Many of blog posts have been about particular, discreet tactics: how to use Facebook and emails, host events, improve conversion rates, etc. The real opportunity is when you start to use all of these together strategically with a program of integrated, cross-channel marketing.
Cross-channel marketing starts with knowing where your customers are hanging out and how to reach them. What publications, websites, social media channels, etc., are they using? Do they just consume or do they participate? What events do they attend? What kind of content would they find valuable from you? What are you doing to do when they start to engage with your company?
Then you need to figure out the cross-channel programs, ads, and so forth that can engage with them.
Consider an elementary cross-channel campaign:
- Search ads with appealing offers
- Tweets and other social posts
- Converting people who come to your site with effective landing pages (that are responsive and work well on mobile)
- Using remarketing display ads on Google and Facebook for the people who came to your site
- Scoring the leads and (1) having sales people follow up with the immediate best ones (2) sending a series of emails to the others who are potential customers but not ready to buy now
- Measuring the impact of each touchpoint and learning for a future campaign
Starbucks did a cross-channel campaign for a 10-day Frappuccino promotion that included:
- New website pages
- TV commercials that ran for 10 days
- Social media posts and ads (Frappuccino has its own Twitter, Facebook and Instagram accounts!)
- In-app messages
- Text messages to people who signed up and gave permission
This is complex and takes a lot of research and planning. But your messages and campaigns will be far more effective when people see them in many places.
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