MutualMarkets' Best Practices for Cross Platform Marketing

Managing marketing efforts across multiple platforms can be challenging, but a necessary step to achieving your KPIs. Here are twelve best practices to ensure your cross-platform marketing strategy is effective.

1. Consistent Branding

Ensure that your brand’s voice, visuals, and messaging are consistent across all platforms. This builds trust and recognition among your audience. For example, Coca-Cola maintains its iconic red and white color scheme and messaging across all its advertising channels, from TV commercials to social media posts, creating a unified brand image.

2. Understand Each Platform’s Strengths

Different platforms have unique strengths. Tailor your content to leverage these strengths. For example, Nike uses Instagram for visual storytelling with high-impact photos and videos of athletes, while it uses Twitter for real-time updates and interactions with followers during live sports events.

3. Integrated Campaigns

Create campaigns that integrate seamlessly across platforms. This could involve a cohesive storyline that progresses from one platform to another, encouraging users to follow along. A notable example is the Marvel Cinematic Universe (MCU) campaigns, where teasers start on social media, leading to in-depth content on YouTube, and culminating in interactive engagements on their official website.

4. Data-Driven Decisions

Utilize data analytics to understand what works best on each platform. Track performance metrics and adjust your strategy accordingly to maximize engagement and conversions. Spotify uses data from user interactions to personalize recommendations and advertising, enhancing user experience and engagement across their app and social media.

5. Engage with Your Audience

Engagement is key to successful cross-platform marketing. Respond to comments, participate in discussions, and show your audience that you value their input. Wendy’s Twitter account is famous for its witty and humorous interactions with followers, creating a strong community and increasing brand loyalty.

6. Optimize for Mobile

With the majority of users accessing content via mobile devices, ensure that your content is mobile-friendly. This includes responsive design, fast load times, and easy navigation. BuzzFeed optimizes its content for mobile by using short articles, quick videos, and interactive quizzes that are easily consumable on small screens.

7. Monitor and Adapt

Continuously monitor your campaigns and be ready to adapt. The digital landscape is dynamic, and staying flexible will help you stay ahead of the competition. Netflix constantly reviews viewer data and feedback to adapt its content recommendations and marketing strategies, ensuring it meets the evolving preferences of its global audience.

8. Utilize Automation Tools

Leverage automation tools to streamline your cross-platform marketing efforts. Tools like Hootsuite, Buffer, and Sprout Social can help schedule posts, track engagement, and manage multiple accounts efficiently. Starbucks uses automation tools to schedule posts across various time zones, ensuring consistent engagement with their global audience.

9. Create Platform-Specific Content

While maintaining a consistent brand voice, tailor your content to fit the specific platform. For example, create eye-catching visuals for Instagram, informative articles for LinkedIn, and engaging videos for TikTok. GoPro excels at this by sharing user-generated content on Instagram and showcasing product features and tutorials on YouTube.

10. Foster Cross-Promotion

Encourage cross-promotion between platforms. Share links to your other social media accounts and encourage followers to connect with you across different channels. For example, fashion brand ASOS promotes its YouTube channel on Instagram Stories, driving traffic and engagement across both platforms.

11. Invest in Paid Advertising

Consider investing in paid advertising to boost your reach across platforms. Use targeted ads to reach specific demographics and track the performance to optimize your ad spend. Airbnb uses Facebook and Instagram ads to target specific demographics based on travel preferences, leading to highly effective campaigns.

12. Build Partnerships and Collaborations

Collaborate with entertainment partners, influencers, brands, and industry leaders to expand your reach. Partnerships can provide access to new audiences and add credibility to your brand. Engage in co-marketing initiatives and guest posting to leverage each other's audiences. A good example is the collaboration between Nike and Apple, which combined fitness products with technology to reach a broader audience.

By implementing these best practices, brands can create a cohesive and effective cross-platform marketing strategy that enhances their reach and engagement across the digital ecosystem. Staying informed about platform updates and continuously refining your approach will help you maintain a competitive edge.