Think about it.
How many times have you seen an ad for something before you decided that you wanted it?
If you’re like the rest of us, you probably even had a friend talk you into it, or did a pretty good amount of research before even making a consideration.
It’s the same with your marketing campaigns.
Nobody is going to buy from you using the sheer power of one message alone on a single channel,
It doesn’t work like that.
But, don’t worry.
In this guide, I’ll show how you can create multidimensional campaigns using the LinkedIn, Email and Facebook trifecta.
In order to make things easier, I’ll break down each medium’s special features and how they can play into your multichannel campaign.
This way you can figure out how each one feature can help supplement what you already have going on LinkedIn.
It’s only right that we start with LinkedIn.
There are several ways to use LinkedIn in a multichannel campaign, you can either use it as your starting point, as a lead prospecting tool, for lead nurturing, or to follow up with your prospect in the interim.
Being the largest professional social network in the world with about a quarter of a billion active users. It’s the platform of choice if you want to market professional products or services.
Here’s how you can use its features.
LinkedIn Posts
The LinkedIn post is the most powerful part of LinkedIn apart from your profile itself because it serves as a lead magnet to get people to your profile/
Learn more about LinkedIn post virality here.
The most common way to use LinkedIn posts is to drive traffic to your profile which serves as your landing page on the platform.
However, you can also use them in different ways if you’re implementing a multichannel campaign.
Best use cases
- Engage with the people that are on reacting to your posts and attempt to bring the conversation to another channel.
- Personally connect with people who reacted positively to your posts with a connection request.
- Use the post to host a lead magnet that will take them to a landing page where they can sign up to grab emails or a Facebook group that they can join.
LinkedIn Connection Requests
Be wary of sending too many connection requests. You want to send requests to people that you know to a degree. This is why we advise that there be interaction in the beginning.
Whatever you do, don’t sell on your first message.
You’ll come off as really spammy.
Best use cases
- Sending a connection request after engagement with a post.
- Send a connection request to people after you’ve gotten a recommendation from a common connection.
- Sending a request with an invitation for them to check out the rest of your content in your Facebook group.
- Send a request if you’ve already contacted the person via email, this helps you make a more casual connection on a different medium.
LinkedIn Company Pages
A company page on the platform acts as the personal profile of your organization. Although, we advise that you work on your personal profile first, having a loaded company page can help you make a difference.
They can be a secondary source of traffic for both your landing pages and your LinkedIn profile.
Best use cases
- Invite people who are following the company page to join your Facebook Group
- Engage with the people interact with company page posts just as you would with regular LinkedIn posts.
Facebook Custom Audiences
We like custom audiences because it allows growth hackers to reach their prospects via targeted ads without even having to directly interact with them on the platform.
All you have to do is to upload a list of emails on the Facebook Ads Manager, stick in an ad, and presto, you’ve got a brand recall or lead nurturing campaign in the works.
Combining custom audiences with any email campaign is the quickest way to create a multidimensional campaign.
Another great thing about custom audiences is the ability to use them as a jump-off point to create a lookalike audience. This is basically another list of people with the same demographics as the email list that you uploaded on Facebook.
You get to the benefit of increasing your reach easily while working with just a singular email list.
However, in a multichannel campaign, we use custom audiences in a different way.
Best use cases
- Brand awareness before sending an initial email.
- Lead nurturing and brand recall after targeting prospect initially via cold emails.
- Warming up cold leads.
- Reminding a prospect about a pending conversation on another medium.
Facebook Groups
LinkedIn Groups might exist but Facebook Groups are still the most dominant in the market today.
Why?
It’s because Facebook is regarded as a more casual place for people to lurk in. Groups on Facebook are more familiar and they serve as great places for people to share ideas.
Case in point: the BAMF Facebook Group.
It has over 5,500 members as of this time of writing.
This still remains to be one of the best platforms that we have to share ideas and interact with a lot of our clients and students.
Best use cases
- Host special giveaways only available in the group and promote them with your LinkedIn posts.
- Invite people to join your group via LinkedIn messaging.
- Use it to promote webinars and then get people’s emails via the sign up.
Email still going to be one of the kings of lead generation.
Why?
Because people are already used to it.
But, this doesn’t mean that you shouldn’t turn any email campaign into a multichannel campaign. Adding more channels to any email campaigns helps boost its power and take it to the next level.
A thing to note is to integrate your email campaigns with great CRMs that will help keep you organized.
Looking for Mailchimp alternatives this 2021? We’ve got you covered. Check out our list here.
Best Use Cases
- Consider using ads with custom audiences first on Facebook before you send your first message, this will help warm up your leads before the first touchpoint.
- Make it a habit to connect with people on LinkedIn after communicating with them via email, this will give you a way to talk to them more “casually” off-email.
- Promote your Facebook Group via email every now and then, this is another way to create a casual environment for prospects to hang out with you.
- Joining a prospect’s Facebook group after sending them an email gives helps build rapport between both of you. Also, it’s a way to communicate with them on Facebook.
Putting It All Together- Sample Campaigns
So, now that we’ve covered most of the features that we can take advantage of, let’s take a look at how we can combine everything to create – or turn your single-channel campaigns into – a multichannel campaign.
The Simple Add-Ons
The easiest way to create a multichannel campaign is to take any one of these mediums’ tools and add it an existing campaign that you have.
Say, for example, you’re running email outreach, you can easily just look for those people on LinkedIn and connect with them there.
It doesn’t have to be complicated at all.
Remember, the main reason we create multichannel campaigns is that they work to help people ease themselves through your sales pipeline.
It’s plain lead nurturing.
Custom Audience Ad on Facebook ➡️ Email Outreach ➡️ LinkedIn Connection
Here’s one campaign that’s helped a lot of people subtly warm up a prospect before reaching out.
The first thing you need to do is to create an ad with your email list on Facebook. This helps build brand awareness and create “pre-suasion” before you even reach out to them.
Once they’ve seen your ad a couple of times, you can now send out your outreach email knowing that they’re already mildly familiar with the services that you offer.
This enables your prospects to be more receptive to the message that you’re sending out.
Once you happen to get a reply from them, don’t be afraid to connect with them on LinkedIn after a couple of days. This helps you move the conversation to a different platform and get them talking in a more casual setting.
Engagement with LinkedIn post ➡️ LinkedIn message to join Facebook group ➡️ Email with special offer
This a great strategy to use if you have a post with a lot of engagements and interactions.
What you want to do is to get a list of all the people that interacted with the post and add them. If they accept, you can continue the conversation on the platform.
Say they’ve been warm during the first couple of conversations, you can now send them an invite to join your Facebook group to make sure that you can target them on another platform.
Get their email – plenty of ways to do that once you’ve gone this far – and then hit them up with an offer they can’t refuse.
Takeaways
The key thing to remember here is simple: multichannel campaigns are great if you want to nurture your lead through your sales pipeline.
However, you also need to keep your selling on a minimum.
There is still the temptation to try to sell to a prospect on three different channels at once.
Doing this will make you look pushy, or worse, spammy.
You want to provide value, be subtle, and just offer reminders that help guide a prospect.
The more gentle you are, the more they’re likely to buy from you.
Take it from us.
We use different channels to provide value to our prospects, but we never try to push a sale.
It doesn’t work like that.
