How to Create a Campaign That Stands Out

TL;DR: Multi-channel marketing ensures consistent branding, enhances customer experience, and drives higher conversion rates. Better data leads to optimized marketing spend and improved ROI. 

Why Design Really Matters

A multi-channel marketing strategy adds substantial value and transforms your overall business approach. It's not about simply posting the same content across all your platforms. The aim isn't to drive sales directly through social media; it's to foster engagement and enjoy the process. Your primary goal is to build brand awareness.

Rather than relying on a single channel, you can use email, social media, and texts together to create a coordinated campaign that boosts awareness, visibility, interest, engagement, and sales. Using these channels is like throwing a party—we call it the "party principle." Who doesn’t love a party? 

The Party Principle

You’re not always hanging around in your inbox, are you? Well,  neither are your contacts. Using multi-channel campaigns is a smart strategy that meets your contacts where they are, plus it offers several benefits:

• It increases reach by catering to different channel preferences

• Improves engagement by building trust and familiarity

• Ensures consistent branding across all touchpoints

• Provides better data for informed decisions

• Drives higher conversion rates

• Enhances the overall customer experience

• Optimizes marketing spend for better ROI

So, what does this mean? We use the party principle approach to foster a positive, enjoyable, and memorable connection between your brand and your customers. There are three types of parties to the party principle: the big party, the after-party, and the VIP party. 

• Social Media - This is your “big party” where you might not know everyone because friends of friends of friends could be invited. But this is an irreplaceable channel for marketing your business, as it allows many people to discover you. Use this channel to engage your followers and nurture them to become true fans of your product or service.

• Email Marketing - Think of email as your “after-party,” where the people you know will stick around after everyone else has left. You know who these people are because you have their email addresses, and you can see what they like based on what they open and click on. 

• Text (SMS) Marketing - SMS marketing is your “VIP party.” It’s usually a smaller list than your email list because people only give their phone number to businesses they trust. This channel delivers a 98% open rate. Since it’s an opt-in list, be strategic– share only the most valuable updates or incentives to keep your subscribers feeling special.

Once you throw your first party, you’ll see the results in real time. You’ll gain increased awareness and email subscribers, more engagement with your emails and texts, and a better grasp of how a full-circle (multi-channel) campaign approach is a killer strategy.

Plus, paired with Campaign Builder, you’ll have a professional party planner to help you out along the way.

Multi-Channel Mastery: Essential Tips and Tools for Campaign Success

Creating a successful multi-channel marketing campaign can significantly expand your reach and enhance your brand's visibility. Start by defining clear, measurable goals that align with your business objectives, whether it’s increasing brand awareness, driving sales, or generating leads. Understanding your audience is equally crucial; develop detailed buyer personas and segment your audience based on demographics, interests, and behaviors to effectively tailor your messages.

After defining your goals, it’s time to select the channels that best serve your needs. Choosing the right channels is key. Opt for a mix that resonates with your audience, such as email, social media, or SMS. Maintain a consistent brand voice and messaging across all channels to reinforce your brand identity and ensure a seamless user experience. Develop a strong content strategy that includes relevant, valuable, and engaging content in various formats like blog posts, videos, infographics, and social media posts to cater to different preferences.

Let The Data Decide 

Leverage data and analytics to track the performance of each channel and optimize your campaign based on what works and what doesn’t. Integrate your channels through cross-promotion to ensure a smooth transition between them. Personalize your messages using data to make them more relevant to individual users, which can significantly boost engagement and conversion rates.

Continuously test and iterate your campaign using Subject Line A/B testing, and use feedback to make improvements. Define key performance indicators (KPIs) to measure success and regularly report on the campaign's performance to stakeholders. By following these steps, you can create a well-rounded and effective multi-channel marketing campaign that resonates with your audience and drives results for your small business.

Putting It to The Test

You’re a cafe launching a new holiday drink menu and you set a goal of wanting to draw in more customers this holiday season. So, let's launch a holiday-themed multi-channel campaign to do so. First, you order festive cups and offer exclusive merchandise for the holiday season. Consider these your party favors. Next, we throw the party. You use social media to post about the new drink menu and create fun videos of you making the freshly crafted drinks. You’ll run polls on your posts to see what your audience is most excited to try. This will give you some data and insight into what you can expect. You’ll announce the new products in your email newsletters and send out SMS text messages with exclusive offers to create a harmonious holiday experience. 

See? When all the puzzle pieces fit together, it works perfectly! Brandkit will be your best friend for creating your emails, and you can schedule your social media posts in advance to remind people all week about your holiday menu and tease your promotions! Bonus idea: Send out texts after the event to everyone who joined your contact list and thank them with a mini promotion. 

Multi-channel campaigns can leverage various channels to create a cohesive and engaging experience for your audience. By integrating different channels and maintaining a consistent message, you can effectively reach and engage your target audience.