What You Need to Know About Cross-Channel Promotion
You may have heard the term cross-channel promotion tossed around, and were asking yourself what exactly it is and how can it possibly benefit your business.
In a nutshell, cross-channel promotion is simply having an integrated plan for marketing to your audience no matter what platform they happen to utilize most. These days content is found on blogs, websites, videos, audios, imagery and more, and it’s your task to create a cohesive plan to reach your audience where it hangs out, and ideally converts.
What channels does your audience frequent?
Having this information at your fingertips is essential to making this work. You need to know where your audience hangs out, and why they are doing so. Another factor that matters is the platforms themselves. Some platforms convert much better than others, (such as Pinterest for example, especially for women) and understanding this going in allows to you to target more carefully.
Still other channels have wildly different demographics. Integrating an Instagram lead with your LinkedIn crowd wouldn’t make a great deal of sense, given the age and focus of each audience.
Map out your content strategy from there
There are a variety of ways to implement this sort of promotion, and the choices will depend a great deal on what types of content you are comfortable creating and distributing. Some types that work well include:
- Search engine optimization
- Search engine marketing
- Email marketing
- Social media
- Videos
- Events
- Speaking engagements
- Websites
- Blogs
- eBooks
- White papers
- Special reports
- Presentations
- Press releases
- Webinars
Combining these pieces so they multiply your audience exposure to the content and extend its reach is your goal here.
Simply execute the plan
Okay, I did say simply, but this is the place where most will drop the ball. It’s really only simple and effective if you’ve done the groundwork talked about above. Miss that step, and this will become too laborious and totally ineffective. You need that step by step plan, coordinated with your team to make this work like a charm.
Taking advantage of cross-channel promotion is a great way to send your content to an audience that may have never seen it, through the power of social media and sharing. Get your content working as hard as you do!
