If you are trying to meet a quota of leads or customers, you will know that if you market in a single channel, you will miss out on a large portion of your target audience . Additionally, concentrating on a single channel can even create a poor customer experience and prevent you from successfully nurturing your leads.
In order to make a positive impression on your target audience, you need to meet them where they are, giving them the attention and content they need when they need it. This is where cross-channel marketing comes in.
What Is Cross-Channel Marketing
Cross-channel is a very important aspect of your lead generation strategy! It allows you to have an interconnected approach with your customers by being where they are. Unlike multichannel marketing, the channels you use in cross-channel marketing work together to provide context for the messages which your buyer persona receives as he or she goes from one channel to another.
In other words, rather than presenting your target audience with fragmented messages about all the great products or services you offer, each message is built on the previous one to deliver a whole picture.
However, to have a successful cross-channel lead generating strategy, you need more than just publishing content across various channels. In order to create a harmonious experience and persuasive messages, there are some hitches you need to avoid.
3 Cross-Channel Mistakes You Should Avoid
If you want your cross-channel strategy to be successful, you need to avoid the following common mistakes:
- Using content across channels without tailoring – Content must be tailored to fit the strengths of each channel. For instance, your content or format should not be presented on your website as they are in your email campaigns or even social media.
- Poor focus on customer experience – The main goal of the cross-channel strategy is to provide a good experience to your target audience. If you are developing a campaign without taking your audience into consideration, you will not get anywhere. Instead, you need to have a clear understanding of your audience on each channel in order to target them properly. Additionally, you have to put yourself in the customer’s shoes and think about what his or her ultimate experience is like. That will help you avoid less captivating methods.
- Overemphasizing one channel without the date to back it up – Your customer is present on a wide variety of channels. Therefore, you need to build your campaigns accordingly. Avoid placing all your campaigns in one channel unless you have data implying that your target audience is only active in one specific channel! Rather, you should diversify your campaign on various channels and test the effectiveness of each one.
An Effective Strategy
A cross-channel strategy is an effective way to reach out to your target audience. From creating brand awareness to generating leads, and increasing sales, cross-channel will help you do it all.
Remember to keep your content and customer service well-aligned with each channel to provide a smooth transition to your audience.
Need help testing your cross-channel marketing strategy or generating more leads? Call Persuade today!
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