With so many cross channel marketing myths doing the rounds, it can be a little confusing to separate fact from fiction. A number of companies want to reap the rewards that this approach offers, without the risk of alienating, boring or spamming audiences.
Don’t Fall for These Cross Channel Marketing Myths
To help you get a better idea of what cross channel marketing is all about, we have put together a list of the most common myths surrounding this strategy.
Some of the biggest cross channel marketing myths to avoid include the following:
All leads are equal
Treating all leads the same is the quickest way to lose potential leads. If you are not investing in lead scoring, you are missing out on the chance to sort high value leads from low-value leads. When all leads are treated the same, you run the risk of wasting time on leads that have little to no chance of converting. You also miss out on the chance to create deeper lead profiles based on interactions with various digital marketing channels.
You need maximum data to get started
Waiting until you have built up an extensive profile is never a good idea, either. As long as you have basic information such as clicks, shares, comments, email open rates, follows, queries, sign-ups and other engagement data, you will be able to develop your profiles. The rest will start to follow, as you begin to target your leads more effectively.
Customer experience is the same across all channels
Treating every channel the same is another mistake. To get the most from your multi channel efforts, you will need to develop an experience that is seamless, without being repetitive. You may have leads who follow you on social media and email, and others who receive mobile messages and emails. You might have customers who view your website and social profiles. Sharing the same content across every channel increases the risk of lost leads.
Too many channels increase lead to spamming
Many businesses are wary of potentially spamming their customers by reaching them on more than one channel. In reality, although this is a fine balancing act, a good multi channel strategy will deliver unique content across your top performing channels. As long as you continue to deliver opt-in content across every channel, you will not risk spamming your customers. Instead, you will be reaching them on a deeper level, through the channels that they are most likely to be found.
The more channels, the better
With that said, more is not always better. The trick here is to not use every single available channel, but rather the channels that have the highest level of engagement. This could be a combination of email, lead generation, Facebook, Twitter, and mobile. It could be website, YouTube, SEO, and SEM. Always keep your data in mind when determining the channels that offer the most value. This will help guide your decisions.
We hope that these myths help clear up any confusion. With the right strategy, cross channel marketing can offer many benefits to your business, from increased conversion to brand cohesion and improved sales.