The Digital marketing mix: Why multi-channel presence triples customer value

Amy Yaley
Ward Media

What is Single-Channel Marketing?

Single-channel marketing means putting all your efforts into one marketing method. Think of a restaurant that only advertises on Facebook – they're missing potential customers who prefer Instagram, email, or local search.

In today’s hyper-connected world, small and medium businesses in North Central Washington face a unique opportunity: the ability to leverage digital marketing across multiple channels to maximize customer engagement and value. Studies show that customers engaging with brands across three or more channels spend an average of 300% more compared to single-channel users. Building on the ideas explored in last month’s article, "From First Glance to First Click," which highlighted the importance of multi-channel awareness, we now dive deeper into how your business can develop a cohesive multi-channel strategy.

The 300% spending increase: Understanding multi-channel customer behavior

Why do multi-channel customers spend more? The answer lies in their deeper engagement. These customers encounter your business in different contexts – on social media, email, your website, or even through paid ads. Each touchpoint reinforces your message and keeps your brand top of mind. Multi-channel customers also tend to be more loyal, as consistent exposure builds trust over time.

For example, a customer who sees a Facebook post, clicks on an email promotion, and later visits your website to make a purchase is far more engaged than someone who encounters your business only once. By building a cohesive strategy that spans multiple platforms, you can tap into this lucrative behavior.

Creating seamless cross-platform content

The key to multi-channel success is consistency. Customers should have a seamless experience, regardless of the platform they’re on. Start by crafting content that can be adapted across channels while maintaining your brand’s tone, style, and messaging.

For example, a blog post can be repurposed into bite-sized social media updates, an infographic, or a segment of your email newsletter. By tailoring the format to fit each platform while preserving the core message, you ensure your brand feels cohesive and professional.

Identifying your most valuable channel combinations

Not all channels are created equal. The right combination depends on where your customers spend their time. Analyze your audience’s behavior to identify the platforms that yield the highest engagement. For example, if your audience is active on Facebook and Instagram, focus your efforts there. If your website analytics show high referral traffic from Google, prioritize SEO and paid search ads.

A combination of two to four well-chosen channels often delivers the best results for small businesses, as it balances reach with manageability.

Mobile-first, but not mobile-only: Balancing your approach

In North Central Washington, as in the rest of the world, mobile usage is skyrocketing. Mobile-first design is no longer optional—it’s essential. Ensure your website is mobile-friendly, your emails are easy to read on smartphones, and your ads display well on smaller screens.

However, don’t overlook other devices. Desktop usage still accounts for a significant portion of purchases, particularly for B2B transactions. A balanced approach ensures you’re meeting customers wherever they are.

Using data to track cross-channel customer interest

Data is your best friend in a multi-channel strategy. Tools like Google Analytics, social media insights, and email marketing platforms provide valuable metrics to help you understand customer behavior. Track metrics like:

• Which channels drive the most traffic
• Conversion rates for different platforms
• Engagement levels for various types of content

By analyzing this data, you can refine your strategy, allocate resources effectively, and double down on the channels delivering the highest ROI.

Optimizing content for each platform while maintaining brand consistency

Each platform has its unique strengths, and optimizing content for those strengths can significantly boost performance. For instance:

• Social Media: Short, engaging visuals or videos with strong calls to action.
• Email: Personalized, value-driven messaging with clear subject lines.
• Website: In-depth, evergreen content like blogs or FAQs to educate and convert visitors.

Despite the differences, your brand voice and visuals should remain consistent across platforms. Consistency builds trust and ensures that customers recognize your business wherever they encounter it.

The Path to higher customer value

For small and medium businesses in North Central Washington, a multi-channel digital marketing strategy is a game-changer. By understanding multi-channel behavior, creating seamless content, leveraging data, and optimizing your efforts for both mobile and desktop users, you can drive greater engagement and unlock the 300% spending potential of your customers.

As emphasized in January’s column, "From First Glance to First Click," meeting customers across multiple touchpoints is essential for building awareness and driving action. Now, with a well-rounded digital marketing mix, your business can thrive in today’s digital-first marketplace.

Amy Yaley is the COO of Ward Media and the co-owner of Apple Capital Marketing & Northwest Swag Works. She can be reached at amy@ward.media.