Research by HubSpot has found that businesses using three or more marketing channels achieve 287% higher purchase rates compared to single-channel approaches. And according to a recent study by Google, companies with strong omni-channel customer engagement retain 89% of their customers.
Companies integrating social media, email marketing, and content marketing reported the strongest results, particularly when maintaining consistent messaging across channels.
You’ve got the eggs—that is, good content. (If not, we should talk.)
Now it’s time to put those eggs in more than one basket.
Why Channel Diversity Matters
Like a diversified investment portfolio, spreading marketing efforts across channels protects against disruption. When Apple’s privacy changes impacted Facebook advertising, for instance, companies with diverse channel strategies simply adjusted their mix while single-channel businesses scrambled to adapt.
Each channel serves a distinct purpose:
- Email marketing drives conversions through nurture sequences
- Content marketing builds authority through educational resources
- Social media creates community engagement
- Direct mail breaks through digital noise
- Search optimization drives organic visibility
Creating Strategic Content
Start with your strongest channel, then expand methodically while measuring performance. Content should be tailored to each platform’s strengths while maintaining consistent messaging.
Quality content serves multiple functions:
- Demonstrates expertise through data-driven insights
- Addresses specific pain points with actionable solutions
- Creates opportunities for conversations
- Supports self-service through knowledge bases
- Drives organic sharing and referrals
Measuring Impact
Track engagement metrics and behavioral data across channels to gauge effectiveness. Focus on relationship indicators like:
- Return visit frequency
- Time spent engaging
- Content sharing rates
- Lead quality scores (if using a CRM)
- Cross-channel attribution
Implementation: Best Practices
Successful B2B companies like Harrison Steel Castings demonstrate the power of research-driven content. Our targeted approach for them increased search impressions (160%) and clicks (25.6%) year-over-year through strategic keyword optimization and pillar page content development.
Here are some of the common pitfalls to avoid:
- Over-promotion instead of value delivery
- Inconsistent publishing cadence
- Neglecting full-funnel content needs
- Poor quality control and measurement
- Insufficient content distribution
Looking Ahead
Build a foundation of valuable content, distribute it strategically across channels, and continuously make improvements and adjustments based on performance data. With consistent execution, your business can build lasting customer relationships.
Ready to take flight with a winning strategy? Rare Bird can help your business soar.
You Might Also Like:
- The Strategic Power of Expert Communicators
- The Power of the Mid-Game Pivot
- What Really Matters When Choosing an Agency?
- Pillar Pages: Leveling the Playing Field for Smaller Businesses
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