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How to Create an Advertising Message that Works Across Channels

Category: Marketing / 9 minutes to read
Author: Blake Jackson
Published: May 23rd

How to Create an Advertising Message that Works Across Channels

Category: Marketing / 9 minutes to read
Author: Blake Jackson
Published: May 23rd

Marketing, like real estate, is all about location, location, location. The problem is that each marketing location has their own rules on how to display your message or how much time you have to get that message to your potential customers. So, the question becomes, how do you keep a consistent message while still playing by each platform’s rules? Wonder no more, the rest of this blog post will answer this all-important question. 

But, first: Why do you need a multichannel marketing approach

Multiple Touchpoints Along the Buyer’s Journey 

Did you know that 92% of people who visit a website the first time have zero intention of buying anything? It’s true, consumers love to research. In fact, 88% of people perform online research prior to making an online or offline purchase. During any consumer journey there could be between 20 to 500 touch points, and most likely they are not all on the same platform. Therefore, your first step on the path to creating a multichannel marketing message is to find where your target audience spends a lot of their time online. Do they wake up in the morning and check Facebook, then Instagram a picture of their lunch, and then finally end the day watching hours of YouTube videos? If that was your actual consumer journey, then you would need to have an ad on all of those platforms.  

Accommodating for the Rise in Smartphone Use 

Did you know that 82% of smartphone users consult their phone prior to making a purchase? This means that the next thing step in sharing your multichannel marketing message with the world is to think mobile first for each platform you choose to be on. What does it mean to think mobile first? On Facebook a post that may look easy to read on a desktop may show with the dreaded “See More” on the Facebook app. Clicking “See More” may not seem like a big deal, but each extra action you force a consumer to take will drop the chances of them converting to a customer (we are all lazy). Some more food for thought to consider is how do people use these platforms on their phone? For example, if you are going to use a video for creative it would be helpful to have subtitles because if someone is watching on their phone they are most likely in a public space where it is hard to hear, or they are at work and do not want their boss to know they’re on their phone. 

Understanding How Long you Have to Capture Consumers’ Attention 

Now that you understand what platforms you want to advertise on and how people are using those platforms it is time to craft your multichannel marketing message. Depending on the platform you are advertising on you may have as little as from two-to-five seconds to capture attention, so even your elevator pitch is probably too long. Your message should first connect with the consumer by describing the value of your product or service and how it solves the current problem that they may be having. Once you have hooked them with the value then you can discuss the additional features available to them or build credibility of why your product is the best around. Keep in mind that depending the stage of the sales funnel your multichannel marketing message could and should change.  

Just like any good marketing campaign the message should continue to be refined over time as you get more data about performance. Creating a good multichannel marketing message is not as easy as creating a simple tag line, but as long as you keep the consumer in mind during ideation you will be set up for success. If you learned something today and want to learn more check out our other blogs, or if you want to connect with someone who can build a multichannel marketing message for your business contact us today.  

 

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