Maximizing Your Multi-Channel Strategy
It’s no secret that multi-channel marketing is the future of marketing strategy. This method involves reaching customers using various processes of indirect and direct channels of communication including websites, phone calls, email, text messaging, and social media platforms. It also empowers companies to personalize their efforts to reach the right person, in the right place, at the right time.
Successful multi-channel marketing in action
Revive Salon and Spa in San Diego is a good example of a successfully functioning multi-channel marketing strategy. By adding SMS text messages, lead forms, and live chat features to their already established phone call and email outreach strategy, they have been able to continuously capture, schedule, and retain customers.
But as Revive Salon and Spa discovered, a multi-channel strategy should also allow customers to respond and schedule services using the channels they prefer, which is key when inviting a quality customer interaction. A study by J.D. Power found that live chat has become the leading digital contact method for online customers, scoring 42% of customers’ preference. However, only 9% of companies utilize live chat on their website. By inviting your customers to engage through live chat, not only are you meeting their demands, but you’re also gaining a competitive advantage.
How your business will benefit from a multi-channel marketing strategy
“A multi-channel strategy doesn’t apply to just the outbound strategy, but the inbound as well. Fifty percent of prospective clients aren’t ready to commit without gaining more information, and it’s their interactions with your team that will win them over and bring them in for your services. Whether it be phone, SMS, Live Chat, or some other means, offering a way for prospective clients to reach out to you in a way that fits their lifestyle improves accessibility, and in-turn, your team’s ability to succeed,” Zeel Jadia, CEO of Reachify, said.
Fitting SMS text messaging into your multi-channel strategy is also an area full of untapped potential. SMS supports easy two-way, real-time interactions. The messages stick around in the recipient’s inbox and can be referenced and accessed again and again.
Over 35% of phone users in the world are best reached by SMS text messaging, and compared to email, SMS text messaging boasts a considerably higher open rate of 90%, with an email open rate at 20% or less. The response rate of SMS text message marketing is an astonishing 45%, versus email response rates at best 6%.
This data reflects most customers’ opinions of texting as a more trusted, personal way to communicate. Not only are your customers more likely to open marketing offers and communications via text, but they’re also more likely to interact with you when you communicate with them directly.
Multi-channel marketing and HIPAA
Multi-channel strategy is increasingly more important if your company is subject to HIPAA (Health Insurance Portability and Accountability Act) regulations, and need a HIPAA compliant way to communicate with your clients.
These privacy guidelines are an essential necessity for patients and created as a national standard, with the main goal being to protect medical records and other personally identifiable health information. Failure to comply with the implemented regulations can put patients’ health information at risk, and breaches can have a disastrous impact on a company’s reputation, including disciplinary action and strict violation fines and penalties. By offering other ways to confidentially communicate with your consumer, you’re more likely to not violate any of the HIPAA terms.
Why is multi-channel marketing so important?
Consumers will continue to show a channel preference and are more receptive to communications via their select channels. Once you understand your consumer preferences, you’re on your way to improving the response rates, increasing engagement of marketing campaigns, and attracting new and more satisfied clients. The benefits of a multi-channel strategy far outweigh the challenges, and with the right tools, it is bound to yield significant results.