If you’re like most growing companies in the current business climate, you’re looking for ways to expand your digital reach and draw customer attention, awareness and action using digital media. But you’re also interesting in using your resources efficiently. Nobody wants to waste money pitching to people who are already loyal customers, and nobody wants to spend effort and time targeting great promotions to the wrong audience.
Chances are you have a strong understanding of your market. You know what motivates your customers most of the time, you know who they are, and for the most part, you know where to find them. But even for niche products, target markets can still be subdivided into separate channels, and the success of a business lies in identifying those channels and accurately tailoring every message. So how can you create a multi-channel campaign that works?
First, you’ll need to collect and aggregate your data. Use your CRM software, your customer service program, Google analytics and every other resource at your disposal to find out who comes to your site, how they find you, what they’re looking for, and what they buy. Once you know how well your current campaigns are working, you’ll be better able to plan your next move.
To make that happen, you’ll need to shape channel-specific messages and distribute them through channel-specific outlets. Which of your customers are coming to you through Facebook, YouTube, or Yelp? Which of your customers have been loyal for years but are about to stray? And which of your potential clients are taking their business to a competitor because they can’t find you on Google+? Answer these questions and you’ll have better access to every segment of your target audience. Here at SevenAtoms, we use proven methods to help you track your online channels. Contact our team today to arrange a consultation.
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