A multi-channel approach is critical to the success of any online marketing plan.
Guided by analytics, businesses should use a variety of platforms to successfully promote themselves and their ideas. When effectively combined, social media, online/social advertising, email marketing, content development (blogs, videos, etc.) form the basis of a strong online presence.
MarketingSherpa, a research firm, makes this clear in a case study about SuperOffice. The European customer relationship management (CRM) software company competes against Microsoft and Salesforce.
However, it still managed to develop a strong online presence, and is found on the first page of Google results for many CRM-related searches.
Between 2013 and 2014, SuperOffice’s multi-channel strategy generated very impressive outcomes:
- 97% increase in organic traffic (website visits from ranking on Google searches)
- 43% increase in organic leads (organic traffic visitors who interact with the website)
- 108% increase in monthly blog readership
- 10,000 leads gained through the blog, guides, ebooks, and white papers
These are results any business should aim to replicate; especially as buyers continue to place more reliance on online resources to make purchasing decisions.
Attributes of a Successful Multi-Channel Online Marketing Plan
SuperOffice’s model for success reinforces the importance of developing an online marketing plan that takes advantage of multiple platforms.
- Blogging: The SuperOffice content marketing team targeted low-competition keywords. Since the keywords had little content written about them, SuperOffice was able to rank on Google by writing a detailed and engaging blog post. Organic traffic exploded when they began publishing a single 1,000-word post each week.
- Social Media: The team had different plans for each social media platform. Most of SuperOffice’s target audience was active on LinkedIn, but they devoted the most attention to Twitter. New content was shared up to six times during the week it was posted. As Google plans to index tweets, a Twitter strategy is more important than ever.
- Email: SuperOffice didn’t shy away from frequently emailing clients and prospects. After building a database of contacts who shared email addresses to access white papers, SuperOffice sent eblasts whenever new blog content was posted.
This case study does not necessarily illustrate new online marketing ideas: rather, it demonstrates the importance of developing a plan, sticking to it, and regularly reaching prospects through a variety of channels.
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