{"id":45479,"date":"2021-01-31T10:00:31","date_gmt":"2021-01-31T17:00:31","guid":{"rendered":"https:\/\/www.clearvoice.com\/resources\/how-to-create-cross-channel-campaigns\/"},"modified":"2025-04-30T14:21:09","modified_gmt":"2025-04-30T21:21:09","slug":"how-to-create-cross-channel-campaigns","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/how-to-create-cross-channel-campaigns\/","title":{"rendered":"How to Create Cross-Channel Campaigns: 5 Do&#8217;s, 5 Don&#8217;ts, 3 Examples"},"content":{"rendered":"<p>To effectively create a brand marketing strategy, you can\u2019t focus all efforts on one silo. After all, while some people tend to check their emails, others are glued to social media, but many search Google for answers and end up reading lengthy blog posts for more information. There is no \u2018right\u2019 way to learn about a company or a person, which is why cross-channel campaigns are essential for success.<\/p>\n<p>Here, we spoke with marketing experts with decades of experience to dig into the 101 to engage each channel. Consider this your crash-course into what to do \u2014 and what to avoid.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2021\/01\/What-Are-Cross-Channel.png\" alt=\"What are cross-channel campaigns?\" width=\"820\" height=\"320\" \/><\/p>\n<h2>What are cross-channel campaigns?<\/h2>\n<p>As the name suggests, a cross-channel campaign is a brand\u2019s approach to sharing information, including news, sales, or other updates, across many platforms. These include, but are not limited to, websites, emails, SMS messaging, social media, blogs, news outlets, print-on-demand providers, advertising, and so on.<\/p>\n<p>By creating a strategy for each of these <a href=\"https:\/\/www.clearvoice.com\/resources\/what-is-a-marketing-vehicle\/\" target=\"_blank\" rel=\"noopener\">marketing vehicles<\/a>, you ensure your message finds the right people in relevant and actionable ways, according to <strong>Esther Poulsen<\/strong>, founder and CEO of\u00a0<a href=\"https:\/\/raaresolutions.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Raare Solutions, LLC<\/a>.<\/p>\n<p>\u201cAn intelligent cross-channel marketing program ensures that the overall ad-spend is efficient and effective, and reaches consumers in relevant ways,\u201d she adds.<\/p>\n<p>The value of cross-channel campaigns can\u2019t be discounted. As\u00a0<strong>Kevin Poirier<\/strong>, chief marketing officer and co-owner of\u00a0East End Yovth, puts it, if a business is running a campaign and wants to maximize reach, delivering messaging across several channels will increase the conversion level and, therefore, significantly increase return. In other words: it\u2019s a definite win-win.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2021\/01\/5-do_s-Cross-Channel-Campaigns.png\" alt=\"5 do\u2019s of cross-channel campaigns\" width=\"820\" height=\"290\" \/><\/p>\n<h2>5 do\u2019s of cross-channel campaigns<\/h2>\n<p>If you\u2019re new to cross-channel campaigns or you\u2019re struggling to convince a client to invest, it\u2019s essential to come to the table with a plan.<\/p>\n<p>Here, experts share the most beneficial ways to execute this strategy, including:<\/p>\n<ul>\n<li>Do be laser-focused with your goal<\/li>\n<li>Do tailor the approach to each channel<\/li>\n<li>Do track everything<\/li>\n<li>Do carve out a separate budget for each channel<\/li>\n<li>Do listen to your customer\u2019s needs and preferences<\/li>\n<\/ul>\n<h3>1. Do be laser-focused with your goal<\/h3>\n<p>It\u2019s one thing to be calculated and\u00a0precise about your touchpoints on every channel, and it\u2019s another thing to post way too often, say too much or too little, or lose sight of the endgame.<\/p>\n<p><strong>Lauren Sloat<\/strong>, senior director of marketing for\u00a0<a href=\"https:\/\/streetsense.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Street Sense<\/a>, shares a common cross-channel campaign challenge of trying to accomplish everything simultaneously, thus not doing anything well. Instead, it\u2019s smarter to set measurable goals \u2014 and remain focused.<\/p>\n<p>\u201cIf you\u2019re trying to achieve reach, engagement, user-generated content, contest entries, and landing page traffic all in the same campaign, you sometimes cannibalize your own goals rather than building a \u2018conversion machine\u2019 finely tuned toward one result,\u201d she says.<\/p>\n<p>Try to <a href=\"https:\/\/www.clearvoice.com\/resources\/understanding-marketing-metrics\/\">define the most critical metric<\/a>, and track accordingly.<\/p>\n<h3>2. Do tailor the approach to each channel<\/h3>\n<p>The type of users that flock to Instagram likely aren\u2019t the same ones who carefully read over each page of a company\u2019s website before taking action. And those who like short-and-quick emails aren\u2019t likely to spend hours flipping through an SEO-optimized blog. That\u2019s why it\u2019s essential to tailor your approach to every medium, according to Sloat. Otherwise, you run the risk of coming across as lazy \u2014 and usually, ineffective.<\/p>\n<p>\u201cWhile you want to stay consistent with a big idea and key message, you have to do so in a way that resonates with the specific demographics and user behaviors of each channel,\u201d she explains. \u201cAlso, force-fitting an idea for the sake of being somewhere doesn\u2019t always further your goal \u2014 so be honest about what you\u2019re trying to accomplish and only include channels that can get you there.\u201d<\/p>\n<h3>3. Do track everything<\/h3>\n<p>Regardless of the channel, it\u2019s impossible to know if your message is hitting the spot if\u00a0you don\u2019t measure its impact and success. That\u2019s why Poirier says to dig into the data with your campaign efforts. If your goal is to <a href=\"https:\/\/www.clearvoice.com\/resources\/7-tips-for-writing-blog-articles-that-increase-traffic\/\">drive traffic to your website<\/a>, make sure your Google Analytics has an advanced tracking set-up, including conversion goal analytics.<\/p>\n<p>\u201cYou can set up tracking on any clickable button on your website, so having goal-based tracking is critical for user path analysis, which are the actions the user takes once they land on your website,\u201d he shares.<\/p>\n<p>Or, if it&#8217;s your email channel, be sure you\u2019re able to track which emails have not been opened, opened but not converted, converted, or unsubscribed.<\/p>\n<p>\u201cThis is critical because each status will require an actionable follow-up,\u201d he adds.<\/p>\n<h3>4. Do carve out a separate budget to support each channel<\/h3>\n<p>Many brands get into the position of having to use the same approach across the board because they don\u2019t appropriately budget for each channel&#8217;s unique needs, Sloat warns.<\/p>\n<p>\u201cTikTok content functions quite differently than YouTube content, Twitter and Instagram Stories work at a faster pace than Facebook feed content, LinkedIn ad dollars don\u2019t stretch as far as the same buys on other platforms, and the list goes on,\u201d she explains.<\/p>\n<p>To determine how much to allocate to each medium, she suggests starting with a big idea, then map it against how people use each platform, and then create a calculation of the budget required to support content development.<\/p>\n<h3>5. Do listen to your customer\u2019s needs and preferences<\/h3>\n<p>Not only is this a betrayal of a user\u2019s trust when you send them a message via a channel they have opted out for, but it\u2019s also illegal, Poulsen warns. In fact, the\u00a0<a href=\"https:\/\/www.ftc.gov\/\" target=\"_blank\" rel=\"noopener noreferrer\">Federal Trade Commission<\/a>\u00a0can charge fines exceeding $16,000 per email and $1,500 per text message. Plus, you can become blocked, have your website taken down, and ultimately, completely crush your business.<\/p>\n<p>\u201cThis is a risk you do not want to take, and your customer\u2019s preferences should always be considered and respected in any cross-channel program,\u201d she adds.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2021\/01\/5-Donts-Cross-Channel-Campaigns.png\" alt=\"5 don\u2019ts of cross-channel campaigns\" width=\"820\" height=\"290\" \/><\/p>\n<h2>5 don\u2019ts of cross-channel campaigns<\/h2>\n<p>You may be eager to get started \u2014 but pause to ensure you aren\u2019t making any of these\u00a0mistakes with your cross-channel campaign strategy.<\/p>\n<p>These are the \u2018don\u2019ts\u2019 experts warn against:<\/p>\n<ul>\n<li>Don\u2019t assume your traditional channels are always appropriate for each campaign<\/li>\n<li>Don\u2019t build a cross-channel program without considering each medium\u2019s call-to-action<\/li>\n<li>Don\u2019t get caught in \u2018analysis paralysis\u2019 by over-analyzing each program<\/li>\n<li>Don\u2019t forget about updating your cross-channel customer engagement touches after customer conversion<\/li>\n<li>Don\u2019t forget about design<\/li>\n<\/ul>\n<h3>1. Don\u2019t assume your traditional channels are always appropriate<\/h3>\n<p>Not every channel needs an update, depending on your campaign. For example, Poirier says the world of social media is large and diverse, and different platforms yield better returns. For a user-generated type of promotion, Instagram and Facebook may provide more results than LinkedIn.<\/p>\n<p>However, if you\u2019re hoping to reach a younger generation, a <a href=\"https:\/\/www.clearvoice.com\/resources\/tiktok-for-brands\/\">TikTok marketing campaign<\/a> may be better. The goal is to meet your target user where they are most active and engaged.<\/p>\n<h3>2. Don\u2019t build a cross-channel program without CTAs<\/h3>\n<p>In other words, Poulsen says each <a href=\"https:\/\/www.clearvoice.com\/resources\/40-awesome-ctas-that-will-increase-conversions\/\">call to action<\/a> should have data embedded that identify which person responded from a particular channel, whether it\u2019s email, social, digital, or so on.<\/p>\n<p>\u201cEven direct mail calls to action should have distinct CTA URLs or unique QR codes that allow you to measure how each channel performs and link it back to each distinct customer\u2019s behavior,\u201d she shares.<\/p>\n<h3>3. Don\u2019t get caught in \u2018analysis paralysis\u2019 by over-analyzing<\/h3>\n<p>Though, yes, it\u2019s beneficial to create test scenarios using different headlines, CTA-text, imagery, and so on, allow your reactions to be flexible in real-time.<\/p>\n<p>\u201cA solid test plan upfront is a baseline for understanding how your <a href=\"https:\/\/www.clearvoice.com\/resources\/ideation-for-multi-channel-success\/\" target=\"_blank\" rel=\"noopener\">multi-channel program structure<\/a> performs, and don\u2019t be afraid to modify along the way as you determine that tests don\u2019t give you much insight,\u201d Poulsen suggests.\u00a0\u201cExecute your \u2018test and learn\u2019 model methodically, make incremental changes, and use that to build your overall best practices and playbook for future programs.\u201d<\/p>\n<h3>4. Don\u2019t forget about updating your distribution list<\/h3>\n<p>Once you have\u00a0converted a customer through a cross-channel campaign, you need to keep them engaged and active so they don\u2019t churn. And they should be removed from your distribution list of prospective clients. Sometimes, Poulsen says, marketing spend is wasted when ads continue to target customers on one medium who have already taken action on another channel.<\/p>\n<p>For example, a user was converted via Facebook, but they\u2019re still getting emails to \u2018join.\u2019<\/p>\n<p>\u201cCommunicating on any channel after conversion gives a sense that the brand is disorganized,\u201d she continues. \u201cIt is a waste of money and negatively affects brand reputation, which is important for the post-sale customer journey. Work with channel providers to ensure individuals are dropped from a campaign immediately after they complete a sale.\u201d<\/p>\n<h3>5. Don\u2019t forget about design<\/h3>\n<p>Design is content, too \u2014 and it can make or break your strategy. As Sloat says, every channel has a unique tone, style, and even mood. And what works on one channel might fall flat on another.<\/p>\n<p>\u201cConsider your target audience\u2019s state of mind when they\u2019re on any given channel: are they browsing for fun? Are they focused or distracted?\u201d she shares. Use this insight to create the right imagery for their experience and preference.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2021\/01\/3-Examples-Cross-Channel-Campaigns.png\" alt=\"3 examples of cross-channel campaigns\" width=\"820\" height=\"290\" \/><\/p>\n<h2>3 examples of cross-channel campaigns<\/h2>\n<p>Whether our experts created these successful campaigns or witnessed them from afar, they rave about these cross-channel approaches.<\/p>\n<ul>\n<li>Logitech G \u2018No Wires No Limits\u2019 campaign<\/li>\n<li>Twitter\u2019s #BlackLivesMatter campaign<\/li>\n<li>Royal Caribbean\u2019s ongoing customer retention campaign<\/li>\n<\/ul>\n<h3>1. Logitech G \u201cNo Wires No Limits\u201d campaign<\/h3>\n<p>Sloat\u2019s team worked with Logitech G to develop and execute a cross-channel campaign to drive awareness of the company\u2019s G-series, a wireless product line with current and prospective gamers. Since the gaming community is divided between wired and wireless peripherals, they developed an integrated, influencer-driven campaign to announce their breakup with wires \u2014 and offer a compassionate shoulder for gamers to lean on.<\/p>\n<p>\u201cThe campaign leveraged influencer partnerships paid media \u2014 including a YouTube advertorial that garnered 1.6M views \u2014 digital advertising and a dedicated landing page to engage our user base, solicit user-generated content and inform them on the benefits of wireless peripherals,\u201d she shared. \u201cThrough these efforts, Logitech G was able to generate millions of impressions around the \u2018Dear Wires\u2019 message and hundreds of UGC-social media submissions from the community.\u201d<\/p>\n<h3>2. Twitter\u2019s #BlackLivesMatter campaign<\/h3>\n<p>Sloat says Twitter\u2019s #BlackLivesMatter campaign was one of the most innovative and high-impact cross-channel marketing campaigns that came from Twitter in 2020. They turned to content creators and used out-of-home ad buy to create poignant messages using #BlackLivesMatter and #BlackJoy to bring the message beyond the platform, reaching millions.<\/p>\n<p>\u201cThis out-of-home\u00a0ad buy coincided with increased #BlackLivesMatter content on the platform itself, with promotions on Juneteenth, as well as influencer plays, with Twitter partnering with Black artists to create #BlackJoy messages and original work,\u201d she shares. \u201cThis innovative cross-channel campaign widened Twitter\u2019s audience while delivering on the company\u2019s social justice values.\u201d<\/p>\n<h3>3. Royal Caribbean\u2019s ongoing customer retention campaign.<\/h3>\n<p>Poulsen says one brand she feels delivers a harmonized experience is Royal Caribbean, particularly in the domain of abandoned cruise reservations. She\u2019s a huge cruiser and often goes online to check for sailing based on her mood, interest, or just because she\u2019s longing to sail again.<\/p>\n<p>\u201cRoyal Caribbean tracks my online browsing for sailings and then enters me into a cross-channel program to remind me to complete sailings via email, coupled with digital ads that reinforce the call to action to complete a booking,\u201d she shares. \u201cIt is not overpowering and does a marvelous job of keeping their offerings top-of-mind.\u201d<\/p>\n<p>Better content = better results. Get high-quality content to complement your cross-channel campaigns to drive more traffic, leads, and conversions. Talk to a <a href=\"https:\/\/www.clearvoice.com\/solutions\/managed-content-creation\/\">content specialist<\/a> at ClearVoice today to get started.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Consider this your crash-course into what to do \u2014 and what to avoid \u2014 when creating a cross-channel marketing campaign.<\/p>\n","protected":false},"author":144,"featured_media":47852,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[177],"tags":[140,141,142,139],"ppma_author":[205],"class_list":["post-45479","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-b2b-content","tag-b2c-content","tag-blogging","tag-content-creation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to Create Successful Cross-Channel Campaigns<\/title>\n<meta name=\"description\" content=\"What exactly are cross-channel campaigns, and what makes one a success? Learn do\u2019s and don\u2019ts from marketing experts with decades of experience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.clearvoice.com\/resources\/how-to-create-cross-channel-campaigns\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Create Cross-Channel Campaigns: 5 Do&#039;s, 5 Don&#039;ts, 3 Examples\" \/>\n<meta property=\"og:description\" content=\"What exactly are cross-channel campaigns, and what makes one a success? 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