4 Steps to Constructing A Cross-Channel Lead Generation Strategy

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.


Remember, those specific methods are effective for many channels, while others just require one. 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 a lot of options out there. And while it might be tempting to try and do everything at once, that’s usually not the best strategy. Instead, it’s often more effective to focus on a few key channels and make them work for you. 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 that 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


One of the most important aspects of any effective digital marketing strategy is tracking results. 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.


The most critical level of tracking is from the paid ad landing page to whatever marketing automation system you use to gather these leads. After that, you’re in good shape if you track each channel’s landing page performance separately.


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 up with 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. Fixing Budget


When you’re restricted by how much you can experiment with, it’s critical to grasp the characteristics of each channel. For example, paid search and sponsored social media are two separate marketing channels that begin with various complex features that make decision-making for each difficult. To avoid the information deluge, consider the general strategy behind each platform separately.


Direct mail has a much higher response rate than digital channels, so it’s an effective way to reach potential customers who might ignore online communications. Plus, direct mail feels more personal and can boost any conversion funnel stage, not just lead generation. If you’re not using direct mail as part of your marketing mix, you could miss out on many potential customers. So why not give it a try? You might be surprised at the results.


4. 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 of time 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 key 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 that you’re getting the most out of your marketing efforts and maximize your chances of success.


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 towards your ultimate goal. By following these steps and taking the time to create a well-rounded strategy, you’ll be sure to set your business up for success.


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