marketing strategy | mConnexions Marketing Agency

When it comes to marketing your business, are you putting all of your eggs into just one basket?

If the chaos of 2020 has proven one thing, it’s that the marketplace can change quickly and without warning. With this, we’ve seen the immense risk that some organizations take when they put all of their marketing efforts into one channel. It’s evident that many companies continue to face challenges in adapting to the drastic changes of this year, and even organizations that have been in existence for almost 200 years have folded (we’ll miss you, Lord and Taylor!).

eggs in a basketDiversifying your resources into a multichannel marketing strategy maximizes opportunities to recruit and retain clients, spread your brand awareness, and reach a broader audience.

  • What baskets should you be using for your marketing?
  • How much of your resources do you allocate to each basket?
  • What’s the best way to track results?

In this blog, we’ll look at the importance of having a strategy with multiple channels and how to prioritize where to start.

Where to Put Your Eggs

What baskets should you be utilizing for your marketing? To answer that question, you have to know your audience. Where are they spending their time? What mediums do they use? Social media platforms are often divided into users of certain ages, genders, and demographics, so you have to research the most effective spots (and explore platforms you may not have considered before!). Television is another channel that can be incredibly far-reaching, with the ability to target your advertisement to run during specific programs and designated market areas. Videos are also extremely popular with the millennial generation, with a recent statistic explaining that people pay attention to video content, whereas they skim or multitask while viewing written content. Seek your audience in the places where they want to be and are already active.

Recognition Through Consistency

Staying top of mind with customers can be achieved with brand recognition. People will remember when your ads are consistent and memorable, and when they see them in multiple places. Marketing isn’t the place to be a shy wallflower. You want to be visible on a variety of platforms, but in a way that’s identifiable. An example of this is the World Wildlife Fund. Who doesn’t recognize that adorable panda? Their logo is consistently on their mailings, literature, emails, and more. It may be subtly placed in a corner of an ad, but it’s always clear what the company is. 

Gain A Competitive Advantage

Although 95% of marketers admit that running a multi-channel marketing campaign is important for their business, only 73% already have a working strategy in place. That gives you the chance to snag more of the market. Gaining a higher share of the market is like running a race, but not a sprint. You have to be in it for the long marathon! See how your competitors market well and where to improve yourself. They may be missing plac