A woman looking at a mobile phone and a laptop.

Cross Channel Marketing 101: How to Create a Multi-Channel Strategy

Cross channel marketing is marketing that takes place across the entire ecosystem of marketing options.

Why should you worry about it? Cross channel customers spend three to four times more than single-channel customers.

Does that mean just pushing the same content out across all of your channels? Well, approximately 72% of consumers prefer an integrated market message. An integrated market message is not the same exact content across all channels, but rather it is content that is tailored to the specific platform and its users.

Does cross channel marketing increase costs? No, because you are integrating your strategy you are actually streamlining marketing costs.

If you are looking to improve your marketing impact without breaking the bank, read on to better understand cross channel marketing and learn how to implement it in your business.

Your Guide to Cross Channel Marketing

Cross channel marketing is often called multi-channel marketing. Its power lies in offering consumers a choice in how to interact with your brand and your business.

Cross channel marketing is also so much more than just posting across social media platforms.

Which Channels Work Well Together?

It depends, as always, on your audience. But if your customers tend to work in an office, they may spend most of their weekday 9-5 time on a computer or mobile phone or both at the same time.

Sending messages across both these channels not only increases the touchpoints you have with a customer they also allow you to engage them when they are most ready to buy.

Another great example is TV/ mobile devises for weeknight evenings. Rarely does anyone just sit down and watch TV without browsing on their phones.

Cross Channel Marketing Examples

  • Google Ads Pay Per Click Ad Extensions
    • Click to Call,
    • Print out the coupon to brick and mortar store.
  • Direct Mail campaigns that include URL’s
  • TV/HASHTAGS – #Voice or #Bravo
  • Engaging Large Market Segments at once – e.g. Superbowl

Getting Started

You do not have to throw out your existing marketing plan to implement a multi-channel plan. But you do have to take a step back and begin to tweak it.

Your goal is to create a cohesive message and brand image and then push it out on each of the channels in a way that best speaks to that channel.

For example, content on a direct mail postcard may have more content than a Twitter post but both can use the same #hastag to integrate messaging. This also creates different touchpoints and pushes customers along your sales funnel.

Know Your Customer and Create an Avatar

Take the time, if you haven’t already, to clearly understand your ideal customer’s buying habits and communication desires. This includes clarifying your customer segments.

Analyze Your Existing Marketing Strategies Impact

What has worked, what has failed. Work to understand, fully, each. Then consider how you can pair complementary channels to increase your reach, touchpoints, and conversations. Your goal is to send the right message, to the right customer, at the right time.

De-Silo Your Channels

Begin to formulate an integrated approach based on the data you already have. It may be easiest to mirror messages across social media platforms if you haven’t already. If you have a coordinated social media strategy pair it with your print or radio advertising.

While you de-silo your channels, aggregate your data collection. Ensure that all the information on your customer’s behaviors are coming into the same location so you can see where campaigns are successful and where there is room for improvement.

Keep in mind, consumer purchasing behavior is rapidly evolving, if you continually aggregate and analyze your customer behavior you can adapt to the evolving marketing landscape.

Run A Test Case, or Two

Begin with a test case. Pair two channels like in the example above. Use the rest of your marketing as a Control Group. Then monitor and analyze the results to quantify the impact.

Create Multiple Touch Points

The power in multi-channel marketing is to create multiple touchpoint opportunities, seamlessly. Look at how many touchpoints you need to convert customers. How much time is needed between touchpoints? Armed with this information you can begin mapping out your multiple channel approach.

Remember TouchPoints in multi-channel marketing can include social media, surveys, email newsletters, mail-in items, print, radio, and TV advertising.

Don’t Forget to Tailor for Screen Size

Not only do you have to tailor the look and feel of your message, make sure you take into account the size of the screen upon which it is viewed. Customers want the ease of use on their device of choice.

Cross channel allows you to provide your customers with enhanced brand experience, focused on their specific pain points using the channels that address them. It also allows you to streamline marketing costs and impact bottom-line revenue.

Let’s Upgrade Your Marketing Efforts, Together

At SureShot we an increase your marketing conversion rates by 10%. We create solutions that interconnect your technology in a seamless and initiative way to increase the impact of your marketing and streamline your processes.

Contact our qualified team to schedule a free demo to learn how we can help you create a successful cross channel marketing plan.

David York
david@sureshot.io

David York has spent the last 15 years at the forefront of the martech revolution, and is an expert on its past, present and future.