Businesses use a strategy known as “multichannel marketing” to actively promote their products and services. This involves communicating with buyers through a mix of different channels – direct and indirect.
Direct channels are those in which the company makes the initial contact with the customer, such as brick-and-mortar stores, catalogs and direct mail. Indirect channels are those in which the company makes the initial contact with the customer, such as websites and social media platforms that push content to the customer.
B2B multichannel marketing uses mobile devices, text messages, emails, company websites, social media, SEO and even GPS to get in touch with consumers. To reach buyers via their channel, multichannel marketers integrate inbound and outbound strategies.
Importance of multichannel marketing for B2B companies
A great way to engage people with your brand and gain their mindshare is by using multiple channels to promote it. In addition, it improves sales prospects, since research shows that consumers need to be exposed to a brand around seven times before they finally make a purchase. Further, with more points of contact, the process can be sped up. This is why multichannel marketing is so effective. As a business owner or top marketer, you may examine all your efforts in one place.
How to improve pipeline contribution with multichannel marketing
Here’s how you can improve your pipeline contribution with multichannel marketing:
1. Email marketing
One of the most effective channels of B2B marketing is email. It has already been for quite some time, and it appears that trend will continue. A survey of one thousand business owners found that email marketing is one of the most efficient channels for expanding customer awareness of your brand or product.
Use automation to make your email marketing campaign successful. You can automate email sequences that are unique from conventional email since they are triggered on the basis of user behavior by building distinct scenarios that fit your funnel.
In one scenario, they are sent after a prospect visits a landing page and downloads an asset like a case study. The recipient will receive an automated email inviting them to a discovery call a few days later. Messages can be hyper-personalized in as many sequences as you like.
2. Connecting businesses through social media
B2C companies tend to prioritize social media as a marketing strategy. However, B2B organizations can also benefit from increased visibility on these platforms. Using social media for business-to-business marketing is a great way to expand your company’s reach and forge new relationships in your industry. More specifically, one should focus their energy on the best possible channel per their needs.
For instance, LinkedIn was created specifically to facilitate communication and networking between professionals all over the world. But the kind of material that works on LinkedIn aligned with B2B businesses. Similarly, organizations can find a home on YouTube, Twitter, Instagram, and new platforms like Clubhouse.
Instagram is a great platform for disseminating bite-sized nuggets of information accompanied by visually appealing proposition capsules that are both media- and customer-friendly. Even interviews and webinars can be broadcast live and then archived for later viewing on IGTV.
3. B2B Ads
Ads are an essential part of any multichannel marketing plan. Paid media, such as social media ads, search marketing display ads, or retargeting ads, can significantly improve visibility on the web – one of the primary ways to get people to visit your landing page. Another possibility is to utilize retargeting advertisements to raise awareness of your brand after visitors have left the site, keeping your business in the minds of potential customers by showing up frequently on other social media and websites.
The key to success is integrating several channels
B2B multichannel mix is the best way to stay in touch with buyers throughout their buying process. They will be more receptive to your efforts if they come in a variety of formats and are delivered via the channel of their choosing. The end goal is to start a discussion with your customers. You need to answer all their questions, provide them with the knowledge they can use as well as earn their trust over time.