Cross marketing is all about increasing the number of touchpoints your customers and new leads experience on their way to making a purchase. While there is a tendency to compare and contrast how products and ads perform on different platforms, more and more companies are using cross-marketing to support the effectiveness of marketing all around.
If you are seeing success with social media marketing, for example, instead of writing off other less profitable marketing channels, you instead use them to support your efforts by driving more traffic to what’s delivering results.
Today we’re diving into cross marketing and how you can use it to accomplish your goals.
The Basics of Cross Marketing
Cross marketing is all about optimization. You’re using multiple marketing channels to better home in on your target customers and deliver the perfect advertisement. Adding ads and content to more platforms helps organizations understand more about their target audiences and where they are in the sales cycle. That’s how you improve conversion rates.
Cross marketing can also occur between companies that agree to integrate promotions or advertising to capture greater share. It’s done when the sum is greater than the individual parts. Businesses also use cross marketing when it benefits both or multiple sides. Think about a company that wants to bring in another business to provide their customers with a product or experience that’s adjacent to what they provide.
The Rule of Seven
The general thinking in marketing is that it takes a consumer approximately seven times of seeing or interacting with a product or service to become ready for purchase. That’s why cross marketing is such a valuable tool. As you fill multiple marketing channels with promotions and ads, you can speed up how long it takes to get those seven touchpoints.
The challenge with the rule of seven is getting around people’s penchant for avoiding ads throughout the day. Making ads count as a touchpoint takes creativity and effective research. The more information you can gather about what your customers and potential customers want, the better you’ll be able to produce and place the content they’ll enjoy.
The Benefits of Cross Marketing
Companies can cast a wide net with cross marketing. You can present your brand and what you’re promoting in a variety of ways. Finding ways to appeal to different customers is something every organization aims to do. With cross marketing, you can deliver content and ads to customers in a variety of ways including:
- Print Media
- Social Media Content
- Video Content
- Stealth Marketing Campaigns
- Pay Per Click Advertising
- Brand Marketing
- Affiliate Marketing
There are several other ways you can engage in cross marketing to reach more people. The best cross marketing teams work hard to create an ecosystem whereby they bring customers in with attractive content that is easy to consume. They build brand affinity and create buzz around products. Companies can create loyal audiences who provide referrals and fill your pipeline.
Changing the Way You Use Marketing Channels
Most companies and other organizations are already using multiple marketing channels. They’re writing blogs and paying for radio spots in target markets. The difference with cross marketing is that you’re using both channels to support an overall goal and to drive traffic in a concerted way. For example, a local grocer can use Facebook ads as a way to promote their weekly mailer. When people see the Facebook ads, more people will sign up for the mailer. As more people get the mailer, it results in higher store foot traffic and, ultimately, more sales.
Here are some ways you can turn multi-channel marketing into cross marketing effectively:
Using Promotional Products – A lot of organizations see success in giving away products for free. They give away water bottles, t-shirts, hats, and other low-cost materials that have their logo branded on whatever it is. Essentially, you’re creating walking billboards that more people will see in the future.
Timing Your Ads – To be effective, you’ve got to understand your buyers’ patterns well. If you know, for example, you know that most homeowners need to buy a new vacuum a month after moving in, you can position your cross marketing ads to hit at the correct time. Perhaps you can send a pamphlet in the mail advertising your company’s vacuums and then use PPC advertising shortly thereafter.
Laddering Your Marketing – Customers make smaller purchases more easily. Knowing that, you can try to position your marketing campaign to deliver free items first, then affordable products, followed by an intermediate product, and finally your most profitable flagship items. Throughout the process, your customers will be looking at your brand and thinking about the products.
Using cross-marketing effectively can enhance your marketing efforts as you work with multiple channels to create more touchpoints for your customers.