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How to Create a Cross-Channel Strategy that Works

October 16, 2014

Marley Richman

Category: Education Marketing, Education Sales

Troy Burk, CEO and Founder of Right On Interactive, shared this thought-provoking article with us, and we want to share it with you!

How to create a cross-channel strategy that works

By Troy Burk

Creating a cross-channel engagement strategy ranks as one of the most significant marketing needs today. With so many businesses in the marketplace, the focus is now on developing a solid strategy that leverages all possible avenues to keep the organization or the brand top of mind with its ideal prospects and customers.

The first step in creating an engagement strategy is to identify the internal strategic objectives. For instance, is the purpose of engagement to simply build brand awareness? Is it to become a leading innovator or to focus attention on a particular niche? Or, is it simply to maximize sales? There may be more than one reason, but each such strategic reason requires a unique set of channels and campaigns in order to encourage the desired response out of your intended audience. What is important at this stage is to align such channels and campaigns to ensure that the resources are not spread too thin. You also have to ensure that different approaches complement each other instead of detracting from one another.

One effective strategy when trying to sell leading-edge technology to younger generations or tech-savvy professionals is to engage them through social media. On the other hand, trying to promote the same product in a B2B environment requires more engaging channel approaches like webinars, white papers, and LinkedIn groups. It’s important to tailor your strategies based on the profile of your target markets.

Having selected the right strategy, the next step is to integrate the various cross-channel activities so that they complement each other. The underlying consideration when developing an engagement strategy like this should be to ensure that the overall company strategy, marketing tactics and channel specific engagement matrices align. What is most popular, or considered best by consensus, may not exactly work or suit your company’s specific strategy. It’s critical to develop one that will help your company reach its goals most efficiently and effectively.

Creating a cross-channel strategy takes time, resources, expertise and attention to detail. Talk to the experts to help create and implement a strategy that works for your company and your brand.

Troy Burk, Right On Interactive CEO 

Troy Burk is a recognized thought leader and speaker on the topics of lifecycle marketing, marketing automation, lead scoring and nurturing, and email marketing. Troy earned his bachelor’s degree from Ball State University. He lives in Indianapolis with his wife and three children where he serves on the Greater Indianapolis Chamber of Commerce’s Membership Marketing Committee and is involved with youth sports.