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Figuring out how to successfully market products and/or services in one channel, be it retail, the Internet, or a catalog, is always a challenge, especially if you are a small or mid-sized business. Marketing your business across two or more channels, however, can be two or three times as challenging — and can cost you customers and revenue if you don’t do it properly.
So to help small and mid-sized business owners develop or refine their multi-channel strategy, I (on behalf of Ecommerce-Guide.com) spoke with two small but very successful multi-channel businesses as well as several multi-channel marketing experts.
While not exhaustive (people hold two-day seminars on this topic), the article is a good starting point, filled with some great examples and helpful advice, for small and mid-sized businesses who want or need to work on their multi-channel strategy.
A couple of quick tips from the article:
* Create a larger branding story that tells the same story whether someone is shopping in your store, visiting your website, or looking at your catalog.
* Make it easy for customers to find your products regardless of which channel they are using.
For more great tips, go to “How to Create a Successful Multi-Channel Experience.”
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