Want to connect with your customers wherever they are?
Cross-channel marketing is no longer an option, but rather the standard that separates winning brands from those left in the dust.
The majority of businesses treat their marketing channels like separate silos. They create an Instagram account, then an email list, run some Google ads, and hope that everything sticks together.
The problem is, consumers don’t think in marketing channels. They hop between your website, social media, emails and physical locations expecting a cohesive experience. They know when it doesn’t add up.
Partnering with experienced digital marketing professionals like Pure Visibility is the key to creating cross-channel marketing strategies and building marketing campaigns that align messaging across all platforms and channels.
Cross-Channel marketing makes sense because it matches real consumer behavior.
The average customer 73% of customers interact with 3.6 different touchpoints before purchase. So before your prospect buys your product, they might see your Facebook ad, visit your website, open your email newsletter, and check out your Google reviews.
If each channel looks and feels different, it plants confusion and doubt in their minds.
Cross-Channel Consistency Does The Following:
Think of every interaction with your brand as either building or eroding your overall brand perception.
Someone sees your professional LinkedIn post, then visits your website that looks 10 years out of date, then they start to doubt the legitimacy of your business.
But when every touchpoint with your brand reinforces the same message, personality, and visual identity then trust is established and people convert faster.
Before you can get fancy with your marketing coordination, you need some solid foundations.
Your brand core should include the following elements:
Most brands ignore this step and jump straight into messaging tactics. This is why Instagram, Facebook, and email all seem like completely different brands.
Consistent brand presentation across all touchpoints can increase revenue by as much as 23%. That doesn’t just mean slapping the same logo on every piece of content.
It means presenting the same brand experience that feels intentional and professional across the board.
Compile every single thing your team needs to stay consistent into one place.
The key? Make these brand guidelines simple enough that everyone on your team can follow them.
Now the fun part – channel coordination.
First step, do a full channel audit and list every place your brand shows up:
Look at every channel and ask yourself, “Are we saying the same thing here that we say on Facebook, Twitter, and our blog?”
Find the disconnects:
Once you’ve got a good list, it’s time to map out the role each channel plays in your customer journey. Not every channel needs to do the same job.
It’s easier to maintain cross-channel messaging when everyone knows their role in the sales funnel.
No one expects perfection in execution, but your cross-channel strategy should at least cover these key areas for consistency:
Profile photos, cover images, and brand colors need to match across all platforms. This creates instant recognition before someone even reads your content.
Create a short list of 3-5 core messages that every piece of content should touch on in some way. Whether it’s a social post or email newsletter, your value themes should be present.
Create once, then repurpose for each platform. Take a blog post and make it social media posts, email content, and video scripts. Same core message, different formats.
When you do new product launches or promotions, plan for a coordinated launch across all channels. Don’t leave it to chance that your email list subscribers will accidentally see an ad for your competitor’s sale.
Your contact center team should use the same language and processes whether they are responding to someone on Facebook, email, or by phone.
What sets the best brands apart?
If you can’t measure it, you can’t improve it.
Track these key metrics across channels to keep a finger on the pulse of your performance:
Use all the tools at your disposal – Google Analytics, social insights, email analytics to connect the dots between your channels.
Look for patterns in the data:
The goal isn’t to make every single channel do the same exact thing. The goal is to make your channels work strategically together.
Use UTM parameters to track traffic sources.
Marketing automation and tagging to see what different touchpoints contribute to conversions.
Surveys of customers about their buying journey to really understand what impacted their decisions.
The most important thing though? Regular review of performance data and adjustment of your strategy based on actual results, not hunches.
Cross-channel marketing is not about being everywhere. It’s about being consistent everywhere that you choose to be.
The brands who are winning in today’s landscape know that every touchpoint with a consumer is an opportunity to reinforce their value to the target market. They’re not leaving consistency to chance.
Start with these three building blocks:
Customers don’t care what your internal marketing structure looks like. They just want a smooth professional experience that makes their decision easier.
The investment in cross-channel consistency will return dividends in customer trust, brand recognition, and in the end, higher revenue. Your future customers are already interacting with multiple touchpoints before they make a buying decision.
Make sure each one of those touchpoints reinforces why they should choose you.
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