Multichannel marketing is the use of several marketing platforms to interact with potential customers in several ways within the same marketing campaign. For example: Direct Mail + Direct Mail Voice + PURL + E-mail Campaigns would be a multi-channel marketing campaign. Everyone gets a letter. Some get an additional follow-up phone call, and others will also get an e-mail or two.
Multichannel marketing involves increasing the points of contact with customers, and reaching additional customer segments by providing access points that they prefer. Think of it this way, if you only had one prospect to work at a time, wouldn’t they get the most personal sales approach from you and wouldn’t you close at a much higher rate? Multichannel marketing does just that, it gives the prospect a personal experience throughout the sales process, and you don’t have to limit yourself to just one prospect at a time.
It’s now possible for you to send a mail piece to someone. Send them a voicemail just before your mail hits, letting them know who you are and why you are reaching out to them. At the same time, you can also get ads from your company showing up on their favorite social media site both at home and work on their computers and on their cellphones when they are messaging with friends or family. Add an e-mail to the mix and you have four ways of contact which will produce four times the results. And because they all have common content, you will build credibility into your offer, your company and yourself. You have the ability to get a very specific audience interacting with you and your company. Walk them comfortably and exclusively through your sales process and into your client follow up system after they have done business with you.
TagQuest Inc. Client Spotlight: Jason H., Maryland Mortgage Lender
►Program: Mortgage Insights
►Past clients being monitored: 2,500
►Match rate: 1.8 percent
►Applications taken: 18
►Closed loans: Six (with 12 more in the pipeline)
Highlights of the campaign that worked well for Jason …
“As a last line of defense to protect our past clients, knowing when they’ve had their credit pulled for a mortgage is the best time to call.”
Highlights that could appeal to others …
“An inexpensive addition to our follow up and the ROI from it is higher than any other follow up system or marketing campaign.”
TagQuest Inc. is a full-service marketing firm specializing in marketing for the mortgage industry. For more information, call (888) 717-8980 or visit TagQuest.com.
This article originally appeared in the November 2016 print edition of National Mortgage Professional Magazine.
