The best five cross channel approaches to Customer Engagement

Increase cross-channel engagement with proven methods. 

In this global market place, you must admit your customers are everywhere. They can learn about your products from display adverts, research your products across social media, receive your email marketing campaigns. Therefore it is essential to map out the way in which your business engages with customers across multiple channels. Cross-channel engagement consists of integrating several marketing channels to seamlessly connect with your target audience. Every connection or interaction must exhibit brand consistency and offer customer satisfaction. With the optimum strategy, you can drive product sales and achieve increased customer retention. 

Increase your cross-channel engagement with the following five approaches.

1. Communicate Your Brand Message

Keep track of your brand message and ensure your team are engaging with customers across various channels through this message. Determine what the brand message is by focusing on what the consumer really cares about i.e. their problem so couple this with your (product) solution. A compelling message to the customer results.  

Ensure the message differentiates you from your competitors to avoid confusion. Decide how the chosen message with be communicated across channels. Ideally it should be interacted with, in order to build a relationship. The message on twitter should be consistent with the landing page message for example. 

2. Use metrics to analyse Customer Data

Build a system to track what your customer likes and does not like. Monitor incoming traffic. Analytics can reveal if traffic comes from paid adverts or social media or email campaigns. 

Referral traffic can also account for a substantial proportion for your conversions. This insight could potentially lead to various joint ventures with that particular influencer. i.e hold a webinar together or invite the blogger to write on your blog. Furthermore, knowing what device they use or times enables the scheduling of content for specific personas. Use customer data to understand your customers habits.

3. Integrate Your Channels

If you have a display ad, ensure the website mentions the particular promoted product/service readily that caused the user to click on the advert in the first instance. Create a user experience for a customers that allows them to learn about your brand and purchase your products/services in a convenient way.

Use re-targeting campaigns to integrate your channels also. This is marketing again to the customer who browsed but did not purchase. Facebook is a great channel for this strategy. These channel integrations moves the consumer down the sales funnel and creates a more streamlined process for your business to generate more revenue. 

4. Personalise Cross-Channel Campaigns

Consumers nowadays are inundated with brand messages across many channels. Personalisation is a great method to differentiate your business from the competition and offer a distinctive experience that benefits the consumer.

“Cross-channel marketing is about building meaningful experiences and using fine-grain personalization to deliver the right message, at the right time, across the right channel, and to the right individual", Stephanie Maziol, Adobe.

Using past purchasing historical data to send product recommendations directly to that customers email inbox. The email should include a link to the product page. 

5. Measure Your Performance

It is important to use robust measurement techniques to determine the success of cross-channel marketing efforts. Match the purpose of the campaign such as increasing channel engagement or increasing sale conversions.

It is best to focus on a set of metrics rather than from one channel that follows your customers' sales journey. In this way you will have a bird’s-eye view of when visitors become leads,  and leads convert to sales.

“Measurements must come from several different perspectives in order to get the proper view of performance. ” Forbes writer.

Marketing experts advise tracking your match rate, the number of consumers you can reliably identify within each channel, your view-through rate, the reach of your content and its engagement.

Every Channel Matters

A seamless customer experience across multiple channels will equate to a happier customer who is more likely to purchase products. Explore the five approaches above to communicate the optimum message, collate data, and integrate channels. Personalisation of campaigns are very effective as is the measurement of online performance.