{"id":20281,"date":"2022-06-09T08:00:05","date_gmt":"2022-06-09T15:00:05","guid":{"rendered":"https:\/\/www.outsourcemarketing.com\/?p=20281"},"modified":"2022-07-21T11:35:04","modified_gmt":"2022-07-21T18:35:04","slug":"how-to-catch-leads-with-cross-channel-marketing","status":"publish","type":"post","link":"https:\/\/www.outsourcemarketing.com\/blog\/how-to-catch-leads-with-cross-channel-marketing\/","title":{"rendered":"How to catch leads with cross-channel marketing"},"content":{"rendered":"<h1><span style=\"font-weight: 400;\">The \u201cwho\u201d of a cross-channel marketing campaign\u00a0<\/span><\/h1>\n<p><span style=\"font-weight: 400;\">Are you fishing in the right pond? Launching a campaign without foundational elements is like fishing without bait. Quality lead generation takes sound research. Any cross-channel marketing plan lacking research risks <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=3zc4bGkU05o\"><span style=\"font-weight: 400;\">a blindspot<\/span><\/a><span style=\"font-weight: 400;\">. Go fish, right?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lay aside your tactics for now. Do the things that will inform your copy and design first. Conduct market research. Only then can you move your target. Be engaged and offer value where your targets spend time. To know where to be, you first need to understand who you\u2019re reaching. This involves understanding:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Industry vertical or niche<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Market channels<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Competitors<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Positioning<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Product<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Price<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Audience <\/span><a href=\"https:\/\/www.merriam-webster.com\/dictionary\/demographic\"><span style=\"font-weight: 400;\">demographi<\/span><span style=\"font-weight: 400;\">cs<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.merriam-webster.com\/dictionary\/psychographic\"><span style=\"font-weight: 400;\">psychographics<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Create descriptions of your customers from this data and build out personas. <\/span><a href=\"https:\/\/blog.hootsuite.com\/buyer-persona\/#:~:text=A%20buyer%20persona%20is%20a,audience%20persona%2C%20or%20marketing%20persona.\"><span style=\"font-weight: 400;\">Buyer personas<\/span><\/a><span style=\"font-weight: 400;\"> mirror your target. What is a persona? They are research-based thumbnail sketches (fictional) that highlight drivers, triggers, and other motivators. Why does this matter?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s say your target has low numbers on Facebook. You\u2019ll need to evaluate different platforms or lower your Facebook ad budget. After all, you don\u2019t want to throw money away on fishing bait to catch a rubber boot.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-20342 alignnone\" src=\"https:\/\/www.outsourcemarketing.com\/wp-content\/uploads\/OTMK_Fishing-_Blog-02-1.png\" alt=\"\" width=\"151\" height=\"104\" \/><\/span><\/h2>\n<h2><span style=\"font-weight: 400;\">Buyer persona concerns<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The elements in a buyer\u2019s life are significant. Recognize and integrate them. Learn answers to the following questions:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Where do they get entertainment, education, helpful advice?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What stressors harden decisions for them?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What makes them feel good, look good, or gain status?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What makes them feel safe, smothered, free, capable, off-balance, and confident?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">In what ways are they inspired to advance or retreat?\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Skipping market research is like handing your competitors a fish-finder. While blindfolded at sea. In a hurricane. It may be tempting to discount the need for market research. Consider famous <\/span><a href=\"https:\/\/www.fastcompany.com\/90565253\/the-25-most-spectacular-branding-fails-of-the-last-25-years\"><span style=\"font-weight: 400;\">blunders<\/span><\/a><span style=\"font-weight: 400;\"> and what the lack of proper research <\/span><i><span style=\"font-weight: 400;\">cost<\/span><\/i><span style=\"font-weight: 400;\"> them. Once you\u2019ve nailed the research, it\u2019s time to dive in and explore.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Cross-channel marketing: The \u201cwhere\u201d of your campaign plan<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There is no one single fishing hole. People need more, but prefer \u201cvariety\u201d that generally fits within their comfort zone. Depending on what your research yields, the channels will be different. For some audience-product connections, Facebook may be a critical part of your net. For others, it may be LinkedIn. And sometimes, it may be both or neither. A cross-channel approach doesn\u2019t mean all, but many.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Think about your buyer personas. Imagine being in their self-curated and personalized 3-D world. Reach across channels where your targets are with the right kind of content they value. An integrated approach doesn\u2019t condemn a brand to a single channel (like a website) and expect fish to jump in the boat. It\u2019s about choosing channels wisely. Sharing valuable things in their world that matter to them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This marketing tactic demands watching, listening, testing, tweaking, and repeating the cycle. It requires pruning away messaging and channels that are ineffective and strengthening content in channels that do work.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Examples of marketing channels<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Here are a few common examples of where your messaging can live as part of a campaign:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Social media<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Search engines<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Websites and apps<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Email<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Events, webinars, and podcasts<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Print publications, billboards, or yard signs<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Transit advertising<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Company packaging, vehicle wraps, or business cards<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Imagine the right channels working harmoniously to help grow your brand versus using only one or two channels to do the same job. It&#8217;s the difference between fishing with a pole or fishing with a net. The wider the net, the more fish you\u2019re able to catch.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customers will know your brand wherever they see it if your campaign is effectively integrated. How? If a brand is consistently positioned and is everywhere they are \u2013 in real life and in the digital world \u2013 recognition will take hold. They\u2019ll remember what you said, what you look like, and understand what you\u2019re offering. This enables your relationship with them to flourish.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20344\" src=\"https:\/\/www.outsourcemarketing.com\/wp-content\/uploads\/OTMK_Fishing-_Blog-01-2.png\" alt=\"\" width=\"87\" height=\"184\" \/><\/span><\/h2>\n<h2><span style=\"font-weight: 400;\">How cross-channel marketing campaigns improve your results<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Here\u2019s the inside scoop. You&#8217;re increasing the opportunity for people who want your products or services to find you. Let\u2019s say your audience spends time on the road. Consider how billboards, radio ads, podcasts, and geo-targeted ads work together to get your message across. A lonely billboard on its own won&#8217;t be as powerful as collective outlets delivering your message. Repetition and consistency help build trust; your brand will be where they are when they\u2019re ready to buy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The amplifying effect is real. <\/span><a href=\"https:\/\/hbr.org\/2017\/01\/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works\"><span style=\"font-weight: 400;\">A Harvard Business Review study<\/span><\/a><span style=\"font-weight: 400;\"> confirms a stark reality about a cross-channel strategy. Retailers using a cross-channel strategy realized a 13% increase in in-store spending. Customers exposed to multiple channels are also more loyal. Within six months, these customers performed 23% more repeat shopping trips and were more likely to recommend the brand to others.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Advantages of cross-channel campaign:<\/span><\/h3>\n<ul>\n<li><span data-preserver-spaces=\"true\">Offers a diverse approach with cross-channel use<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Heightens brand recognition\u00a0<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Cost-effective results (less time and money spent crafting\u00a0<\/span><em><span data-preserver-spaces=\"true\">one<\/span><\/em><span data-preserver-spaces=\"true\">\u00a0plan)<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Uses targeted research to maximize your ROI<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Guides customers with consistent messaging<\/span><\/li>\n<li><span data-preserver-spaces=\"true\">Streamlines marketing efforts and ideation<\/span><\/li>\n<\/ul>\n<p><span data-preserver-spaces=\"true\"><br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20341\" src=\"https:\/\/www.outsourcemarketing.com\/wp-content\/uploads\/OTMK_Fishing-_Blog-03-1.png\" alt=\"\" width=\"151\" height=\"96\" \/><br \/>\n<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">How to start reeling in the leads<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ready to cast your line to catch some qualified leads? Before you head out to sea, here are some basic steps to help steer your boat in the right direction.\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Know your customer. Make sure your targeted audience is realistic. Ask yourself, does this demographic relate to my brand? Why or why not?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Have a clear goal and theme for your campaign. If it takes more than a sentence to describe it to someone, you probably need to workshop it.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Confirm that your imagery and content aligns with your niche.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Communicate your campaign messaging to your marketing team <\/span><i><span style=\"font-weight: 400;\">and<\/span><\/i><span style=\"font-weight: 400;\"> sales team.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Map out how your plan helps you achieve your goals. Can you connect the dots?\u00a0<\/span><\/li>\n<\/ol>\n<h4><span style=\"font-weight: 400;\">Does a lack of quality leads feel like you&#8217;re in a sinking ship? Our team of marketing specialists can work with you to craft a cross-channel marketing campaign that reels in the big fish. Sail on over to our <\/span><a href=\"https:\/\/www.outsourcemarketing.com\/get-started\/\"><span style=\"font-weight: 400;\">contact page<\/span><\/a><span style=\"font-weight: 400;\"> to drop us a line.<\/span><\/h4>\n","protected":false},"excerpt":{"rendered":"<p>The \u201cwho\u201d of a cross-channel marketing campaign\u00a0 Are you fishing in the right pond? Launching&#8230;<\/p>\n","protected":false},"author":316,"featured_media":20420,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2951,50,913],"tags":[2952,2668,920],"class_list":{"0":"post-20281","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-lead-generation","8":"category-marketing-outsourcing","9":"category-marketing-planning","10":"tag-lead-generation","11":"tag-marketing-planning","12":"tag-marketing-strategy"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to catch leads with cross-channel marketing | Outmark<\/title>\n<meta name=\"description\" content=\"Are you struggling to snag qualified leads? 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Launching a campaign without foundational elements is like fishing\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.outsourcemarketing.com\/blog\/how-to-catch-leads-with-cross-channel-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Outsource Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/outsourcemarketing\" \/>\n<meta property=\"article:published_time\" content=\"2022-06-09T15:00:05+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-07-21T18:35:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.outsourcemarketing.com\/wp-content\/uploads\/OTMK_bait-and-hook-blog_blog.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2501\" \/>\n\t<meta property=\"og:image:height\" content=\"1377\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Abigail Quam\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@outmark\" \/>\n<meta name=\"twitter:site\" content=\"@outmark\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Abigail Quam\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.outsourcemarketing.com\/blog\/how-to-catch-leads-with-cross-channel-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.outsourcemarketing.com\/blog\/how-to-catch-leads-with-cross-channel-marketing\/\"},\"author\":{\"name\":\"Abigail Quam\",\"@id\":\"https:\/\/www.outsourcemarketing.com\/#\/schema\/person\/a6492cc07c7f25559116f1d9c39f7eb0\"},\"headline\":\"How to catch leads with cross-channel marketing\",\"datePublished\":\"2022-06-09T15:00:05+00:00\",\"dateModified\":\"2022-07-21T18:35:04+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.outsourcemarketing.com\/blog\/how-to-catch-leads-with-cross-channel-marketing\/\"},\"wordCount\":1007,\"image\":{\"@id\":\"https:\/\/www.outsourcemarketing.com\/blog\/how-to-catch-leads-with-cross-channel-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.outsourcemarketing.com\/wp-content\/uploads\/OTMK_bait-and-hook-blog_blog.jpg\",\"keywords\":[\"lead generation\",\"marketing planning\",\"marketing strategy\"],\"articleSection\":[\"lead generation\",\"marketing outsourcing\",\"marketing planning\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.outsourcemarketing.com\/blog\/how-to-catch-leads-with-cross-channel-marketing\/\",\"url\":\"https:\/\/www.outsourcemarketing.com\/blog\/how-to-catch-leads-with-cross-channel-marketing\/\",\"name\":\"How to catch leads with cross-channel marketing | Outmark\",\"isPartOf\":{\"@id\":\"https:\/\/www.outsourcemarketing.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.outsourcemarketing.com\/blog\/how-to-catch-leads-with-cross-channel-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.outsourcemarketing.com\/blog\/how-to-catch-leads-with-cross-channel-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.outsourcemarketing.com\/wp-content\/uploads\/OTMK_bait-and-hook-blog_blog.jpg\",\"datePublished\":\"2022-06-09T15:00:05+00:00\",\"dateModified\":\"2022-07-21T18:35:04+00:00\",\"author\":{\"@id\":\"https:\/\/www.outsourcemarketing.com\/#\/schema\/person\/a6492cc07c7f25559116f1d9c39f7eb0\"},\"description\":\"Are you struggling to snag qualified leads? 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