Using a multi-channel advertising strategy to market your business

Once you launch a new website, if you aren’t actively engaged in marketing, growing and refining that website, you will hear crickets. You need a digital marketing plan that takes a holistic look at your business, services and market to engage with your prospects and bring in new leads.

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The elements of a marketing plan

Marketing plans are not one dimensional… they have many facets to them. They are dynamic and – when implemented correctly – fast-moving.

And every good marketing plan starts with a solid brand strategy. Without a clear definition of who you are, what you stand for and what you offer the market, even the best marketing plan will fail. Your brand strategy drives every corner of your website and digital marketing.

Once you have defined your brand strategy and have clear and consistent messaging, there are three key elements that should be part of your marketing plan.

1. Content. These are the keyword-rich blogs, case studies, articles and other pages on your website that will ensure you are found on Google by the right people.

2. General marketing. Newsletters and social media form part of your general marketing mix up. Whatever marketing you are doing, you want to drive potential customers straight back to your website.

3. Paid advertising. Think of advertising as a support structure for your overall marketing strategy. It amplifies your message to put you directly in front of potential customers.

Woman typing on her laptop with icons

Multi-channel advertising campaigns

The advertising element of your digital marketing plan is about amplifying your reach to make you more visible to the audiences who are already aware of your brand or service and to audiences who don’t yet know you exist.

And we do that through a multi-channel approach. It’s not enough to pop up some Google or Facebook ads and hope for the best.

Different tiers or layers of your multi-channel advertising will target different audiences… and across every touchpoint, you need to ensure a consistent message and cohesive experience.

Multi-channel advertising campaigns have three layers:

1. Search advertising to make you more visible to customers who are looking for your brand or service

2. Display advertising to retarget potential customers who have visited your website but not yet purchased from you or become a customer

3. Native advertising to reach new audiences who fit within your ideal target market

Each layer has a different role in your overall strategy… and they all combine to enhance your marketing efforts and brand strategy.

Man typing on his mobile phone with search bar icon

Search advertising

When you look at the Google search results – depending on what you are searching for – the first three or four results will be ads. They look like regular search results but they have the word Ad bolded at the beginning of the heading. This is Google search advertising.

If a customer is searching for your brand or a service that you offer, search advertising gives you the ability to appear in that prime real estate at the top of the search results.

It can take time for SEO to start really pumping on a new website, so this search advertising is critical for building your brand awareness as you move up the Google search rankings.

Search advertising is about visibility… and it is a crucial foundation of your multi-channel advertising strategy.

Man wearing an eyeglasses serious working on his laptop

Display advertising

Have you ever felt like a business is following you? You visit their website to check out their services and then for the next few days or weeks, every time you visit a news site or open your social media you see banners advertising that business. That is display advertising or retargeting.

Retargeting uses a pixel that you install on your website to track people who visit. You can then target advertising specifically to those people. Display advertising – i.e. a banner – is the most effective way to do this as it is a visual brand reminder to your potential customer.

A potential customer will need to have at least 11 touchpoints with your business before they make a decision to purchase from you. Those touchpoints can be visits to your website, reading your newsletters or social media posts or seeing your banners and advertising on their daily travels around the web.

Native advertising

Display and search advertising target customers who either know about your brand or service or have recently visited your website… but there is a whole pool of customers out there who don’t even know you exist!

Through your brand strategy, you know who your ideal clients are. You have identified your target market and you know what their problems are… and how your products and services solve those problems. With this next level of advertising, we reach out to those people to introduce you to them.

The reason why native or content advertising works so well for this audience is that straightaway you are showing your knowledge and experience. They don’t know your brand – and they may not even know they need your services yet – but through native content advertising, you are using your blogs or videos to demonstrate how you solve their problems.

Take your marketing to the next level

At Brilliant Digital, we implement multi-channel advertising campaigns for our clients every day. We build a brand strategy with a killer website to support the brand and then create a digital marketing plan that drives results.

Contact us to discuss how we can help take your business to the next level… like we have done for hundreds of other happy clients.

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    Brilliant Digital has been amazing! They provided a very professional and high-quality service. They understand the niche areas to target when building websites, which has helped make our website a Ferrari with a strong engine, rather than something that looks good but doesn’t bring in the clients. Thank you, Brilliant Digital!

    Matthew Guy

    Accounting For Good has been working with BD since late 2018 – starting with a website refresh and snazzy update to our logo. They’ve curated a solid website with great SEO. I can write, but it’s easy to get distracted and forget to write your content, so outsourcing is such a great option. I *love* our BD content writer – it’s a real partnership. She understands our business and gets the tone I want so spot-on that I think she can actually read my mind.

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    Accounting For Good

    Brilliant Digital has helped me grow my family business. Once we developed a fully functioning, professional and productive website, we doubled our client base, and we continue to have consistent inquiries. We will definitely be continuing our professional relationship with Brilliant Digital and use their services for our future endeavours.

    Michael Rahn
    Power with Purpose

    Positive: Professionalism, quality, responsiveness

    Brilliant Digital has a wonderfully friendly, helpful and knowledgeable team and has been invaluable to my business.

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    Ian Donald Optometry

    Our business website was looking dated and needed a revamp, and we weren’t happy with our current website managers, so we shopped around and were immediately drawn to Brilliant Digital. We set up a meeting and a few weeks later had a great new website, and we’ve had great feedback from clients since about the new look. The website has no doubt drawn new customers to my business and I feel that it has been worth every cent spent.

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    Step Up Group

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    Playoust Churcher

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    Janelle Dixon
    Facilities First

    We are a very busy medical practice that recently engaged Brilliant Digital to develop our website and online presence.

    Straight away we realised we had found someone with invaluable marketing experience, who explained in plain speaking the pitfalls and advantages of the online world.

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    Glebe Family Medical Practice

    When we came to Brilliant Digital, the selling point for us was the strategy. It wasn’t just about building a website; it was about having a philosophy.

    Hugh Edmunds
    Edcon Steel