Cross-channel marketing makes a lot of sense in today’s business environment, where customers navigate their purchases across all platforms and from different devices. Whether they are switching from their laptop to their mobile device, or between social media, websites and blogs, they expect the experience to be seamless.

So it’s really not a question of whether your marketing efforts should focus more on SEO, social media or PPC advertising – it’s about tying up all these various touch-points your customers will encounter throughout their buying journey.

All marketing efforts should be based on the customer experience, and your cross-channel strategy is no exception. Here’s how to ensure your multi-touch marketing efforts are right on track.

Keep a consistent front…

Unify the look and feel of all your channels in order to achieve cross-channel brand continuity. This way, when a customer continues their buying journey from one channel to the next, they’d know they are in the right place.

This doesn’t mean, however, that you should use a cookie-cutter design for your website, social media profiles, blog and other landing pages. You can simply use the same theme colour, fonts and logo for all touch points to make the experience familiar regardless of the channel or device the consumer is using.

…but create unique landing pages for each channel

Consistency is integral to cross-channel marketing, but so is individualisation. Different customers may prefer different channels, depending on where they are coming from in the sales funnel. In other words, a customer’s favourite channel is largely influenced by where they currently are in the buying process.

For instance, PPC visitors are coming from the bottom of the funnel, which means they have already read reviews of your brand or visited the affinity groups and they are ready to buy. Meanwhile, social visitors are coming from the top of the funnel. They have probably seen your ads on Facebook and thought it sounded like a fair deal, but they don’t know much about your products, your company or your brand.

As such, using the same template for all your landing pages cannot possibly serve both of these customers. So how do you create unique landing pages?

Integrate content marketing.

Firstly, you need to know your customers’ intent when they visit your website, your blog, your mobile site, your Pages and so on. They could be checking out your Facebook page to find deals or updates, or they could be visiting your website to learn about your service terms or shipping conditions. Accordingly, you can design your social landing pages to encourage engagement while your website can be tailored for education or information purposes.

In reality, most of your target audience might prefer a specific channel, but this doesn’t mean you should not make an effort to engage them on other touch-points. Cross-channel marketing allows you to have more moving parts and therefore more flexibility to deliver value to your audience – regardless of which channel or device they operate on.