The marketing industry has changed drastically in the past few years. With so many media channels for contacting prospects and customers, it can be challenging to know which is best for your organization’s goals. The problem is that most marketers don’t know how to reach their customers. They think they can use one outreach channel and be done with it, but this is not enough in reality.
To truly reach your customers, you need to start by understanding where they are and what channels they’re using. You also need to understand the psychology behind why people buy from you so you can craft the right message at the right time for each customer segment.
This article will help you decide on the right Outreach Channel(s) for your Outreach Program while also helping you execute a successful strategy with those channels. We’ll discuss how to use different media outlets like social media, email marketing, direct mail pieces, and more.
What Channels Are You Using?
How you approach customers can be the key to success. Likewise, it is crucial to contact your customers at the right place and time. You need to identify what channels you are already using to make an informed decision on new tracks to explore. Contacting customers on their preferred channel will increase your chances of closing more deals.
The best outreach channels for your company will depend on what type of business you run and who your customers are. For instance, if you own a small restaurant in Boston that caters mainly to locals, sending an email blast to all of their customers is probably not the best outreach channel.
If you are an e-commerce company, your best bet may be to reach out via email marketing campaigns and social media posts on Facebook or Instagram. If you are in the tech industry, this could mean sending emails with links to relevant blog articles after following up with phone calls or LinkedIn messages.
Additionally, you cannot only use a single media outlet and expect it to work. The key is finding the right messages and marketing materials for each of our customer personas.
Which Outreach Channels Should You Use?
From social media to email marketing campaigns, how do you know which channel is the best for your target audience? The key to successfully executing an Outreach Program is knowing what channels are most effective at reaching your target market. For example, if your company does not have a large social media following but incorporates other forms of advertising mediums, both are effective but require different strategies.
When considering which channel is best suited for one’s business or project, there are many different dynamics at play in today’s marketing world. The question of “which platform works better” takes into consideration how competitive each potential customer base might be with regards to:
- Online media consumption habits,
- Which demographics they represent (age range),
- Their geographic location,
- Whether or not content will need a translation from another language,
- If subtitles/closed captioning will need translating,
- And the list goes on and on.
However, when deciding which channel to use for marketing purposes, it is crucial to choose the right platform (Twitter vs. Instagram, Facebook vs. LinkedIn) and how others in your target customer base are using said channels. These decisions will significantly influence what strategies would be best suited for each company/project.
More Outreach Channels Afford Greater Opportunities
Is it possible to use more than one channel at once? Yes, some marketers will run their Outreach Program across all available channels to cover as many bases as possible. Your voice is the key to connecting with your audience, and using more channels afford more opportunities to interact and collaborate.
It’s hard to find a single channel that is the perfect fit for every company’s needs. There are pros and cons with each platform, which means something might perfectly suit what your business can offer or need. Maintaining communication across all channels also helps you reach more people in different demographics who may not have heard of your brand before–which makes it easier than ever to take advantage of cross-promotional opportunities!
Even though using more channels affords more opportunity, that doesn’t mean you can put less time into any one specific area. Instead, marketers will often run their Outreach Program across all available channels, so they’re making sure everyone hears about them.
A Broadcast vs. A Personalized Message
A broadcast is a broad, one-size-fits-all type of communication. A personalized message will tailor your outreach to fit each recipient or target market segment – this way, you are more likely to get their attention and establish a relationship. This approach will ensure that when people see this content, they are interested in it and engaged with it.
Personalizing your broadcast is a big deal! For a business’s marketing campaign to be successful, the company needs to understand its customers on both emotional and intellectual levels to better engage them through tailored messaging.
Let’s take a look at what companies can do to personalize their outreach:
1. Create content that is relevant and valuable for the target audience. Attract new customers by appealing to not only your common interests but also your unique preferences.
2. Engage with influencers who have large followings. Create brand awareness through their social channels.
3. Conduct one-on-one outreach. This method is an easy way to connect with targeted prospects and create a personal relationship that could lead to future marketing opportunities.
With an understanding of the value of sharing your message across the appropriate Outreach Channels, the next step is to use an Outreach Program to engage and educate your audience. In our next article, we will explore strategies to foster and grow those relationships with your customers.