Case Study: The Power of Multi-Channel Advertising
June 27, 2023
Multi-channel advertising is like a secret weapon for small businesses, especially when we’re talking about digital. It’s kind of like being at a party and having conversations in different rooms.
Paid search is great for when someone is already looking for what you offer — it’s like they’ve asked a question and you’re right there with the answer. Social media advertising lets you be where people are hanging out and having fun. And digital TV? It’s like putting on a show — your brand takes center stage.
Now, it’s not just about being everywhere; it’s about being smart with your choices. Imagine you’re that person at the party again. You don’t want to barge into a room where everyone is talking about sports if you’re there to discuss fashion. It’s the same for your business.
You need to figure out which digital ‘rooms’ your audience is in and what they want to talk about. Selling artisanal coffee? Instagram might be your best bet. Offering accounting or bookkeeping services? LinkedIn could be the place to be.
Let’s talk about fine-tuning. You wouldn’t keep telling the same joke at the party if no one’s laughing, right? Optimizing your campaigns is just like that. Digital advertising gives you heaps of data – it’s like instant feedback.
Keep an eye on things like how many people are clicking on your ads and how much you’re selling. If something’s not working, don’t be afraid to tweak it. Just like steering the conversation in a different direction when you see people’s eyes glazing over.
Multi-channel advertising is an awesome way for small businesses to get in on the digital party. It’s about knowing which channels are the best fit for your audience, and not being afraid to refine your approach to maximize your impact.
Online retailer maximizes success with multi-channel advertising
One online retailer saw the power of a targeted, strategic multi-channel advertising campaign for themselves.
In just the last 30 days, they saw tens of thousands of impressions, thousands of clicks and dozens of conversions.
And as you can see, their advertising efforts across search engines and social media have played a significant role in their success.
Compared to their advertising performance during the previous 30-day period, they saw an 846% increase in impressions, a 132% increase in clicks and engagements, and a 166% increase in conversions.
How did they do it?
The first thing this online retailer did to drive success with their digital advertising campaigns was to choose the right channels.
On Google, they ran paid search campaigns, bidding on long-tail keywords that describe their specific product to a T. This helped them get in front of people actively searching for what they have to offer.
They also ran branded ad campaigns on Google. By bidding on branded keywords, like their own business name, they got in front of people searching for them by name (and therefore, highly likely to convert!).
On Facebook, they focused on building brand awareness and trust with their potential customers.
By boosting their Facebook posts, they were able to get their message across to a much wider audience, expand their customer base and become a recognizable brand.
Finally, they ran digital TV ads, helping them reach their target audience while they stream their favorite movies or catch up on the latest episode of their favorite series.
Conclusion
By choosing the right advertising channels, targeting the right audience and optimizing their message, this online retailer was able to make the most of their ad spend and maximize their ROI. With the right strategy, multi-channel advertising can be incredibly powerful for a small business.
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Account M38227
Screenshots taken on 6/27/23
*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.
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