5 Benefits of a Multi-Funnel Marketing Strategy
To grow a successful business today, you need to be active on all the channels that your clients and potential clients are using. Gone are the days when you placed one ad in a newspaper, had it seen by your entire target audience, and then they bought your product or service. Instead, businesses need to utilize multiple different touchpoints in their marketing strategy, which is where multi-funnel marketing comes to play.
What is multi-funnel marketing? It’s when you market to the different stages a customer has during their journey to buying your product. The four buying journey stages are:
- Awareness
- Engagement
- Conversion
- Retention
This strategy does assume that a customer will have multiple touchpoints and interactions with your brand before they finally make a purchase, which is a safe assumption in today’s day and age.
Using a multi-funnel marketing strategy has many benefits. Here are five benefits that will make you want to start creating your multi-funnel marketing strategy ASAP.
1. Increased Reach
By having more varied opportunities for touchpoints, with a multi-funnel approach, you are going to reach more customers and potential customers than if you only have one touchpoint. This increases your chances of having someone interact with your content, further increasing your chances of making a sale. Even if you don’t make a sale off the bat, you are investing in brand recognition which is extremely important in current marketing strategies.
Customers typically need to have multiple interactions with a brand before they spend money on it, so by building your brand recognition with potential clients, you are helping to build up that relationship. Every interaction you get can be a lead, hopefully resulting in you gaining a new customer.
2. Improve Your Customer Experience
Customers are more likely to make a purchase or invest in a service when they are having a good customer experience. If their experience is frustrating or lagging, they’ll likely get frustrated and close out of your website.
Since you are giving the customer different options to interact with you, you are meeting them where they are most comfortable and will most understand your product. For instance, if they’re in the awareness stage, you are providing them with the information they need to understand the problem or issue they’re looking up. If they are further along in their journey, you will have content ready to help them learn more and compare different solutions.
3. Improves Customer Trust
Not only will your customer experience be improved thanks to multi-funnel marketing, but your customers’ trust will be too. This is a big deal that shouldn’t be taken lightly. The more a client trusts you, the more likely they are to do business with you, continue doing business with you, and recommend you to others.
How is this trust built? They are able to see the same message from you across different channels, which reassures them that you are a legitimate business they can believe in. By giving them these additional touchpoints, not only are they engaging with your content more, as we mentioned above, but you are also showing them how valuable your content is to them.
4. Increased ROI
When it comes to marketing, you know how important ROI (return on investment) is. By utilizing a multi-funnel strategy, you are helping to increase your ROI, which likely will show the worth of your marketing investment. A multi-funnel marketing strategy can help you better track the interactions someone has with your company—whether it was just in the awareness stage or if they stayed with you throughout the journey.
By knowing this data, and being able to see which stage clients stopped interacting with your brand, you can then tweak and change up your next marketing campaign, making it more effective. This will then lead to an increased ROI.
5. Better Targeting
Not only will you have data on what works and what doesn’t work, meaning you can switch up your next marketing campaign so it’s even stronger, but multi-funnel marketing will help you target better, meaning that you’re reaching not just more people but the right people. Since you are using different channels, you can target different demographics and different behaviors of specific customers you’re trying to reach.
If someone is constantly active on one channel but not so much on another channel, it doesn’t matter, as you will reach them since you’re on both channels (and more!). Additionally, different demographics tend to use different channels, so this marketing strategy will allow you to reach all the demographics you want to reach.
As you can see, there are many benefits to having a multi-funnel marketing strategy as part of your digital marketing. Don’t limit your marketing to just one channel or platform. Instead, think of the journey you go on when you’re a user and what channels you go through to get to the end result—where you finally invest your money in another business. Make sure your business is marketing on those channels.
To take the above-mentioned benefits of having a multi-funnel marketing strategy even further, let the professionals handle it for you. At InnoVision Marketing Group, we know all about multi-funnel marketing and have implemented many strategies that have led our clients to benefit from all of the above results and then some. We serve clients all over the country. Contact us today on our website about your marketing needs, and one of our representatives will get back to you shortly.
