Business | 08/24/2016
How to Create a Cross-channel Marketing Campaign
No marketing should be done in a vacuum. When you plan blogs, turn them into an ebook. When you publish an ebook, tweet about it. And so it goes.
In marketing, everything is connected. It’s very zen.
Everything you create should result in a campaign. When I say “campaign,” I mean any sort of coordinated effort to reach a desired goal. If you’re creating a standalone project in marketing, you’re wasting your time.
In this post, I’ll look at one example campaign to show how to coordinate a campaign across all your channels. The channels we’ll focus on will be your blog, social media, and targeted digital advertising.
Laying the Foundation
Your blog is your core when you create a cross-channel marketing campaign.
Your website is the end destination for your traffic, and in our case, your blog is where those who interact with your campaign will land. The blog is going to be the foundation of any coordinated campaign you begin.
As you’re thinking about creating the foundation of your coordinated campaign, you need to begin with the end in mind. What do you hope to accomplish through this campaign?
People want to talk about KPIs (key performance indicators) all the time. You need to decide which KPIs matter to you and why. The end goal of any campaign can fit a number of criteria:
- More clicks
- More views
- More leads
- Raise “awareness” – a favorite of PR firms. Let me know when you can quantify awareness into real dollars. ?
Your blog is the turnkey that culminates in your desired action.
You want more leads? Great…but now your blog needs something extra to get those leads. You need a lead magnet to push visitors across the finish line. Embed it in your blog, make it relevant to your topic, and give visitors something valuable. It could be as simple as a downloadable infographic.
Here’s a simple reason you need to know what matters to you before you start a campaign. If you get ten visits and three leads on one campaign and 1,000 visits and one lead on another, which is more effective?
I’ll let you ponder that, but now let’s move on to creating social media for a coordinated campaign.
Social Media Secrets
Social media is an essential piece of your coordinated campaign (consider these statistics on the role it plays in your digital strategy). It’s also quite possibly the easiest content you will ever create. Do you want to know why?
I’ll let you in on a little secret.
If you started your coordinated campaign by writing your blog, then all your social media content has already been written.
That’s right—it’s done. When you’re planning your coordinated campaign, scan your blog for snippets you can cut out into social posts. Five sentences can be five tweets. A paragraph can be the lede you use for a Facebook or LinkedIn post. It’s likely you’ll have to do some editing to fit the length restrictions for tweets, but for the most part, the content is ready to go.
This is the beauty of a coordinated campaign with repurposed content.
Getting Your Ads Noticed
You should be running digital ads, but there’s a lot of nuance in that statement that I’ll save for another post. For today’s example, I’m focusing on retargeting ads.
For this exercise, you’ll want to set up ads that pull back visitors to the blog or lead magnet you set up as your anchor. Again, just like with social media, your blog post serves as the core to help you generate new content (ads, in this case) from something you’ve already finished.
We like AdRoll for most retargeting efforts. It gives great flexibility with ad types, helps users track and analyze campaigns easily, and works across browsers and devices (that means the ads work and look great on mobile, which is always a prerequisite for us at Mineral).
A coordinated campaign doesn’t have to stop at social media, ads, and your blog post. Like we’ve covered before, planning related blogs to turn into ebooks can be the center of a much larger and longer coordinated campaign. You can also coordinate a co-campaign with trusted partners if the situation is right (maybe you and a CPA firm have a referral relationship).
Launching a campaign across multiple channels and in various mediums can be critical to you finding success. Gartner Research indicated that “lead management campaigns integrating 4 or more digital channels will outperform single- or dual-channel campaigns by 300%.”
The next time you’re taking a look at your content calendar and figuring out what content to push to your clients and prospects, make sure you approach it from a holistic standpoint so you can utilize each communication channel to its fullest extent.
READERS ALSO ENJOYED
Business | 07/31/2018
July 31, 2018 Dear Mineral Family and Friends, Today, after three years of hard work, creativity,...
Business | 11/14/2017
This week, I’ll be attending Schwab IMPACT 2017 along with Mineral CEO Jud Mackrill. We’ll be...
Business | 03/24/2017
We run social media accounts for several clients and if we’ve learned one thing, it’s this:...