When you build a website, you need to create a plan where you can market your brand on different platforms. Social media, display ads, search ads, and mobile apps are among the platforms that you can still use to engage with your potential clients. However, it’s very important to understand the principles of cross-platform marketing.
Find the correct platforms
To really spend time and other resources wisely, narrow down your choice of platforms based on your audience, the message you are sending, and what impression you’d like to give about the brand. If you choose to market in every other platform that pops up, you’ll end up wasting a lot of money and time with no reasonable returns.
Create a strong internal voice
Your potential customers should be able to connect with you in a more personal way. You can do this by sharing photos of your office or funny messages, anything that would make customers see the human side of your organization.
Maintain the same message
When promoting your brand across several platforms, it is important that your message remains the same. Whether the platform changes due to technology, your message should be communicated in a clear and consistent way.
Understand your customer base
Understanding who your customers are and what kind of technology they use is very important. It will even help you to know which platforms to pay attention to. You need to do adequate research and know what your customers are searching for, when they are active and how you can improve their experience. If you don’t understand your customer, engaging people online will be a real headache. Also, note that you can have the same exact customer behaving differently on different platforms or when using a different device. For this reason, make sure you tailor your message based on the platform or device the customer is using.
Integrate traditional forms of marketing
Cross-platform strategies should also utilize traditional forms of marketing. You need to interact with your customers in-person. Remember that this level of interaction is just as important as interacting online. Don’t put all your eggs in one basket. One-dimensional marketing rarely works for businesses today.
Evaluate who you are as a company
Before you even develop marketing plans for your various platforms, have a clear understanding of who you are as a business. This will help you whenever you want to reach out to customers in different platforms. Make sure the information that you share across platforms is clear and consistent. It should be a sustained and focused effort to communicate the same exact message to your customers.
Most importantly, understand how each platform is likely to evolve. What might be useful to you today may not be featured on the platform tomorrow. Be ready to move on and focus on the platforms that are working most for you. Always change your strategy whenever a platform evolves while making sure the message remains the same. These are critical areas to consider when it comes to cross-platform marketing.