While every business is unique, some marketing methods work for nearly any industry. Cross-channel marketing allows you to reach people with a consistent message no matter where they encounter you. However, depending on your niche, you may choose different channels than another entrepreneur. In this article, we’ll reply to the question, Is cross channel marketing right for every business?

Is Cross-Channel Marketing Right for Every Industry?

According to eMarketer, experts predict retail e-commerce will grow by 27.6% in 2021. Your marketing strategy should include online promotions to tap into the number of people seeking solutions online for their everyday needs. 

Part of your promotional plans must include an online presence. With just a bit of extra attention to the places your target audience hangs out online, you’ll find new leads and greater success. 

What Is Cross-Channel Marketing?

Cross-channel or multichannel marketing spreads your brand message across various platforms. The efforts can include social media networks, a website, offline advertising and email campaigns. Ideally, you’ll provide a consistent experience across all exposures.

The plan for your business will vary based on your target audience. Here are some things to consider when creating a cross-channel marketing program for any industry.

Offline Marketing

If you run a brick-and-mortar establishment, your first consideration should be how to reach local customers. The majority will be online and may have already heard of your business through family and friends. Seek ways to reinforce the message.

For example, you might add signage clearly indicating what specials you offer. Consider good design elements. If you want the sign viewed from a distance, aim for 60% negative space for clear visibility.

Use the same colors and words as you use in other promotional materials. If you send out a postcard to your mailing list, it should match the signage you use outside your store. Subtle features such as the same font can trigger a user’s memory and make them think of you when they need the product or service you offer. 

Brand Voice on Cross Channel Marketing

One thing some businesses overlook is their tone. It’s a good idea to develop a voice as a brand. When people enter your store, they should get the same vibe as when they buy from you online.

Think about the appearance you want to put out there. Do you want to be seen as a problem solver? Perhaps you want people to think of your company as fun and exciting. Financial institutions may want to stick with a serious tone. 

Once you decide on a voice, stick with it in all your advertising. So, you should use the same tone across every marketing channel. Consistency helps build trust and shows you’re reliable

Social Media Placement for Cross Channel Marketing

Datareportal shows around 4.33 billion people use social media, or about 55% of the world’s population. Making social networks part of your marketing strategy is a must. However, where people hang out varies greatly.

Pew Internet Research discovered around 81% of people use YouTube every month. No matter who your target audience is, you can be sure many of them use the video channel. Moreover, adding some material to YouTube is a smart move for most industries.

On the other hand, Pinterest is made up mostly of women and LinkedIn mostly of business professionals. Once you nail down the buyer persona for your brand, it is much simpler to choose which social media channels get your attention for marketing campaigns. 

Customer Engagement

Ideally, at least some of your channels engage your customers and get them involved with your brand. Think about online contests that have users upload an image of them using the product and tagging it. The best photo wins a prize.

The more engaged your customers are with your marketing efforts, the faster word-of-mouth spreads about your business. You can repeat similar campaigns offline. So, by asking your regulars to tell others about your company or adding a referral program and rewarding them for their efforts. 

Look for ways to get people excited about what you offer. Create a street team and let them try new products first. Host a party and only invite those who help spread the word throughout the year. So, work with an influencer to build excitement about your brand. This is especially effective, as 89% of ROI from influencers is the same or better than other channels. Appreciate those who support you and you’ll gain additional help from your loyal fans. 

Customer Acquisition Costs for Cross Channel Marketing

Not all promotional avenues are equal. You may find you gain new clients by advertising on a local television station, but they only order once and don’t earn enough to pay for the cost of the time slot. 

On the other hand, your leads collected on Facebook might order multiple times and earn you far more profit than you’ve spent in advertising. Pay careful attention to your return on investment (ROI) for each marketing channel.

One way to track results is by creating separate landing pages and codes for each channel and campaign. It is a bit more work, but it helps you see the actual ROI of each effort. Once you get a handle on which channels have the best ROI, increase efforts in those areas and remove those not paying off. 

Above all else, do everything you can to keep your current and new customers happy. Talk to them to find out what they like best about your business, examine internal data and track repeat orders. This will provide valuable information about what keeps people coming back and buying from you again.

New Opportunities Through Cross-Channel Marketing

Technology advances at a rapid rate. New ways of reaching customers appear via apps, SMS and online. Pay attention to the new opportunities as they arise. Does a lesser-known social media network bring in more leads than an established one?

Be open to advertising through local publications, attending art fairs and teaming up with other business owners. No matter which methods you choose, be sure you stay true to your voice and message. Finally, the key to effective cross-channel marketing is remaining consistent. 

Eleanor is the editor-in-chief at Designerly Magazine. She’s also a freelance web designer with a focus on user experience. Eleanor lives in Philly with her husband and dog, Bear.

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