The success of B2B marketing depends on cross-channel marketing.
After all, the average B2B buyer consults 10.4 sources of information before purchasing (source). But even if you’re doing everything right, there’s always room for improvement.
In this blog, we will talk about cross-channel marketing mistakes. So without further ado, let’s start reading.
1. Low customer segmentation
If you know the segments you serve, it is better to understand customer data appropriately. The awareness or intuition generated from the CDP(Customer Data Platform) becomes pivotal when you try to understand and identify the customer segments mentioned above. It is always better to embrace the customer segments; otherwise, there will be a risk of losing action points.
A trustworthy CDP helps you to visualize the customer data and develop it into reports. This way, you can have a better understanding of the customer. Also, you can automate or manually work with the data at your convenience.
With the help of visualization, you can grasp a new trend: the number of customers who purchase your product/services and their interaction with our business. However, one can miss this trend when you overlook the customer segment overview. Therefore, there will be a blind spot regarding your conversion rates.
2. Every channel has the same KPI
Any channel must have its own goals and KPIs for cross-channel marketing. For example, the pay-per-click of Facebook will be different from the pay-per-click of twitter. In short, any pay-per-click for each social media platform will be different from the others.
It is the same for the lead generation rate. If the lead generation rate of Twitter is higher than the lead generation rate of LinkedIn, then you will prioritize and opt for Twitter to generate more leads. Therefore, it can be true for other KPIs. The other KPIs are
- Customer Lifetime value,
- Cost per conversion rate,
- ROI(Return on Investment),
- Click-through rate (CTR).
Don’t forget to analyze the total value generated by each channel and set the KPIs for each channel based on it. Also, you can include immediate performance goals when you set your KPIs.
3. Forget your customers; focus on channels
It is one of the most common but neglected mistakes. So many businesses and companies devote their money and time to learning and using new marketing channels. But they forgot the important question: will the new marketing channel be the best choice for your business?
It also gives rise to another question. Why do businesses focus on new marketing channels when they become aware of them? The main reasons are:
- Because of the cost factor, they choose the cheapest channel, which is not practical.
- They see that many businesses use this channel.
- They want to build a quick but fast online presence.
Hence, the primary focus should be on the channels commonly used by most customers rather than the new marketing channel. For the widely used media, try to send customized messages or campaigns.
4. Forget using Google Analytics
The biggest challenge for cross-channel marketing is that the business/company doesn’t know how to increase its sales drive. In actual reality, it is indeed false. It is because businesses have more than one sales and marketing channel. They do not know whether they can rake in 100% results from one marketing channel.
Not every channel is perfect and has more credits than other channels. Hence, you can opt for a widely and commonly used option: Google Analytics. Using Google Analytics, the credit for conversion will be given to the channel which provided the click before conversion.
The tracking setup portion is essential when you use cross-channel marketing. Google Analytics includes this tracking in their analytics and reporting. Hence, ensure all channels are tracked uniformly, and you can optimize or decide from these channels.
Cross-channel marketing is the strategy of using multiple channels to grab more customers and increase sales. You can improve your success by avoiding the cross-channel marketing mistakes mentioned above. Therefore, rectify and change these mistakes into solutions. Thanks for reading!