Getting into Cross-Channel Promotion

Getting into Cross-Channel Promotion

Where does your audience spend time, and how can you best locate and serve them? This is where cross-channel promotion can definitely be of some help.

In a nutshell, cross-channel promotion is basically having an integrated plan for marketing to your audience no matter what platform they happen to utilize most. These days content is found on blogs, websites, videos, audios, imagery and more, and it’s your task to create a cohesive plan to reach your audience where it hangs out, and hopefully converts.

Where is your audience found?

Having this information when you need it is essential to making this succeed. You must 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 at the outset allows to you to target more carefully.

Still other channels have wildly different demographics. Integrating an Instagram lead with your LinkedIn crowd wouldn’t make a lot of sense, given the age and focus of each audience.

Plan your content strategy accordingly

There are a number of ways to implement this sort of promotion, and the choices will depend a great deal on what types of content you are comfortable creating and distributing. Some types that work well include:

  • Search engine optimization
  • Search engine marketing
  • Email marketing
  • Social media
  • Videos
  • Events
  • Speaking engagements
  • Websites
  • Blogs
  • eBooks
  • White papers
  • Special reports
  • Presentations
  • Press releases
  • Webinars
  • Print

Combining these pieces so they multiply your audience exposure to the content and extend its reach is your goal here.

Simply execute the plan

Okay, I did say simply, but this is where most will drop the ball. It’s really only simple and effective if you’ve done the groundwork talked about above. Miss that step, and this becomes too laborious and totally ineffective. You need that step by step plan, coordinated with your team to make this work like a charm.

Utilizing cross-channel promotion is a terrific way to exponentially expand the reach of your content and influence. Use it as often as you can for best results!