4 Steps to Constructing A Cross-Channel Lead Generation Strategy

cross-channel lead generation


Cross-channel marketing starts with creating a persona for your ideal customer. Once you know your target customer, you can start thinking about which channels they use and how you can reach them on those channels. Businesses use common cross-channel marketing channels, including email, social media, websites, and physical stores.


Essential Ways to Create Cross-channel Lead Generation Strategy


This article will show you how to build a robust cross-channel strategy to help your marketing channels succeed.


1. Full-funnel paid strategy


When it comes to marketing, there are many options out there. And while it might be tempting to try and do everything at once, that’s usually not the best strategy. Instead, focusing on a few key channels and making them work for you is often more effective. But how do you know which channels to focus on?


A great start is examining the advertising methods of platforms such as Google, Facebook, and Bing. A full-funnel paid strategy is a great way to get the most out of your cross-channel lead generation efforts. By starting with paid ads and then moving on to other channels, you can ensure your leads get the most exposure possible.


With so many touchpoints and channels to consider, it’s more important than ever to have a paid strategy that covers the entire funnel.


Moreover, always keep in mind the baseline results from each platform. You should also map out the average cost per conversion for each channel by reviewing analytics data (if needed) and taking an average of your results.


2. Track and report results


Tracking results is one of the most important aspects of any effective digital marketing strategy. Without proper tracking, it can be challenging to determine which channels are performing well and which need improvement. There are a few different ways to track results from each channel. Of course, the ideal method is through Google Analytics, but this isn’t always possible or necessary.


Also Read: Top 5 cross-channel marketing strategies to consider


Google Analytics is helpful since it allows you to establish objectives and UTM( Urchin Tracking Module) tracking tailored to your channel and marketing goals. To do so, you must create UTMs at the end of the URL for each promotion’s landing page. You’ll improve your chances of success if you time your paid advertising efforts to match your sales cycle. Doing this allows you to see which campaigns successfully drive conversions.


To compare promotions within channels, the following key areas need to be considered:

  • Conversion rates at the channel level
  • Landing page conversion rates from each channel
  • Cost per conversion

3. Implement seamless integration


Seamless channel integration and coordination are critical to a successful cross-channel lead generation strategy. Rather than treating each channel as a silo, aim for synergy and cohesion in your marketing efforts. Develop a cohesive brand identity and messaging strategy that transcends individual channels, creating a unified brand experience for your audience.

Implement marketing automation tool and CRM systems to streamline lead capture, nurturing, and tracking processes across channels. Leverage data and analytics to measure the performance of each channel and optimize your strategy over time. You can ensure maximum efficiency and effectiveness in generating leads and driving conversions by continuously monitoring results and refining your approach.


4. Integrate your messaging and branding


Consistency is critical when it comes to cross-channel marketing. Your messaging and branding should remain cohesive across all channels to create a unified brand experience for your audience. Develop a brand style guide that outlines your brand voice, tone, imagery, and key messaging points. Ensure all marketing team members share and understand this guide to maintain consistency across channels.


When crafting content for different platforms, adapt your messaging to fit each channel’s unique characteristics while staying true to your brand identity. For example, your social media content may be more casual and conversational, while your email communications may be more personalized and informative. Integrating your messaging and branding across channels reinforces brand recognition and builds trust in your audience.


Pro tip: Measure the conversion to the sales cycle


One of the most challenging metrics is the conversion to sale cycle. In some companies, the sales cycle can extend beyond one month, so you’d have to advertise for an extended period to understand how well leads convert. Similarly, you should have an internal infrastructure to track leads from lead generation through the marketing funnel to sales. You will need a tracking system to track leads. 


This process will vary for each business, but understanding these metrics is critical to strategically allocating your marketing budget. By tracking leads and sales, you can make informed choices about which channels are most effective for your business and adjust your strategy accordingly. Doing so will help ensure you’re getting the most out of your marketing efforts and maximize your chances of success.


Final thoughts


Creating a cross-channel lead generation strategy means collaborating across channels to support each other. Each channel should have a clear plan and purpose and work together to funnel leads toward your ultimate goal. By following these steps and creating a well-rounded strategy, you’ll be sure to set your business up for success.


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