5 Ways to Integrate Twitter Into Your Cross-Channel Marketing Campaigns

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twitter cross channel marketing

Your customers aren’t only on Twitter. They’re on Facebook in the evenings, watching TV while they get ready for work, reading the news on the subway and browsing forums in bed. In short: they can be anywhere, at any time. Is your message reaching them?

Twitter can be a powerful tool on its own to drive brand awareness, create a stellar reputation and even generate leads. However, it is also a powerful tool when used in combination with other channels, to reach your audience on their terms.

Here are 5 ideas for integrating Twitter into a cross-channel marketing campaign:

1. Learn about your audience

One aspect of Twitter that many marketers overlook is its ability to provide deep audience insights, that can fuel not only Twitter-based campaigns, but all aspects of a marketing strategy.

Because Twitter is an open, real-time network, you can tap into the behaviors, demographics, interests and more of your audience (or any audience you want to focus in on). Using third-party tools to gather and analyze this social data, you can develop a more targeted marketing campaign, from the landing pages you create to the magazine ad copy you write.

2. Connect with their favorite TV shows

Many TV watchers – especially those who just can’t get enough live and reality TV – will use their “second screen” (typically a tablet, their smartphone or a laptop) while watching their favorite shows. So why not use this knowledge to your advantage, and run a Twitter campaign?

If you know what TV shows or sports games your audience loves, try searching for their hashtags on Twitter. Then, while the show is broadcasting, you can tweet alongside your audience. You have the opportunity to tweet a related contest, show that you share the same interests as your audience, or just monitor how they engage with this TV show to inform future campaigns.

3. Run a contest

A Twitter contest is one thing, but a “social media contest” is a different beast altogether. Running a contest that spans Twitter, Facebook, Instagram and other networks isn’t necessarily easy, but the results are often worth it.

Your audience probably has multiple touchpoints with your brand, in addition to Twitter. So if you are running a contest of any type, promote it across all of your marketing channels – social media as well as your blog, website and wherever else it makes sense. This will ensure that your audience sees the contest wherever they are online.

And if you’re able to collect responses from your audience across multiple channels, you’re likely to see better participation and positive word-of-mouth.

4. Promote a live event

Whether you’re hosting a live event or just attending, using Twitter while it’s happening is a great way to engage with your audience. However, you can also bake Twitter into a multi-channel live event strategy – tweeting behind-the-scenes images while you blog about key takeaways and post Instagram pictures of visitors to your booth, for instance.

5. Target better search and display ads

If part of your marketing strategy involves using ads to reach your audience, Twitter can help with that, too. You can learn about the type of content that resonates with your audience on Twitter by examining your past tweets on Twitter Analytics. From there, it’s simply a matter of mirroring the tone of voice, images and content in your search and display ads.

(Marketing team image via Shutterstock)

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Four Ways a Cross-Channel Identity Helps Your Bottom Line

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Just two decades ago, the notion of a “customer journey” was limited to how a customer traversed the aisles of retail stores. The path to conversion and the checkout counter was short, straight, and narrow. A customer saw a mass-media advertisement for a product and went to a local store to buy it.

The Internet, of course, changed all that. Today’s plethora of online, mobile, and social channels has created an often circuitous path-to-purchase as consumers use a variety of channels to research, explore, connect, and buy.

How can marketers keep up with this quick-shifting, multiscreen, channel-hopping shopper? Knowing customers in a single channel is no longer good enough. Knowing and recognizing your customers at every point of interaction is a must.

To see true, one-on-one marketing success, marketers must develop a full, holistic view of their customers that leads to a rich bounty of insights.

Marketers know this cross-channel perspective goes hand in hand with the business benefits that come from a broad and deep understanding of the customer journey. Nine in 10 marketers rank cross-channel identity and a unified customer view as critical to helping them to meet their marketing goals, according to Signal’s recent study, “Preparing for Cross-Channel Success: Solving the Identify Puzzle.”

Here are four important ways that cross-channel identity helps marketers drive business benefits to boost the bottom line.

1. A cross-channel identity is the key to truly knowing your customers

Consumers expect the brands they buy from to provide a seamless experience from start to finish, no matter which or how many channels they choose. Cross-channel identity solutions can help unlock the deep customer understanding—of behavior, channel choice, and communication preferences—required to provide the frictionless exploration that consumers want. Because of the latest cross-channel technologies, you can use your own first-party data to create deep and rich profiles of your customers to understand their individual journeys and deliver optimal experiences across all touchpoints.

2. It will unleash the next big leap in marketing ROI

For two decades, marketers have invested heavily in every corner of the digital space. They have pushed the envelope with new social media tools, attention-getting interactive ads, mobile apps, and other innovations.

Unfortunately, though, single channel optimization can only get you so far.

Marketers are rapidly realizing there’s little to be gained working on a silo-by-silo basis, so they have turned their attention to connecting customer signals and interactions across devices and channels to create the next large gain in marketing ROI. By resolving cross-channel identity to uncover unprecedented insights at the customer level, brands can be more efficient, judicious, and productive in targeting their in-market customers.

3. An always-on single view of the customer unlocks deep insights into the customer journey

Online engagement used to be a simple matter. During the desktop-focused first decade of digital marketing, third-party cookies on website pages provided the connectivity that marketers needed to evaluate campaign effectiveness.

But now, consumer engagement is so fragmented across channels and devices that marketers struggle to get to an accurate view of their customer reach (the number of customers exposed to your messaging) and frequency (the average number of ad exposures per person).

So, how can you accurately measure the ROI on each of your marketing channels to fine-tune your media spend? By capturing and joining disparate data across multiple channels, marketers can take their attribution reporting to a whole new level.

4. It helps brands retain customers and build loyalty

Marketers who want to delight consumers and build loyal relationships must provide what customers increasingly expect and demand: a seamless, personalized, targeted shopping experience across channels, including desktop, mobile, email, social, and in-store.

The key to winning shoppers’ hearts, minds, and money for the long haul? Creating coherent experiences; being sensitive to the way the customer likes to shop; and interacting in the right channel; and responding to intent signals—when customers are in the market to buy.

Discovering Cross-Channel Customer Identity Is a Must-Do

The business benefits of managing cross-channel identity are clear. The single customer view can help boost everything from customer understanding to efficiency and long-term loyalty.

For marketers, gaining deep, data-driven insights across channels has been a slow and challenging task. More than half of marketers (56%) say they’re dissatisfied or neutral with how far they’ve come. Siloed and fragmented data, a complex technology stack, and problems merging profile fragments have kept most marketers stuck at the starting line.

By making cross-channel identity a top strategic priority this year, you can take big steps toward increased engagement, loyalty, and conversions, while creating the seamless customer experience that will delight customers and keep them coming back for more.

The brands that work to solve the customer identity puzzle will find it worth every ounce of effort. They will be rewarded and empowered to provide customers with the “wow” factor they want and expect, which will translate directly to the bottom line.

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