Digital marketing allows a business to connect with customers on multiple platforms simultaneously. The average consumer uses multiple platforms to access information. So, using social media marketing and email marketing might ensure you reach customers at different times of the day as well as at different points of the purchasing cycle.
Before you start to create social media profiles on every platform available, there are a few things you need to determine, such as:
Who Are Your Customers?
You not only need to know exactly who your ideal customers are, but also what their needs and desires are. By knowing who your target audience is, you will be able to create content that appeals to them specifically.
Where Do Your Customers Spend Their Time?
You likely have a few ‘ideal customers’, with some of them reading white papers and the others waiting for more visual content on Instagram. Knowing where your audience spends their time will help you tailor your cross-channel marketing strategy for your brand.
What Are Your Customers Challenges?
Instead of writing about how great your product is, write search engine optimised blog posts that address the problems they have.
A visual representation of this information will help you identify the trigger points where you can engage with the right customer at the right time. If a person has downloaded your mobile app, then triggering a push notification if they haven’t opened the app yet is a good example of a cross-marketing trigger point that can be automated as part of your digital strategy.
Customers expect a seamless experience with brands. According to Oracle, close to 80% of consumers now use at least two communication channels before making a buying decision. In addition, 30% use three or more channels before making a buying decision.