Design Multi-Channel Outbound Marketing Campaigns in 8 Steps

Stat Alert: Businesses embracing a multi-channel outbound approach experience 287% higher purchase rates than those sticking to single-channel tactics. Impressive!

It’s 2024, and you need to change your traditional marketing framework. The winds are changing, and an economic downturn can happen at anytime.

So, you MUST be smart and quick in your B2B game. As such, ditch the inclination to stick to easy but old, worn-out, single-channel approaches. These methods are no longer sufficient to connect with your audience.

Instead, you must go ahead and leverage a dynamic strategy. Combine your email campaigns, social media interactions, offline activities, etc. In one word – go multi-channel.

Multi-channel outbound campaigns relieve you of the frustration of limited engagement or missed opportunities – common with a single-channel approach.

Let’s explore the secrets behind multi-channel success. Let’s also discuss why it's THE smart move for your business – and how to apply it in the post-recession landscape 2024.

What Are the 7 Key Benefits of Multi-Channel Outbound Marketing?

Have you ever wondered why the top players in the marketing game are going multi-channel? Let’s explain its seven primary upsides for a better understanding:

1. Expanded Reach: Imagine having diverse channels at your disposal. It's like offering decision-makers a buffet of options tailored to their preferences.

2. Unified, Personalized Experience: Paint a seamless brand picture by embracing consistent platform messaging. It ensures your audience gets an integrated and custom experience.

3. Targeted Approach: Hit the right note by tailoring your outreach based on where decision-makers feel at home. Be it LinkedIn for networkers or a classic cold call for those less social media-savvy, never miss a beat.

4. Higher Response Rates: Increase your chances of catching those big fish – your prospects. They're more likely to bite when your message swims across multiple channels.

5. Diversified Communication: Remember: Different channels, different strengths. Leverage them all to tell your story more effectively, meeting your prospects where they're most comfortable.

6. Data-Driven Optimization: Get the scoop on prospect engagement. Real-time insights from a multi-channel approach empower you to refine your strategies and reel in success.

7. Easier Attribution: Make tracking success a breeze with a multi-channel strategy. Know exactly which channel delivered the winning catch!

More channels mean influencing more B2B decisions. Buyers now juggle ten channels when making choices – are you there on all fronts?

Flexibility is critical in sales. If a lead isn't on Facebook, no sweat – reach out on LinkedIn or give them a ring. Multi-channel keeps your strategy agile.

What is the next step now that you're on the multi-channel bandwagon? Designing a campaign that’s resilient enough for 2024 and beyond. Let’s get started!

8 Steps to Design Multi-Channel Outbound Marketing Campaigns in 2024

Having uncovered the benefits of multi-channel outbound sales, let's now delve into actionable steps for a successful strategy:

1. Define Campaign Objectives

Marketers who set goals are 376% more likely to report success than those who don't. That’s why get specific about what you want to achieve. Are you aiming for lead generation, brand awareness, or a spike in conversions? The more precise your objectives, the sharper your campaign's impact.

Now, for setting smart goals, follow the SMART framework:

• S (Specific): Aim to enhance brand visibility across multiple channels. For instance, instead of a general goal to increase sales, specify targeting decision-makers through personalized LinkedIn outreach and targeted email campaigns.
• M (Measurable): Quantify your goals with metrics tailored to multi-channel success. For example, increase engagement by 50% through email responses, LinkedIn connections, and webinar registrations.
• A (Attainable): Ensure your goals are realistic and feasible within the scope of multi-channel strategies. Set targets that align with the capabilities of your team and available resources, avoiding unrealistic expectations.
• R (Relevant): Tie each goal to broader B2B outbound strategies, such as expanding market presence or nurturing leads through diverse channels. Goals should contribute to overall organizational success, emphasizing the importance of a cohesive multi-channel approach.
• T (Time-bound): Set deadlines for achieving specific milestones in your multi-channel campaign. For instance, increase lead generation by 30% by the end of the quarter. Have detailed monthly plans for email outreach, social media engagement, and targeted webinars.

2. Identify Your Target Audience

You wouldn't use the same message to talk to a CEO as you would to an intern, right? Similarly, your audience defines your game plan, and understanding them is critical to delivering a message that hits home. 

Campaigns directed at specific buyer personas are 3-5 times more effective. True story! So, dig deep. Who are your ideal customers? What keeps them up at night? To answer these questions, follow our eight steps:

• Research Industry and Trends
• Identify Demographics
• Analyze Psychographics
• Assess Customer Needs
• Study Competitors
• Collect Customer Feedback
• Refine and Segment
• Test and Iterate

Once the target audience is locked in, your messaging becomes a magnetic force, drawing in the right crowd. 

3. Select the Right Channels

Choosing the apt channels is critical while navigating the vast marketing possibilities. Ensure your selected channels align with your audience's preferences and campaign objectives for maximum impact. Here’s how:

• Synergize Online and Offline Channels

Blend digital and traditional efforts seamlessly to captivate your audience across every touchpoint. While digital channels are a powerhouse, don't underestimate the impact of offline activities. 

Consider industry events, direct mail campaigns, and local networking groups to amplify your online presence.

• Craft an Engaging First-Touch Email

Emails remain a force to be reckoned with. Elevate your first-touch email with the following elements:

• Personalization
• A compelling subject line
• A clear value proposition
• A persuasive call to action

This winning combination boosts open rates and drives meaningful engagement.

Personalized emails can generate six times higher transaction rates compared to non-personalized emails.

• Leverage Phone Calls for Personalized Engagement

Incorporate phone calls for a direct, personalized touch. Preparation is your secret weapon; establish rapport, communicate value, and practice active listening. This personal touch sets the stage for effective multi-channel engagement.

• Harness the Power of LinkedIn

LinkedIn is your playground for connection. Here, strive to create engaging content and actively engage with prospects. Plus, leverage direct messaging for personalized conversations. It's all about building meaningful relationships in the digital sphere.

9-Step Template for Multi-Channel Outbound Marketing Campaigns

Now that you understand the potency of leveraging diverse communication channels, let's get practical. Here's a comprehensive 9-step template guiding you through seamlessly transitioning from traditional campaigns to a dynamic multi-channel approach.

Get ready to 5x your revenue with our proven formula:

Let’s now check out an example using the above template:

Example

Campaign: Z New Product Launch

Objective: Introduce a new suite of tech solutions to key decision-makers in the IT industry.

Multi-Channel Campaign Sequence

• Step 1: Initiate Email (Day 1):

Subject: Up Your Tech Game with Our New Solutions

Introduction: 

Hi [Decision Maker's Name],

Body:

I hope this email finds you well. I wanted to introduce you to our latest innovation – ElevateTech Solutions. Designed to revolutionize how your IT infrastructure operates, our solutions offer cutting-edge features such as [Feature 1], [Feature 2], and [Feature 3].

I'd love to discuss how ElevateTech Solutions can specifically benefit [Company Name]. Are you available for a brief call this week?

Best regards, [Your Name]

• Step 2: LinkedIn Connection (Day 3):

Note:

Hi [Decision Maker's Name],

I came across your profile and was impressed by your expertise in the IT industry. As someone passionate about technological advancements, I believe connecting with professionals like you can lead to valuable insights and collaborations.

Looking forward to connecting, [Your Name]

• Step 3: LinkedIn Message (Day 5):

Content:

Hi [Decision Maker's Name],

Thanks for connecting! I noticed your interest in [Specific Interest from their LinkedIn Profile]. I am sharing how ElevateTech Solutions aligns perfectly with [Mention Their Interest] and could bring significant value to [Company Name].

Would you be open to a quick chat this week to explore this further?

Best, [Your Name]

• Step 4: Follow-Up Email (Day 7):

Subject: Quick Follow-up on ElevateTech Solutions

Introduction: 

Hi [Decision Maker's Name],

Body:

Have you had a chance to review the details about ElevateTech Solutions? I would love to hear your thoughts and answer any questions you might have. Let's schedule a brief demo or discussion at your convenience.

Looking forward to your response!

Best regards, [Your Name]

• Step 5: LinkedIn Profile Visit (Day 10):

No specific content – action involves visiting the profiles of connected decision-makers on LinkedIn.

• Step 6: Phone Call (Day 12):

Note: 

Before making the call, research your prospect thoroughly to understand their pain points, industry challenges, and potential opportunities.

Content:

Hi [Decision Maker's Name],

I've been impressed by [Company Name]'s work in [Specific Industry], and I believe ElevateTech Solutions can offer valuable solutions to [Address a Specific Pain Point]. Could we discuss this in more detail?

Looking forward to our conversation!

Best, [Your Name]

• Step 7: Follow-Up Email (Day 15):

Subject: Follow-Up: ElevateTech Solutions Discussion

Body:

Hi [Decision Maker's Name],

I understand you may be busy. Just circling back to our previous discussion about ElevateTech Solutions. Let me know if you have any further questions or are ready to move forward.

Looking forward to your response!

Best regards, [Your Name]

• Step 8: LinkedIn VOICE Message (Day 18):

Content:

Hi [Decision Maker's Name],

I've recorded a brief voice message to share some insights and address any questions you might have. Feel free to listen at your convenience by clicking [here]([Include a link to the voice message]).

Looking forward to hearing from you!

Best, [Your Name]

• Step 9: Humorous Email (Day 21):

Subject: Lightening the Mood – ElevateTech Solutions

Body:

Hi [Decision Maker's Name],

I hope this email brings a smile to your face! As we wrap up discussions about ElevateTech Solutions, I thought a bit of humor might brighten your day. Here's a tech joke for you:

"Why do programmers prefer dark mode? Because light attracts bugs!"

Feel free to reach out if you have any remaining questions or anything else you'd like to discuss.

Wishing you a fantastic day ahead!

Best, [Your Name]

4. Use Automation and Tools

Automated marketing takes care of the nitty-gritty tasks, leaving you more time for the creative sparks. Use automation tools to send emails, post on social media, and keep everything running smoothly. 

Plus, they're not just hard workers; they're data wizards. They track who's clicking on links, who's opening your emails, and what's working.

It allows you to tweak and optimize your content for maximum impact. It's like having a personal assistant, but way cooler.

5. Coordinate Across Different Channels

Ensure everyone in your team is on the same page.  Plan a synchronized schedule for your content across various channels to avoid a marketing cacophony. 

It enables you to deliver your message consistently. Hence, you can rest assured your audience hears the same brand voice, whether in an email, on social media, or elsewhere.

6. A/B Test and Optimize

Conducting A/B testing in your campaigns can help boost your conversion rates. It lets you experiment with elements – subject lines, visuals, you name it – to find the winning formula. 

Think of it as a friendly competition within your campaign elements, where the best-performing ones get the gold medal. So, let the testing begin, and watch your campaign evolve into a high-performing superstar.

7. Monitor and Analyze

Set up real-time monitoring and analytics for a live feed of your campaign's performance. It's like a GPS, guiding you with insights on where you excel and need adjustments. 

Again, remember, campaigns are ongoing processes. Hence, embrace iterative improvements by reviewing, tweaking, and optimizing your initiatives based on insights. Like gardening, nurture and adapt your campaign as it evolves, becoming more effective.

8. Conduct a Post-Campaign Analysis

Have you heard the saying, "It's not over until it's over"? Well, that holds for your campaign, too. After the last email is sent and the final call is made, it's time for a deep dive. 

Holding an analysis once your campaign is over enables you to reflect on what went well, what could be better, and what lessons were learned. It helps you gather insights that shape future strategies. 

So, grab your metaphorical magnifying glass, dissect the campaign's success, and document those golden learnings for a future encore.

Wrapping It Up…

Congratulations, you've now got the keys to unlocking outbound marketing success. You can follow our framework and witness your multi-channel campaigns hit the mark. However, remember to add value at every turn across your channels. Think of it as a journey where each touchpoint is a milestone, bringing you closer to your goals. 

Here's the cherry on top: Revnew makes this journey a breeze. With a few clicks, you can weave custom sequences across email, phone, LinkedIn, and manual steps – all in one platform. 

Feeling intrigued? Dive deeper into the world of Revnew and explore how our multi-channel sequences can elevate your outbound game. Learn more about our service by contacting our team here.