There’s a common suggestion many rock climbers have for those who want to start climbing: “Three on, one off.” This means you should have three extremities—two hands and a foot, or two feet and a hand—touching the rock or wall at all times, ensuring multiple points of support. This is also a great way to think about cross-channel marketing. The more places you connect with customers, the more support you have. Even if a customer doesn’t connect with your business in one venue, they’ll hopefully connect with two or three others. This article will explain and highlight some tactics for cross-channel marketing, specifically in social media.
The pull method of marketing
Pull method marketing works when a product or service becomes so well-branded and valued that customers seek out the company’s stores and other places where their product is stocked. Rather than pushing the product at customers, marketers pull customers to the product through branding. How does a company brand their product or service? Cross-channel marketing to establish branding works like this: when customers hear about a product from a number of venues—like social media, email and television, as well as newspapers, storefronts and word of mouth—they then seek out and purchase the product or service due to the frequency and effective branding done by the company.
How should cross channel marketing work?
Pull method marketing is a simple theory, but a more complicated reality, as is cross-channel marketing. Cross-channel marketing creates a streamlined, repeated message that appears consistently in a variety of different venues, both physical and digital. But customers respond differently to emails than they would to ads on Facebook. Likewise, their presence and mentality on YouTube will be different from their mindset when sorting through the mail. Your marketing should be tailored to the particular medium—while repeating a streamlined message—so you connect with customers on a variety of levels. Cross-channeling focuses on meeting customers at each stop in a way that is applicable to the medium, re-establishing and repeating the company’s message.
What role should social media play?
Let’s look at an example when marketing on social media doesn’t work. The advertisements that appear on the sidebars of a website like Facebook or YouTube are often targeted to users based on their interests and search histories. While this is by no means a bad way to connect with new customers, it’s only doing half of the work that a streamlined, cross-channel campaign could accomplish. A more effective tactic would be to streamline communication with a customer through several venues, such as sending an email within a month of a similar-messaged ad that appears on Facebook and a video on YouTube. It’s important in a case like this to understand your customer and how they are likely to respond in a social media venue. Integrate data from multiple sources to better equip your cross-channel marketing strategy.
The fact is, customers won’t see every channel you employ for marketing. While it’s increasingly common for users to establish multiple presences online—Facebook, Twitter, blog, YouTube—they won’t be everywhere at once. What’s important is the availability and prominence of your message at each location so your message is consistent and streamlined when customers frequent a website or receive mail. This is a great way to achieve successful branding and your social media communication with customers will only grow from that point on.