Multichannel Sequence Strategy | Complete Guide

The multichannel sequence strategy involves coordinating marketing efforts across multiple channels in a sequential manner to engage with customers at various touchpoints throughout their journey.

This strategy involves crafting a series of targeted interactions across different channels, such as email, social media, phone calls, and direct mail, to nurture leads, build relationships, and drive desired actions. 

You can create personalized experiences that resonate with your audience by using a combination of these channels and tailoring messaging to suit each platform.

If the multichannel sequence strategy is executed poorly, it can lead to inconsistent messaging, confusion among customers, and a loss of potential sales opportunities. Customers may become disengaged or frustrated, decreasing brand loyalty and negative word-of-mouth.

Importance of having a structured approach

Having a structured approach is essential in multichannel outreach for several reasons. 

• It maintains consistent messaging across channels, ensuring brand identity and audience trust.

• A structured approach helps with better campaign success rate, tracking progress and optimizing strategies for outreach activities.

• Additionally, by following a structured approach, you can maintain a clear focus on objectives and target audience. 

A structured approach makes it easier to boost efficiency and replicate successful campaigns. It helps you adapt your strategies based on market trends and business needs.

Understanding Multichannel Sequences Strategy

ltichannel Sequence Strategy is a plan businesses use to reach their audience through various communication channels over a period of time, in a coordinated and strategic manner. Instead of relying on just one channel like email or social media, businesses use multiple channels such as email, social media, SMS, and more to engage with their audience.

It’s about planning a sequence of interactions across various channels such as email, phone calls, social media, and webinars to reach and engage with the target audience effectively. The strategy aims to create a seamless and personalized experience for the recipients.

For instance, you may begin with an email introducing a product, then share social media posts showcasing its features, and finally, follow up with SMS messages offering exclusive discounts. This sequential approach ensures a unified experience for the audience across different channels.

Benefits of using multichannel sequences

Some of the apparent benefits of using a multichannel sequence are as follows:

• It enhances your reach by engaging with prospects across various communication channels, increasing the likelihood of connecting with them.
• It improves response rates and engagement by delivering personalized messages tailored to each channel’s strengths and audience preferences. 
• Multichannel sequences enhance customer experience by providing consistent messaging and facilitating seamless interactions across channels. 
• This boosts efficiency and scalability by automating the sequencing process, allowing you to manage multiple campaigns simultaneously and adapt strategies based on performance metrics.

Priority channels of a multichannel outreach strategy

Focusing on specific channels is essential for effective engagement in a multichannel outreach strategy. Two primary channels to consider are email and LinkedIn. 

Email allows for personalized messaging and direct communication, while LinkedIn offers a professional platform for networking and relationship-building.

The basic steps that involve starting a multichannel outreach campaign are: 

Lead nurturing

Warm-up in multichannel refers to the process of gradually establishing credibility and trust with your audience across different communication platforms before engaging in more direct or promotional activities. It involves building rapport and familiarity through consistent, non-salesy interactions, such as sharing valuable content or participating in discussions. 

Creating and warming up accounts involves several steps. First, let’s talk about LinkedIn warm-up. Eensure that your profile on LinkedIn is complete and professional. 

Next, engage with relevant content and connections to establish credibility and trust. Gradually increase activity, such as posting valuable content and engaging with others’ posts, to build visibility and authority in your niche.

Performance tracking

Tracking the performance of your outreach efforts is crucial for optimization. Utilize analytics tools provided by email and social media platforms to monitor open rates, click-through rates, response rates, and engagement metrics. 

Additionally, use CRM systems to track interactions and outcomes, allowing for personalized follow-ups and nurturing of leads. Regularly analyze these metrics to identify successful strategies and areas for improvement in your multichannel outreach approach.

Process of building multichannel sequences

Building effective multichannel outreach sequences is about strategically combining different communication channels to connect with your target audience in a personalized and engaging way. 

Here’s a guide to get you started, along with some examples:

Define your goals and target audience

• What do you want to achieve with this outreach (e.g., book meetings, raise awareness, promote content)?
• Who are you trying to reach (e.g., job title, industry, interests)?

Choose your channels

• Email: Ideal for longer messages, sharing resources, and nurturing leads.
• LinkedIn: Great for personalized outreach, connecting with professionals, and sharing thought leadership.
• Cold calling: Adds a personal touch and make real-time conversation with cold calling.

Other options: Depending on your audience, consider SMS, or WhatsApp

Craft your message for each channel

• Keep it concise and personalized, addressing the specific needs and interests of your target audience.
• Highlight the value you offer and why they should engage with you.
• Use a strong call to action (CTA) that tells them what you want them to do next.

Build your sequence

• Start with a warm introduction in a less intrusive channel like email or LinkedIn.
• Follow up with personalized messages across different channels, increasing urgency as you go.
• Include social proof, case studies, or testimonials to build trust.
• End with a clear CTA, offering to schedule a call, answer questions, or provide additional resources.
• Base your strategy on your deal size. For example: Large deal size may need a lot more engagement or lead nuturing before you add a calling step to your sequence
• In some cases, you might want to auto add or move prospects from one channel to another. For example: Add prospects to a LinkedIn or Calling campaign when the prospect opens your email for the 2nd time. 

Track and analyze results

• Use analytics tools to monitor open rates, click-throughs, and engagement metrics.
• A/B test different messages, channels, and timing to see what works best.
• Continuously refine your sequence based on data and feedback.

Examples of multichannel sequence

Let’s say your sales team intends to reach out to someone they think is ideal as per your ICP to pitch sales engagement solutions. And they want to reach out to the contact using different channels.

Now we will see how you can leverage multichannel sequences to reach out to a maximum number of audiences. 

Scenario 1: Email and LinkedIn Sequence

• Day 1: Send an email to the prospect about the sales engagement platform with personalization.
• Day 3: Send him a connection request on  LinkedIn..
• Day 6: Send another email reminder with testimonials or case studies related to the solution.
• Day 9: Check if the contact has accepted the request and follow up with a LinkedIn message with a reference to your earlier email message.
• Day 12: Send a final email reminder asking him about his interest in this regard

Sequence 2: LinkedIn and Email Sequence

• Day 1: Send a personalized LinkedIn connection request.Day 3: Follow up with an email containing detailed information about the solution.
• Day 6: Upon acceptance of the request, drop a LinkedIn message highlighting the key benefits of the solution. 
• Day 9: Send another email reminder with testimonials or case studies related to the solution.
• Day 12: Send another LinkedIn message with a final call reminding your email messages.

Sequence 3: Email, WhatsApp,  and Cold Calling Sequence

• Day 1: Send an email to Introduce yourself and your company briefly, highlighting a relevant case study or statistic related to improved sales engagement. Add a WhatsApp message after confirming they have WhatsApp for business purposes. Mention your name, company, and a brief reason for reaching out,
• Day 33: If the prospect doesn’t respond to the email, attempt a cold call. Briefly introduce yourself, mention your email, and ask if they have a few minutes to hear about how your solution can help them improve their sales engagement. .
• Day 6: Send another email reminder about and acknowledge their busy schedule. Briefly mention a specific pain point they might face in sales engagement and offer a free resource. Send a follow-up WhatsApp message based on their response to the first message. If they seem interested, offer to schedule a call or demo.
• Day 9: Attempt another call, reiterating your previous attempt and briefly mentioning the second email. Focus on the value proposition. If they haven’t responded on WhatsApp throughout the sequence, send a final message thanking them for their time and politely acknowledging their lack of interest. 
• Day 12: This is your final attempt. If you reach the prospect, thank them for their time and reiterate your offer for a consultation or a demo. 

Sequence 4: Email and WhatsApp Sequence

• Day 1: Introduce yourself and your company briefly, highlighting a relevant case study or statistic related to improved sales engagement. Offer a free consultation to discuss their specific challenges. Send a brief introductory message after confirming they have WhatsApp for business purposes (with their consent). Mention your name, company, and a brief reason for reaching out
• Day 3: If there’s no response to the first email, send a follow-up email acknowledging their busy schedule. Briefly mention a specific pain point they might face in sales engagement and offer a free resource. Send a follow-up message based on their response to the first message. If they seemed interested, offer to schedule a call or demo. If they haven’t responded, try a different approach, e.g., share a relevant industry statistic or ask a thought-provoking question 
• Day 6: If they haven’t responded throughout the sequence, send a final message thanking them for their time and politely acknowledging their lack of interest.

Note:

These examples include 2-3 channels for the sequence, but you can try to include multiple channels in a single sequence. But it is recommended to go slow & check how your channel combinations work.

Remember that if you choose to include LinkedIn outreach in your multichannel strategy, you must first establish a connection with the prospect before initiating communication. This process can take time and may require engagement with their content.

Best practices

Effective multichannel sequences require clear objectives, audience segmentation, and channel selection aligned with audience preferences. 

Some of the best practices are:

Know your audience: Segment your target market based on relevant factors, tailoring messaging and channel choices to their preferences.

Choose the right channels: Identify channels where your audience spends time, aligning selection with their behavior and communication habits.

Speak in one voice: Maintain consistent brand messaging across all chosen channels, ensuring clear and recognizable communication.

Time it right: Determine optimal timing and frequency for each channel, avoiding overwhelming your audience while staying present.

Personalize the journey:  Incorporate personalization elements to make your messages relevant and engaging for individual recipients.

Leverage technology: Integrate tools and platforms for streamlining communication and automating tasks, boosting efficiency.

Track and optimize: Analyze key metrics to evaluate your strategy’s effectiveness and optimize your approach for continuous improvement.

Final words

The multichannel outreach sequence strategy aims to engage with prospects across various platforms, ensuring a cohesive and personalized experience. Identify your TA, create cohesive content, automate outreach processes, and integrate channels for consistency. 

By following this structured approach, businesses can effectively reach prospects, nurture relationships, and drive conversions.

In our next module we will discuss in detail about various structure of multichannel templates.