Successful marketers and business owners never rely on one marketing channel to gain a foothold and build a brand in their niche markets. In addition to email marketing, many businesses still rely on direct mail marketing (brochures, postcards, fliers), social media marketing, SMS marketing, advertising in newspapers and magazines, billboards, and word-of-mouth (referrals).
Reaching Various Audiences
Marketing goods and services through a variety of channels allows you to reach a variety of people. And even though these groups may not have much in common on the surface, some or all of these groups may see value in your products.
To reach a variety of people, you need to market products and services in different ways. You also need to find a way to connect marketing channels so people can view products in multiple ways. For example, marketing brochures should include your website, social media, blog and other addresses. Your website should include a description of products and services along with social media, blog and other web addresses.
It is also a good idea to include an email list sign-up page on your website, blog and social media pages. This helps you build an email list quickly.
3 Points of Contact
When building a brand, you need to make at least 3 points of contact with existing and potential customers each year or they will forget you exist. Three points of contact may include:
· Email marketing, social media, direct mail
· Email marketing, blog, website
· Social media, direct mail, newspaper/magazine advertisement
· SMS marketing, social media, email marketing
These are just some of the many 3 points of contact combinations you can create to reach customers. The goal is to remain on a customer's radar long enough for you to demonstrate real value of goods and services. Mass email messages, while very effective, constitute only 1 point of contact. This is why email marketing alone is not enough to generate long-term sales.
Selling Through Multiple Channels
Customers now have the ability to make purchases in various ways – online (computer and mobile phone), traditional order forms, or by contacting a business by phone to place an order. Make it as easy as possible to place an order by providing a website with shopping cart, customer service number, and links to your website in email content, blog, social media and product landing pages.