Do you want to maximize the visibility of your online store by exploiting multiple acquisition channels? Adopt multi-channel marketing! As a specialist in digital marketing, and more specifically inaffiliate marketing, Casaneo guides you through the essential steps for building a high-performance, conversion-generating multi-channel acquisition strategy.
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What is a multi-channel acquisition strategy?
Nowadays, consumers interact with brands via a variety of media before making a purchase. Adopting a multi-channel strategy can therefore be very interesting if you want to develop your online store quickly and efficiently.
The multi-channel acquisition strategy is based on the simultaneous use of several channels (social networks, email, SEO, online advertising, physical points of sale). The aim is to reach a wider audience.
Unlike omnichannel, multichannel seeks above all to multiply contact points. A multi-channel approach enables :
- Adapt the message to each channel. This improves visibility and engagement.
- Optimize the customer journey by facilitating access to products and services. It boosts conversion rates.
What can this strategy do for you?
- Better interaction with the target
- An increase in sales
- Customer expansion.
Step 1: Identify and understand your audience
To build a multi-channel strategy and guarantee its success, it all starts with a thorough analysis of your audience.
Who are your customers? What are their expectations and behaviors? By answering these questions, you can create a buyer persona, a semi-fictional representation of your ideal customer.
To build a buyer persona :
- Analyze existing data. Use your CRM databases, customer feedback and statistics from previous campaigns.
- Conduct surveys and interviews. Ask your customers directly to understand their needs and constraints.
- Define precise criteria: age, profession, interests, purchasing behavior and media preferences.
- Use analytical tools (Google Analytics, social networks and monitoring tools) to decipher their consumption habits.
Identify your target effectively thanks to our expertise. Contact us today.
Step 2: Choosing communication and distribution channels
Once you’ve defined your buyer persona, you need to select the right channels for your audience. The aim here is to interact with your customers at the right times, on the platforms they prefer.
The choice of channels should be guided by :
- Customer behavior
- Your brand’s objectives: acquisition, loyalty, increase in conversion rate
- Your budget.
How do you select the right channels for your audience?
- Find out where your audience is. Do they prefer social networks, email, SEO or SMS campaigns?
- Analyze engagement by channel. Some segments interact more via Facebook, while others respond better to email campaigns.
- Run test campaigns across multiple channels and measure performance to fine-tune your strategy.
Here are a few channels you can exploit, depending on your objectives.
Email: a cost-effective, flexible channel
Email marketing is a low-cost channel. You can send long messages with and enhance them with images or videos. This strategy is recommended for newsletters, personalized offers and customer support.
SMS for immediate impact
In fact, SMS has a read rate of around 90%. It’s perfect for short, urgent messages such as flash sales or promotions. On the other hand, it costs more than e-mail and has a limited number of characters.
Push notifications: direct engagement
Instant smartphone notifications are perfect for location-based or real-time offers. You can reach the user directly, even if they’re not active on your application. Just be careful not to be too intrusive.
Social media are certainly indispensable for engagement, brand awareness and precise advertising targeting. However, the tone and format must be adapted to each platform.
Mobile wallet: loyalty and conversion
This channel enables offers and loyalty cards to be sent directly to customers’ smartphones. It will be very useful if you want to increase engagement and conversion at the point of sale.
RCS: the future of SMS
With this protocol, you can enhance classic SMS messages with interactive functionalities (buttons, images, videos, QR codes…). It’s perfect for order tracking or payment confirmations.
Display and retargeting for targeted advertising
Integrating your CRM with a display strategy enables you to create highly personalized advertising. It’s a particularly effective lever for remarketing to inactive customers.
Take advantage of our advice to choose the right acquisition channels for your objectives and your audience.
Step 3: Developing and implementing your multi-channel strategy
Have you identified the right channels for your target audience? Now it’s time to implement your acquisition strategy. Its success depends on rigorous planning and controlled execution. The aim here is to maximize customer engagement and boost conversions. Here are the key steps.
Create a coherent message
Your message must be adapted to each channel, while remaining aligned with your overall positioning.
- On social networks, adopt a conversational and engaging tone
- Use email marketing to deliver valuable, personalized content
- For SMS, get straight to the point with short, punchy messages.
Remember that every touchpoint must offer a seamless, familiar experience for the customer.
Master the rules of each channel
Each channel has its own specificities. So you need to adapt your approach to users’ expectations and behaviors.
- Define the optimal sending frequency for each channel (email, SMS, push notifications).
- Identify the key moments to publish on social networks to optimize engagement.
- Analyze which content formats perform best (video, infographic, blog post, etc.).
Always carry out A/B tests to refine your approach and better understand your audience’s preferences.
Use management tools to coordinate actions
Managing a multi-channel strategy requires customized solutions such as :
- CRM and marketing automation to centralize your data and automate your campaigns and certain interactions, such as the welcome process.
- Analytical dashboards that let you measure performance and adjust your strategy in real time.
- Social network management platforms to program and analyze your publications efficiently.
Need help structuring your approach? Our team is here to guide you.
Step 4: Optimize attribution and tracking to build a high-performance multi-channel strategy
In a multi-channel approach, evaluating the effectiveness of each channel can quickly become a major challenge. You therefore need to put in place rigorous monitoring and a relevant attribution model to optimize performance and maximize return on investment (ROI).
Choose the right attribution model
An attribution model will help you decipher interactions. Assign a value to each touchpoint according to the role of the chosen channel in the buying journey.
There are several attribution models to suit different marketing objectives:
- The linear attribution model attributes an equal share of the conversion and sales generated to each channel in the customer journey.
- The time decay model values the most recent interactions, as they have a more direct impact on conversion.
- The positional model involves attributing the conversion share to all the channels that enabled the conversion, according to their role in the prospect’s life cycle.
The choice of model will depend on your objectives. If your brand wants to boost acquisition, opt for a positional model. Want to improve customer engagement? Opt for time decay.
Track the right key performance indicators (KPIs)
Effective monitoring depends on analyzing the right indicators. Here are the essential KPIs to monitor:
- The conversion rate per channel measures the effectiveness of channels in generating concrete actions.
- The customer acquisition cost (CAC) indicates the investment required to obtain a new customer.
- Customer Lifetime Value (CLV) measures the long-term profitability of the strategies implemented.
- Engagement and retention rates analyze user behavior on each channel (clicks, shares, time spent, etc.), loyalty and customer satisfaction.
By following these key steps, you’ll achieve a higher conversion rate, greater visibility and stronger loyalty.
Would you like to structure your multi-channel acquisition with an expert?
For more than 10 years, Casaneo has been helping e-tailers to implement high-performance, profitable strategies.
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