Jul 16 2019
Kristin Furjanic

Why a Cross-Platform Digital Marketing Strategy is a Must


As business leaders, you face an array of challenges every day. How can you put marketing at the forefront of other responsibilities, let alone make time to manage multiple digital platforms simultaneously? We’re here to tell you that—it is possible! The biggest challenge is to start now, and not let it fall to the wayside.

Multi-channel marketing might seem overwhelming at first, but when it’s set-up correctly from the beginning, each channel will feed into one another—which automates the process and effectively, does most of the heavy lifting for you. Getting started is the hardest part.

What is a Cross-Platform Marketing Strategy?

In short, multi-platform marketing creates several touch points between the brand and consumers, optimizing engagement along the way. It allows you to meet your audience(s) where they “live” online and tap into the communication channels and social media platforms that facilitate that conversation most effectively.

How Does a Cross-Platform Marketing Strategy Work?

Many consumers engage with multiple social media platforms in one sitting—meaning, copying and pasting the same message across several sites doesn’t work. It's not only boring, but it can also decrease credibility. Instead, home in on the specific posting specs (i.e., optimal number of characters and/or hashtags) in each platform to deliver visually appealing and engaging content that meets audience expectations.

It’s important to note that not all platforms will generate engagement for your business/brand, which means you should only focus on the ones that really matter. Once you figure out where your customers are “living,” (i.e., the platform(s) with the most engagement) refine your focus to those few platforms. This will enable your voice to be heard and allow you to create the most impact.

For example, a cross-platform marketing strategy may include the following:

  • Email Blasts
  • Newsletters
  • Facebook
  • Twitter
  • LinkedIn
  • Instagram
  • Google ads
  • Print mailers

It’s important to understand each of these platforms in order to build on strengths and opportunities—and avoid weaknesses and cutting into valuable time.

How Do You Create a Cross-Platform Campaign Strategy?

Create Metrics

Set goals in order to measure progress. Know exactly what you’re trying to achieve before you begin the multi-platform journey. For example, some goals may involve:

  • Generating new leads
  • Improving conversion rates
  • Increasing shares
  • Enhancing brand awareness

Start with a baseline. From there, set metrics and analyze how well campaigns are performing.

Test and Adjust as Needed

A campaign isn’t a ‘set-it-and-forget-it’ marketing tool. They require constant attention and analyses to ensure the audience reach is in the right place. If the idea of testing and adjusting makes you nervous, consider hiring a team of digital marketing professionals to do this work for you. Once you find the sweet spot, you'll be able to converse with consumers on the platforms that make the most sense for your unique business.

Basis is your go-to place for all things that make digital marketing less confusing. From programmatic ad buying to solutions that enhance consumer engagement, we’re excited to show you all that our automated and comprehensive digital media platform can do. Don't hesitate to reach out today!