That's because today, your customers are everywhere, using a variety of devices to find what they want, and so you need to use whatever strategies you can to reach, engage and attract them‑whether that's advertising on Facebook, LinkedIn or Google, sending messages by text or email, creating and offering blog posts, videos, articles and other content they'll find interesting and relevant, or writing postcards or sales letters.
Relying on just one strategy, like attending traditional networking events, means you're probably only reaching a sliver of your potential market, leaving your competitors to gobble up the rest.
Worse, it exposes your company to enormous risk should public taste suddenly switch.
Using multiple marketing strategies is the key to short and long-term success. It's why at Digital Lighthouse, we use not one or two marketing strategies for our clients but many. And it works: take Andy James for example. Within one month of launching the marketing strategies we created for him, his company had taken over £100,000 in sales.
"When we went live we couldn't cope with the amount of leads and at the end of the first month we had taken over £100,000, and we can't see it slowing down," he reports.
The point of using many strategies is to reach your prospective and existing customers wherever they are and in the way they are most likely to pay attention to.
For example, some of your prospects may prefer to watch videos than read a sales letter or the copy on a web page so to capture their attention and interest, you need to offer your message in video format.
Your most important web pages (such as the Home page, Frequently Asked Questions page, Testimonials page and About Us page) must feature video if you want the people who prefer watching video to pay attention to your message.
The all-important landing page (where you convert strangers into quality leads) must feature a video and at least some of your Facebook and LinkedIn pages and email messages must contain video links.
Not everyone, of course, is a devoted video fan, so you need to use other ways to engage them. For example, many of your prospective clients probably spend hours on Facebook or LinkedIn every day which means the best way to reach them will be through highly-targeted Facebook or LinkedIn adverts and interesting, relevant posts.
As you can see, using a cohesive and multiple-strategy approach is going to generate many more high-quality leads than the single strategy approach could ever do.
Targeting users at different parts of the engagement funnel
Using multiple marketing strategies allows you to target your prospective and existing customers at different stages of the engagement funnel too.
For example, to capture the interest of those people who've never heard of your company before but who are looking for answers to an overriding question or for products or services like yours, you can use adverts on Facebook, LinkedIn and Google that sends them to a landing page or directly to your website's product or service page.
On the landing page, you can offer enticing free content like a report or ‘How to' video that answers a major problem or question they have. To get their hands on that content however, they must provide you with their email address.
Once you have their email address, you can then nurture the relationship over weeks or months until they're ready to buy, offering them information they'll find useful and relevant as well as the occasional sales push.
With email marketing, you can also segment your subscriber list and target those people who have bought once or even many times from you and offer them special deals or discounts to encourage them to take action.
Email marketing also allows you to re-engage with those dormant customers who haven't bought from you for a long time or perhaps never bought from you.
But what about the people who leave your landing page without taking up your original free offer?
Using a strategy known as ‘remarketing,' you can also recapture the interest of those people. With a remarketing campaign, they'll be shown your ads wherever they go on the internet. You can tailor your remarketing ads until you hit on exactly what those people want so that they return and hand over their email address.
Of course, remarketing also works for the prospective customers who land on your e-commerce site but who abandon their shopping carts before checking-out. The same principle applies: your ads follow them around the internet, reminding them of your product or offering them enticements to return to your website.
At the same time as these marketing strategies are working, you can be posting engaging content on Facebook or LinkedIn with links to a landing page that again, captures people's email addresses.
You can spread your reach by providing information to people within your social media networks that they'll want to share with their friends, followers or contacts.
While all this is going on, you can be sending postcards or sales letters to even more prospects, offering them discounts or special offers that entice them to pick up the phone or to go to a landing page.
You can be using Content Marketing (creating and recycling content then posting it on your website or blog and links to it from your social network accounts).
When used together, these strategies offer you countless ways to generate leads and convert them into repeat customers.
The possibilities are endless but only if you make the switch from a single marketing strategy approach to a multiple strategy approach.
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