Using Cross Channel Marketing to Build a Successful Business

The average person spends 75 percent of their time online using social media. For smart business owners, this represents a huge potential for marketing directly to consumers. You can use cross channel marketing to grow your business, reach new consumers and engage your current customers.

How Cross Channel Marketing Works

The basic way to start using cross channel marketing is with Google and Facebook. While these platforms seem different at first, there are a few similarities that you can capitalize on by aligning your advertising strategy with each sequence. To create the best cross platform marketing strategy, you need to focus on awareness, consideration, conversion and remarketing.

By using this technique, you can adopt a segmented advertising approach. Whether you are on Reddit or Facebook, you want to focus on this cycle of nurturing the client to the remarketing stage. You also want to use analytics to research the effectiveness of each step so that you are targeting consumers at the right time for the right product.

Finding the Right Marketing Approach

One of the ways that you can market through Google is with search ads. You can use these ads to see what people are actually searching for. For cross platform marketing, take the search term that you already know brings in search traffic and conversions. Then, highlight that search term in your Facebook ads. If you know that there are thousands of Google searches each month for a specific term, then you should definitely include that term in your Facebook ads.

Another technique is to use remarketing. When someone searches the internet, cookies track where they have been. Remarketing is a way to use this cookie information to target your ads. If thousands of people find your website through a specific keyword search, you can use their cookie data to remarket to them on Facebook and Google.

Google Adwords can also help you target the right consumers on Facebook. When people arrive at your site from Google, you can look at your audience’s demographics, age, gender and more. You can see what works best and use this information when you create Facebook ads. Basically, you can create a look-alike audience from Google’s data that also uses Facebook’s audience data.

No matter which ads you use, it is important to create a consistent, interconnected strategy. Imagine a customer sees a Facebook advertisement for a 50 percent discount. When they go to Google your store, they notice a different ad for a 25 percent discount. This type of disconnect can drive away customers, so you have to make sure that all of your marketing channels have a consistent, holistic message.

The Importance of Multi-Channel Marketing

Multi-channel customers spend an average of three or four times more than single-channel clients. According to Statistica, mobile retail commerce will make up 53.9 percent of all ecommerce sales by 2021. Your customers are using mobile devices to search the web, find products and scroll through social media apps. For your business to succeed, you have to go to where your customers are.

Thankfully, cross channel marketing does not have to be challenging. With a few tweaks, you can create a coordinated strategy that brings new clients into your sales funnel. By analyzing the data from each platform, you can improve your overall marketing strategy and target your ad budget on the techniques that actually work.