A Beginners Guide to Cross Platform Marketing
With the recent explosion of communication channels – or platforms – marketing has become more about the science, and less about communication.
Marketers up and down the country will be analysing statistics today; in the case of email marketers like us – how will this improve conversion? How do we increase click throughs? What is the perfect subject line?
Social media ‘gurus’ and technical whizz kids have become responsible for telling us how to communicate with our audiences. But Google have recognised that it’s the quality of the content that really matters – and not about which platform you choose to share it on.
Although cross-platform content marketing is thought to be the way to gather more customers and reach them on different platforms, not all marketers are fully aware of what it is, and how you can utilise it.
Putting a printed magazine online, using QR codes or posting on Facebook or Pinterest doesn’t mean that you are a cross-platform marketer. So what does?
Cross-platform means covering all the bases, not only online but offline too; some people still live out in the real world too. To be successful, all of your platforms must be covered with appropriate, creative, audience focused content.
The four Cs of cross platform marketing
Quality content is a must. It must be well written and appropriate for your audience. There’s no point in hiring a writer because ultimately marketing is about generating sales or advocacy or both. You need someone who can write good content, whilst also promoting sales and your brand.
Quality content should be at the heart of all marketing solutions, and the platform on which your content is delivered also needs to be considered.
Platforms are important; you need to be present on the platforms that your audience is using. If your product is aimed at 18 – 25 year olds, it makes sense to promote your content on Facebook or Twitter. The platforms can also help you – see how competitors are using them, and learn from their mistakes.
Context is about knowing where your audience is when you’re delivering content, and what they’re doing. Concentrate on what your content is saying and post it on the appropriate platform.
No one wants to read Lord of The Rings on their mobile, and no one wants to watch it on their mobile either – that’s what TV’s or desktops are for. Your content needs to fit the platform; for mobiles your content needs to be short, snappy and to the point. For desktop viewing your content can be longer, lingering, and lovely to look at.
If you’re going to use the technology that’s available to you – learn how to use it properly. Do it right or don’t use it at all.
You have something to say and a platform to say it from, but why should anyone listen to you, and why should they believe you? In these times especially people are cynical; they don’t trust anyone, so how can you change that? By being consistent.
Brands and companies have different personalities just like people, and it’s easy to blow your reputation with just one tweet.
Trustworthy people are just that because they are consistent in the way they behave, and you should be too. If you are a high end, luxury brand, using slang and text language on social media will do you no favours. If you’re a pipe-and-slippers kind of brand, no one expects you to upload a viral Harlem Shake video. People expect standards of you – so don’t disappoint them.
This doesn’t mean there’s no room for a little personality, people behave differently in different situations, and so should you.
Be creative. You need to stand out from the crowd if you want your message to be heard. True content marketing experts use innovative creativity to set their clients apart.
So there we have it. Successful cross –platform content marketing is about saying the right thing, in the right way, to the right people at the right time, while still maintaining your own personality.