Are You Doing Cross-Channel Marketing Correctly?

Speaking to your customers consistently across all channels has to be a priority for every business that wants to reach the modern buyer. Today’s customers expect to navigate their purchases seamlessly between social media, blogs, websites and every other channel from any and all of their devices. Cross-channel marketing unites all the various touchpoints that your customers will encounter throughout their buying journey.

Today’s buyers are coming to you from different devices across all platforms, and they want to be able to engage from their favorite channel—not yours.

Consistency: The Key to Cross-Channel Marketing

The first step is to unify the look and feel of all your channels. Your Facebook page doesn’t have to be identical to your website, but both should project your brand to every customer who bounces from one channel to the other. In order to achieve this cross-channel brand continuity, you have to unite the look and feel of your design. If a business sells T-shirts, for example, it should choose one color scheme and apply it to all channels, from social media pages to email promotions and business cards. Each channel can be unique, but customers looking for shirts have to know they’re in the right place when they continue from one channel to the next. Whether the company is creating a PPC ad, a social campaign or a landing page,  use no more than three main fonts. The T-shirt seller should include its logo on every channel, and if it happens to watermark images, that should be the same, and in the same place, throughout.

Create Dedicated Landing Pages for Each Channel

Not all landing pages are created equal. The business has to create one set of social landing pages and one set of PPC landing pages. True cross-channel marketing is all about individualization. PPC and social visitors are coming from two different channels and two different ends of the funnel. PPC visitors are coming from the bottom of the funnel, which means they’ve already shopped around for different shirts, they’ve visited the affinity groups, they’ve read the reviews on your brand and they’re ready to buy. Now they’re just waiting for the right time and right price. Social visitors are coming from the top of the funnel. They saw your post on Twitter and thought it sounded like a good deal, but they’re not familiar with your brand and they don’t know much about your products. The same landing page can not possibly serve both of these customers.

Integrate Content Marketing

The company should host content on its blog or website. This could be in the form of infographics, slideshows, articles or videos about fabric varieties, different athletic uses for different shirts, how T-shirts are made, etc. Educational, relevant content will position the business as a credible authority to both consumers and the search engines that rank websites. This content could be disseminated to customers through social media and direct marketing campaigns, including SMS and email. Or, the company could give content away for free in exchange for signing up for a marketing list. Either way, people who are interested in T-shirts should encounter this content across all of their channels, and those channels should lead to landing pages that call the visitor to act.

Cross-channel marketing enables your customers to engage with your business on their preferred channel. This strategy requires businesses to juggle more moving parts than a static strategy. But today’s customers don’t operate on one channel—or even one device. Make each channel visibly consistent with the others so customers have no doubt that they’ve landed in the right place. Take the time to make different sets of landing pages for visitors from each channel and back up your brand with great content.

About the Author

Nick Rojas

Nick Rojas is a business consultant and writer who lives in Los Angeles and Chicago. He has consulted small and medium-sized enterprises for over 20 years. He has contributed articles to Visual.ly, Entrepreneur, and TechCrunch.

Leave a Reply