Part of the beauty of social media is its ability to change rapidly. Just when you’ve mastered the latest tool, another emerges, offering new marketing opportunities for you to reach out to a broader audience.
What’s even better is the fact that you don’t have to rely upon just one medium at a time to market yourself. Many social media sites now allow for seamless cross channel promotion, streamlining your engagement process.
How Cross Channel Promotion is Done
Although the constant change may seem overwhelming, you should really be looking at it from the perspective that with each new platform comes a potential new resource to create engagement around your brand.
When you log into your personal Instagram account to post your latest filtered photo, you may notice there’s an option to share that picture on other channels, like Facebook or Twitter. Since you may not have the same group of followers on each site, you might opt to share across all three, maximizing your photo’s potential reach. This is exactly what you should be doing for your company as well.
Cross channel promotion can be a very effective way to get your brand seen. If you’re already working off of an editorial calendar for your daily posting schedule, you can easily build in secondary cross promotion posts when big news or product releases arise. Although it’s important to make sure you’re using unique content per channel for daily posts (so you aren’t over saturating your audiences with the same creative), when it comes to promoting larger items, it actually works to your benefit to deliver the same message across multiple platforms.
Cross Promotion Success Tips
Let’s say you’re about to launch a new product and you’ve decided to set up a teaser campaign to entice your audience and gain pre-release attention. What steps do you need to take to ensure your work is seen?
- Create a Central Message: A good first step would be to decide upon a central campaign message that you can develop a clever #hashtag around. The most successful social campaigns use hashtags that encourage interaction, are easy to read and are unique to the brand. Keep your hashtag consistent in each piece of creative you produce and don’t be afraid to be original. If you need tips on hashtag usage, you can find them here.
- Use Clever Creative: Since you’ll be sharing your campaign across multiple sites, you will want to make sure you’re using strong creative content. You don’t need to limit yourself either. If you’ve got a strong following on sites that allow video, think outside of the box and consider running your digital campaign via film. Since we’re all so inundated with content these days, the more creative you are, the better.
- Choose Platforms Wisely: Although creativity is key, it’s also very important to consider your audience when building out your platform strategy. If you’ve got larger audiences on certain sites, upload your content there. Unless you’re putting solid spend behind your work, it’s best to stick to the platforms you’ve already seen success on. You can, however, use cross promotion as a tool to drive new followers to your newer or less popular accounts, but that would work better for a campaign directly targeted at increasing your follower count. Also keep in mind the type of content that is most popular on the sites you’re working with. If you’re working with photos, you’ll want to utilize sites like Pinterest and Instagram, but if you’re video based, try out Vine and Tumblr.
Current social media offerings are abundant and have luckily been constructed in a manner that allows users to push their social boundaries. Following our simple tips and embracing this fact will get your brand seen.
Additions & Feedback
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