Developing a Cross-Channel Promotion Strategy
Where does your audience spend time, and how can you best locate and serve them? This is where cross-channel promotion can definitely be of some help.
In case you aren't familiar with the concept, cross-channel promotion is where you conceive an integrated plan to market to your audience regardless of which web platform they frequent. With content spread across on blogs, sites, videos, audios, image sites and more lately , it's more valuable than ever to employ a strategy that meets them where they are.
Where is your audience found?
Having this information at your fingertips is essential to making this work. You need to understand where your audience hangs out, and why they are doing so. Another factor that matters is the platforms themselves. Some platforms convert far better than others, (such as Pinterest for example, especially for women) and realizing this at the outset allows to you to target more carefully.
Still other channels have wildly different demographics. Integrating an Instagram lead with your LinkedIn crowd would not make a much sense, given the age and focus of each audience.
Plan your content strategy accordingly
Once you know where you're planning on posting, you need to carefully map out a step by step approach to distributing your content there. There are many forms of content that work well for this, includingâ€¦
- Search engine optimization
- Search engine marketing
- Email marketing
- Social media
- Speaking engagements
- White papers
- Special reports
- Press releases
Make use of as many as make sense for your business as a way to widen the reach and overall exposure your content receives.
Simply execute the plan
This is the part where many falter, in the actual execution of the plan. This presupposes you have a plan, which is an absolute must in an endeavor like this. There are lots of moving parts that need to coordinate with each other, and good intentions don't succeed when there is no cohesive, step-by-step plan for your team to go by.
Taking advantage of cross-channel promotion is an excellent way to send your content to an audience that may have never seen it, through the power of social media and sharing. Get your content working as hard as you do!
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