Cross-channel marketing involves connecting with your audience using multiple mediums while ensuring the entire journey is cohesive and personalized.
For example, you may make someone aware of your brand via social media, nurture the lead over email, and ultimately convert them into a customer by retargeting them with a Google advertisement.
As you can imagine, cross-channel marketing represents one of the most powerful ways to nurture prospects and improve your conversion rate. The question is, how do you work this concept into your strategy?
Decide What Channels You’ll Use
It can be tempting to throw in everything but the kitchen sink when building a cross-channel marketing strategy. Resist this urge and instead focus on a handful of core channels you are comfortable with. There’s no need to market on every social media channel you can think of, especially early on.
Pick a few foundational channels to start and focus on achieving results there first. After you’ve built a sound cross-channel marketing strategy, you can consider adding more mediums as the need arises.
Know Your Audience (and Their Preferences)
You’ll need to take a deep dive into the mind of your target audience. Consider what channels they like to communicate on, their content preferences, and how your product solves a specific challenge or pain point.
For example, if you primarily market to a younger demographic, there’s a good chance they are active on TikTok or Instagram. Therefore, you’ll need to include these channels in your marketing mix. On the other hand, they may not be as active on X, meaning you might be able to leave that platform out of your plan altogether.
Create a Cohesive Strategy
Build a roadmap that connects the dots between all the channels you plan to use. Identify where your customer’s journey is likely to begin (i.e., social media or a Google search) and where it will end (your website).
Cross-channel marketing is not linear. Each customer can take a unique path to a purchase. What’s important is ensuring you are consistently nurturing them by providing an on-brand, enjoyable experience across multiple mediums and channels.
Analyze and Adapt
Once your cross-channel marketing strategy is live, closely monitor the results. Explore what works, what doesn’t, and how you can get better.
If you find that a specific channel seems to perform best as a brand awareness tool, pour additional resources into it. On the other hand, if a medium consistently underdelivers, you may want to remove it from your cross-channel strategy.
Broaden Your Reach With Net Profit Marketing
There are many decisions to make on the road to cross-channel marketing success. A single misstep can lead to a ton of wasted time and resources.
The good news is that you can take the trial and error out of your marketing journey by teaming up with Net Profit Marketing. We build custom strategies that get you noticed by connecting with customers on their terms. Book a call to learn more.
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