven.

5. Overlooking Differentiation

You and your competitors shouldn’t look the same. You must always strive to create differentiation, in many instances, ignored and neglected. If you overlook differentiation and do not stand out of the crowd, chances of generating demand for your business precipitously decline.

How to Avoid it? Have a clear understanding of your competitors, always discover/launch something better than them. A unique, innovative, and compelling strategy. Clearly communicate your USP and brand story concisely across channels.

Ready to Generate Unmatched and Consistent Demand Using MultiChannel Marketing Approach?

This blog covers the best practices, different steps, and strategies to run a highly targeted multichannel marketing campaign that drive consistent demand. Moreover, in a hurry marketers often make mistakes while running multichannel campaigns. We know that, and we’ve highlighted what are the possible mistakes you can make and solutions to overcome it.

So are you ready to drive huge demand for your business? All you need to do is strike a perfect balance between understanding target audience, curating messages, selecting the channels, and sending times. If you do so, nobody can stop you from generating huge demand via multichannel marketing approach.

If your multi-channels perform cohesively and effectively, you won’t miss single customers out there and create an unimagined demand for your offers.

“Be present everywhere your customers are.” You should find your customers and make available all information wherever they look for be it email, social media, LinkedIn, podcasts, YouTube, etc.


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Author Bio

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Name: Krista Grace

Bio: Krista Grace is a Content Manager, whose expertise lies in SEO marketing, content writing, and data-based management.

Working as a Content Manager at TargetNXT for more than 6 years, Krista has incorporated her deep insight of search engine optimization and B2B marketing to produce content that ranks high on SERP. She has a keen eye for database management that allows her to keep helping businesses with her contents.

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LinkedIn: https://www.linkedin.com/in/krista-grace-855146210

Twitter: https://x.com/krsitagrace

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