Consumers reach for information on the web in a variety of ways: social media, blogs, searches, and mobile apps just to name a few. Establishing a presence on the channels where your customers are likely to be is essential, but only the beginning. To get the best results from your multi-channel marketing, a seamless approach is a must.
It Starts with Website Design
Your company's website is your main online asset and the major anchoring point for your multi-channel marketing. It's where current and potential customers will go to learn more about you and what you offer while also getting to know your company and your brand.
If you have not already, you'll want to start by working with a website designer to establish a look and feel for your site that will effectively communicate the right messages to your customers. Make sure the color scheme, fonts, images, and voice are consistent throughout to provide the best possible anchor.
Consistent Design Across Channels
The next step is to bring this look, feel, and voice to each of your online assets. You want your customers to easily be able to identify your branding so they know they're in the right place. Think about how major retailers and restaurant chains keep a consistent look and layout from store to store. That way, their customers are comfortable and know just where to go whether they are in Seattle or New York City.
Easy Movement Across Channels
While your website may be an anchor, your other assets are often tools used to eventually draw consumers to that anchor. That means you want to build in simple and seamless ways for your readers to move across your digital channels so you can expand their experience with ease.
To do this well, you must think about your customers and the different paths they will take along their journey to a sale. Take a look at what they are doing now and identify places where they seem to get stuck so you can guide them along better.
For example, social media updates should link to a post on your blog, and that post should offer movement to either a landing page or to more content. If your company has a smartphone app, there should be plenty of appropriate places on your other assets to not only let readers know the app is there, but also offer options to download. Then, within the app, it should be simple to find your website or social media pages.
Integration is Key
When you and your website designer focus on integrating all of your assets, promoting movement across channels, and keeping a look and feel that is consistent with your website design, your readers won't feel like they are hopping around. Instead, this seamless approach will keep them around until they are ready to make the leap from reader to buyer.