Multi-channel marketing creates multiple touchpoints that reinforce your message, engage prospects, and guide them through the buyer’s journey.
Here’s how to integrate online ads with email, direct mail, phone outreach, and doorknocking/driving for dollars.
1. Align Messaging Across Channels
Consistency is key to building trust and brand recognition. Ensure that your message, tone, and visuals are unified across all channels. For example:
If your online ads emphasize "Unlock Exclusive Property Deals," your email, direct mail, and phone scripts should mirror this messaging.
Use similar imagery and branding across channels for a cohesive look and feel.
2. Recommended Sequencing for Multi-Channel Campaigns
A well-timed sequence of marketing efforts ensures that prospects are engaged at every stage. Here’s a suggested framework, but keep in mind that not all tactics are required. Pick which work best for you and the resources you have available. But remember, the more you can get your brand and offering in front of a prospect, the higher your chances of conversion will be:
Step 1: Launch Online Ads (Day 1-5)
Target prospects identified through PropertyRadar.
Focus on driving traffic to a landing page or capturing initial interest.
Step 2: Engage with Email Marketing (Day 6-10)
Follow up with personalized emails for leads who interacted with your ads.
Include valuable resources, such as neighborhood property insights, market trends, or free consultations.
Why it matters: Email marketing delivers an average ROI of $36 for every $1 spent, according to Litmus, making it an essential follow-up channel.
Step 3: Complement with Direct Mail (Day 11-15)
Send postcards to both warm leads and broader prospects in your target area.
Use eye-catching designs with QR codes linking back to your website or online ads.
Why it matters: The Data & Marketing Association found that direct mail response rates are 5-9 times higher than email, making it a powerful tool for conversion.
Step 4: Conduct Phone Outreach (Day 16-20)
Call leads who have shown strong engagement, such as filling out a form or clicking on multiple links.
Use phone calls to provide personalized recommendations or schedule appointments.
Why it matters: InsideSales reports that 78% of buyers are willing to engage with phone outreach if it provides value and aligns with prior marketing touchpoints.
Step 5: Initiate Door Knocking Efforts (Ongoing)
Focus on neighborhoods with high engagement or interest.
At this point, the lead is not exactly cold, they’ve seen you across numerous channels. It’s time to close the deal - deliver personal face-to-face messaging reinforcing your online and offline marketing messages.