You know it’s important to provide a consistent marketing message across every marketing channel. From your website to your blog, emails and social media profiles, you accelerate leads through the pipeline and boost company revenue when you deliver a smooth customer experience across every platform. As I said in my last blog post, that means offering consistent visual imagery, messaging and tone.
In this post, I’ll share how you can support the consistency of your cross-channel marketing message with your visual imagery and word choice.
1) Know your audience and cater to the individual. With a unified, centralized marketing database, there’s no reason you can’t know exactly who each individual buyer is and what he wants. Build your messaging around those wants and needs on every platform you use. Customers respond to what’s in it for them. The more you embody that value, the better.
2) Define your brand with design. Build a design that caters to your target buyers’ preferences. Support that design with your logo and colors across all platforms for instant recognition. For example, the colors on your Twitter background should match that of your website. But be careful — consistency does not mean duplication! By offering a bit of variety, you create an element of surprise that keeps curious visitors coming back for more.
3) Develop a mission statement. What’s your goal in delivering value to customers? What path will you take to achieve that goal? Develop a mission statement that vividly portrays the promise of your brand with crisp language, and use it to color all your messaging. Hold a meeting with your sales and marketing staff to review your mission statement’s core message, so that they can incorporate it into their daily conversations.
4) Select a tagline. A simple message is easy to remember and repeat, and shows how you are distinct in the market.
5) Write a benefit statement. As I mentioned, customers care about what’s in it for them. For you, it might be easy to get caught up in the features that make your product great, but resist the urge. Draft a benefit statement that outlines how you help customers, not the features that you think make your product unique.
6) Select your social media voice. Decide on your strategy for using social media. Will you be the source of industry info? The Retweeter? The question-asker? Will you be witty, serious, or sarcastic? Remember: Consistency across different channels doesn’t mean duplicating content. Variety encourages the same buyer to visit you on different social sites.
7) Make your shared content sticky. Share content that’s worth reading and coming back for. Balance between insightful blog posts, innovative research and unique points of view. You don’t have to share your own blog post every time — and in fact, you probably shouldn’t.
8) Train your staff. Especially in the case where different marketing employees handle different components of your marketing, you need to train them on your corporate tone. Encourage them to “cross-pollinate” so that a Facebook post gets shared on Twitter, or your blog post goes up on the company’s LinkedIn profile.
9) Check in. Make sure you review your company’s marketing efforts every month to confirm that there’s cohesion across all your efforts. This can be as simple as reviewing your social media updates, emails, and messaging — and should also extend to the insight you glean from your data. Siloed messaging can produce stagnant results, whereas an integrated messaging strategy accelerates them.
10) Tweak and tweak again. You won’t land on the perfect messaging and marketing strategy on Day 1. Use analytics reports to see what works, and swap out anything that’s not resonating with your audience. Look to the behavioral data you’ve gathered, and modify your messaging plan to adapt accordingly.
Together, these simple tips can help you ensure that visitors aren’t scratching their heads when they go from one of your marketing channels to another. Deliver a seamless experience through consistent messaging, and you’ll keep buyers coming back. That’s what it takes to turn them from followers into customers.
1) Blog: “How to Deliver a Consistent Message Across Channels”
2) Video: “Using Social to Build Trust”
3) White Paper: “Multiscreen Maturation: Email Design Tips and Strategies for Connecting Across Devices”