Of course, it’s not enough to know and be on the sales channels that your customers are shopping on. You also must market to them correctly to drive that revenue on those channels.
The channels you choose to be on also must drive action at each stage of the marketing funnel, from awareness to conversion, to customer retention.
This means making sure you’re showing your customers your business in the right place at the right time with the right message. Facebook ads to television commercials, making your money count by being aware of where your audience is, and marketing correctly on each channel, will either help or hinder your audience in getting through your marketing funnel.
The point isn’t to advertise everywhere (we all know companies who just are adding noise to every channel) but rather to develop a marketing strategy that meets the needs of the specific audience you're targeting. For example, if you’re a hotel, you may share that you have a free continental breakfast on a billboard on the side of a highway, but focus your social media ads on sitting by the pool during an upcoming spring break.
Once again, knowing your audience, and why and how they shop, is a core component of delivering messaging that drives awareness, engagement, and conversion. When you consider adding new marketing channels, ask who you’re reaching and why you’re reaching them—as opposed to just thinking you need to be on the latest and greatest platform.
Finally, connecting internally to synchronize messaging is also important to your strategy. If certain teams manage certain channels (for example, marketing handles email campaigns, while social media is handled by social strategy teams) the result can be confusing, ambiguous messaging leaving a customer to wonder what a brand really stands for.