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When Drug Rehab Marketing and Sales Fail: Why Tracking Keeps Them Aligned

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Drug Rehab Fail: Got Tracking

There’s an all too common phenomenon in companies across America that lives in marketing departments. In fact, it’s the last place we’d think would have this problem, but it’s not just evident; it’s a cesspool of inefficiency rooted in a lack of communication. Really? In the marketing department comprised of so-called experts in the field of communication? Yes.

And it’s no different with drug rehab marketing and sales. In actuality, this conundrum makes the addiction treatment business more challenging. We thought we’d provide some relief by sharing why tracking your efforts keeps your business better aligned.

Visual Cues Show Evidence of Addiction Treatment Marketing Mismatches

Let’s start with a simple illustration to represent ad marketing misalignment. First, hold up your right and left hands in front of you. The left hand represents your sales; your right hand represents marketing strategy and execution. Now, instead of your hands facing each other, they look in opposite directions. How can they work together when they are having separate conversations?

In order for sales and marketing to work cohesively, they must be agile and fluid, yet able to shake hands. If you haven’t taken a look at what your website is ranking for on a monthly basis, it holds the key in what you’re hitting and what you’re missing in client retention and prospect reach. It starts with a plan.

Not two plans — a single plan that encompasses sales and marketing in a way that champions both modalities and sets up a success matrix that is only achievable if they work together. Yeah, I know, good luck with that.

Sales and Marketing – Getting Past the Egos

Since the advent of advertising, sales was the evil stepchild of creative that spun into marketing as well. According to sales, marketing doesn’t know their head from their … well, you know what I mean. It could be laughable if it wasn’t such a serious fatal flaw to most companies. In truth, sales needs marketing to help them reach a large audience. In turn, marketing needs sales to better understand their customers, their industry and the need that brings them all together. Sales and marketing are best utilized as a collective funnel, not segmented silos that never touch.

In a recent article in Forbes magazine, research helps build a case for this business model: “When sales and marketing get on the same page, companies see, on average, a 67 percent improvement in closing sales and a 36 percent increase in customer retention.”

When you lead with your product or service, it creates a shared goal between sales and marketing that is much easier to accept and deliver on.

Organize Your Goals by Monitoring Inbounds and Outbounds

You could be spending more money than your competition, but if you’re not doing anything to track it, you’re throwing money and time down the drain. And unless you’ve just won the billion-dollar lottery, your drug rehab probably isn’t looking for a business loss to offset gains.

If you’ve got any broad scope marketing plan in place (and if you’re a new addiction treatment facility or service, pay attention) watch where your admits are coming from. Inbound marketing, which includes web content, social media and search engine optimization (SEO), is useful in getting your company brand and associated stories out into the world. Just because it’s award-winning creative doesn’t mean it’s getting results.

Make sure you have a person within your organization or external agency keeping a watchful eye on the responsiveness and overall engagement of each. See how often specific webpages, blogs, videos and other social content are viewed. From there, you’ll know what’s getting the most interest and where you need to make adjustments.

Outbound marketing is a different animal and not for the thin-skinned. It’s found in:

  • Event marketing
  • Telemarketing
  • Radio and TV spots
  • Press releases
  • Billboards
  • Direct mail
  • Email
  • The use of swag

To put it simply, outbound marketing casts the widest net of reach to consumers or B2B, with less desirable results because there is less of a niche to the audience.

Make sure to take an accounting of what inbound and outbound efforts rein in as far as ROI, and then alter the percentages where needed to get the desired results.

Lead Generation Results Are Multi-Layered, with Value in Each

Difference between Hot, Medium, and Cold Leads

Everyone wants the hot leads, the ones that respond to exactly what you have to offer and are ready to convert, now. Striking while the iron is hot is great for sales, though many forget the value of warm and even cold leads, especially in the addiction treatment and recovery space. Here’s why:

  • Often, it takes a prospect multiple media impressions before they go “hot.”
  • Cold leads may provide touchpoints for outbound marketing:
    • Wider net of outreach.
    • Most people know someone with a drug or alcohol problem.
    • Can help build referral base.

With any lead generation program, be sure to segment your leads and respond in the best manner possible to generate the most appeal for hot, warm and cold leads.

Web Chat Delivers in an Instant

To enhance the ability to capture leads as soon as they come to your website, consider using a web chat service. With it, you never miss an opportunity to engage with a prospect because the system does it for you.

The benefits to web chat are numerous and include:

  • Immediate engagement
  • Segments leads (hot, warm, cold)
  • HIPAA-compliant marketing tool
  • Secure and password protected
  • Delivers each lead to your email, mobile device or both
  • Increases leads, on average, from 35% to 40%

Understanding your cost per lead (per method used) may rule out some of what you’re already doing to bring in prospects and conversions. If your beds aren’t full, maybe it’s time to be open to suggestions.

Tracking Drug Rehab Sales and Marketing Is Only as Good as the Analysis

No one’s expecting you to be a solid expert on Google Analytics and other pertinent SEO integration. Whether you decide to take on those skills yourself or hire an expert who eats, drinks and sleeps that business, what these numbers tell you should dictate what you do in marketing and how sales should support the initiatives.

Results Are Learning Tools that Need to Be Applied for Growth

If your best idea received a cool reception from your lead gen campaigns or social media, dive deep into the numbers and responsiveness (or lack of) to look for silver lining. It’s always there even if the numbers aren’t. Perhaps your messaging was great but the timing was off. Whatever you do, don’t table it into the forever furnace. Archive it, as you could repurpose some or all of it in the future.

Revisit Addiction Treatment Marketing Spends Often

Consumers are fickle. Challenging as that is, it also provides an easy ability to reset a wrong and make it right.

Through reporting and client surveys, as well as ongoing interaction with your staff, you can reconfigure where your marketing dollars are better spent and devise a mix that reaches:

  1. Untreated clients/new prospects
  2. Family or friends of No. 1 above
  3. Alumni of your program/service
    • Success stories/testimonials
    • Former clients who have relapsed

Formulate an annual addiction treatment marketing budget and keep some dollars available for golden opportunities that may come about throughout the year, such as an industry co-sponsorship (special event or nonprofit organization), public relations opportunities and more. We recommend a multi-channel or cross-channel marketing approach.

Social Media Needs an Active Voice

Working Together to reach your goals
The whole point of social media is to create an active forum for people to receive information, develop a personal voice (applies to businesses, too) and share them on an ongoing basis. It’s all about engagement with your followers and enticing more people to join your group and become something greater than themselves. It’s what we all want.

Now, let’s dial this in to drug rehab sales and marketing. Social media is all about stories. In fact, Facebook recently added another engagement tool to their platform and called it “The Story.” Twitter may be removing its “like” button in the hopes that its users engage through more commentary instead of a feeble click of an icon.

Salespeople are full of stories and often use them to engage prospects, which ultimately lead to conversions. It’s how sales connects with their clients. Marketing creates stories to connect with prospects, existing clients and their referrals. If only sales and marketing could be on the same page with their stories….

They can.

Bring More Admits by Pulling Drug Rehab Marketing and Sales Together

Explore Organic Marketing Solutions

Avatar for Melanie Stern

Melanie Stern

Looking at the world through word-colored glasses, I am continuously in awe of how we evolve as people in business. We strive to communicate in a direct approach and, when we see fit, through subliminal channels. As a content strategist, I look forward to sharing all perspectives to help entertain, enlighten and engage more in others.

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Cannabis Marketing Challenges – and 10 Strategies You Can Try

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Cannabis Marketing Challenges Paid Advertising - Eminent SEO

Most Advertising Platforms Will NOT Accept Cannabis Ads

If you own a medical dispensary or work in the cannabis industry, you might already know this by now, but hear this: The big ad platforms are not your friend.

I know, I know, this is totally counterintuitive to our typical multi-channel marketing approach, but hear me out.

The United States is a big place and our country operates at the federal and state level. So, even though states like Arizona, California, Colorado, Washington and 24-plus other states have made the drug legal in some form, it doesn’t mean the big advertising platforms are happy to host paid ads.

In fact, with the changing political landscape, four of the major ad sellers – Google, Twitter, Facebook and Instagram – have all decided NOT to allow marijuana brands to run paid ads on their platforms, at least at this time.

Facebook and Instagram Shut Down Cannabis Accounts

But, it’s not just paid ads the big tech giants have cracked down on. Both Facebook and Instagram are infamous for taking down cannabis-related accounts.

Look at what others are saying:

Facebook Cracks Down on Marijuana Firms with Dozens of Accounts Shut Down

“We tried to log into Instagram, and a message said we violated their policy, but they won’t say what that violation is,” said Rick Scarpello, CEO of Incredibles, a Denver-based edible company. “I’ve written them every day, saying I’m not doing anything illegal and please reinstate my account.”

Sound familiar? You’re not alone.

Did Instagram Change its Marijuana Marketing Policy?

“Instagram does not allow people or organizations to use the platform to advertise or sell marijuana, regardless of the seller’s state or country. This is primarily because most federal laws, including those of the United States, treat marijuana as either an illegal substance or highly regulated good. Our policy prohibits any marijuana seller, including dispensaries, from promoting their business by providing contact information like phone numbers, street addresses, or by using the ‘contact us’ tab in Instagram Business Accounts. We do however allow marijuana advocacy content as long as it is not promoting the sale of the drug. Dispensaries can promote the use and federal legalization of marijuana, provided that they do not also promote its sale or provide contact information to their store.”

Read this line again: Our policy prohibits any marijuana seller, including dispensaries, from promoting their business by providing contact information like phone numbers, street addresses, or by using the “contact us” tab in Instagram Business Accounts.

Wait, what?

A Long Way to Go – Another Example

The Cannabis Industry Is Still Fighting for Legitimacy on Social Media Platforms

“It’s been frustrating for us not being able to advertise on Facebook and Google because of our involvement in the cannabis industry,” said Jeffrey Zucker, co-founder and president of Green Lion Partners, a business strategy firm focused on early-stage development in the regulated cannabis industry. He added that he has had to deal with influencers who have spent a lot of time building up their followings suddenly seeing their accounts deleted without any prior messaging or warning, and often with no recourse.

So, what can you do?

10 Cannabis Advertising and Marketing Strategies

1. Play by the Rules

You can still create branded social accounts. However, if you are going to use Facebook and Instagram, then you MUST play by the rules:

  • Add a disclaimer: “You must be 21 or over to follow this account.”
  • Don’t EVER post a product for sale.
  • Don’t use a “Contact Us” direct contact button on Instagram.
  • Avoid claiming any direct medical benefits.
  • To advocate for legalization and use, give strain and product reviews.
  • Don’t offer a physical address or phone number to buy any products.
  • To promote your store, direct people to your website for location information.

And, don’t think this is everything. These popular social platforms tend to update their terms of service quite frequently. As a cannabis business owner, it’s imperative you understand and keep up with the laws and changing restrictions.

2. Use Engagement and Outreach

If you’re going to play nice and use social media for your cannabis brand, you really need to get creative with your strategies. Even with ads, clients can have a hard time standing out online and getting new followers.

If you expect to grow your organic reach, you must identify, target and engage with your prospects. Try this on:

  • Facebook
  • Instagram
  • Twitter
  • LinkedIn
  • Pinterest
  • Tumblr
  • YouTube

Bonus engagement tip: Your biggest fans may already be engaging with your brand regularly. Don’t ignore those users. Instead, focus on building a relationship with them first. When relationships are nurtured correctly, fans can turn into powerful brand advocates who actually create engagement and viral opportunities for your business.

3. Brand Your Business

As this industry grows, the marketplace has become saturated with new products and brands. With so much to choose from, branding is key to ensure your marijuana business gets found. Try:

  • A stand-out logo (don’t be like everyone else)
  • A quality website
  • Online video
  • Public relations
  • Product swag and giveaways
  • Brochures and flyers

No matter which marketing channels you choose to leverage for your business, you need a memorable brand identity with a solid personality in order to gain customer engagement and brand loyalty.

Why does loyalty matter? If people like your brand, they might come back to buy again. If they love your brand, they’ll pick you over your competition every time. And, if they just can’t get enough of your brand? Well, they’ll tell all of their friends too.

4. Buy Media on Relevant Sites

Sure, Instagram and Facebook might not allow you to buy ads, but there are some digital advertising networks that do allow cannabis media buys, such as banner ads and other dynamic display ads.

Popular networks and media ad sites include:

However, buyer beware: As with any form of paid cannabis advertising, having rented ads on these sites isn’t cheap. Most will cost you at least $500 to $1,000 per month. Want to play with the big boys? An ad on the HighTimes.com online magazine starts at about $5,000 per location.

5. SEO Your Website

As an SEO agency, we might be a little biased. But, the data doesn’t lie. Websites with the right search engine optimization are getting the most traffic and best conversions. With the ongoing social media roadblocks and paid ad restrictions, organic website marketing is even more crucial to gaining visibility for your marijuana brand online.

Effective SEO tactics today include:

  • Identification of your ideal buyers
  • Keyword research and selection
  • Optimized metadata and image alt tags
  • High quality, unique and keyword rich content
  • AMP and mobile responsive pages
  • Rich schema markups
  • Local business citations
  • Mixed media for user engagement
  • Outreach and link building

The right SEO strategy can drive huge amounts of qualified search traffic to your website. Check out this organic case study on one of our local medical marijuana dispensaries. Now, after just a few more months into their campaign with us, they are getting HUGE amounts of organic traffic to the site.

In the last 30 days, they have had more than 8,000 visitors, 6,700 of which are organic. This is what expert SEO can get you.

Marijuana Dispensary Website Traffic Data - ESEO

6. Tap into Local

From Google My Business to Yelp, if you are a geo-targeted business, you MUST have a local presence. Did you know that your Google My Business page can rank for hundreds of keyword phrases? Just like organic SEO helps drive relevant traffic to your website, local SEO helps drive geo-targeted traffic to your Google My Business page.

Think about this: Most users are searching for cannabis-related products and dispensaries “nearby.” Google understands search behavior and therefore assumes specific keyword phrases are intended to produce a local result. Because of this, many terms will return the Google My Business listings before any organic website listings, even if they don’t include a geo-target or the words “near me.”

For example, I searched “medical dispensary,” a generic keyword phrase, and Google assumed I wanted local help:

Medical Dispensary Google Search - ESEO

Having a Google My Business for your cannabis shop, medical dispensary or marijuana product line is a no-brainer. If you don’t have one, go make one now: Google My Business

“In cannabis, it's an education-first mindset, not product first.” – Matt Rizzetta, CEO of public relations agency N6AClick To Tweet

7. Share High-Quality Content

For decades now, cannabis has been illegal, forcing a lot of misinformation and stigma around the plant, including its uses and benefits. Many cannabis businesses are left with the task of raising awareness and spreading education around the facts.

Quality content can help a brand reach prospects and partners. If doctors are going to prescribe marijuana, they must understand it. By educating doctors and other health care providers on the benefits of the plant, dispensaries can earn trust, respect and new partnership opportunities.

You can develop and host high-quality content on:

  • Your own website
  • The company blog
  • Your public social media platforms
  • Your local listings

You can also write and share a company newsletter, offering users a gateway to other relevant content on your website and other branded platforms.

8. Leverage Email Campaigns

Another great way to share and spread quality information is through email marketing. In addition to a monthly newsletter about your brand, why not tap into targeted email marketing campaigns?

The Direct Marketing Association says for every $1 spent on email marketing, the average return on investment is $40.56. Not a bad ROI, huh? However, there’s a lot more to an effective campaign; sending out emails is only part of the strategy.

For effective email marketing, try this:

  • Develop specific landing pages to match your email offers.
  • Create multiple opportunities for new users to subscribe to your lists.
  • Organize your existing contacts into related groups.
  • Send each group offers and content relevant to their specific interests.
  • Use catchy headlines to increase open rates.
  • Test various send times and dates, and use analytics to optimize your delivery strategy.
  • Use your social media platforms to build a bigger audience.
  • Include personalized visual content, such as videos and GIFs.
  • Showcase client testimonials, case studies and other social proof.
  • Hire a designer to create a custom template and awesome graphics to wow the audience.
  • Always include a desired call to action. And, track everything!

Bonus Tip: Don’t oversell. Remember, when a user subscribes to a list, it’s because they believe they will receive something of value from it. Oftentimes, prospects are not ready to “buy now.” Instead, personalize your emails and become a trusted friend, someone your readers rely on for information they need. Provide value and the sales will come.

9. Try Text Messaging

Did you know that you can send short messages right to your employees, partners and customers using a text-messaging service? What better way to share daily quotes, specials, event updates and other important information with your clients? With text messaging, you can get your message directly to your audience in a cost-effective way.

With group texting services, you can:

Run Drip Campaigns:

  • Welcome texts
  • Updates on new products and sales
  • Detailed information about the service you offer
  • Transactional messages
  • Reminders about events
Send Business Promotions:

  • New offers and deals
  • Product announcements
  • Invitations to exclusive sale events
  • Announcements about sales
  • Product promotions

You can also segment your subscriber lists and send different messages to various groups based on their specific interests and buying patterns.

10. Traditional Marketing

This isn’t as much a tip as it is an option. Traditional marketing is expensive, but for cannabis?

“You have a handful of websites; you have print ads, which are abnormally popular, [and] dispensaries spend more on a cost-per-impression basis than a Super Bowl commercial to get into a local print publication,” Joel Milton, CEO of Baker Technologies, told Adweek.

Trying radio or TV? Good luck getting a prime spot:

“Most TV companies will only let you advertise if you can prove that the TV station or radio station has less than 30% of listeners that are under 21 years of age,” says Celeste Miranda, co-founder of The Cannabis Story Lab.

However, billboards might still work:

“We’re seeing a lot of marketers turn to out-of-home in place of digital opportunities,” says Kyle Del Muro, a consultant with several cannabis clients. “In Vegas, billboards are becoming a big thing,”

But, similar to online magazine ads, billboards are not cheap. To run a billboard ad in most small to mid-sized cities in the US is roughly $1,500 to $4,000 per month. Larger markets can reach $14,000 per month!

Canna King Billboard Oregon - ESEO

(Twitter Photo/@420dispensary)

Final Tip to Overcome Cannabis Marketing Challenges

Cannabis marketing and advertising isn’t easy. As the political and legal landscape continues to evolve, expect even more changes in the way cannabis businesses do marketing.

Get ahead of the curve, implement effective, long-term marketing strategies now, such as cannabis SEO, and reap the rewards for years to come.

Avatar for Jenny Stradling

Jenny Stradling

Owner and CEO at Eminent SEO in Mesa, Arizona. I started doing SEO and marketing in 2005. I'm a busy mom of four of my own and two step kids (and a grandbaby!). I owe my sanity to my partner in work and life, Chris Weatherall. I love sharing and engaging in business and marketing conversations, and I'm heavy into social media and blogging on these topics. I focus on quality, ethics, strategy, data and getting results. I work with a variety of brands and businesses with a special focus on addiction treatment marketing. I do this work because I care about making a difference.

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Why You Need Multichannel Marketing More Than Ever

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Why You Need MultiChannel Marketing More Than Ever - Eminent SEO

I know what you’re doing right now. If you’re reading this on a smart device, you’re either in the car or somewhere that has another media channel turned on. Radio, television, laptop, maybe your buddy’s phone.

So while you’re scrolling down this content, there are other media impressions close by, bombarding every fiber of your being, whether you like it or not.

According to statistics, we like it. A lot.

Today, All Consumers Have A.D.D.

In fact, media multitasking continues to drive media exposure up because it’s just how consumers spend their time. While older generations have modified their singular focus thought patterns to adjust to the new norm, those who only know digital media are naturally wired to divide their attention simultaneously.

Less Is NOT More

To align with consumers, marketing efforts need to maximize exposure and strengthen the impressions made through multiple channels of media communications. Multi-channel marketing reaches more people because the premise involves the use of multiple media distribution touch points that can include digital, direct mail, broadcast and physical stores that together are meant to expand the audience reach.

But multi-channel marketing has changed recently. It had to. Early multi-channel marketing often dropped the ball on consumers, forcing them to put two and two together.

Our Product Your Interest Equals Sale - Eminent SEOAh! Not so fast. In life and marketing, you may assume NOTHING. The word “assume” broken down makes an ass out of u and me. So where was the disconnect?

The buying life cycle is ever so longer, thanks to the digital space. The gaping hole that businesses need to address in their multi-channel marketing efforts was and remains the impetuous, demanding nature of customers and how best to get them to give a damn about your product.

Simply and silently your audience cries, “Convince me.” Hence, multi-channel retailing was born.

Why does the multi-channel marketing model fit now more than ever? It matches consumer expectations and behaviors.

No one wants to work more than they have to, especially online.

Multi-Channels Turn On Your Audience

US Consumers Spend 12 Hours Day In Front Of Media Channel - Eminent SEOEvery media channel used to promote your business should provide something that inadvertently says, “See me, feel me, touch me!” Websites, offer videos, downloadable eBooks and case studies are prime examples of this.

If it’s a social media ad or post, ask users to speak their mind or visit your latest and greatest upcoming event. If it’s an email, entice them with a special promotion or webinar – the dangling carrot – that can only be bitten by filling out contact information and/or a three-question survey first.

Make It Move in 3 Ways

Here’s how to connect with consumers through a multi-channel approach:

1. Keep It Pretty

Even though people are searching for quality content, what gets their attention are quippy headlines and killer design.

2. Keep It Real

People love the notion of getting what they want in real time, wherever THEY are. Mobile rules the multichannel mainstream. Google continues to strengthen a mobile-friendly ranking system that penalizes websites that aren’t mobile-optimized. Also, Google announced last October that it would further favor mobile search by splitting off desktop and mobile into separate search indexes, favoring mobile as the primary index.

3. Keep It Profitable

In the past, social media was all about getting people to see you, feel you, relate to you and build an ongoing connection. Your business’ social presence was to be nothing more than the resource ‘go-to’ – never to ask for the sale. But now, who has time to waste time?

Make your move as soon as possible by subliminally asking for the sale with a redirect to another channel that provides a shopping cart or a direct link to ecommerce. There’s a saying in sales, “If you don’t ask, you don’t get.” Facebook, Google/YouTube and Pinterest have already positioned themselves within the not-so-free market.

If You Aren’t Competitive, You Have No Business Being in Business

This multiple platform concept might seem too busy, let alone too expensive, for your marketing budget. On the contrary and here’s why.

If you don’t update your communication strategies to follow consumer behavior:

  • Marketing campaigns will have minimal effect.
  • Marketing effectiveness will equate to missed opportunities.
  • Marketing reach and conversions that shoulda-woulda-coulda been yours will go to your competitors.

Multi-channel Marketing Can Actually Increase ROI by Cutting Costs

If Customer Is Here There Everywhere Thats Where Marketing Should Be - Eminent SEOSpread the quality content you generate thin to increase market reach. What? If your content is good and relevant (and it better be) why wouldn’t you want to use it over and over again?

Remember, a consumer needs to be hit over the head by your message before it resonates and sticks. This happens with multiple touches. So why reinvent the creative wheel if you don’t have to?

Repurpose Your Content. Really. Just Hit Repeat.

To writers, designers and any creatives with artistic integrity at their core, the very term repurpose would make their innards recoil at the sound. To repurpose content was the lazy man’s (and woman’s) way to put out more marketing, with less than half the effort, often at the client’s full expense. A cheap shot? Well, yes.

But now with multichannel campaigns, repurposing breathes new life into existing ideas, with a simple twist of forethought.

How Many Impressions Does It Take to Get to the Center of Your Buyer?

Let’s get to the Tootsie Roll center of multichannel responsiveness: the sale. What exactly do marketers need to do to increase the likelihood of making the sale happen? Let’s find out.

Let’s take a step back in time when marketing was simpler. You can build on the complexities from there. Your multichannel creative and messaging should embrace the following in every medium used:

Give some special attention to pay per click. Categorically, dollar for dollar, it’s the best marketing investment you can make as long as you know who your audience is and target them. Sometimes, you gotta pay to play.

So now that you know the markers needed to hit your audience effectively, don’t forget to make your campaigns memorable and shareworthy. You’ll get even more bang for your buck.

Solid Multi-channel Marketing Isn’t Random; It’s Native

Native Ads Visual Focus Stat - Eminent SEOIf you ask yourself, “Do I enjoy being ‘sold’ on something,” thoughts of greasy car salesmen wearing checkerboard polyester slacks waiting to pounce on you the moment you arrive on the car lot might come to mind. Yeah. Being blatantly and shamelessly coerced into buying something is creepy.

Marketing can be like that, but there are more approachable ways to speak to your buying audience.

Keep it native, because your audience won’t really know what hit them. Native ads are, in most cases, advertorial (remember that word?). The content is created to mirror the surrounding media.

If it is for a print placement, the native ad will be designed and written to mirror editorial. The same goes for online advertorial and video. And not so conversely speaking, television and film showcase native ads through cleverly orchestrated product placement.

Why do native ads work? They provide a seamless experience that meets customer expectations, providing the information they need through user-friendly outreach. Nothing over-the-top, just a natural progression of what’s already in front of them.

How Do You Know What’s Working?

Multi-channel marketing campaigns are like reconnaissance missions. They’re only as effective as the results they bring in. But if you’re not monitoring, tracking, managing and updating strategy and responsiveness, how would you know? You wouldn’t.

But that’s a whole different story. Literally. Find out how A/B tests disclose the truth in your marketing by reading my previous blog post.

When You Cross-Channel Your Multi Channels, It’s Marketing Nirvana

Cross-Channel Multichannel Marketing City Highways - ESEOImagine the power of the same message connecting all the right channels to all the right people. It happens by using the benefits found in tracking consumer behaviors, readily available, through online intelligence.

When you segment your consumer data, by demographics or psychographics for example, you can take your multichannel marketing campaigns and direct them, cross-channel them, to the individuals that would more likely respond to your specific messaging.

Or to turn it another way, take your audience-specific messaging, identify the cross-channels, and make that marketing campaign meet that audience face to face in the media channels they use most, but let’s take that one step further:

  1. Each media channel will either redirect them to another channel through a link or other prompt, or
  2. Each media channel ad works as a standalone but is strengthened if each channel crossed is part of the same cohesive campaign strategy.
  3. What do I mean in #2?

Here’s an easy, “old school” illustration of the concept. Note the images below in support of Greenpeace. (No, I’m not getting political.) The first page shows a lush, healthy tree. We know that Greenpeace is all about supporting the environment. Because their brand presence is so strong, the first image as a standalone ad tells their story.

So, as you’re looking through this magazine, you come across the first ad and you “get it.” Then…

Greenpeace Tree Magazine Ad - ESEO… you turn the page to see the next ad and kapow! It really hits you, hard. Are you more likely to react, respond and engage after viewing page two? All day long, right? But its strength was built by the first page.

Swap out the print ad concept, page to page, with multichannel marketing, and the various channels can serve similarly as multiple “pages” in a campaign.

Multi-channel Marketing Invigorates You and Your Customers

Reflect on your current marketing initiatives. Could they use a good swift kick in the nuts? So far as I can see, they just might be ready for a facelift.

Businesses truly represent our better half. For better and for worse, we’re married to them. That being said, you might as well give yours the attention it deserves. Through multi-channel marketing, you can.

Solidify your long-term marketing relationships with multichannel marketing: It’s more lucrative than divorcing yourself from success.

For Your Channel Overview, Just Push Play

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Avatar for Melanie Stern

Melanie Stern

Looking at the world through word-colored glasses, I am continuously in awe of how we evolve as people in business. We strive to communicate in a direct approach and, when we see fit, through subliminal channels. As a content strategist, I look forward to sharing all perspectives to help entertain, enlighten and engage more in others.

More Posts

Follow Me:

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