A Practical Guide to Cross-Channel Marketing

Digital marketing, A Practical Guide to Cross-Channel Marketing

If you are creating content online and want to attract new business online, you need a cross-channel marketing strategy. This type of strategy will set out to ensure that as many potential clients as possible are exposed to your brand and messages online, regardless of where they spend their time.

Before you start to create social media profiles on every platform available, there are a few things you need to determine, such as:

Who Are You Marketing To? 

You not only need to know exactly who your ideal clients are, but also what their needs and desires are. By knowing who your target audience is, you will be able to create content that appeals to them specifically.

Where Do They Spend Their Time Online? 

You likely have a few ‘ideal customers’, with some of them reading white papers and the others waiting for more visual content on Instagram. Knowing where your audience spends their time will help you tailor your cross-channel marketing strategy for your brand.

What Challenges Do They Face? 

Instead of writing about how great your product is, write search engine optimized blog posts that address the problems they have.

A visual representation of this information will help you identify the trigger points where you can engage with the right customer at the right time. If a person has downloaded your mobile app, then triggering a push notification if they haven’t opened the app yet is a good example of a cross-marketing trigger point that can be automated as part of your digital strategy.

Customers expect a seamless experience with brands. According to Oracle, close to 80% of consumers now use at least two communication channels before making a buying decision. In addition, 30% use three or more channels before making a buying decision. 

Map out every possible scenario of consumer engagement with your brand to find new communication opportunities. If you need help with your small business marketing, SEO or social media marketing, contact the Digital Marketing People today.

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