Cross Channel Marketing - There is not one silver bullet

Cross channel marketing - there is not one silver bullet

Although confusing at first sight, ‘cross-channel’ marketing is a simple strategy in digital marketing campaigns that are often mistakenly interpreted. In an ideal world, it is possible for a business to reach vast audiences on many different platforms such as Facebook, Google and its website. But in real life, it is not that simple. You may have a presence of some sort on at least one of these platforms, but customers may not be able to relate their specific needs to your business. Therefore, you need to be on top of your strategy to serve each customer with exactly what they need when they interact with you on each of these platforms.

You must meet the customer on the platform they are at and deliver them exactly what they want, and do so at the right time. It is impossible to achieve this without cross channel marketing. However, your success does not depend on blasting out content on every platform your customer may be using. Instead, you need to interconnect your strategy on all marketing platforms into unison and provide a seamless experience to your leads.

What is ‘cross channel’ marketing?

To understand both parts of the phrase, it is easy if we define what a ‘channel’ is first. A channel in your marketing strategy could involve promotional emails, blog posts, social media ads, Google ads, Microsoft products and SEO to name a few. Essentially it is the method or platform you use to engage with your potential customer. With cross-channel marketing, each of the methods used in these platforms is brought into unison to build upon one another and bolster their effectiveness in the overall campaign.

By way of an example, let us say a lead is looking to fix a glitch on their new website. You have a fantastic article on your blog setting out every possible detail on the topic. If the lead leaves you with their email address, you could later email them with a recent troubleshooting project you did as a testimonial. When the same lead visits a social media platform, you could target your ad to include that specific website glitch without overwhelming them with all your fabulous (but irrelevant) services. This creates a unified marketing strategy on multiple (cross) digital channels to get the lead exactly what they at the right time. All your efforts and costs in cross channel marketing are tailored to actionable solutions so the customer can trust your brand as the best place for that specific problem. This could even eventually lead to sales on other services you offer, too.

What is omnichannel marketing?

In complete contrast, with omnichannel marketing, the above channels such as blog posts, emails and social media ads are treated as individual marketing strategies. The promotional emails you send out to your existing leads have a set goal and topic area to discuss. The same principle applies to blog posts, social media campaigns and even Google ads. Therefore, your marketing efforts become scattered over various channels and blur your marketing objectives Also, it blurs the accurate reflection of the ROI. This, however, does not mean that you should stop all these channels in their own right. They would still be important even if you have mastered the art of cross channel marketing.

Define your marketing objective to be successful

As we just saw, customers interact on different channels for different reasons. So, preserving that either Google ads or Facebook ads to be your silver bullet for each new lead could potentially be a costly mistake. Therefore, taking your brand to all the different platforms at the right time has never been so important. But, to do that, you need to be sure of what you are trying to achieve in cross channel marketing.

As a common objective, most businesses say getting new customers is their primary goal in a marketing campaign. Although not as strong as the first goal, there are other objectives including customer retention, lead generation and brand awareness. Therefore, for most businesses a traditional sales funnel approach coupled with a customer lifecycle model would be ideal when managing their marketing goals.

There is no one silver (marketing) bullet

Every business is unique in so many ways. Even if you take two businesses of the same size in the same industry, there may be hundreds of other factors that the same marketing decision might not work both of them equally. One key point to consider when deciding the right marketing channel is the cost per click (CPC) and cost per thousand impressions (CPM) on the different channels. At present, on average, Facebook leads as the most cost-effective in both these methods. However, as discussed above, putting all your eggs in one (Facebook) basket might not be the best outcome for your ROI. It is therefore clear that you might need expert cross channel marketing assistance to boost sales and growth.

Facebook, Google and Microsoft are the advertising giants. It is, however, important to remember that other smaller platforms allow you to reach potential customers at a much lower price. Of course, the reach would be significantly less, but if you plan well and create an engaging ad on these platforms, the rewards could be surprisingly pleasing. Why not try platforms like Amazon, Reddit and Capterra for industry-related marketing? The user numbers are relatively low compared with the major giants, but it will enable you to reach your exact audience with better returns.

Choosing the right marketing strategy for your business

As the starting point, be clear about your business objectives. Even if you think your business has a ‘standard’ model in your industry, there could be many unique scenarios in your business setup. Line up your budget, expectations, ideal client persona and the areas of the business you need to improve.

Once you have an understanding of these parameters, do your research into which channel suits you best. You will need to consider the implications of cross-channel and omnichannel marketing. Then consider whether you have a niche audience that can be better approached on the smaller platforms. It is worth remembering that there is no one silver bullet in marketing and it depends on your knowledge, perseverance, dedication and diversifying your marketing campaign.

In case the above sounded overly complicated, our PPC team and cross channel marketing experts are here to help you build a predictable growth strategy for your business.

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How To Find The Unique Selling Point For Your Brand

18 May 2022

To create a successful brand, you need to identify its Unique Selling Point (USP). A Unique Selling Point, also known as a Unique Selling Proposition, is a feature or attribute of a product or service that differentiates your company from the competition and makes it stand out in the market. Here are a few well-known USP examples: "When it definitely, positively must be there overnight," - FedEx ( source ) “We’re number two. We try harder” - Avis ( source ) “A diamond is forever,” - DeBeers ( source ) “You get fresh, hot pizza delivered to your door in 30 minutes or less or it’s free.” - Domino’s Pizza ( source ) “The milk chocolate melts in your mouth, not in your hand,” - M&Ms ( source ) "Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete." - Nike ( source ) "Refresh the world. Make a difference," - Coca-Cola ( source ) "The platform commerce is built on," - Shopify ( source ) "Empowering the world to design," - Canva ( source ) To find your USP, you'll need to ask yourself some tough questions and do some research. Here are a few tips to get you started on identifying your unique selling points. 1. Find out what makes you a unique To find your USP, you need to first understand what makes you unique. First and foremost, begin by asking yourself more questions like what do you offer that nobody else does? What makes you think that you're better than everyone else? Once you've identified your key strengths, you can begin to craft a marketing message that highlights these qualities in your marketing and advertising materials. Make sure it is prominently displayed on your website or in any other type of advertising medium. Also, don't be hesitant to show your strength in marketing. People are more inclined to choose you over the competition if they are aware of what makes your brand special. 2. Think from your customer perspective If you want to create a truly successful brand, you need to think from your customer's point of view as well. After all, your customers are the people who ultimately determine whether or not your product or service is a success. By taking on the perspective of your customers, you can identify specific needs and desires that you can then target with your product offerings. For example, if your customer wants you to work on your quality, you should work on your quality to attract them even more. By thinking from your customer's perspective, you can find a unique selling point for your brand and create products or services that resonate with consumers. 3. Competitor analysis There is no doubt that conducting a thorough competitor analysis is essential when it comes to finding a unique selling point for your brand. This is because competitor analysis allows you to carefully evaluate the strengths and weaknesses of the competition, identifying areas where you can set yourself apart and stand out in the market. It might involve developing innovative products or services, providing superior customer care, or leveraging cutting-edge technology that your competitors have not yet adopted. Ultimately, a deep understanding of your competitors will enable you to capitalise on their weaknesses and carve out a position as a leader in your industry. 4. Re-look your brand and services Even if you try your hardest, things don't always go your way, and you lose to your competitors every time. That indicates it's not your fault; instead, it's time to reconsider your brand and offering. The re-evaluation of your brand and service reveals the precise reason for your failure and provides you with a second chance to turn your failure into a huge success. So, the easiest way to uncover your unique selling point is to constantly re-examine your brand and offering. Every business has a USP, whether they realise it or not. If you want to find yours, then you should seek assistance from a professional branding agency like Kangaroo UK. Kangaroo UK can help you find your unique selling point and craft a marketing strategy that will make the most of it. We understand what makes a brand successful and can help you identify your key strengths. At Kangaroo UK, we pride ourselves on being your one-stop-shop for all things SEO and Amazon marketing. We have the experience and expertise to help you grow your business online, regardless of what industry you’re in. Don’t miss out on the opportunity to set yourself apart from the competition – contact us today .

Branding Colours: Why They Are So Important

14 May 2022

Have you ever wondered why certain brands have become so popular? It's not only because of their catchy slogans or clever marketing tactics. It's also because of their colours. The colours that a firm uses in its branding can have a significant impact on its business. According to research, up to 85% of consumers say colour is the most important component in deciding which product to choose, and 92% believe the visual appeal is the most convincing marketing factor overall ( source ). They help create a visual identity for a company and can be used to communicate a wide range of messages. Choosing the right colour for your brand is critical. Let’s explore why: Make a lasting impression When it comes to branding and marketing, colour plays a crucial role in making a good first impression. Colour can influence not only how people perceive your brand - but also how they feel about it. That is why large corporations and well-known brands use striking colours to entice their target audiences, and it has worked. For example, Coca-Cola's red and McDonald's golden tint will be remembered forever. As a result, you should select a colour that leaves a lasting impression on your target audience Stand out among the competition Colour branding can help your company stand out from the crowd. It's also a huge plus if your competitors don't utilise any branding colours at all. For example, while marketing your brand across several media, you choose eye-catching colours. Your competition, on the other hand, did not utilise any brand colours in their marketing. That means you've already won because eye-catching colours are more likely to attract buyers than plain colours. They will distinguish your brand from the competition and offer it a distinct identity. Boost your confidence The colours you choose for your branding can give your company a huge boost in confidence. If colour branding can provide you with the best impression and make you stand out from the crowd, your audience will naturally gravitate toward your brand. It gives you greater confidence and motivates you to work more on your marketing. It evokes different emotions There is a vast spectrum of colours that inspire a wide range of emotions, as well as create a different point of view among the audience. The colour red often evokes energy and excitement, The blue colour is often evoked as more calming and trustworthy. Pink is associated with romance, softness, and playfulness. Yellow colour is associated with happiness, optimism, and intelligence. Green is evoking growth, abundance, and nature. The purple colour creates opulence, royalty, and luxury. White colour is often associated with purity, virtue, and simplicity. But before selecting a colour for your brand, you should be clear with your brand essence. That essence prompts you to choose the appropriate colour that matches your emotion and impresses your intended audience. Consumers love this colour branding Consumers are more likely to love your branding when you use colour effectively to communicate your message and create an emotional connection. They are pursuing a colourful brand rather than a plain one. Studies show that 60 - 90 per cent of people's initial impressions are based solely on colour ( source ). So, don't hesitate to use eye-catching and emotional connect colours on your brand. The right colours for your branding can have a significant impact on how customers perceive your company and products. That’s why it’s important to partner with an experienced branding agency like Kangaroo UK that can help you choose the perfect shades for your business. We offer a range of services that will ensure your brand looks its best and stands out from the competition. With our expertise, you can be sure that your target audience will take notice of your business – and what it has to offer. We also specialise in Amazon marketing ( take a look at our beginner's guide to Amazon marketing services ). Contact us today to learn more about our branding services and get started on creating a successful colour strategy for your company!

Why Your Logo Is The Most Important Branding Tool

14 May 2022

A company's logo is one of the most important branding tools that it has. A logo is more than just a graphical mark; it is the embodiment of your brand. To create a successful logo, it is important to consider the company's target audience and what qualities the logo should represent. Additionally, a professional designer should be hired to create the logo, as they will have the expertise necessary to produce a high-quality design that will reflect positively on the company. Because it's what customers see first and memorably represents your company. A recent study found that Consumers recognise brands by their logos in 75% of cases ( source ). If you're considering rebranding your company or designing a new logo, you should know why your logo is an important marketing tool for your brand. Here are a few reasons that justify why the logo is the best marketing tool ever 1.Creates the best first impression A good logo is one of the most important tools in your branding arsenal because it creates an instant first impression and, ideally, a lasting best impression. It's the public face of your company that appears on your website, letterhead, business cards, social media accounts, and marketing materials. And it should communicate what your company does and represent the values that are important to you. A strong logo can help you attract new customers and keep existing ones coming back. According to a recent study, the first good brand impression will be created within 90 seconds because of its logo. It can also increase the perceived value of your products or services (source ). With so much riding on your logo, it is important to put thought and care into its design. When done right, your logo can be a powerful asset in building a successful brand. 2. Visually represents your brand Your logo is the visual representation of everything your company stands for. It's the first thing people see when they come across your brand, and it's what they'll remember long after they've forgotten your company name. That's why it's so important to make sure that your logo is well-designed and that it accurately reflects your brand identity. If your logo is poorly designed, it will reflect poorly on your brand and make it difficult for people to remember you. On the other hand, if your logo is strong and memorable, it will help people to quickly identify your brand and recall your company name. 3. It will work across all platforms A well-designed logo can help you to build instant recognition for your business, and it will work across all platforms, from your website to your social media accounts to printed marketing materials and product packaging. When designing your logo, it is important to keep elements such as colour and typography in mind. The colours you use should reflect the values of your brand, and the typography should be easily legible. Furthermore, your logo should be scalable, so that it can be used in a variety of different contexts. With a well-designed logo, you can ensure that your brand will be seen and remembered by customers for years to come because 70% of consumers believe that brands with CEOs that are active on social media are better connected to them. ( source ). As a result, it will work on all social media sites. 4. Makes your brand standalone from the competition Your logo should be unique and immediately recognisable, and it should convey the core values of your brand. In addition to appearing on your website and marketing materials, your logo should also be featured prominently on any physical products or packaging you produce. By ensuring that your logo is highly visible, you can help to ensure that your brand is top-of-mind for potential customers. The 'look and feel of a logo can decide the brand's possibility of success,' according to up to 75% of respondents (source ). With a strong and distinctive logo, you can give your brand the competitive edge it needs to succeed. 5. It builds trust with potential customers A well-designed logo helps to build trust with potential customers and conveys a sense of professionalism and competence. But more than that, a logo also needs to be versatile and adaptable. And perhaps most importantly, a logo must be memorable. After all, if potential customers can’t remember your brand name, they’re not likely to do business with you. One source showed that 85% of customers said they would stick with a firm whose logo and brand they appreciate( source ). By investing in a high-quality logo design, you can ensure that your brand will make a lasting impression on potential customers and it can play a vital role in building brand awareness and helping your business to achieve its long-term goals. A well-designed logo is more than just an image or a pretty picture. It’s the identity of your brand and it can take your business to the next level. That’s why it’s so important to partner with a professional branding service like Kangaroo UK that will help you create a logo that represents your company in the best way possible. We have years of experience in creating stunning logos and providing valuable assistance throughout the branding process. We help in crafting successful brand identities and marketing plans, and we’re always up-to-date on the latest techniques. We also have a wide range of experience in SEO and PPC consulting, as well as Amazon marketing, so no matter what kind of brand you’re trying to build, we can assist you. Let us help you create a memorable and lasting impression with your target audience! Contact us today.