You may have heard the term cross-channel promotion tossed about, 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 regardless of which platform they happen to utilize most. Nowadays content is found on blogs, websites, videos, audios, imagery and more, and it’s your task to develop a cohesive plan to reach your audience where it hangs out, and hopefully converts.
Having this information when you need it is essential to making this succeed. You need to know where your audience hangs out, and why they are doing so. Another factor that will matter is the platforms themselves. Some platforms convert far better than others, (such as Pinterest for example, especially for women) and understanding this going in allows to you to target more carefully.
Another concern is the demographics of a particular site. If you have an offer designed for a specific age range or other pertinent demographic parameter, it may be foolish to market it on a platform that doesn’t share that. Still other channels have wildly different demographics. Integrating an Instagram lead with your LinkedIn crowd wouldn’t make a great deal of sense, because of the age and focus of each audience.
Map out your content strategy from there
Once you know where you’re planning on posting, you need to carefully map out a step by step approach to publishing your content there. There are many 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
Utilize as many as make sense for your business in order to widen the reach and overall exposure your content receives.
Then simply execute the plan
This is the part where many stumble, the actual execution of the plan. This presupposes you have a plan, which is a must in an undertaking like this. There are many moving parts that need to coordinate with each other, and good intentions don’t succeed when there is no cohesive, step-by-step roadmap for your team to follow.
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!
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