How to Run a Cross Channel Online Marketing Campaign

If you’re looking for ways to drive more traffic to your website then the best success will usually come from more than one online marketing channel. On their own SEO and PPC can hold their own but they become much stronger when part of a cross-channel campaign with aligned messaging.

How to set up your campaign

Know what you want them to do
Firstly you need to decide on the messaging you want to get across and, most importantly, the action you want your visitors to take. It could be just visiting your website but you may want to push for better ROI and have certain products purchased or forms filled in.

Create a specific landing page
Even if your aim is to simply drive more traffic to the website, it is important to have a campaign landing page that you can point everyone to. Not only can you personalise it to match the messaging and creative of all your online marketing channels, but it makes it much easier to track the success of your campaign (how many visits to that page, how many products purchased from that page, how many times that pages form filled in).

Pick your channels
It’s important to know where your prospects are, the best places to find them and I’m not saying ANY prospects but the quality ones that you want to do business with. If you drive quality traffic then you will have much better conversion rates. Your choices could include:

PPC – Google Adwords, Facebook Ads, Linkedin Ads, Bing Ads

SEO – More of a long term option than a campaign based on but you could look at targeting new keywords

Email – Quite a biggie for campaign based activity and a brilliant way of linking your campaigns together. Don’t restrict yourself to just one email during the campaign, but mix them up.

Mobile – Find the right mobile technique for you with plenty of choice from SMS, apps, surveys, mobile sites, mobile ads

Online Advertising – This is where you pay online sites to advertise and although banners and buttons are popular (and often thrown in for free), don’t forget to ask about their emails to their database as it’s more direct and a big reach for your spend.

Allocate your resource
Now all you need to do is allocate the resource to get the elements done. If you have inhouse design resource then great, if not then look around for a cheap resource – agencies can be expensive, you may find a freelancer looking for work that you can negotiate with or ask your technology suppliers if they have creative services on offer.