4 Ways to Attract Clients This Season with a Multichannel Marketing Campaign
By Nick Westerlund
Now that winter is officially over, it’s time to set your sights on the start of spring and the bevy of growth opportunities that come with it.
Take a look at the calendar and you’ll see fun, family-filled holidays like Mother’s Day, Father’s Day, Memorial Day, and Easter coming up soon. But dig a little deeper and you’ll remember that spring is the season for big, celebratory events like proms, weddings, and graduations—occasions that inspire people to want to look and feel their best.
In other words, there’s a vast untapped network of potential clients actively searching for fitness, wellness, and beauty solutions.
But in order to reach them, you need to be strategic. A well-planned, multichannel marketing campaign could provide you with an incredible opportunity to both dazzle and attract new customers.
To help inspire your next big promotion, here are four ways to help you convert the curious into the committed.
1. Create a customized landing page.
A landing page is a standalone web page that’s created for the sole purpose of supporting a digital marketing campaign. It’s where a user “lands” after they’ve clicked an ad.
A landing page has a singular focus: to get the user to buy the product or service they saw in your email or ad. It’s important to note that a landing page isn’t the same as a homepage on your website. Your website describes your business as a whole, whereas a landing page is promotion-specific.
Landing page tips:
- Make your call to action big and make it the first thing your viewer sees.
- Show your product or service being used in context; for example, if you own a gym, show people working out, not walking on a beach.
- Streamline copy; use bullets when possible.
- If possible, show a video. It’s been shown to improve conversion by up to 80 percent.
2. Become a master at email marketing.
Did you know that more than 91 percent of consumers check their email on a daily basis? That means nearly everyone on your current email list is likely to at least see your message sitting in their inbox.
Before you get started, make sure you offer an opt-in form on your website. Opt-in allows users to consent to receive promotions, offers, or emails from your business.
Remember to keep your emails specific to what you do. If you own a gym, your emails should contain things like fitness tips, healthy recipes, or gym updates. Don’t send out a list of your favorite movies from the 1980s. This gives you credibility and assures your readers that you won’t waste their time.
When you’re ready to send out a promotion, remember to keep the message simple and straightforward. Be direct and tell the reader exactly what you want them to do and why they should do it.
Want more tips to help you take your email marketing efforts to the next level? Check out our Ultimate Guide to Email Marketing.
3. Brush up on your social media marketing skills.
A savvy social media strategy can rocket your business into the stratosphere, helping you gain new customers and remind your followers why they follow you. To do that, you must remember that social media isn’t a hobby; it’s the heartbeat of your brand.
It’s a way to remind your customers that your business is composed of human beings. And the thing about human beings is that they like to have conversations. That means talking with your customers, not to them. Give them the chance to tell you what they love about your business as well as the things they don’t love so much. Some of your best ideas will come from the Average Joe and Jane giving you their 2 cents’ worth.
Focus on making your business social media page a reservoir of valuable content for people who are actively looking for it. Videos, articles, newsletters, and product reviews are just some of the things you could offer.
Also, don’t be afraid to give things away for free, like workouts or nutrition plans. Not only will people appreciate it, but they will see you as a subject matter authority and continue to visit your page for additional insights.
Then, when your seasonal promotion is ready to launch, people will be more willing to consider it because they’ll know you’re sincere and not just trying to give them a hard sell. Plus, the more your followers trust you, the more likely they are to share your promotion with their friends.
Want more social media marketing tips? Look no further—check out our guides:
4. Utilize SMS marketing.
People love texting. In fact, 90 percent of messages are read within three minutes of receipt. Plus, most consumers prefer to get status alerts, reservation confirmations, and appointment reminders via text. In other words, one of the most effective marketing tools you have fits in the palm of your hand.
So what is SMS marketing? Basically, it’s sending marketing messages to customers via text message.
There are two elements of an SMS campaign: the short code and the keyword. Let’s use a fitness business as an example. It would look something like this: Text “FITNESS” to 54321 to receive weekly fitness tips. In this case, “FITNESS” is the keyword and 54321 is the short code, or phone number.
SMS works best when it’s part of a larger marketing effort. In many ways, it’s the cherry on top of your multichannel marketing sundae. What makes it so effective is that it can bring a sense of urgency to a campaign. So, make sure you entice your customers with sales or offers that are for “today only” or “expire soon.”
Here are some best practices to keep in mind:
- Hire a text marketing service. They’ll provide you with access to a short code for your campaigns.
- Make sure you have a clear CTA. Tell your customers exactly what you want them to do.
- Only send exclusive content. Make your customers feel like VIPs, as if they’re getting something that isn’t available to outsiders.
- Timing matters. It’ll take some testing, but it’s important to figure out when your customers are most receptive (i.e., don’t send a message in the middle of the night).
Still on the fence about SMS? Try this: 64 percent of consumers have a more favorable opinion of a company that offers SMS as a customer service channel.
With a little creativity and planning, you can make the most of your next holiday promotion.