Creating Consistent Copy For Multi Marketing Channels That Is Important To Your Brand

In a multi-channel marketing campaign, you must ensure that communication is consistent across the whole spectrum of your marketing endeavours.

1. Establish brand words
In order to ensure your messages are consistent, not only with each other but also with your core brand values, carefully consider the words you will use across all channels. Establishing and using a set body of brand words across your social media campaigns, emails and direct marketing efforts will strengthen your brand and help to ensure it is consistently communicating to your business customers.

It’s important to consider the style and tone used in each marketing channel. While the exact content of your copy will differ somewhat across channels, the overall qualities should remain the same. Using formal language in your marketing emails and then sending out a quirky off-beat message through social media may create brand confusion if it is not carefully done. This is where the aforementioned set body of acceptable brand words will really pay off: you should look to tweak the tone-of-voice between channels without sounding like a completely different brand.

2. Play to channel strengths
It’s important to define your key messages clearly from the outset and use the strengths of each channel to communicate these effectively. By identifying which of your brand messages are best suited to each channel you can boost their effectiveness.

Twitter, for example, gives B2B marketers the chance to get their message across in a single concise sentence of no more than 140 characters. This can be useful in giving your customers a quick heads-up on news and upcoming products. It’s also handy for quick-fire exchanges with customers. Using link-shortening tools can be a great way to direct Twitter users towards other websites, blogs or video sharing sites when you need to expand on the message. Email marketing, meanwhile, lends itself well to short snappy paragraphs with a series of meaningful headers, and can be supported by relevant images and videos that strengthen the message.

Twitter and Facebook, in particular, offer a great opportunity for B2B brands to communicate in a more direct, interactive and friendly way than traditional marketing channels like DM (bearing in mind the need to retain a standard lexicon for your brand).

3. Think strategy at all times
While each marketing channel has its own strengths and weaknesses, it is the coherence of your overall campaign that will determine the success of your digital marketing strategy. The purposes of your marketing efforts in each area should be underpinned by an overall strategy for increasing your brand’s visibility and bolstering its reputation.

When your brand’s values are communicated effectively and consistently across multiple channels, you provide your customers with a complete picture of what you’re all about and what you can do for them. On the other hand, if you communicate inconsistently or even contradictorily, you may confuse your target audience, leaving them unsure of what you’re offering.

4. Track your results
The key to an effective multi-channel campaign is keeping track of which marketing messages you are communicating, and where. In order to optimise your campaign for maximum results, it’s also necessary to monitor the success rate of each individual channel and hone your approach accordingly. Establishing a system for tracking and quantifying results is essential if you want your campaign to reach its full potential.

Once this system is in place, split-testing can be used to identify strong elements in each part of your campaign, and replace those that are under performing. In the world of Internet marketing, even tiny changes can make a difference, and taking the time to optimize your headlines and body copy according to what has been proven to work can really bring home the results.