Last Updated 2 months by Emily Standley-Allard
Consumers expect you to find them wherever they are. Companies used to be able to offer one or two methods to get updates, but technology has advanced over the years, customer behaviors have changed and more platforms are available than ever. It’s normal to see a company in your inbox, on social media and on a company website.
Now, businesses are implementing cross-channel marketing. However, it requires certain elements to be effective. Understanding this method and how it may help your brand gain more customer leads is crucial.
What Is Cross-Channel Marketing?
Cross-channel marketing is a strategy marketers use to advertise brands across various platforms, such as social media, SMS, email, Google ads and more. It’s about delivering consistent and coordinated messages to consumers on whatever system they use.
The primary goal is to engage potential customers across various touch points. However, the content and messages must resonate with them, regardless of the medium they are using. Small businesses use this strategy because today’s consumers interact with brands on multiple devices and platforms. Adopting a cross-channel approach provides a unified experience.
Studies show that 74% of consumers start shopping online, but 85% make purchases in brick-and-mortar stores. That is why cross-channel marketing is crucial — it focuses on the entire customer journey consistently.
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What Are the Benefits of Cross-Channel Marketing?
Cross-channel marketing offers wonderful advantages to businesses. This method results in more engagement with customers.
Today’s consumers are bombarded with ads, sponsored posts and emails. Most of them are too generic to capture their audience’s attention. However, you can increase engagement by fully comprehending their needs. You can do so by promoting consistent solutions across all channels for your customers to see.
Another benefit you get from cross-channel marketing is more customer loyalty. Offering consistent messaging that resonates with shoppers improves their brand experience. People buy into this method because it is refreshing to engage with a company that understands their pain points.
When you are genuine and want to help consumers succeed — and your unified marketing approach demonstrates that — you remain at the top of their minds.
Cross-channel marketing was developed to improve ROI. Streamlining your marketing efforts breaks down silos so you always receive an accurate representation of your campaign performance.
For instance, suppose you use a multichannel marketing approach. You might examine blogging for traffic updates and emails for click-through rates.
Once you generate a lead, knowing which channels may take credit for it can be challenging. That is why integration is helpful — it provides a clear map of your customers’ touch points to learn how a user became a lead.
What Do You Need to Implement Cross-Channel Marketing?
Cross-channel marketing is great for bringing more leads and sales into your company. However, you must obtain several resources before implementing this method.
1. Customer Data
Customer data is central to the success of cross-channel marketing. This resource allows you to understand who your clients are and what they expect from you. Once you have the right data, you can target people more effectively with messages that align with their values and pain points.
However, data silos can be challenging to overcome. Information is often isolated within each platform or channel, and you must unify it to maximize the potential of cross-channel marketing.
Consider using a customer data platform to gain a holistic view of your audience and manage things from one platform to another.
2. Customer Segments
Recognizing the varied segments within your customer base is critical for cross-channel marketing success. You might spot certain trends when examining data from all your marketing channels.
For example, maybe most people who bought from you interacted with your TikTok channel several times. This would make sense since 72% of customers now prefer to watch videos to learn more about a brand.
Looking at these patterns provides a clearer picture of your top customers. This helps you decide which marketing channels to focus on and what content works best. It’s also good to take notes on each customer interaction.
This way, you can be sure you are giving people what they want and need.
3. Smart Content for Personalized Experiences
Once you’ve gathered all your information about customer segments and their behaviors, the next essential resource is devising smart content, which changes based on the user viewing it.
Instead of a one-size-fits-all approach, it provides an experience according to the viewer’s interests and past behavior. Delivering personalized information is vital because every person is unique.
Smart content makes viewers feel understood, which helps brands create a lasting bond with them.
Customers are likely to engage with content that speaks directly to their needs and keep returning for more. However, smart content requires accurate data to cater to viewers’ interests rather than making assumptions.
4. Multiple Key Performance Indicators for Optimization
Key performance indicators (KPIs) are essential for optimizing your cross-channel marketing campaigns. That way, you understand what actions to take to ensure your efforts are successful across all platforms.
KPIs are metrics that help marketers understand the effectiveness of their marketing efforts. They are valuable resources because they prove what is and is not working. KPIs ensure your actions yield the desired results. From there, decision-making becomes easier and strategic.
Here are some essential KPIs for cross-channel marketing:
- Conversion rate
- Newsletter opt-in
- Cost per acquisition
- Bounce rates
- Click-through rates
- Social media share
- Time to conversion
While tracking multiple KPIs is essential, ensuring they align with your business goals is equally important. You’ll know you are directing your efforts toward meaningful outcomes.
5. A Refined Strategy and Repeated Processes
Having a solid plan and repeating successful processes is important in cross-channel marketing. You must check in on your campaign to see how it is performing. Doing this helps you spot minor problems before they become big ones and prevent financial hiccups and customer loss.
The quicker you know what is happening, the better you can react. After examining your data and seeing what is happening, you must consider what you can do better. Jot down the important things you find out so you can refine your strategy, repeat what works and change the things that don’t.
Implementing Cross-Channel Marketing Successfully
Cross-channel marketing is a powerful tool to connect with every corner of your customer base.
However, its success lies in having the right resources in place. Each element is crucial, from understanding customer data to refining strategies.
Remember, the right approach will help you reach the full potential of cross-channel marketing. Stay informed but adaptable and let your brand’s voice be heard.
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Eleanor is the editor-in-chief at Designerly Magazine. She was the director at a marketing agency prior to becoming a freelance web designer. Eleanor lives in Philly with her husband and dog, Bear.
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