Customers frequently use different channels at different points when making decisions and purchases. That means businesses must be present everywhere and not lose their brand voice in crowded channels.
Although cross-channel marketing provides many ways to connect with customers, integrating and interacting with each channel might be challenging.
Understanding Cross-channel Marketing
Before delving into tactics, it’s essential to understand the concept of cross-channel marketing. Unlike multi-channel marketing, which involves using different channels to reach customers independently, cross-channel marketing focuses on creating a unified and integrated experience across all channels.
This approach ensures that customers have a consistent and seamless interaction with your brand, regardless of their chosen channel.
Cross-channel Marketing Strategy for Customer Engagement
Hence, in this blog, we have compiled five tactics that can help you lay a strong foundation in resonating with each of your customers through different channels:
1. Use retargeting ads
About 97% of visitors leave a site without making any purchase and never return. This is quite obvious because customers are so preoccupied looking for their products on multiple sites that they somehow slip their minds and lose touch with you.
So, how do you get back to them? Retargeting is the key! Retargeting your visitors reminds them about your offerings and entices them to conclude their uncompleted action.
You can perform this tactic by displaying ads to your visitors who have exhibited an interest in your brand but haven’t taken any actions in response to it. Such retargeting ads mainly allow you to focus on people who have some interest in your business.
This may increase your chances of increasing sales and closing deals more quickly. Therefore, retargeted ads return your “window shoppers” to your site.
2. Conduct an A/B test to deliver a better outreach approach
You might encounter many back-and-forth moments when launching your marketing campaigns or advertisements. Sometimes, you might have to take the path of guesswork, where your outcomes may surprise or go wrong. But, you no longer have to rely on your haphazard decisions because A/B testing gives you the courage to take potentially risky moves.
A/B testing compares the performance of two or more campaigns to find the best-performing version for reaching your audience. For example, if a B2B company wishes to drive traffic to its landing page, it can run an A/B test on two different headlines to see which title can hold more views from the audience.
The results of A/B testing will give you a clear picture of your customers’ likes and dislikes. As a result, you can design your campaign according to your user experience.
A/B testing allows you to strengthen your engagement rates while also shaping better customer satisfaction.
3. Interactive content strategies
You can engage your audience with interactive content that encourages participation. Polls, quizzes, and interactive videos can be shared across multiple channels, sparking interest and increasing user engagement. Interactive content provides value to your audience and creates memorable brand experiences, strengthening the connection between your brand and customers.
3. Send triggered messages to your customers
Customers unfamiliar with your brand may face difficulties purchasing your products. So, a better way to assist them in achieving their goal is to guide them through their buying process. Is that possible? Let’s see.
Triggered messages can serve as a guide to your audience. With the help of such messages, you can reach and engage your customers at all points of their buying journey. The phrase “triggered” might sound perplexing, but these messages simplify customers’ buying processes. Such messages can be your push notifications, emails, or outreach methods.
You can send triggered messages right after your users take a small action in purchasing plans. For instance, if your customers add your products to their cart but later somehow forget to make a purchase, you can send a retargeted message to remind them about the products they are likely running low on.
4. Give your users a personalized experience
What comes to mind when you think of your most memorable brand experience? Most likely, something might have left you with a personal touch. Right? The same holds for your customers. They need that personalized touch in all of your outreach approaches.
Customers gravitate toward brands that listen to them, understand them, and pay attention to their specific wants and needs. This is where personalization comes in. Personalizing your touchpoints or any message brings you and your customers closer. But how do you do that? Customers usually leave a trail of data about themselves when engaging with your brand across several channels. This data can serve as a source for delivering a “personalized experience” to your customers.
For instance, When your customers browse a particular service on your site, you can learn about their wants and needs. This allows you to send a tailored message encouraging customers to stick around your brand.
Personalization techniques can keep you afloat in today’s highly savvy marketplace. Therefore, whenever you see any customers coming your way, greet them with a “customized message.”
5. Leverage email follow-up tactic
Although email marketing is a golden oldie, it is and will remain an effective technique in digital marketing. Therefore, it might not be wrong that many marketing experts start their communication or advertisements with emails.
Email marketing brings some loyal customers to your table, but adopting the “email follow-up” practice can be even more effective. The study conducted by Iko Systems revealed that follow-ups act as a catalyst to boost your email response rates.
During the research, they received 18% of responses from their first email, followed by 13% on the fourth and 27% on the sixth (source). This clearly shows the significance of follow-up in enhancing your customer engagement rates. Hence, no matter what, keep following up with your customers through your emails!
Cross-channel marketing has the potential to bring exponential growth to your business, but it can quickly go wrong when poorly implemented. So, when employing any cross-channel marketing tactic, ensure your message is well-aligned with your customer’s needs. This, in turn, can help boost your user experience and drive more engagement rates for your business.
However, we hope the above-outlined methods will add dynamism to your cross-channel marketing strategy and forge your brand into good shape.