A “multi-touchpoint campaign” is a strategic campaign consisting of various interactions that collectively work together to deliver a message to the desired audience pool. It is an effective approach to consider when looking to efficiently get in front of and influence an audience.
Like with any type of campaign, the ultimate objective is to drive results based on your business goals. And the more familiar your audience is with your brand, the easier it is to do so. That’s why a multi-touchpoint campaign can be so impactful – it allows you to promote your business across different channels so the audience establishes awareness, recognition, and eventually interest.
When looking to kickstart your next multi-touchpoint campaign, it is critical to be thoughtful with your approach. Think about how you can take your audience on an engaging journey. Before jumping into implementation, take the time to think through a cohesive strategy. Explicitly detail each step of the journey in a marketing workflow so it is clear 1) what the touchpoints are, 2) when the user is expected to reach the touchpoints, and 3) what tactics are being used for the touchpoints.
Some tactics to consider for your multi-touchpoint campaign:
1. Email. A commonly-used tactic no-doubt, but when executed properly, email can be a strong way to communicate with your audience. Utilize email marketing, with platforms such as MailChimp, HubSpot, or ActiveCampaign, to send hundreds of emails at once to your desired audience with the click of a button. Not only is email a good way to initiate a multi-touchpoint campaign but is an effective tactic to also use towards the end of the workflow as a reminder. Just don’t forget that the calls-to-action within the emails need to be compelling to encourage engagement with the rest of the touchpoints. Incorporating incentives (e.g. receive 10% off once you do X) is a great way to engage with your audience.
A multi-touchpoint campaign that utilized an HTML, design-focused email with an incentive to play a game and win a prize, experienced an open rate of 56%, more than triple their industry average of 17%.
2. Paid Search. Paid search via Google Ads provides another opportunity for getting in front of your desired audience. Unlike email, this tactic is part of an inbound marketing approach, where your ads will only appear when users are actively searching your business offering (outbound marketing pushes the message in front of the audience).
3. Physical Touchpoints. Incorporating tangible touchpoints into your workflow is a great way to cut through the digital noise. This traditional marketing tactic has considerable value – especially now – given how digital-heavy our current environment is. Physical touchpoints can take on many forms – a postcard, a packet, or even a promotional item. If you are looking to make a statement, sending a promotional item that would require your audience to receive a large package will do the trick. Who doesn’t love to receive packages, am I right?
A multi-touchpoint campaign that utilized a physical touchpoint chose to send a promotional item to individuals that won the game they were encouraged to play. This wasn’t the last step in the workflow, however. The promo item had an NFC (Near-Field Communication) chip, which is a form of wireless data transfer that allows a user to access information by simply tapping an NFC-enabled device over the product. This NFC chip took the audience to the next touchpoint within the workflow – adding another layer of uniqueness into the campaign.
4. Gamification. Its been mentioned it a few times now, but developing a custom gaming experience will help to make you stand out from your competitors. Get creative, make it fun. The goal is to create a unique interaction for your audience that they will remember, so, in turn, they remember your business.
5. Social Media Advertising. Alongside email and physical touchpoints, social media advertising serves as an effective channel for getting in-front-of your desired audience. You can create custom audiences based on 1st Party Data, or you can choose “off-the-shelf” behavioral and interest-based audiences that match the personas of the audience you’re looking to reach.