We are living in an absolute Digital marketing landscape where your audience is everywhere.
Maybe someone is looking for the cheapest nearby hotels or for some digital marketing agencies — marketers are always interacting with their customers via emails, social media, display ads, and through other channels.
If someone is really interested in your products, he/she will go the extra mile to sign up for email campaigns, research you on social media, make efforts to know about your display ads & visit your website.
Today, they know about an unprecedented number of channels to reach you.
A huge part of the community is much interested in everything, and every update about your product!
But, the question is how to reach these interested customers efficiently?
The answer is — define a strategy on how you are going to communicate with your audience.
Cross-channel marketing makes for coherently integrating multiple marketing channels to interact with your audience more persuasively. This form of communication provides a platform wherein, the brand consistency goes hand-in-hand with what’s being offered.
Deploying the right kind of the cross -channel strategy can help with enhanced traffic, enhanced ROI & improved rate of customer retention. If you want to know what is cross channel marketing, and why it is important you can read here.
In this blog post, we’ll talk about how to create a strategy for successfully carrying out cross-channel marketing. Let’s read to find what’s there for you. Here we go:
- Use Different mediums together for an effective outcome.
There are certain mediums that can bring you the most amazing results together. When you are making your strategy on selecting mediums for a particular cross-channel marketing project, you must be wary of — which of the channels are going to get the best results together. One perfect way is to use all those channels together where the target audience reaches your brand the most.
In one situation, embedding the URL for your app with the newsletter or an e-mailer that you are sending every day to your audience would get the job done. Another way could be to ask them to check in via your app.
Some of the most common mediums that can bring better audiences to your website together could include — Retail Store/Mobile, Computer/TV, Computer/Radio, Radio/Mobile, TV/Mobile, and Computer/Mobile. This is one side of the coin — you can create your own combination based on your audience’s behavior.
- Convey Your Brand Message.
For businesses, it can be quite easy to lose sight of the message they want to convey to their audience through their brand. If you are an organization or an agency, you must have different people engaged in each of these channels. In that scenario, it is important to convey consistently a similar message via every other channel and something that’s meaningful for the one who has come looking for something to your brand.
A little contemplation is crucial before curating your brand message. Knowing what your audience is looking for & what led him to reach you — would not only help you with discovering their pain points but will pass on a strong message that talks about the right solution.
In addition to knowing about the right type of audience, it is also important to consider how this message should be deployed in the market. Never look for an approach where you can convey the message much like your competitor as that may confuse your audience. It’s better to create your unique voice.
Now that you are ready with your message, it is important that you choose the right channel to convey the right message at the right time. This communication has to be in a way to build that long-lasting relationship with the audience. The right message at the right time via the right set of channels coherently — is the key to the success of your cross-channel marketing efforts.
- Create content based on an Individual’s buying journey.
One crucial consideration most advertisers overlook — is not caring about an individual customer’s buying journey. Every customer that’s coming to your website for a solution has their personal story that led them there. They have their own buying journey — mixing them all would just make a messy approach.
This means that you must consider creating personalized content for your individual customers based on their individual buying journey. The content strategy that you put into action must be designed in a way that it aligns well with the buying journey of the individual customer.
For instance, suppose a particular customer just finished buying something from your online portal — you can send him a personalized “Thank you” message for shopping from your online store. Similarly, suppose you have this customer who abandoned the cart — you can send him a personalized message that talks about new collections or free delivery. This approach would forge a better relationship with the customer.
If you are sending personalized information to your customer, you can expect better engagement & hence better sales. In a survey, it was found that around 84% of consumers agree that reaching out to the individual customers would showcase brand loyalty.
- Track your customers & analyze the data.
There is a huge percentage of marketers who rely on creating their cross-channel strategy using guesswork — without any objective analysis. That is where individuals get to following the wrong path. The great way out is to create a tracking system where you can analyze your customers’ behavior and then use the data to create your cross-channel strategy.
This tracking will let you understand — which channel your customers prefer, where they find it most convenient to reach their favorite brands. From this kind of analysis, you’ll know that your customers are coming mostly from the paid ads or from Twitter or from Facebook. This data may not initially seem crucial, but when you’ll put it to use, this can make out for the most reliable source of information.
For instance, when with systematic analysis; you realize that your most quality traffic is coming from Facebook, you can make use of this information to enhance click-through-rates. With this knowledge, you can start designing posts that your audience is more likely to open and spend time on.
Taking a granular look into your audience’s behavior and which channel they are coming from could be an important part of the sales funnel. You can use these data to keep track of your audience’s behavior and habits. Use a tracking system, so that you could get to the nerves of your audience. Use these data to better create your cross-channel engagement strategy.
- Leverage Different Social media-channels.
In the everyday growing digital marketing landscape, social media is an important way of reaching out to the right audience. Be it Twitter, Facebook, or Instagram — each of these give an amazing visual platform to interact with your audience. Since visual content is the strongest source of attracting customers, social media can play an important role in your marketing approach. In fact, most social media platforms give an opportunity wherein marketers can interact directly with customers. Ultimately, this will help in enhancing conversion, increasing brand awareness, and enhancing engagement.
By analyzing your consumers’ behavior and targeting them individually can bring you unprecedented results. This data tracking can further help with designing your cross-marketing strategies to drive the results that you have always eyed on.
While marketers often do not realize, a well-formulated cross-channel marketing approach can be really helpful when it comes to generating leads, driving traffic, and enhancing sales. To provide a smooth transition through their search, you must structure a coherent & accurately aligned platform.
AdMedia with its cross channel marketing platform helps advertisers Promote via multiple platforms and devices. The Digital marketing landscape is turning tricky with new concepts coming every day, but definitely, it’s simple to work with if you are a little more mindful.