The best way to Plan a Profitable Cross-Platform Marketing campaign: Suggestions and Examples

In case your model has accounts on a number of social media accounts, your job includes juggling metrics, audiences, and targets particular to every platform. Making sense of all of it and sustaining an lively, on-brand presence throughout networks could be a problem.

Questioning the right way to flip a bunch of scattered social media post ideas right into a cohesive, highly effective cross-platform marketing campaign that leverages the very best alternatives of every platform? You’ve come to the correct place!

What is a cross-platform campaign?

Cross-platform campaigns are social media campaigns run across multiple platforms. They meet your audience where they’re at with messaging tailored to each platform that generates awareness, interest and conversions.

By creating original content aligned with the spirit of each platform, your marketing becomes a seamless omnichannel experience instead of “that ad feeling” people are eager to escape from. Additionally, tailoring your campaign to each platform’s posting specifications means you’ll have the best chance of your audience actually engaging with you.

What are the benefits of cross-platform campaigns?

Besides keeping you from looking a fool when Twitter cuts off your 400 word LinkedIn masterpiece mid-sentence at 280 characters, there are many benefits to cross-platform campaigns:

  • Different platforms suit different goals. For examples, you might be building awareness on Instagram and Twitter, but converting from Facebook ads.
  • Some platforms are visual, some are text-based. A cross-platform strategy ensures your content makes sense where it’s posted.
  • They yield greater reach than single-platform campaigns, or “copy and paste” campaigns (recycling the same captions and images, even if they’re not optimized for that platform’s specs).
  • Consistent branding builds loyalty and trust.

9 tips for planning a winning cross-platform campaign

1. Have a plan

If your current advertising campaign strategy consists of, “Promote new product launch,” then we need to have a talk.

Make sure every campaign plan you put together includes S.M.A.R.T. goals, audience research, who’s doing what and deadlines for posting. Use our free cross-platform campaign template to make sure you’re beginning off robust.

2. Set platform-specific targets

OK, past the marketing campaign’s targets, set targets for every of the platforms you’ll be utilizing, too.

A few of these targets will move naturally since sure platforms are geared towards particular targets.

  • Instagram: Artistic visible content material, like Reels and Tales, to advertise engagement and discovery.
  • Pinterest: Product and shopping-focused visuals to drive conversions.
  • LinkedIn: B2B-focused advertising and marketing campaigns and model constructing.
  • Fb: …Letting your grandma know. (Okay, okay, kidding.)
  • And so forth, for all of the platforms in your marketing campaign.

After all, every platform can have a number of targets. For instance, you should use Pinterest for each model consciousness and driving conversions. However usually talking, set one or two targets per platform to concentrate on.

3. Say no to repeat paste

It’s advantageous to repeat a key phrase all through your marketing campaign however you undoubtedly wish to keep away from utilizing the identical word-for-word copy and visuals throughout a number of channels.

That defeats the aim of a “multi-platform campaign,” proper?

Every social media platform is completely different, from what number of characters or hashtags you get to make use of to how properly sure forms of content material carry out. Optimize your content material for every platform’s post specifications and goal demographic.

Plus, insider data individuals all the time say, like “hyperlink in bio” on Instagram or the most recent dance trend on TikTok. These phrases solely make sense on the platform they’re meant to be on, like on this short-but-sweet occasion announcement from Peter McKinnon.

4. Be obtainable to speak

Don’t put up and ghost!

Social media is a two-way avenue. Your prospects count on to have the ability to speak to you. Actually, 64% of them would relatively message you than name a 1-800 quantity for assist.

Reply to feedback and direct messages rapidly to reply buyer questions and encourage engagement.

Don’t panic: Hootsuite Inbox makes managing your feedback and DMs throughout all platforms fast and painless. By compiling all of your notifications in a single place, you’ll be able to rapidly reply to your followers and make sure you’re not lacking something.

Better part? You possibly can assign responses to staff members or see solely feedback needing a reply. Your social media managers can work effectively collectively.

Along with responding on social media, make it simple for patrons to ask questions rapidly pre- or post-purchase out of your web site.

Reside chat apps are nice for each your web site and throughout social channels, like Fb Messenger. Instruments like Heyday can use both AI-powered live chat to maintain prices down, or allow your (human) customer support reps to speak with prospects for the very best service.

Curlsmith live chat

In case your staff will likely be dealing with chats, Heyday organizes messages and lets you assign them to particular individuals or archive previous threads. This manner all prospects obtain fast replies.

Heyday platform

5. Use paid and natural methods collectively

Identical to the way you wouldn’t financial institution your whole marketing campaign on one social community, you wouldn’t rely solely on natural visitors, proper?

That doesn’t imply you need to hit the “promote” button on each put up to spice up it as an advert. Not every little thing wants an amplified attain with a price range behind it. But when your natural posts aren’t getting a lot traction, strive boosting a number of greater than standard to see if that brings up your views and engagement.

Alternatively, if an natural put up is actually taking off, why not give it an additional push by selling it?

Take into consideration what you need to promote versus what you shouldn’t.

For acquisition adverts, concentrate on one key message — like this bag’s adaptability — and even higher when you can add one thing eye-catching, like distinctive design or on this case, video.

Urth camera bag

You may make the method of dealing with natural and paid social posts aspect by aspect with the correct instruments.

Hootsuite Social Advertising makes it attainable to create, schedule, and assessment natural and paid content material, simply pull actionable analytics and construct customized reviews to show the ROI of all your posts — from one simple to make use of dashboard.

With a unified overview of all social media exercise, you’ll be able to act quick to make data-informed changes to dwell campaigns (and get essentially the most out of your price range). For instance, if an advert is doing properly on Fb, you’ll be able to modify advert spend throughout different platforms to assist it. On the identical notice, if a marketing campaign is flopping, you’ll be able to pause it and redistribute the price range, all with out leaving your Hootsuite dashboard.

6. Optimize your profiles for gross sales

Typically, your content material goes to direct individuals to a touchdown web page or your web site to take an motion: Signing up for an occasion, making a purchase order, and so on.

However not each put up must push individuals offsite.

Whereas social commerce is nothing new, individuals are shopping for issues immediately from social media extra yearly. The pandemic has solely served to bolster this, with social media purchases predicted to grow 30% annually by way of 2026.

value of social commerce sales worldwide

Supply: Statista

To optimize your profiles for social commerce, strive:

Including a name to motion in your bio and hyperlink space

Instagram places your bio and hyperlink entrance and heart. However, like most different platforms, you solely get one hyperlink so make it depend.

Add a name to motion in your bio and both change your hyperlink to be related to your present marketing campaign or posts, or direct that hyperlink to a web page containing a number of hyperlinks. Make it clear why customers ought to click on the hyperlink and what they’ll get out of it.

Hootsuite Instagram call to action

On Fb, you’ll be able to customise an motion button to function in your profile.

Facebook action button

For software program corporations, that’s usually a “Signal Up” button, however there are many to choose from, corresponding to on-line reserving hyperlinks, sending an e-mail, calling and extra.

call to action button options

Together with search phrases in your identify or username

Relying in your firm identify, this may occasionally not make sense. However attempt to embody a key phrase about what you do both in your username or the identify subject in your profile.

Instagram makes use of these fields in search, so this may help you get found. For instance, right here’s what trying to find “furnishings” brings up:

furniture Instagram search

Some manufacturers have the phrase of their username, corresponding to @wazofurniture, others of their profile, corresponding to @qlivingfurniture.

Many different social platforms function their search the identical manner, corresponding to Fb and Pinterest.

Getting verified

Many platforms use a blue checkmark to indicate the model or individual is the true deal. That helps construct belief and signifies that customers have discovered the correct profile (versus a faux or unofficial model).

Hootsuite verified account

Every platform has their very own guidelines however when you meet the necessities for every of your networks, apply for verification.

7. Monitor your analytics

Monitoring outcomes is necessary for any marketing campaign however it’s important with cross-platform campaigns. It’s worthwhile to tie every little thing collectively to type a cohesive image of how the marketing campaign went and what you would change subsequent time.

Appears like attempting to tape collectively a shredded doc, proper? You gotta discover all of the reviews, match them up, evaluate efficiency…

Not when you use a social media analytics instrument. For instance, Hootsuite Analytics does all that for you.

All you need to do is log in and Hootsuite Analytics is there, compiling all of your social media platforms into one easy-to-understand, cross-platform and totally customizable report.

graphic showing the Hootsuite Analytics dashboard with both paid and organic social metrics

And, going a step additional than simply the numbers, Hootsuite Impact places all of it in perspective. It measures the true ROI of your social media advertising and marketing — natural and paid — and interprets that into actionable statistics, visible information and insights which might be simple to share with stakeholders.

8. Add UTM tags to your hyperlinks

UTM tags go hand-in-hand with analytics monitoring. UTM tags are simply small textual content codes you add to hyperlink URLs to outline the supply of visitors.

These are particularly useful for cross-platform campaigns to determine the place the vast majority of your leads got here from and what forms of content material drove essentially the most visitors.

For instance, if my aim is to transform individuals on a touchdown web page, then I’m most likely linking to that from:

  • Electronic mail advertising and marketing
  • Fb
  • Instagram
  • Pinterest
  • + different social channels
  • My web site

And I may even be linking to it from:

  • Affiliate companions
  • Free content material websites, corresponding to Medium or Quora
  • Paid adverts

Including a singular UTM tag to every of the hyperlinks I take advantage of on these platforms will let me monitor, with certainty, the place customers got here from to my touchdown web page. You possibly can create UTM tags without cost with instruments like Google’s Campaign URL Builder.

On the subject of social media posts, right here’s the right way to add UTM tags easily in Hootsuite:

9. Schedule your content material

Final however undoubtedly not least, for a cross-platform marketing campaign to work (or any marketing campaign, actually), you should plan and schedule your content material upfront.

I imply, it’s only a sensible factor to do, however planning forward can even:

  • Guarantee your posts complement one another throughout platforms (e.g. you’re not saying a brand new product on just one channel whereas forgetting the others, and so on).
  • Get rid of errors.
  • Unencumber your staff’s time to answer feedback, study TikTok dances, create extra content material and every little thing else besides worrying about what to put up subsequent.
  • Create a consistent posting schedule to maintain engagement excessive.

Are you able to guess what I’m gonna say subsequent?

Yeah, Hootsuite can schedule your stuff. We’ve stated that already. However what it’s possible you’ll not know is Hootsuite also can inform you the best time to publish, primarily based in your distinctive viewers stats:

Hootsuite Best Time to Publish to boost engagement

3 inspiring cross-platform social media marketing campaign examples

1. Flip Down for Wheel of Time

When you could not have as massive a price range as Amazon, you gotta admire the storytelling energy behind their marketing campaign for his or her new present, The Wheel of Time. It launched with a large cross-platform marketing campaign consisting of all of the natural fundamentals — social media, owned media, and so on — plus paid adverts that made a splash.

The present is all about an immersive fantasy world, so what higher strategy to lure individuals into it than by actually luring them into it? Amazon put up this wild 3D billboard in London’s Piccadilly Circus.

Sure, it’s leaping out of the billboard as a result of… magic.

Along with this advertising and marketing technique to have interaction the general public, Amazon additionally saved in thoughts the hardcore followers of the e-book sequence the present relies on. Amazon engaged smaller creators inside the current e-book fandom to construct pleasure amongst their core target market, together with creating an official after-show livestream.

The Dusty Wheel Talk Show

These considerate executions have been paired with all of the fundamentals like in-app Prime Video adverts, retargeting adverts, participating natural social content material and extra.

What did all this get Amazon? Solely the most important launch for Amazon Prime ever, the #1 present on the earth and over 1.16 billion streamed minutes within the first 3 days of the premiere alone. At the least 50,000 of these have been me, although, for positive.

2. Bringing nostalgia into the longer term

Coca-Cola has included Santa Claus of their vacation marketing campaign branding for many years. Their 2021 vacation marketing campaign touched on that sense of nostalgia throughout a time the world appeared to want an escape essentially the most, as the worldwide pandemic stretched to nearly two years lengthy.

Fortunately, Wi-Fi has now reached the North Pole, as Coca-Cola supplied not solely a heartwarming marketing campaign concerning the magic of Christmas, but in addition dwell, customized greetings from Santa himself, because of a partnership with Cameo.

The marketing campaign efficiently carried out a tough aim: Giving their prospects what they really need — connection and the magic of the season — in a manner that mixed the very best of their branding with new media.

3. Guinness completely captures a second in time

A white cat laying on a waste bin. A canvas grocery cart. A washer frothing. What do this stuff have in widespread?

Guinness learn a lot of their prospects’ minds when placing collectively this marketing campaign titled #LooksLikeGuinness, that includes inventive imagery of issues that remind us, in shade and form, of the long-lasting beer.

Pubs throughout the UK opened again up in Might 2021 after an intensive lockdown. Guinness knew their loyal buyer base missed hitting the pub for a pint with mates and ran with the thought. if you’re excited about one thing and begin to see it in all places? The advert was easy and captured that feeling properly, ending on a hopeful notice of, “Good issues come to those that wait.”

The model took it multi-platform by asking followers to share pictures of issues that reminded them of Guinness with the hashtag #LooksLikeGuinness.

The outcome? Guinness was the most-talked-about model on social media throughout the week pubs reopened and earned a 350% higher engagement price than the usual benchmark.

Hold your finger on the heart beat of all of your cross-platform campaigns with Hootsuite’s distinctive instruments, together with Inbox for engagement administration and Influence to simply measure the ROI of your natural and paid social media campaigns. Get crackin’ in your subsequent development marketing campaign with a free trial of Hootsuite.

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