‍What is multichannel?‍

Multichannel has become a must in the modern marketing landscape. This approach, which consists in using several distribution channels to communicate and sell products or services, has become increasingly important in recent years, especially with the rapid development of digital technologies.

Indeed, the advent of digital technology has opened the way for new uses among consumers, who now juggle between different channels, physical and virtual, to find out, compare and buy. Faced with this change in behavior, companies have had to adapt and rethink their marketing strategy to be present on all fronts.

The objective of multichannel is clear: to reach your target audience via a multitude of contact points, in order to maximize conversion opportunities. Whether in a physical store, on an e-commerce site, a mobile application, a mobile application, social networks or even by email or SMS, the challenge is to interact with your customers and prospects where they are, at the right time and with the right message.

But how can multichannel be precisely defined? What are the benefits of taking this approach? And above all, how do you set up an effective multi-channel strategy? This article will provide you with concrete answers to these questions, giving you all the keys to integrating multichannel into your marketing strategy. We will also discuss an essential aspect: multi-channel prospecting, to help you identify and convert new customers by intelligently combining the different channels at your disposal.

A. Detailed definition

Multichannel is a marketing approach that consists in using several distinct communication and distribution channels to interact with your target audience. It is a question of combining different channels, both physical and virtual, in order to multiply the points of contact with its customers and prospects.

Concretely, a multi-channel strategy can include:

- A physical store

- An e-commerce site

- A mobile application

- Social networks (Facebook, Instagram, LinkedIn...)

- Email marketing

- SMS

- The telephone

- Events (fairs, conferences...)

The idea is to allow consumers to interact with the brand through the channel of their choice, according to their preferences and their buying journey. Each channel has its own specificities and must be used in a complementary way to offer a coherent and fluid experience.

B. Difference with other approaches

It is important to distinguish multichannel from other approaches that are similar but nevertheless different:

- Cross-channel: this approach goes a step further than multi-channel by allowing real interaction and communication between the various channels. For example, a customer can start their shopping journey on the website, then go to the store to finalize their order, while benefiting from the same level of information and service.

- Omnichannel: this is the final stage of channel integration. In an omnichannel strategy, all channels are perfectly synchronized and work in synergy to provide a unified and seamless customer experience. The customer can switch from one channel to another transparently, by finding their information, their basket, their preferences...

Where multichannel is content to use several channels in parallel, cross-channel and omnichannel are pushing integration further to erase the boundaries between the different channels. Nevertheless, multichannel remains an essential first step in diversifying your points of contact and adapting to new consumer behaviors.

The advantages of a multi-channel strategy

A. Increased visibility

One of the main advantages of multichannel is that it significantly increases the visibility of your brand and your offers. By being present on a multitude of channels, you multiply the opportunities to make yourself known and reach new audiences.

Each channel has its own characteristics and reaches different targets. For example, social networks will allow you to target active young people, while a physical store presence will help you attract more traditional customers. By diversifying your contact points, you expand your audience and maximize your chances of conversion.

In addition, a multi-channel presence reinforces the credibility and reputation of your brand. Consumers appreciate being able to interact with a brand through various channels, it shows your professionalism and your willingness to adapt to their needs.

B. Better customer experience

Multichannel makes it possible to offer a better customer experience by adapting to everyone's preferences and consumption habits. Some will prefer human contact in stores, others the autonomy of e-commerce, and still others the simplicity of a mobile application.

By offering different channels, you give your customers the opportunity to interact with you in the way that works best for them, when they want. This flexibility greatly improves customer satisfaction and strengthens the relationship of trust with your brand.

Multichannel also makes it possible to offer a more complete and personalized service. For example, a customer can prepare their order online and then come and pick it up in store, while benefiting from the advice of a seller. This complementarity between channels enriches the shopping experience and builds customer loyalty.

C. Increase in turnover

Finally, multichannel is a great growth driver for your turnover. By making your products and services available on different channels, you capture a larger audience and automatically increase your sales.

Numerous studies have shown that multi-channel customers spend more than single-channel customers. They appreciate the convenience of being able to buy where they want and when they want, which stimulates their spending. On average, a multi-channel customer spends 2.5 times more than a single-channel customer.

In addition, a multi-channel presence makes it possible to multiply buying opportunities and to reach consumers at different points in their journey. For example, a customer can find a product on your Instagram account and then complete the purchase later on your e-commerce site. Each channel reinforces the presence of the others and contributes to increasing the average basket.

Key steps to implement a multi-channel strategy

A. Identifying your target

The first step to a successful multi-channel strategy is to properly identify your target. It is essential to understand who your customers and prospects are, what are their consumption habits, their preferences in terms of communication and purchase channels.

To do this, you need to collect and analyze relevant data about your audience. You can rely on:

- Your internal customer data (CRM, purchase history...)

- Market studies and polls

- Demographic and behavioral data (age, CSP, place of residence, digital uses...)

The objective is to draw up a robot portrait of your target, to segment your audience into different personas in order to be able to adapt your multi-channel strategy according to the profiles identified. For example, you will not choose the same channels or the same messages depending on whether you are targeting hyperconnected urban youth or rural seniors.

B. Choosing the right channels

Once your target is well defined, you need to choose the most relevant channels to reach them. It's not about being present on every possible channel, but about selecting the ones that best fit your audience and your goals.

Your choice should be based on several criteria:

- The uses and preferences of your target: where are your customers and prospects? What channels do they use on a daily basis?

- The nature of your products and services: some channels are more suited to certain types of offers (for example, e-commerce for standard products, the store for products that require advice...)

- Your goals: do you want to gain notoriety, generate traffic, convert more customers? Each channel will have different advantages.

- Your budget and your resources: some channels require more investments than others, in financial but also human and technical terms.

The idea is to find the right balance between the different channels, according to their complementarity and their potential. Feel free to test different combinations and adjust your mix according to the results obtained.

C. Deploying your strategy

Once your channels have been selected, it is time to take action and to concretely deploy your multi-channel strategy. This may involve different actions depending on the channels chosen:

- Open a physical store

- Create an e-commerce site

- Develop a mobile application

- Set up email marketing campaigns

- Manage accounts on social networks

- Participate in events...

The important thing is to ensure coherence and complementarity between all these contact points. Your customer should have a smooth and unified experience regardless of the channel used. This involves harmonizing messages, visual identity, sales processes and customer service.

Also, consider adapting your communication and content to each channel. For example, your messages will be shorter and more visual on Instagram, longer and more detailed in a newsletter. Each channel has its codes that must be respected in order to be effective.

D. Analyzing the results

Finally, don't forget to set up monitoring and analysis tools to measure the performance of your multi-channel strategy. It is essential to track key indicators for each channel:

- Traffic generated

- Conversion rate

- Average basket

- Engagement rate (for social networks)

- Open and click rates (for email)

- Etc.

This data will allow you to identify the most efficient channels, those that require adjustments, and the possible synergies between the various contact points. In this way, you will be able to continuously optimize your strategy and your investments.

This analysis can also lead you to consider an evolution towards a cross-channel or omnichannel approach, to further strengthen the integration of your channels and offer an ever more fluid experience to your customers.

Focus on multi-channel prospecting

A. Definition and objectives

Multichannel prospecting is a variation of the multi-channel strategy applied to the search for new customers. It's about using different communication channels to connect with prospects, qualify them, and convert them into customers.

The objective is to multiply the points of contact to maximize the chances of reaching your target audience and generating commercial opportunities. By diversifying approaches, you increase the scope of your prospecting actions and adapt to the preferences of each prospect.

Multi-channel prospecting also makes it possible to strengthen the impact of its messages by creating synergies between the various channels. For example, a prospect who receives an email and then a phone call will be more likely to remember your offer and respond positively to it.

B. Preferred channels

For effective multi-channel prospecting, it is recommended to combine complementary channels, adapted to your target and your offer. Among the channels to be preferred, we can mention:

- Email: emailing remains an essential part of BtoB prospecting, making it possible to reach a large number of prospects at a lower cost. Consider personalizing your messages and offering value-added content.

- The telephone: the telephone call makes it possible to establish direct and personalized contact with the prospect. This is an opportunity to qualify your needs, to present your offer and to get an appointment.

- Social networks: LinkedIn is particularly suited to BtoB prospecting, making it possible to target specific profiles, to enter into relationships and to share content. Twitter and Facebook can also be used depending on your sector.

- SMS: less intrusive than a call but more direct than an email, SMS has the advantage of being read quickly and can encourage immediate action (reminder, click on a link, etc.).

- Postal mail: less used, mail can however stand out in congested letterboxes and provide a more personal and qualitative touch.

- Events: fairs, conferences, webinars... Events allow you to meet your prospects directly, to demonstrate your expertise and to build relationships.

The idea is to find the right combination of channels based on your audience and resources, and to use them in a coordinated way to create a coherent prospect journey.

C. Best practices and tools

To optimize multi-channel prospecting, it is important to follow some best practices:

- Segmenting its prospect base to adapt its messages and channels

- Personalize your communications as much as possible to create engagement

- Offer relevant and useful content at each stage of the prospect journey

- Establish multi-channel recovery scenarios to multiply contact points

- Use CRM and automation tools to gain efficiency and responsiveness

- Analyze its results by channel to optimize its actions and its ROI

The ideal is to invest in powerful software that allows you to perform all these tasks at the same time. This is the case with Hublead, an innovative solution that simplifies and automates your multi-channel prospecting.

How does it work?

Hublead is a tool that gives you access to an intuitive and uncluttered interface. This tool allows you to launch prospecting campaigns on various channels such as LinkedIn, Twitter and email, all from a single platform.

To get started, log in and import (or not) your list of LinkedIn contacts or prospects. Then, choose from predefined sequence templates, or create your own custom sequence based on your target and goals. These sequences make it possible to automatically send a series of messages adapted to the behavior of each prospect.

A major advantage of Hublead is its ability to personalize your communications. You can create tailor-made messages, avoiding generic formulas that may be perceived as spam. The tool helps you find the right tone and the right arguments to capture the attention of your targets.

Once your campaign is launched, Hublead sends your messages at the days and times of your choice, and automatically tracks responses. As soon as a prospect interacts with your message, they are removed from the sequence to avoid overloading them, but stays in your database for your next actions.

By choosing Hublead for your multi-channel prospecting, you benefit from a number of advantages:

- Considerable time savings thanks to the automation of repetitive tasks

- An optimized organization of your campaigns, with an overview of all your channels

- Precise targeting to identify the best prospects and personalize your messages

- Detailed statistics to analyze your performance and optimize your actions

- An all-in-one solution, which centralizes all your prospecting tools in one place

With its advanced features and user-friendly interface, Hublead is the ideal ally to boost your multi-channel prospecting and develop your customer portfolio. By combining the power of automation and the relevance of personalization, you have a complete tool to generate qualified leads and grow your business.

Don't wait any longer to test Hublead and see for yourself the impact on your prospecting! Thanks to this innovative tool, you have all the keys in hand to set up an effective multi-channel strategy and get a head start on your competitors.