Consumers these days are active on multiple online platforms, engaging with brands across a variety of channels—from social media to email, search engines to websites, and beyond. To reach and resonate with this diverse and dynamic audience, businesses must craft a comprehensive cross-channel marketing plan that both aligns with their overall marketing strategy and also adapts to the unique nuances of each platform.
But what is a cross-channel marketing plan exactly and how can you craft one for your business?
In this post, we’ll guide you through the essential steps to build a successful cross-channel marketing plan, from laying the strategic foundation to executing campaigns that drive engagement and results. Whether you're just starting out or looking to refine your approach, this guide will provide you with the insights and tools you need to create a cohesive and effective marketing strategy that meets consumers wherever they are.
Let’s start with the basics: what is cross-channel marketing?
At its core, cross-channel marketing is a strategy that integrates multiple marketing channels to deliver a unified message to the target audience. It goes beyond merely being present on different platforms; it focuses on creating a cohesive narrative that resonates with customers regardless of the channel they choose to engage with. Whether it’s a social media post, a billboard, or a flyer, each piece of communication is designed to complement and enhance the others. For example, a customer might see a billboard promoting a new product while driving, receive a flyer in the mail with a discount code for the same product, and later hear a radio ad reinforcing the product's key features. Each touchpoint strengthens the overall communication, creating a seamless experience.
The goal of cross-channel marketing is to create a seamless experience for customers as they move through the marketing funnel, from awareness to conversion. By ensuring that all channels are aligned and working together, businesses can increase the effectiveness of their marketing efforts, improve customer satisfaction, and ultimately drive more conversions.
What is cross-channel digital marketing? Is it the same thing?
Essentially, yes. Cross-channel digital marketing refers specifically to the integration of various digital platforms—such as social media, email, websites, and mobile apps—to create a cohesive marketing strategy. Unlike traditional cross-channel marketing, which may include offline channels like print or TV, cross-channel digital marketing focuses solely on online touchpoints.
For example, imagine a customer who clicks on a Google ad, is then retargeted on Instagram, and receives a tailored email offer—all reinforcing the same brand messaging and leading toward conversion. Each interaction is carefully crafted to move the customer closer to making a purchase, with data collected at every stage to optimize future interactions.
In an age where customers are more empowered and informed than ever, cross-channel marketing is no longer a luxury; it’s a necessity.
Here’s why:
Now that we’ve established the importance of cross-channel marketing, let’s dive into the actionable steps you need to follow to build a successful plan.
The first step in any marketing plan is to define your objectives. For example, if your goal is to boost sales during the holiday season, your cross-channel marketing efforts might focus on seasonal promotions across email, social media, and paid search ads to drive traffic to your e-commerce store. Clearly defining your goals in this way will help guide your strategy and ensure that all your efforts are aligned with your desired outcomes.
To create a cohesive cross-channel marketing plan, you need to have a deep understanding of your target audience. For example, if your audience is Gen Z, you might prioritize platforms like Instagram, TikTok, and YouTube, while for older demographics, email and Facebook may be more effective. By creating detailed buyer personas, you can tailor your messaging and choose the right channels to reach your audience effectively.
Not all marketing channels are created equal, and not every channel will be right for your business. When selecting channels for your cross-channel marketing plan, consider where your target audience spends their time and how they prefer to engage with brands. For instance, if your audience is active on LinkedIn but rarely engages with email, focusing your efforts on LinkedIn advertising and content marketing might yield better results. Common channels include social media, email, search engines, content marketing, and paid advertising. It’s important to choose channels that complement each other and can work together to deliver a unified message.
After understanding your audience and identifying the channels where they are active, the next step is to map out their journey through your cross-channel marketing funnel. This helps you structure your efforts by identifying what content, messaging, and channels to use at each stage of the funnel—from awareness to advocacy.
For example, during the awareness stage, social media ads and blog posts may be most effective, while personalized email offers might work better in the conversion stage. Define each step clearly and determine how your marketing efforts across channels will guide your audience from one stage to the next.
The key to successful cross-channel marketing is creating a cohesive message that resonates with your audience across all touchpoints. This means that your brand’s voice, tone, and messaging should be consistent across every platform. However, it’s also important to tailor your message to fit the unique characteristics of each channel. For example, the way you communicate on Twitter might be different from how you communicate in an email newsletter, but the core message should remain the same.
For instance, let’s take a look at the American company Fabletics, a fitness apparel brand. Fabletics ran a campaign promoting their new Luxe360 collection. Their cross-channel marketing strategy included a coordinated message across various platforms: Instagram, Facebook, email, and Twitter.
On Twitter, Fabletics used a specific approach to highlight their new Luxe360 collection. Here’s an example of their tweet:
Tweet Specifications:
To execute a cross-channel marketing plan effectively, you need to leverage technology and tools that can help you manage and optimize your campaigns. For instance, using a marketing automation platform allows you to send tailored email offers based on customer behavior on your website, while CRM systems help track all interactions across touchpoints, making personalization easier. Social media listening tools, in turn, allow you to monitor conversations around your brand and gain insights into customer sentiment, while social media reporting tools help you analyze the performance of your social campaigns across different platforms.
Once your cross-channel marketing plan is in place, the work doesn’t stop there. To ensure ongoing success, it’s crucial to continuously analyze your results and make adjustments as needed. For example, if your email campaigns are driving higher engagement than your social media efforts, you may decide to allocate more resources to email marketing, while adjusting your social content strategy. By analyzing this data, you can identify what’s working, what’s not, and where there’s room for improvement.
Following on from this last point, to determine the success of your cross-channel marketing plan, it’s important to establish key performance indicators (KPIs) that align with your objectives.
Common KPIs for cross-channel marketing include:
The best way to track all this data is by using a robust marketing analytics platform. For instance, Influencity’s platform offers comprehensive analytics and reporting features that allow you to track key performance indicators (KPIs) across various channels. With Influencity, you can monitor brand mentions across social media, assess your earned media value, and gain insights into your audience's engagement with your content. The platform also enables you to analyze the performance of your influencer marketing campaigns in conjunction with other channels, providing a holistic view of your marketing efforts. That way, you can make data-driven decisions, optimize your strategy in real time, and ensure that every aspect of your cross-channel marketing plan is aligned and on track to help you achieve your business goals.