Not seeing success with your current social media strategy? Struggling to get consumers to engage with your paid ads, pop-ups, or email campaigns? We live in a world where there are distractions at every corner. When a customer is searching for a new brand online, they are met with a variety of choices. The only way to make your brand stand out is to have a cross-channel marketing strategy that allows you to retarget your prospects and keep your brand top of mind. 

That means your brands need to do more than post on social media or send an email to your entire email database. Everything needs to be purposeful and intentional. You should hyper-segment your emails, be strategic with the content you use for retargeting advertising, and use consistent messaging across every channel you take advantage of. This consistency will help build trust with your target audience and help you nurture leads through your sales funnel, turning them into recurring customers that keep coming back for more. 

Here’s how to build a cross-channel marketing strategy that delivers results:

Definition and Explanation of Key Terms

Before diving into how to build an effective cross-channel marketing strategy, you need to know the basics. 

What is Cross-Channel Marketing?

Cross-channel marketing is the process of creating, coordinating, and distributing marketing materials across different digital and traditional channels. With consistent branding and messaging, you can build a stronger relationship with your target audience and continue to drive conversions. 

What is Remarketing?

Remarketing is the process of retargeting customers that have recently viewed your website or product page or abandoned their cart. With the help of a tracking pixel, you can track your customer’s actions on your website and use this data to segment your messaging. Retargeting is one of the most effective marketing initiatives you can incorporate into your strategy. When done correctly, studies suggest that retargeting can increase conversions by nearly 150%. 

How Does Retargeting Work With Cross-Channel Remarketing?

Retargeting is all about meeting your customers where they are. When you’re strategic with your content creation and take a more personalized and segmented approach to your paid efforts – you can pick the low-hanging fruit. 

Your website visitors and prospects are already interested in your brand. They just need a little push to make a purchase. As a marketer, you can use your cross-channel marketing strategy to nurture these prospects into paying customers and continue to push them through the sales funnel. 

Benefits of Cross-Channel Remarketing

There are several benefits to taking a cross-channel approach to your marketing strategy. 

These include:

Personalization and Segmentation

Personalization and segmentation are vital to your marketing strategy. Customers want to see content that relates to their interests and buying habits. They don’t want to see generic messaging designed for the general public. When you take a more segmented approach by marketing toward customer behaviors, you can maximize your marketing potential and continue to drive conversions. 

Increased Engagement and Brand Awareness

Whether it’s social media, SMS, or email – these marketing initiatives aim to meet your customers where they are. This will bring more traffic back to your website and increase customer engagement. 

Get More From Your Marketing Budget

Retargeting is a data-backed marketing initiative with a high return on investment. When you allocate a portion of your budget towards retargeting paid campaigns, you can feel confident you’re getting the most out of your marketing spend.

Popular Channels for Remarketing

Now it’s time to consider which channels are the most beneficial for your brand to focus your efforts. 

Some of the most popular options include:

• Google Display Network: You can set up display ads to retarget customers who viewed a product page, visited your website, or recently purchased.
• Facebook: Facebook retargeting ads are ads you can use to target individuals that visit your website or your Facebook page. 
• Email: Automated workflows are emails you can send to customers that abandoned their cart, viewed a product page more than two times, or recently completed a purchase.
• SMS: You can use SMS marketing to target your customers with sales and special offers based on their purchasing habits or behaviors. 
• YouTube: YouTube video ads play when an individual is watching a video. You can use these ads to retarget customers that visit your website or YouTube channel.
• Direct Mail: Direct mails are an eye-catching, traditional marketing tactic your brand can leverage to boost awareness and increase engagement. You can use your customer’s online activity to strategically retarget individuals and take a more personalized approach. 
• Mobile Apps: You can retarget your audience using push notifications or alerts in your mobile app to get customers to complete a purchase or continue to shop. 

Setting Up Cross-Channel Remarketing Strategies

Now that you understand the different channels and how you can use them to your benefit, it’s time to start building your cross-channel marketing strategy. 

Here’s what you’ll need:

1. Audience Segmentation

Hypersegmentation allows you to be more strategic with the content you use and messaging you include. You can segment your audience based on gender, past purchases, buying behaviors, interests, or location. 

2. Tailored Content

The messaging you use with past purchasers will be different than new-to-file customers. When you tailor the content to be specific to your target audience, you can increase credibility and improve your relationship with your customers. 

3. Consistent Messaging

Consistency is a must-have when building a brand your customers know and love. Consistent messaging helps increase credibility, improve the customer experience, and give you a competitive advantage. While you want to be strategic with content by personalizing it to relate to your audience, always ensure it aligns with your messaging and brand values. 

4. Tracking and Analytics

Throughout your cross-channel marketing strategy, you’ll always want to analyze the success of your initiatives and look for opportunities and challenges. We recommend checking in on your cross-marketing strategy results every month – so you can adjust your approach accordingly. 

5. Bidding Strategies

Throughout your campaigns, you’ll want to consider other bidding strategies. For example, for some ads, you may find it beneficial to target CPA rather than ROAS. While some campaigns you run may benefit the most from manual bidding. Keep an eye on the success of your campaign and continue to fine-tune your approach throughout the duration of the campaign.

6. Testing and Optimization

The only way you can improve is if you test and optimize your content regularly. Testing and trying new things will help you better understand what type of content resonates with your audience and help you improve your overall approach. 

Enhance Your Cross-Channel Marketing Strategy With Kanbar Digital

The best way to stand out from your competitors is to do more than create compelling content and write great copy. To continue to scale your business and increase conversions, your brand needs to take advantage of audience segmentation, retargeting strategies

and prioritize multi-channel marketing initiatives. 

The Kanbar Digital team is here to help you discover new opportunities and help you fine-tune your approach to cross-channel marketing so you can start seeing results that positively impact your bottom line. 

Contact us today to learn more. 

Frequently Asked Questions

How does retargeting actually work?

Retargeting uses customer data and shopping behaviors to trigger ads and marketing messaging on different platforms. This includes ads on social media platforms, abandoned cart emails, Google ads, or pop-up notifications on your phone. 

Why is remarketing important?

The customers that are visiting your website and shopping through your product pages are the ones that are most likely to convert. When you incorporate retargeting initiatives into your routine, you can continue to nurture these leads from prospects into paying customers. 

What is remarketing vs. retargeting?

Remarketing and retargeting are interchangeable terms you can use in your strategy. Both terms refer to the process of targeting a specific audience with messaging and content that aligns with their behaviors and interests. 

What are examples of remarketing or retargeting?

Let’s say you’re shopping for a new pair of jeans. After browsing through a few options online, you decide to continue your search later that week. A few days later, you are retargeted with an in-feed on Facebook and Instagram for the same pair of jeans you were looking at a few days ago. This retargeting ad reminds you to continue shopping and keeps that pair of jeans top of mind.

How do marketing automation platforms help marketers?

Automation platforms use your customer data and behaviors to automate your retargeting initiatives. For example, let’s say you use an ESP to send emails to your contact list. You may set up a workflow that triggers an abandoned cart email to send two days after a contact in your system abandoned your cart. These tools help streamline the process and ensure everything works in the background.