Executing a Successful Layered Marketing Campaign

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Consumers are bombarded with a lot of marketing messages every day – at home, on their commute, through social media, podcasts, blog posts, or on print media. They are constantly consuming messages, often without realizing it. And if your brand campaign has to make your target consumers sit up and listen, then brand recall is vital.

This is by design.

Brand recall happens when your brand message continuously reaches the target customer at different touchpoints. To maximize impact, it’s essential to use different mediums that speak the brand message to the prospect, especially when you want to prime them to take action.

This could be via push notifications, ads, print media, podcasts, or social media messages. This process is called layered marketing.

What Is Layered Marketing?

Customer journey is an integral part of marketing where you engage and nurture customer touchpoints. Because it takes as many as 7 to 12 interactions for your customer to know, like, trust, and eventually purchase from you, it’s important your message isn’t lost at any stage.

Layered marketing is primarily the use of different marketing channels strategically to expose your customer to your brand message multiple times with several touch-points.

This ensures that you send out your brand message consistently across channels that your prospects are most likely to be active on. Because your message runs simultaneously across different mediums, the expected reach and impact are much higher.

Where Can a Layered Marketing Campaign Be Used?

A layered marketing campaign is typically used in brand campaigns, irrespective of the medium. It may work in silos – for example, you may restrict your campaign to just social media for a new product launch, or you may use this in tandem with a blog, video content, or sponsored posts for an upcoming sale (like Prime Day).

Take an example of a social media campaign. New product launches, or discount campaigns are typically coupled with dozens of message blasts across different times and channels.

A lot of these social media messages are automated and scheduled in advance so that the messages are posted at specific times of the day when your customer is active on the platform.

This contributes to higher recall, and consequently, better conversion on your campaign.

How Do You Execute Layered Marketing

Begin a layered marketing campaign by identifying the customer touchpoints, creating a consistent message, establishing tracking points, and measuring the impact. Repeat the entire process for all campaigns.

Create a database of touchpoints: The first step in layered marketing is creating a database of all the touchpoints where the customer meets your brand. It could be the website, call center holding messages , emails, offline or online advertisements, or social media.

Once you have the touchpoints mapped out, identify the different customer journey maps to the customer types in each channel. By doing so, you get a top-level view of where the content intersects with the right audience.

Focus on your message: The next step is devising a unique message that consistently resonates with the mission, vision, and company values. Let the message speak to the audience in jargon-free and straightforward language.

Doing so enables faster actions like liking your content, reaching out to your sales team, or closing a purchase. By consistently focusing on removing friction with your product or service, there’s a lesser chance of customers switching brands.

Establish unique tracking points:  While it’s easy to conclude a failed campaign would have multiple reasons, layered marketing can ensure your message is doing the job for each medium. For this, create unique tracking points for your audience.

With a new product, try to set a unique tracking code. With this, it is easier to know what works and what needs to improve. If a PPC campaign is next on the radar, create a unique landing page to track the performance for that period. If you have a radio ad campaign, perhaps try a unique discount code for your listeners.

Build a consolidated dashboard: As a small business owner, setting unique tracking points is the key to keeping a keen eye on results. Rely on Google Analytics or a consolidated dashboard that can give you a broad overview of where your campaign is headed.

When you pull data from different sources in the consolidated dashboard, it ensures you are not slipping on critical information during the campaign phase. With real-time data, you are equipped to tweak campaigns without delays.

Monitor and track: If you are an agency that does layered marketing for many clients, a custom dashboard can work well to track data points from different sources. There are plenty of ways to do so.

One way is using Zapier to connect platforms to make it work. Others involve using the platform API to build something similar.

If an API makes you feel it is too technical for you, you can read up on an API and how it can help you without the jargon associated with it. A few handy API tools are all you need to get started.

Benefits of Layered Marketing

Brand Awareness: By consistently investing in layered marketing, your content creates brand awareness leading to a better click-through. Doing so increases the chances of lead generation.

Generate Leads with Less Effort: Because your message always conveys how and why your business is the right fit, lead generation is not cumbersome. Instead, layered marketing works like your sales generation machine.

Building Authority: Since your leads are consistently tuned in to your message, it positions your brand as an authority and leader. It works well to allow for future business opportunities in the form of partnerships and collaborations.

Conclusion

When your campaigns are fighting with other brands for customer’s attention, equipping your business with layered marketing can create the right impact. Brand awareness and building authority are the key outcomes of investing in layered marketing.

And irrespective of the stage at which your business functions, you can ensure your business gets the right visibility and retains passive watchers to active leads and potentially loyal customers in time.

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