“Not putting all of your eggs in one basket” – Cross-Channel Marketing

Imagine: you’ve embarked on your mission to grow your business online with paid search ads on Google, and they’ve been performing well… but what next? What happens when you feel like you’ve reached the “ceiling” of this platform and what it has to offer?

This is where cross-channel marketing can come in, not to be confused with omnichannel marketing (a user-centred approach), or multichannel marketing (using multiple channels that work independently from each other).

Cross-channel marketing is when you use multiple platforms to reach your audience, and when applied well, these platforms work seamlessly with each other.

By not putting all of your eggs in one basket, you can reach out to and expand your offering to different audiences, using a variety of approaches. What’s more, as these channels are intertwined, you can level-up your strategies by utilising the power of cross-channel data and insights, giving you a more in-depth view of the customer journey.

So, what channels fit into cross-channel marketing, and is there a winning formula of which channels to combine? The simple answer is no. This will vary depending on your product, brand, industry and target audience. This is where your research comes in and is key to producing a winning strategy. This is not limited to but includes: past performance data analysis, yearly trends, market research, auction insights, brand visibility etc.

Let’s go back to our example of a business starting out on Google Ads. They’ve got enough data to work with, and their strategy is focusing on a lot of high-intent user searches, people who are familiar with the brand. But what about acquiring new customers, and expanding that reach? A platform such as Meta Ads could be the one to test. Meta Ads allows a different marketing approach and more detailed targeting options. In addition, you can target multiple stages of the conversion funnel.

Pro Tips:

• Consistency: if you want to see results, these channels need nurturing and tending to over time, consistent optimisations and careful observation will pay off in the long run.
• Cohesiveness: make your ad copy and visual content work smarter, not harder. In turn, this will create a more cohesive “put-together” image, emulating trustworthiness and legitimacy.
• Experimenting: it is crucial knowing when not to “rock the boat” e.g. deciding to completely change your campaign structure during peak sales-time. But on the other hand, it is important to keep a happy medium and not let ads become stagnant, especially if they’ve been performing sub-par. There are multiple different ways you can set up A/B tests, or trial a new campaign focus with a different audience. Balance is key!

If you need any assistance on cross-channel marketing, don’t hesitate to contact one of our expert team members!