We knew we had to make cross-channel marketing work when we saw our customers hopping from Instagram to our website, to X, to Facebook, checking random emails..and to be honest, I started to panic... My website was buttoned up to the 4 winds, but the rest of the platforms, not so much...
We wanted the experience to feel like a smooth treasure hunt (the easy kind, like an easter egg hunt), where each channel gave them a little more of the story, keeping them moving forward one little bit of choccy at a time. Basically taking them from problem-unaware to buyers, all in the same storybook.
But then came the challenge. Keeping everything in sync can feel like managing a chaotic Telegram group during peak bachelor party season.
A mess.
We’d run a Facebook campaign and then follow up with an email, and before long, it was clear that each channel was speaking a slightly different language. And if that wasn’t enough, tracking it all?
Different platforms mean different metrics, so getting a clear view of what’s working starts to feel like decoding five different maps.
The real turning point for us was realising the difference between cross-channel and omnichannel marketing. - - I used google...
Cross-channel meant our platforms were talking to each other: like someone sees an ad, clicks through to our site, and then gets a follow-up email.
But with omnichannel, the goal became one smooth conversation across everything, absolutely everything, so whether customers were checking out on mobile or browsing in-store, it felt like part of the same journey.
We humans are massively capable at pattern recognition, so as soon as we see something suspicious, or hear something that is just not quite right... We'll back out ASAP.
So we tightened up.
First, we mapped out the customer journey - step by step, egg by egg, using a free trial of Miro.
I swear I've almost run this business entirely on free trials!
Then, we adjusted our tone to fit each platform, keeping the message, but changing the style a little bit each time.
What I mean by this, is you wouldn't post about your job interview at HSBC on TikTok, the same way that you would on LinkedIn - And for those digital nomads...telling a joke to a mate at the pub sounds different than explaining it to your gran, right?
With all these pieces in play, we brought the data together so we could finally see the full picture (airtable to the max).
When it came to personalisation, we kept it simple: a well-timed follow-up, maybe a quick friendly feeling buddy-like reminder here and there. Not five messages in a row 1 minute after another; BUY NOW BUY NOW BUY NOW...
No... because there’s a line between helpful and a nuisance.
Free Hack: Make sure all of your communications are split 80/20:
80% value
20% sales
"Nobody knows how much you know - until they know how much you care"
So that's it; when your customers feel guided, not herded, and actually enjoy moving from one step to the next - you're going to 10x, and fast.
Speak soon,
Thomas P.S.Want more goodies like this flown into your inbox? - Sign up to the community here: www.thresults.com
Comentários