The power of multichannel and how we use it for success

18/11/2020

Reading Time: 2 minutes

Imagine if you could only rely on one method to communicate the benefits of your product or service. Think of how you would need to simultaneously build brand recognition, demonstrate the benefits of your product, and consistently engage with the customer using that same method of communication whether they were ready to buy or not. Think about your preferred brands – imagine if everything you had learned about them had been as a result of a one-off radio awareness campaign aired over two weeks. Would they still be your preferred option? Would you feel the same investment in that brand if you hadn’t been furnished with tailored product knowledge to influence your buying decisions? Or received an email with an irresistible offer, followed by a social post that made you smile? The answer is, probably not. Multichannel campaigns are arguably your prospect’s preferred choice. Research shows 67% of B2B buyers tend to research content before making a purchase and 64% of B2B buyers will read two to five content pieces before making a decision to purchase.

Creating awareness and maximizing exposure

Multichannel selling is the second approach. It’s promoting and selling your products on more than one sales channel, taking an integrated approach that allows you to increase your prospective customer’s exposure to your product through telemarketing campaigns, digital campaigns, social selling, video prospecting and content sharing. It’s more than reaching out to prospects through traditional methods of communication – it’s generating awareness in the online communities they already use and meeting them where they already are. It’s a smart way to build brand and reputation, communicate a product or service’s benefits and drive interest and enquiries.

A blended and personalised approach

Our team are experienced in designing sales and marketing campaigns that carefully consider all the variables at play. When working with senior c-suite decision makers, or targeting large enterprises with complex organisational structures, our team know that a transactional approach isn’t the most effective. Instead, they create selling sequences of personalised activity that deliver valuable messaging designed to subtly influence and place the service benefits at the front of the prospect’s mind. When our sales specialists follow up with a phone call, they know some of the valuable product benefits and brand credibility have already been seeded. This is particularly valuable for our clients with high value products, which may have longer than usual sales cycles, meaning a longer-term nurture approach is required to keep their prospects engaged – and this has to extend beyond a single campaign.

Why we’re different

Here at Air, we have the in-house skills, technology and processes to execute multi-channel campaigns. As a specialist end-to-end sales agency, we don’t believe in a templated, cookie-cutter approach. For us, no two campaigns are the same. That’s why we’ll work closely with you to understand your sales goals, your target market’s challenges and their customer’s pain points so you can tailor your campaigns and messaging to cut through the noise and strongly resonate with key decision makers in your desired market.

With Air, you can be assured that we’ll design and deliver a multi-channel approach that helps you deepen your brand recognition and increase your customer touch points, in a meaningful way, so that your combined sales and marketing efforts have the maximum impact and reach without creating arduous processes or unnecessary workload for your internal team.

If you would like to know more about how we can help you discover new markets, land high value accounts and improve brand recognition through a multi-channel approach, get in touch: call 0333 250 3217 or email contact@air-marketing.co.uk.

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