The reality is that you probably already know your demographic, the segments of people most likely to want to purchase your product. You’ve probably done studies and taken surveys about who is buying, who is considering buying, and who may be influenced to buy. You have identified who your best customer is and have targeted that customer in your acquisition strategy and process.
It’s time to take that information and ask the next question: how? How are these people most likely to buy? Do they sit in front of their laptops and use search terms on Google to find what they’re looking for? Are they in coffee shops or office cafeterias with a tablet and a latte? Are they scanning their smartphones on the commuter train? Do they sometimes do all of these things?
“The customer is always right” has never been a truer adage than it is now. The consumer is choosing preferred communication methods and the marketer who uses only one channel to reach that consumer is a marketer who isn’t going to be around for much longer.
Optimizing your website and your emails for multiple touchpoints is a great beginning, but analyzing all of the communications options at your disposal involves more than just optimization. What you need to do is develop a multi-channel communications strategy, using email, mobile, social media, direct mail, and the web to capture the attention of both your prospects and your customers.
Is it worthwhile? One study says that multichannel customers—those with whom you communicate via multiple touchpoints—spend three to four more times than do single-channel customers. So acquiring and keeping those customers is essential if you want to grow your customer base.