The Power of Cross-Channel Marketing

March 14, 2017   /   by  Diane Callihan

Integrated Marketing Campaigns Get Results

We were recently honored to be a finalist in the AMA Tampa Bay’s Marketer of the Year Awards for our own Roger West integrated marketing campaigns. One of the judges commented on our entry that our “cross-channel strategy clearly hit the mark.”

We’ve seen first-hand how our integrated marketing efforts have made an impact on our own business, from increasing our year-over-year site traffic by 452%, to bringing in over 700 new qualified leads. We’re willing to bet that cross-channel campaigns can work for you as well.

The idea is simple. Take one offer and promote it via multiple channels. Let’s walk through one of our own recent campaigns for an eBook we created --7 Surprising Ways to Generate Leads with Your Marketing Automation Platform.

First, we created a landing page with a form. Interested visitors could go to this landing page, fill out the form, and download the eBook immediately. The landing page is arguably the most important component of your campaign, since all your promotions will be driving people to this page.

Want to build a better landing page? Discover the Secrets to a Successful Landing Page.

We set up this form through our marketing automation system so we can capture and nurture these leads going forward. We set up tasks to add the users to a specific campaign, assign them to a specific lead owner, notify us when the form is filled out, send a thank you message and more. This also enables us to easily track and compare campaign results.

Helpful hint: another way to help track which channels are working best for you is to add channel-specific UTM codes at the end of your landing page URLs. That way you can track if a lead came from a blog post, an email, Facebook or wherever. Google Analytics has a tool to help you build campaign specific URLs/UTM codes here.

We also:

  • Created and promoted a blog post that points to the landing page.
  • Pulled specific stats/graphics from the eBook and made them into social media posts.
  • Ran a Google Adwords campaign to drive our targeted audience to the landing page.

  • Created retargeting banners to recapture lost traffic.
  • Designed an email to send out to our email list, and then wrote and sent several text email follow-ups to people that did not open or click on the initial email.
  • Nurtured new leads by entering them into a drip campaign that sent them additional and related resources over time.
  • Built promos on different pages of our website to send visitors to the offer.

All these campaign messages share the same look and feel, branding and messaging to reinforce each other.

Additional cross-channel promotional ideas include guest blogging or promotions on partner sites, direct mail pieces that point to an online resource, print materials (ads, flyers, etc.), telemarketing follow-ups and social media advertising.

Need help getting your next cross-channel marketing campaign off the ground? We’ve got this. Let’s Talk.

Diane Callihan

Diane Callihan

With more than 20 years of experience writing for some of the country’s top brands, Diane helped to shape Roger West’s content strategy, lead generation, and PR efforts as Director of Marketing. She currently serves as President of Callihan Content Creation.