Why You Need Cross-Channel Marketing for Consistent Sales
If you’re like most entrepreneurs, you’re probably on several social media platforms and constantly trying to grow your audience. But let me ask, is all of your marketing aligned and working together?
Here’s what I mean…
If someone finds you on your social media vs. your email newsletter vs. a paid ad, is it all designed to help them on their customer journey? Or, is it more of a shotgun approach that is scattered and kind of all over the place?
If you’re in the latter category, no judgment I know I’ve been there myself. But I want you to start thinking about what it would look like if all of your marketing was aligned perfectly with your offers.
What if your content (both organic and paid) was so good that people loved seeing your posts and opening your emails. How much better of an experience would that be for your end user? How many more sales do you think you would make?
This is known as cross channel marketing and when used correctly, can have a quantum shift in helping you grow your business. In this post, I’ll show you how to use it effectively so you can create the best experience possible for your ideal client.
What Is Cross Channel Marketing?
So what is cross channel marketing anyways?
If I had to pick one word to describe it, I would say alignment. Every part of your marketing is aligned to help your end use. Here’s a more formal definition according to Smart Insights,
“Cross-channel marketing is a strategic, customer-focused digital marketing technique used by marketers globally to provide their customers with a consistent experience when interacting with their brand across multiple digital channels. It is a powerful way of designing your marketing strategy to create customer journeys involving various channels.”
I also really like this definition from HubSpot too:
“Cross-channel marketing is about blending together your various marketing channels in a way that creates a logical progression for your target audience to progress from one stage to the next. Your various channels need to work together and provide context for the messages your persona receives as they go from one channel to another.”
Basically, it’s having a clear strategy for all of your channels to get your audience on the same page. Whether they find your email list, social media or a paid ad, all of them are working together to get them into your business and becoming a paying client.
Why Cross-Channel Marketing is So Valuable
Now that you have a better understanding of what is cross channel marketing, let’s talk about why it’s so valuable to your business.
Repetition
Repetition is key to getting people to take action in your marketing.
You might have heard of this as the rule of seven before. As B2B Marketing said, “The rule of seven quite simply states that it takes an average of seven interactions with your brand before a purchase will take place.”
This is happening all the time, whether you know it or not in both online and offline marketing. A good example of this in traditional advertising is commercials. When you’re on the same channel watching a movie or game, I bet you start to see the same commercials over and over again.
By using repetition, they are programming you to think more and more about their offer. Whether it’s Dominos telling you about their latest pizza special or Zales telling you about their latest holiday offer, this is 100% intentional.
People need to see offers frequently to take action!
The same goes for digital marketing. For example, online entrepreneurs who sell digital courses constantly let their audience know about the offer in all their marketing.
From email marketing, paid ads, social media posts, podcast episodes, and retargeting ads, they are constantly reminding their audience about their offers and launches. This repetition keeps them and their products top of mind. Plus, this consistency and coordinated messaging helps drive the value home and stand out among your competitors.
Higher Engagement
With more and more people fighting for your attention, it’s important to have the right message to the right people. Having broad, general marketing is a surefire way to never grow your business and remain unknown in your niche.
The alternative is getting to know your audience and their core values. Let me ask, do you know what they struggle with? What do they want? Are you using the language that they use in their marketing? If not, start doing all of this as soon as possible.
This allows you to call out various value statements without overwhelming your audience (and frame them for the mindset of the audience on particular channels for meaningful connection). People love personalized content and this will lead to higher click-throughs, conversions, and fewer opt-outs. Who doesn’t want that!?
How to Cross Channel Market
Now that you have a better understanding of cross channeling marketing and how it can impact your business, let’s dive into some tangible action steps. For this part, we’ll break it into two sections; how to cross channel market with EasyWebinar and other ways non-webinar related.
Organic Social Media
The first way to cross channel your brand is with organic social media posting. I’m sure you’re already doing this to some capacity but wanted to include it on this list as it’s easiest to get started with.
When it comes to posting on social media, I suggest following these three rules:
- Pick 1-2 main platforms.
- Batch create your content.
- Only create content related to your offer.
Rule #1: Focus on 1-2 Platforms
One of the biggest mistakes I see with so many brands and entrepreneurs is to try and be everywhere, all the time. This is known as being “omnipresent” and can get a lot of entrepreneurs in trouble, especially if you’re a solopreneur trying to do everything yourself. It’s easy to think that you have to show up on YouTube, Twitter, Facebook, LinkedIn, etc.
In reality, that is pretty much impossible unless you spend all of your day posting on social media. And let’s get real, who wants to do that? Instead, you need to spend the majority of your time in your zone of genius, not posting on social media.
While it’s okay to have a profile on all the major platforms (and highly encouraged), don’t feel like you need to post to every single one daily. Instead, focus on 1-2 main platforms that you like and your audience hangs out on.
For example, don’t spend all of your time on LinkedIn if your audience is using Instagram or TikTok. Carefully research your ideal audience, learn which platforms they use, and become a master on one platform before spreading yourself thin on multiple platforms.
Rule 2: Batch Create Your Content
Once you pick your main platform (or two at most), the next thing you need to do is batch create content. Batching will help you do two things; save your precious time by avoiding context switching and create more content in less time.
Let’s not kid ourselves, creating epic content that your audience loves takes time and energy. Whether you’re recording podcast episodes, filming YouTube videos or writing copy, it’s no easy task. But one way to make it a lot easier and save a ton of time is to batch create.
Schedule time in advance and say “I’m going to record five episodes” or “I’m going to create four YouTube videos.” By time blocking and only working on only one area, you can stay in your zone of genius and get more created quickly. Then, you can edit, schedule it, and focus on other parts of your business.
Plus, batching will help you avoid burnout so you stay consistent and keep showing up for your audience. Do not skip this step!
Rule 3: Create Meaningful Content
Finally, make sure all of your content is carefully created for your audience and your offers. Don’t create content just for content sake. Instead, make sure that each piece of content is geared toward your ideal audience, their journey, and related to your offers.
This will make you stand out as an expert in your niche and become a trusted authority. Then it will feel a lot easier to get people to register for your webinars, sign up for your newsletter, and join your paid programs.
Paid Social Media Ads
While organic social media content is great, it’s a lot of work. It requires a lot of time to create, edit, schedule, and upload content on a regular basis (especially if you’re on several platforms).
While it can help build trust with your audience and a name for yourself in your niche, it’s the “slow” way. Don’t get me wrong, I’m not saying to ignore it but supercharge your efforts with paid ads too.
Paid ads on social media are the “fast” way to get more people to see your offers and learn about your business. The easiest way to do that is with Facebook ads. All you need to do is install a Facebook pixel on your website or landing page and incredible things become possible.
Since Facebook has so much data from their users, they can help you get your message to the right people, at the right time.
Start with Facebook (which also owns Instagram) and run ads on their platforms. Even a $1-$5 per day budget will help you start to see results, learn what’s working, and get more comfortable with the platform.
But if you’re just getting started, don’t make it complicated by trying to master every platform all all at once. Instead, get excellent at Facebook ads and then diversify your paid ad strategy to other places. Other popular paid ad platforms to cross channel market include:
- Google Ads
- LinkedIn Ads
- YouTube Ads
How to Cross Channel Market with EasyWebinar
While growing a fan/follower base on social media is great, don’t forget the main goal – get people to sign up for your email list. The more people you can get to your list, the more you can segment your audience, cater the right message for them, retarget with paid ads, and invite them to webinars.
Run Live Webinars
Once you start to build your email list, you want to run live webinars to learn more about your audience, test out offers, and increase your conversions. Since webinars convert at a much higher rate than any other medium, they can help you grow your business and impact your audience with epic content.
Whether you choose to run free, no pitch webinars or traditional sales webinars, make sure they all do one thing – provide value for your audience. You want your free webinars to provide so much value that even if they don’t buy anything, your audience is walking away with extra knowledge. This goodwill is likely to lead to more sales in the future and also positive word of mouth.
Create Automated Webinars
After you have successfully run live webinars, don’t forget to tap into automated webinars too. These make it easy to scale your business and convert leads into sales without tons of work on your end.
As you promote on social media and paid ads, invite your audience to events that are convenient for them. With our just in time feature, you can create automated webinars that are specific to your audience’s individual timezone. This will get more people to show up and hopefully lead to more conversions without you having to run live webinars.
Related: 5 Pitfalls and 5 Best Practices For Running Automated Webinars
Create Platform Specific Webinars
One of the keys to using webinars in your marketing efforts is to track everything so you can learn what works and what needs improvement. An easy way to do that with our system is to clone automated webinars so you have specific metrics for each of your major platforms.
For example, if you do a live launch, then convert it to evergreen webinar don’t send everyone to the same link on all your channels. Instead, create a separate funnel for each platform to track the performance for each channel (YouTube, LinkedIn, Instagram, etc.). Otherwise, you won’t know which referral source is yielding the best results and what to focus on moving forward.
Duplicating funnels is simple with EasyWebinar and will help you learn a ton about which platform is getting you the best results. Then, spend more of your time on those platforms so keep growing your business!
Final Thoughts
Cross channel marketing is key to growing your business and providing the best customer experience for your clients. When you use these strategies, I’m confident it will help you create meaningful content, scale your business, and impact more people.
Remember, repetition is key to getting more people to know, like, and trust you. The more that you repeat the message over and over again, the more likely you are to impact your audience. As Elizabeth Arden said, “Repetition makes reputation and reputation makes customers.”
Finally, don’t forget to use webinars and other social media to nail your message and become an expert in your niche. When you do this consistently over time I know that you will create a ton of raving fans and a business that is making the world a better place.
Next Steps
As you can see, there are tons of ways to use cross channel marketing to explode your business in 2021. And we want to help! With EasyWebinar, we’re making it easy to use webinars to cross market your offers and turn leads into sales.
When you join the FREE trial, you instantly gain access to all kinds of amazing features like:
- Live webinars: Run highly engaged events, chat with your audience, and share your message in pixel perfect, high definition quality. These allow you to test your offers, learn from your audience, and provide tons of value.
- Automated webinars: Aside from running live webinars, don’t forget that EasyWebinar allows you to run automated webinars too! These webinars are designed to scale your business and help you earn revenue on autopilot. Plus, we make it easy to convert your past live webinars into automated ones even if you’re brand new!
- Integrations: Finally, EasyWebinar connects with all of your favorite software providers and applications. From email marketing to payment processing, we integrate with tons of your favorite applications. Plus, we also connect with Zapier for more than 1,500 other applications!
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