How to Write a Successful Multichannel Marketing Campaign for Retail


Sylvia Giltner
Guest Contributor

Whether you operate as a small brick-and-mortar retailer or a large international storefront chain, multichannel marketing can often make or break your ability to draw attention, drive traffic and grow sales.

Multichannel marketing campaigns are often difficult to pull off no matter how well-established or experienced you are in sales. Whether you operate as a small brick-and-mortar retailer or a large international storefront chain, multichannel marketing can often make or break your revenue streams.

According to E-Marketer, 40 percent of retailers agree that their biggest worry with multichannel marketing is the fear of inconsistent content quality across different delivery channels. This comes at the heels of 41 percent of retailers who agree it’s difficult to track the success of multichannel marketing campaigns without additional customer engagement.

After all, social media platforms operate differently as opposed to email marketing, offline printed promotion or guerilla marketing. With that in mind, let’s take a look at several guidelines which can help you write a successful and attractive multichannel marketing campaign in retail.

1 – Define a Customer Profile

The first order of business in regards to your multichannel marketing campaign should be to define your customer’s profile. You can refer to several questions which will help you determine the perfect customer of whatever retail product you have on offer:

  • What are your customers’ ages and/or gender?
  • How far does your customer live from the nearest retail storefront?
  • What kind of education and professional background (if any) does your customer have?
  • What kind of income do they make on a yearly basis and how frequently do they go shopping?
  • What problems do they have which can be solved through the use of your products?

2 – Build a Goal-Centric Roadmap

Once you have a good idea of who your customers are, you should create a marketing roadmap for your multichannel venture. After all, approaching any advertisement campaign without clear goals and milestones is poised to fail from the get-go.

Adam Marks, a content editor at Canada-Writers spoke on the topic recently: “A marketing roadmap should be KPI-centric and avoid vague goals as much as possible. Concrete income, sales and conversions should be at the center of any multichannel marketing campaign, retail or otherwise.” Create a plan with concrete numbers in terms of sold items and earned income as opposed to spent resources – cap those goals off with deadlines and you will be good to go.

3 – Choose Your Delivery Channels

The delivery channels you settle on will decide the type of content you will create for your future customers. Don’t try to position your brand in as many content types as possible since you will ultimately spend your resources in vain. Instead, opt for several delivery channels which will form your multichannel network going forward:

  • Social media platforms such as Facebook and Instagram
  • Email marketing
  • Influencer marketing with local influencers
  • Organic local SEO through keyword optimization
  • In-app messages in messaging and other applications
  • Local printed materials such as brochures and posters
  • Local news placement, radio and TV station air time

4 – Focus on the Hook

Typically, people spend very little time reading individual marketing materials, ads and promotional campaigns. This means you should focus on writing strong opening lines and place calls to action (CTAs) at the beginning of your marketing materials. Anyone interested in your brand, product type, and sales offer will then continue to read through the rest of the content you provided.

You can refer to platforms such as Evernote, Best Writers Canada, and Hemingway in order to format your “hook” and CTAs for higher engagement. Remember that shorter content with more direct and informative writing will always attract more eyes than a long-form advertisement.

5 – Avoid Grammar & Formatting Errors

One of the worst things that can happen to your multichannel marketing content’s writing is a general lack of polish and care in its creation. It is necessary for you to format, proofread and spell check any and all marketing messages directed at promoting your retail brand.

Amanda Church, head of marketing at Get Good Grade, spoke on this topic stating the following: “Tools such as Grammarly are freely available to all retailers and marketing professionals for final revision and editing needs. I make it a habit to double-check any materials with my company’s name on it before publishing, especially when it revolves around important marketing campaigns.”

6 – Monitor, Track & Analyze Your Campaign

Once your marketing materials are published, you should make scheduled checkups in regards to the progress you make. It’s never too late to fix any mistakes or oversights even if a campaign is already underway. However, leaving things to chance is a big mistake which means that tracking and analysis should be made a priority.

Depending on the multichannel delivery methods you chose previously, you can use tools such as Mail Chimp to monitor and analyze your marketing campaign. Learn from previous mistakes in order to make any following multichannel campaigns more successful and your brand will thrive as a result.

In Summary

It’s always good practice to test any marketing channels you’ve found interesting in regards to your retail advertisement. Don’t rely too heavily on a single channel and spread your resources adequately depending on what customer profile you target. Focus on writing trustworthy and error-free content for your retail brand and the right customer base will find their way to your store.

About the writer: Sylvia Giltner is the marketing manager at Resumes Expert. Sylvia’s writing has been featured on MarketWatch, Fast Company, Next Avenue, and more. Connect with Sylvia on both Twitter and LinkedIn.

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