You may have heard the term cross-channel promotion tossed about, and were wanting to know what exactly it is and how can it possibly benefit your business.
In case you aren't acquainted with the concept, cross-channel promotion is where you conceive an integrated plan to market to your target audience irrespective of which web platform they prefer. With content found on blogs, sites, videos, audios, image sites and more these days , it's more valuable than ever to make use of a strategy that meets them where they are.
Where is your audience found?
It's clearly important to have business intelligence that allows you to anticipate where your audience is and how it can be identified. Another vital aspect is the conversion factor. Some platforms convert very well, (Pinterest for example) while others are more effective as a conduit leading to your content.
Another concern is the demographics of a particular site. If you've got an offer designed for a particular age range or other pertinent demographic parameter, it would be foolish to market it on a platform that doesn't share that. Still other channels have dramatically different demographics. Integrating an Instagram lead with your LinkedIn crowd would not make a great deal of sense, given the age and focus of each audience.
Plan your content strategy accordingly
Once you know where you're planning on posting, you need to carefully map out a step by step approach to distributing your content there. There are numerous forms of content that work well for this, including…
- Search engine optimization
- Search engine marketing
- Email marketing
- Social media
- Speaking engagements
- White papers
- Special reports
- Press releases
Make use of as many as make sense for your business as a way to widen the reach and overall exposure your content receives.
Then simply execute the plan
This is the part where many stumble, in the actual execution of the plan. This presupposes you have a plan, which is a necessity in an undertaking like this. There are many moving parts that need to coordinate with each other, and good intentions fall short when there is no cohesive, step-by-step roadmap for your team to follow.
Utilizing cross-channel promotion is a terrific way to significantly expand the reach of your content and influence. Use it as often as possible for best results!