How to Produce a Multi-channel Campaign that Converts

Producing a multi-channel marketing campaign that converts connections into customers requires a great strategy and a well-coordinated team. That’s because multi-channel marketing is different from typical marketing. It’s meant to be tailored, timed, and targeted—which means your efforts and messaging should be, too.

To pull off a successful multi-channel campaign, you’ll want an agile team of professionals to help orchestrate the plan, create the assets, and handle the distribution that will amplify your reach, maximize ROI, and minimize customer acquisition costs.

Here’s how to get it done—and who can help.

Research and Strategy
  • Research & analysis
  • Audience segmentation
  • Personas and use cases
  • Optimal channels to target
Planning & Creative Direction
  • Strategy & Creative brief
  • Concept & Messaging
  • Per-channel messaging
  • Creative concepts
  • Brand visual guidelines
Creative Content & Assets
  • Creative assets
  • Social media strategy
  • Digital, mobile optimized assets (website, landing page, push notifications)
  • Written content (newsletter, gated content, ads, blogs)
  • Video content
  • Email campaign assets
Launch, Distribution, and Promotion
  • Social media management & sponsored posts
  • Native ad placement (third-party sites, streaming services)
  • Content publishing
  • Email list management, database integration, and automation
  • PPC
  • Organic SEO
Monitoring & Analytics
  • Qualitative and quantitative reviews
  • Reports about KPIs and ROI

What is Multi-Channel Marketing?

Multi-channel marketing (MCM) integrates multiple channels—social media, blogs, email, tv, mobile, and streaming services—to reach customers everywhere they are. “Omnichannel” marketing is essentially next-level MCM, creating a seamless experience across all channels.

When it comes to large, segmented audiences and tailored 1:1 interactions, MCM can get exponentially granular and complex. Automation software can help power more sophisticated MCM efforts, injecting customer data into marketing to generate personalized messaging and timing placements to customers’ behaviors. For example, when someone browses your e-commerce store, that action will trigger ads on social sites, or an email with a coupon.

For more basic MCM efforts, however, you’ll either broaden your message or narrow your audience to maximize ROI.

If you’re not using an end-to-end automation platform or putting your MCM campaign in the hands of an agency, consider starting small, and always let your data lead the way.

The Missing Ingredient to Make an MCM Campaign Turnkey

Agencies on Upwork offer built-in project management and planning to handle campaigns from start to finish. An agency can offer you turnkey campaign management, handling all of the below steps. Or, you might opt to handle research on your own and pass off a fully baked strategy for execution.

Whether you engage an agency or find individual talent on your own, here’s a look at the steps to create an MCM campaign from start to finish.

1. Start with research

Get to know your audience through a round of market research, a deep dive into your CRM data, or a look at your traffic and analytics. Zeroing in on who you want to target and why will guide your entire MCM strategy and messaging.

You might look into

  • Market conditions and consumer trends
  • Risks and opportunities
  • Profitable markets for you to target
  • Competitors

You want your data to tell a story and point to your key gaps and opportunities. These are the insights to help guide your plan of action and deliver more (and more meaningful) conversions.

2. Create a strategy

Now that you’re well informed, you’re ready to make a plan. This might come in the form of a brief or scope document, and should include

  • The campaign’s target audience
  • Your goals for that audience: Do you want them to learn about a new product, repurchase, subscribe to your email list, or share a review about your business?
  • The channels you will use, and how you will leverage each. Note that some are publishing channels, while others are conversation channels, so you’ll want to leverage each accordingly.
  • The duration of your campaign
  • KPIs you’ll use to gauge the success of the campaign

A creative director, digital marketing pro or brand strategist will be able to translate your goals into a creative brief that outlines each deliverable for your campaign.

3. Fine-tune messaging

Effective, tailored messaging is the key to getting conversions. A creative team—usually an art director, designer, and copywriter—will create the messaging and variations for each channel.

Consumers often hop between channels and devices when engaging with a brand, so too much variation can dilute your message, but one blanket message can lack impact. While messaging will be decentralized across multiple channels, it shouldn’t deviate too much.

Content marketer Aaron Aguis writes, “[Most businesses] have a website, blog, Facebook, and Twitter. They use each of these platforms to engage and connect with customers. However, in most cases, the customer still lacks a seamless experience and consistent messaging across each of these channels.”

4. Produce channel-specific assets

Graphic designers and copywriters will create assets for every channel using your messaging, brand voice, and visual guidelines.

Assets for an MCM campaign might include

  • An email campaign
  • Social media assets (visuals for Pinterest, Instagram, etc.)
  • Short branded videos
  • A landing page
  • Advertisements
  • Infographics
  • Gated content or a newsletter
  • Blog posts and other brand journalism
  • B2B communications
  • Experiential marketing and events

You’ll also need specific formats with different sizes, aspect ratios, and captions. You might also capitalize on the mediums that perform best on each channel, whether it’s a video on Facebook or an image carousel on Instagram. Most people are browsing content on their mobile devices, so ensure any digital assets are mobile-optimized, too.

5. Distribute strategically

Conversions happen when you deliver the right content at the right place and the right time. You don’t have to be everywhere to be effective.

When you’re ready to launch, a digital marketing pro can help plan an editorial calendar, social posting schedule, advertising cycles, and email strategy. If your budget allows, allocate some resources toward sponsored posts and targeted ads on social platforms to boost visibility and engagement. Any original, owned content will gain traction and earn engagement when it’s cross-promoted in other channels.

An ad buyer can negotiate the best placement for your ads, whether it’s via a third party, on social media, or on streaming platforms while a social media marketing expert will post, monitor, and respond to your audience.

6. Monitor campaign success

Keep an eye on your analytics and other KPIs to measure how each channel is performing. You also want to track conversations around your content to gauge how it’s contributing to the success of the campaign.

Julie Bernard, CMO of Verve and former SVP at Macy’s, explained, “We can now measure success in terms of the response of real people over time, in addition to measuring individual campaigns. We have enough data at the customer level to see how she interacts both online and in the store, so we can tailor messaging and offers to her appropriately by channel, …to ensure that the relevancy is coupled with a sense of discovery and inspiration.”

With the right plan and the right pros, you’ll be able to balance the creative and operational aspects of your multi-channel marketing campaign. From creation to KPIs, you’ll be able to run an integrated campaign that converts and gives customers a seamless experience, no matter where they interact with your brand.