Back in 2019, the team at 99 Calls posted a blog that addressed how local service businesses could benefit by adopting a multi-channel marketing strategy: being present on multiple channels (website, ads, social media, direct mail, etc) so prospects can find you on whatever platform they search. (99 Calls Blog)
Fast-forward seven years, and the landscape has undergone significant evolution. Multi-Channel Marketing isn’t just a great idea today; it’s a necessity! In this update, we’ll review what’s changed, what remains the same, and where you should focus now, especially if you’re a local service business (plumbers, HVAC, electricians, cleaning, etc).
What’s Remained the Same
Definition & Value of Multi-Channel Marketing
In 2019, the article defined multi-channel marketing as “the strategy of communicating and interacting with prospects and customers across a variety of channels, such as website, online ads, social media, direct mail, email, mobile app, print ads, etc.” The core principles still hold: be visible in multiple places and be consistent, but customers now expect faster, more personal, and smoother experiences. Below is a plain‑language summary of what changed, what still works, and clear, practical steps you can take to improve your marketing efforts and results.
Core Channels Still Work
The 2019 piece listed effective channels for local service businesses:
- Organic Search (local SEO)
- Online Advertising (PPC, Local Services Ads)
- Third-party review sites (Yelp, Google, BBB)
- Online communities / local listings (e.g., Nextdoor, Craigslist)
- Email Marketing
- Social Media presence (Facebook, Instagram, LinkedIn)
- Mobile Apps / SMS/text messaging
- Offline channels: direct mail, signage, events.
These channels remain relevant today for local service businesses:
- Local SEO continues to be crucial for “near me” searches.
- Online ads (search, display, social) still drive lead generation.
- Reviews and reputation remain trusted by consumers and are critical for successful LSA campaigns.
- Email & SMS remain cost-effective for nurturing customers.
- Social media engagement still helps to build trust locally.
- Offline channels (local events, direct mail) play an increasingly important role, especially in tight local markets.
Fundamental Keys to Success
The “Keys to Multi-Channel Marketing Success” section in 2019 highlighted important rules:
- Research your audience and their preferred channels.
- Choose the right channels for your target market.
- Be consistent with your brand image and messaging across channels.
- Integrate your campaigns across channels to amplify results.
- Track traffic sources and conversion rates so you can focus your budget & effort.
These pillars still hold: know your audience, choose channels wisely, keep brand/experience consistent, integrate channels, and measure everything.
What’s Changed? Key Components for 2026
1. Channel Complexity & Consumer Expectations
In 2019, there was discussion of consumers interacting with brands across a “variety of platforms” and needing to be “everywhere”.
By late 2025, that variety has grown dramatically: consumers are using more devices, more platforms, more formats (short video, messaging apps, voice assistants, live chat, conversational bots).
Here are some new stats:
First, Offline marketing is expected to become increasingly important as a marketing tool for the foreseeable future. The chart below shows the growth projections for the most relevant marketing channels.
- “Over 70% of consumers expect brands to recognize them regardless of the channel they use.” (worldmetrics.org)
- Companies using multi-channel marketing see, on average, a 24% increase in revenue compared to those that don’t.
- The number of channels being used per customer journey has increased. 51% of companies today use at least eight channels to interact with customers.
Implication: The bar has risen. It’s not enough to be present on just a couple of channels; expectations for seamless, consistent cross-channel experiences are higher.
2. Rise of Personalized, AI-Driven & Real-Time Marketing
In 2019, the blog mentioned “SMS … 98% open rate” and “mobile apps, push notifications, geo-fencing” as emerging mobile channels.
Now, these elements are far more mature and expected:
- Use of AI and automation for personalization, timing, and channel orchestration is now mainstream in many businesses.
- Data-driven marketing is more central: many businesses struggle with data quality/quantity and channel integration. (Salesgenie)
- Real-time messaging (chatbots, live chat, messaging apps) plays a bigger role in local service conversion and customer experience.
Implication: Local service businesses must step up beyond “just posting on Facebook”. They now must consider data, personalization, responsiveness, and automation across channels.
3. Multi-Channel vs. Omnichannel – The Shift towards Unified Experience
In 2019, the term “multi-channel” dominated; the aim was building and maintaining a presence across separate channels. For 2026 discussions, “omnichannel” (fully integrated customer journey) is increasingly referenced. For example, one article notes:
“Google Trends data … shows a clear dominance of ‘omnichannel retail’ searches over ‘multi-channel strategy’.” (Accio)
While multi-channel means being on many channels, omnichannel means a seamless, unified experience across channels.
Implication: While local service businesses still benefit from multi-channel presence, the next leap is moving toward omnichannel thinking: the channels should feel like parts of a whole, not separate silos.
4. The Local Service Business Context Has Evolved
For local service providers, the competitive and technological context has shifted:
- Mobile searches (especially “near me”) have grown, voice assistants, map results, etc.
- Review management and reputation remain critical, but the sophistication of consumers has increased (e.g., they expect online booking, messaging, and quick responses).
- Offline channels (direct mail, signage) are still relevant but must integrate more smoothly with online.
- Budget pressures, inflation, and changing consumer behaviour (post-pandemic, economic constraints) mean that efficiency and ROI are more scrutinized. For example, one recent survey reports:
- 60% of service providers say local SEO significantly increases customer inquiries.
- 55% invest in online reviews management.
Implication: Local service businesses must evolve their marketing maturity: adopt more digital-first habits, integrate offline/online, optimize spend, and embrace newer behaviors (mobile, chat, booking online, etc).
5. Channel Performance & Budget Allocation Shifts
In 2019, the focus was heavily on SEO, PPC, social media, email, and direct mail. Moving forward:
- Growth in social commerce, short-form video, influencer/creator collaborations. For example, one 2025 influencer marketing chart shows Instagram ~42%, TikTok ~41% of campaigns.
- Shift toward mobile-first: mobile ad spend continues to dominate. One 2025 stat: by 2030, ~83% of social media ad spending is expected to come from mobile.
- Greater emphasis on measurement, data integration, attribution across channels: businesses are asking “which channels truly drive leads, bookings, revenue?”
- Traditional offline media (print, direct mail, radio) are squeezed; digital channels continue to take a larger share of the budget. One news item: local ad spend for 2025 in the U.S. was revised downward, with digital now ~53.7% of total.
Implication: You should revisit your channel mix, budget allocation, and measurement framework. More spend will need to go where the data shows returns, often digital, mobile, integrated channels.
What Local Service Businesses Should Focus On Now
Given these changes and constants, here’s a priority checklist for local service businesses now.
1. Optimize Your Lead-Generation Website + Mobile Experience
Your website remains the hub of your marketing ecosystem, but in 2026 it must:
- Be mobile-first, fast, and optimized for local search (Google My Business / Google Business Profile, maps, voice).
- Clearly present services, geography, reviews, and call-to-action (book, call, chat).
- Integrate with other channels: live chat/messaging (WhatsApp, FB Messenger), online booking or quote forms, SMS opt-in.
- Use data/analytics: identify which channels drive visits, which convert into leads, what keywords, and what geos.
2. Strengthen Local SEO, Reviews, Listings
For local services, being found when someone types “plumber near me” or “emergency electrician [town]” is crucial. Focus on:
- Claiming & optimizing your Google Business Profile, Bing Places, and local directories.
- Encouraging and managing reviews (Google reviews, Yelp, Angi, etc). In 2026, consumers still trust reviews highly.
- Ensuring consistency of name/address/phone across listings (NAP).
- Creating local content (blog posts, service pages) targeting your service area.
3. Adopt an Integrated Multi-Channel (moving toward Omni) Approach
- Rather than deploying each channel in isolation, you should orchestrate them:
- Choose a sensible set of channels: e.g., website + search ads + social + email/SMS + direct/mail piece (if budget allows).
- 88% of people use email every day, and it’s still the highest-converting channel
- Ensure brand and messaging consistency, but tailor content to each channel.
- Use retargeting: someone visits your website, you show a social ad, then send an email or SMS follow-up.
- Integrate offline with online: e.g., a direct mail piece with a QR code leading to an online booking form; or a yard sign with a promo code that triggers digital follow-up.
- Measure cross-channel conversions: track how many leads started on one channel and converted via another.
4. Lean into Data, Personalization & Automation
You can’t ignore the data:
- Collect customer/contact data (with permission) – email, SMS, service history.
- Use automation where possible: segment your list (e.g., new vs repeat), send triggered messages (appointment reminders, follow-up, reviews request).
- Use personalization: address the customer by name, use local references, and send offers relevant to their past service or geography.
- Use analytics: which channel yielded a lead? What service? What town? What ad/keyword? Use that to optimize bids and budget.
5. Prioritize Channels Based on ROI + Customer Behavior
Not every channel is equal; you must evaluate ROI:
- Search (including PPC + “near me” queries) often dominates for service jobs.
- Social media can drive engagement, brand awareness, and referrals, especially for larger-ticket services or where trust is a big factor.
- Email & SMS remain effective for repeat business, promotions, and referral marketing.
- Direct mail is still be useful depending on your market, especially with the recent reports of “AI fatigue”, but it needs linkage to digital to justify cost.
- Video and influencer/UGC (user-generated content) are growing: for example, short video platforms like TikTok/Instagram Reels can build awareness.
- Budget wisely: given local budget constraints, focus on the channels that produce incremental leads at an acceptable cost.
6. Focus on Customer Experience (CX) & Retention
Acquisition is expensive; retention matters more than ever. In local services:
- Deliver consistent, on-time service, friendly techs, clean appearance because word-of-mouth remains strong (80% of service-based businesses report relying on it).
- Post-service follow-ups: ask for reviews, request referrals, offer incentives for return business.
- Use your multi-channel marketing to stay top of mind: email newsletters, SMS offers, social posts highlighting recent jobs (with permission), and local community events.
- Consumers expect consistent experiences across channels: “70% of consumers expect a consistent brand experience regardless of the channel.” (worldmetrics.org)
7. Monitor & Optimize Performance
- Set KPIs: cost per lead, conversion rate (lead → customer), cost per acquisition, lifetime value of customer, retention rates.
- Use tools: Google Analytics, call-tracking, CRM, email/SMS analytics, ad platform analytics.
- Regularly review: Which marketing channel brought the lead? Did it convert? What was the cost?
- Scale the channels that deliver ROI; cut or optimize underperformers.
Recommended Channel Strategy for Local Service Business in 2026
Here’s a suggested framework (input your context, adjust budgets accordingly):
Budget allocation tip (sample)
- Website & SEO foundation: ~20%
- Search ads (PPC): ~30%
- Social media (organic + ads): ~15%
- Email/SMS & automation: ~10%
- Direct mail/signage: ~10%
- Chat/messaging & video content: ~15%
Note: Adjust depending on service type, geography, competition, and your historical channel performance.
Major Trends to Incorporate for 2026
- Short-form video & social commerce: Platforms like Instagram Reels, TikTok are not just for consumers but for service discovery and community engagement.
- AI & automation: Use of AI for content generation, chatbots, and predictive customer behaviour is increasingly accessible.
- Mobile-first & voice search: Many local service searches happen via voice (“book HVAC contractor near me”), or on mobile. Ensure website and listings are optimized accordingly.
- Integrated online/offline experience: Direct mail with QR, signage linking to social, online booking from yard-sign code; the boundary between offline and online is blurring.
- Focus on retention, referrals & reviews: With a higher cost of acquisition, keeping customers and getting referrals is more cost-effective than finding entirely new markets.
- Data privacy & consent: With growing regulations (GDPR, CCPA, etc) and consumer awareness, get consent for email/SMS, be transparent, and secure data.
- Sustainability & local engagement: Local service businesses can stand out by highlighting local community involvement and eco-friendly practices, which can help brand reputation and referrals.
- Measurement & attribution: As the number of channels grows, attributing leads correctly (whick channel started it, which channel closed it) becomes more complex; using tools or CRM systems helps.
Summary: What to Do Today
- Audit your current marketing channels, website/mobile experience, review presence, and lead capture processes.
- Define your target audience, service area, and channels they use. If your main customers are homeowners aged 45-65 in rural/suburban areas, some channels differ from an urban younger market.
- Build your hub (website) & local SEO foundation: Make sure you can capture leads, track sources, and offer a good user experience.
- Choose 3-4 channels to focus on initially (search PPC + social + email/SMS + local listings) and do those well rather than spreading across 10 weak ones.
- Integrate your channels: Ensure messaging is consistent, each channel links back to your hub, use retargeting and follow-up, unify your data.
- Automate & personalize: Segment your audience, send timely reminders/offers, use chat/messaging for responsiveness.
- Track performance & optimize: Know your cost per lead, conversion rates, which channels deliver customers, and which do not. Reallocate accordingly.
- Focus on retention & referrals: Nurture past clients, ask for reviews, encourage word-of-mouth, stay top-of-mind via email/SMS.
- Stay up-to-date: New platforms, video formats, AI automation, chat/messaging tools evolve fast; allocate a small budget/time to test innovations.
- Ensure consistent brand experience across every touch point: Online, offline, social, mobile, because consumers expect seamless journeys.
Final plain advice
You don’t have to chase every new platform. Build a strong, fast website; own your local listings and reviews; pick a couple of channels that bring customers and do them well; automate the basics so you save time; and measure everything so your marketing actually pays for itself. Doing these practical steps will get more calls, more bookings, and more repeat customers without wasting time or budget.