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Identifying Goals and Objectives to Create a Multichannel Marketing Strategy

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Multichannel marketing is offering your customers more than one way to purchase or hear from you. It is also a way to reach out and engage your current or potential customers using a variety of formats like email, mobile, social media, direct mail and even public relations.  Multichannel marketing also can include partnering with other organizations or vendors who market directly to a relevant target audience.
While multichannel marketing is not a new concept, the number of channels available today is greater than it’s ever been and it can be a bit overwhelming. Deciding which mediums to use and how much money and time to be allocate to each channel is often a challenge, especially for small organizations with limited resources.
Furthermore, the legal profession, including vendors who provide services in this industry, have traditionally been slower to adopt these avenues of communication. Creating a multichannel marketing strategy can help you tackle these challenges.  It doesn’t have to be extensive or complicated, in fact, it can be simple.
In order to build a multichannel marketing plan it is important to identify your goals and objectives first.  Once that is accomplished you can then choose the channels you’ll use to reach your target audience.
Here are a few steps to help you identify your goals and objectives:

  1. What are you trying to accomplish with the channels you choose?  (i.e. awareness, education and/or sales, etc.)
  2. Who is your target audience and what communication channels are they familiar with? (i.e. age, gender, practice area, firm size, etc.)
  3. Who are your competitors and what are they doing? Consider their strengths and weaknesses as well as the strategies they use for marketing.
  4. What is the current state of your market and where is it going in the future?
  5. What is your Unique Selling Proposition? Consider what makes your product different or what you offer that is different. Look at cost, location or even the product itself.
  6. What facts and benefits about your product support your Unique Selling Proposition?
  7. Create a brand or theme that can be infused across all your marketing communications.  This will guarantee consistency and help with a campaign slogan.

ABOUT THE AUTHOR:
Amy Danziger Shapiro has been lecturing on marketing to legal professionals since she began her career in 1991. For additional information follow her on twitter @AmyDanShapiro or please feel free to connect with her on LinkedIn or via email.

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