5 Common Goals For Building Cross-Channel Audiences


Today’s customers engage with varying channels and are dispersed in multiple directions to satisfy their needs and wants. Therefore, sharing your attention across busy channels and turning your buyers into customers at the right time is essential. This tactic is precisely what cross-channel marketing offers. If you want to grow your list of customers and raise brand awareness, a cross-channel marketing tactic can be one of the keys to success. But how do you get started with this strategy?


Cross-channel marketing sounds great, but it also sounds somewhat tricky. But don’t worry; we are here to share five goals that can help you interact well with diverse platforms and widen your cross-channel client base:


1. Goal 1: Acquire new customers


Finding new customers is a huge pain point for many business owners. Did you know that attracting a brand-new customer is approximately five times more expensive than retaining an existing one? (source). So where should you begin if you want to gain more fresh customers? Yes, you might find them on Facebook or LinkedIn. But how will you recognize your most valuable customers? This is where the predicted customer lifetime model comes in. It helps you discover your “valued customers” by considering some factors like the number of site visits or behavior during site visits.


So, now that you have identified your valuable customers, how will you compel them to make their first initial purchase? First, you can use affinity models, such as product or discount affinity. This allows you to target a particular group based on their likely preferences. By doing so, you can reach the right audience and fulfill their needs much more quickly. 


Therefore, combine your predicted customer lifetime value with affinity to enhance your customer acquisition and bring more potential fresh customers to your network.


2. Goal 2: Retarget buyers


Retargeting is a great way to reconnect with lapsed customers and encourage some new purchases. However, in this case, you must understand two key points: which audience you aim for and what your message should be.


You know your audience well, but when it comes to messaging, you can target your audience using affinity models such as product, category, or discount affinity. Product or category affinity models can show you the best ways to promote your ad to the audience because a compelling reason drives them. For example, product models can help you target your customers based on the products they like, whereas category models can help you target your customers based on any specific category.


Discount affinity can help you preserve your profit margins and gravitate toward customers who seek discount prices. Additionally, you can combine all affinity models to retarget a large group of customers.


3. Goal 3: Activate non-buyers


Most companies are concerned with customer acquisition but fail to activate their non-buyers. Yes, it would help if you woke them up too. They might have a hidden interest in your products. How will you start them?


First, try to engage those non-buyers who appear interested in your products. You can do this by examining their buying signals, such as measuring their frequency of visits or monitoring their behavior during their visits. Second, get in touch with them via Facebook or display ads with a special offer on their first purchase. This may open your door to welcoming some non-buyers into your business.


4. Goal 4: Drive more second purchases


Most business owners believe that many new customers will eventually choose to stick with their brand. However, customer loyalty has become a far trickier proposition in this digital realm, where customers have many options at their fingertips. That’s why marketers need to focus on driving second purchases. But getting those purchases often proves difficult for today’s businesses. So if this dilemma sounds familiar to you, don’t worry. Here’s the solution:


Targeting one-time buyers across various channels is the only way to boost your second purchase rate. To do so, first, compile a list of customers who recently made their first purchase and then try to connect them through specific advertisements. 


Here are a few tips to make your advertising more captivating:


  • First, send customers a “come back” message to remind them of your brand.
  • Include a limited-time incentive to create a sense of urgency.
  • Finally, try to tailor the products based on the first purchase made by each customer.


One-time buyers can bring in recurring or steady income for your company. You should, therefore, not overlook your first-time buyers.


5. Goal 5: Consistently analyze your insights


Once you have your strategy in place, track and analyze your data to see what works and what doesn’t. By keeping track of your customer interactions across various channels, you can further decide how to optimize your strategy. This can eventually increase your chances of succeeding on each platform while maintaining a solid, established presence with your customers. Here are a few questions to help you find your answers:


  • Do your web strategy and other channels resonate?
  • Does your marketing campaign convey the same message across all platforms?


Related: 4 Steps to Constructing A Cross-Channel Lead Generation Strategy


The cornerstone of cross-channel marketing is selecting touchpoints that fit your target audience’s needs and habits. When choosing your channels, regularly research your target market, set and monitor goals for each channel, and adhere to the channel’s guidelines. Plus, never fail to uphold a consistent brand experience across your channels. However, we hope the objectives listed above will soon be a part of your cross-channel marketing plan and help you build audiences across various networks.


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