If you’re looking to hit it out of the ball park with your product, service or brand, it’s vital that you reach as many of your prospects and customers as possible. To do that, you’ll want to execute a cross channel marketing strategy. Cross channel marketing is the process of marketing to multiple marketing channels and integrating these channels to support each other.
By employing this strategy, you’ll be able to generate instantaneous buzz which can lead to additional press (for both digital and offline channels), viral social media conversations/mentions and business opportunities.
Why Marketing to Multiple Channels Is So Important
- Today, consumers are using multiple channels to access information and stay in touch with businesses. They use everything from the search engines, authority/industry-specific sites, email, blogs, social media, mobile apps, to mobile messages.
- Every member of your target audience will have his or her preferred channel for staying in touch with businesses and accessing information. If you only focus on one or two channels, you are missing out on a significant percentage of your target audience.
- Consumers jump from one channel to another. A user might check his email two or three times a week but spend many hours per week on social media. To generate a sale from the customer, you must coming into contact with the user multiple times. This also applies when you contact them by email.
- Marketing expert Dr. Jeffrey Lant popularized the rule of seven which stated businesses need to make a minimum average of seven contacts to get the prospect to take action. Not hitting multiple channels limits the number of touch points required to convert to a sale.
- Obviously, some touch points that you might need to generate sales can be lower or higher depending on the business. By hitting multiple channels, you enhance your chance of converting the contact to a customer.
- Using multiple channels also decreases the ad blindness and annoyance that consumers experience from being hit from the same channel repeatedly. You’ll also need to have different messages for different channels to keep your audience engaged.
5 Points to Tick When Using Cross Channel Marketing
To succeed with a cross channel marketing strategy, you have to use the right approach. It’s not simply a matter of hitting multiple channels at once with your marketing. Here is an outline for executing a winning cross channel marketing campaign.
1. Start with a Clear Goal
Not all marketing campaigns are meant to generate sales. Sometimes, they’re supposed to:
- Create followers;
- Promote the brand;
- Create buzz about a product/service.
Start with a clear goal so that you can assess theater or not the campaign was successful. Having a clear goal also will help you make the right strategic decisions.
For instance, focusing on promoting the brand will lead you to:
- Create branded content;
- Concentrate on brand-oriented stories;
- Use the right channels;
- Jump on press opportunities.
You won’t mislead yourself into wasting time on the wrong channels, creating sales material or conveying the wrong message.
2. Cross Pollinate Your Channels
To make sure that you reach all your prospects and customers, you need to cross pollinate your channels. In fact, you must do this before you start launching your marketing campaign for a cross channel marketing strategy to even work.
- It can start with something as simple as your blog collecting subscriptions to your email newsletter;
- Then, your email newsletter can get readers to follow your social media pages;
- Your social media pages will then promote your blog.
The idea is to get your audience following you on multiple channels. You can do this by offering exclusive deals/content and add incentive for your audience to pay attention to all your channels by publishing different content on each one.
3. Understand the Customer Life Cycle
It’s important to be aware that different customers are in various stages of the buying process. Some clients may be ready to buy while others may still be doing their research. To make sure you deliver the relevant message to your entire audience, you need to address every part of the customer life cycle.
- One marketing message may address the problem/solution;
- Another may discuss how your product compares to competitors in the market;
- One may be designed to close the sale by offering a discount;
You also need to link your marketing messages and content together to encourage consumers go back and attain the information they need to make a purchase decision.
4. Create a Strong Marketing Sequence
When executing marketing campaigns, it’s important to build a logical sequence to move consumers from the idea to the sale. The idea is to create a progression with content while addressing sales objections.
- You can start out with content that addresses the problem that your product solves;
- Then, move on to demonstrate how the product works and why it’s different;
- Next, you can create a promotional offer for your product to target consumers ready to buy;
- Follow that up by featuring testimonials and reviews from customers/experts for credibility;
- This can end with FAQs as well as information about warranties and refunds for extra reassurance.
5. Integrate Channels
Cross channel marketing is about integrating channels for a synergistic effect. The idea is to integrate channels that complement each other. For example, ASOS is a fashion eCommerce company that incorporated the eCommerce model into their Facebook page. This allowed them to have full social functions and the ability for customers to make purchases on Facebook.
- This integration leads to more shares, likes, and comments from customers;
- Altogether, these help get the word out on their Facebook page, brand, and products.
Other eCommerce companies are turning their eCommerce stores into downloadable apps. The advantage of this is that they can now directly communicate with users of their apps through push notification messages.
Taking Over the Online World
Cross channel marketing is a way to generate buzz for your product and brand. Using multiple channels and integrating the channels that complement each other will give you the maximum possible reach and produce overall better marketing results.
It’s important to note that you need to track your campaigns to figure out what works, what doesn’t and optimize that information in future campaigns. You also want to pay attention to which channels convert the best for you, so that know where to focus when you’re about to ask for the sale. At the end of the day, reaching your audience is important. However, the bottom line is what matters.