Investing in digital marketing it is no longer a wish, but a strategic step that can lead a business to success. According to the Global Strategic Business Report, the digital marketing market is growing with an annual growth rate of 13.9%. So, it is expected to reach 1.5 trillion dollars by 2030.

For reference, the digital advertising market is predicted to reach $680 billion in 2023. Businesses cannot exist without marketing, so companies actively pour in in various digital marketing channels.

Social media tops the list, offering a variety of platforms to communicate with customers and users. However, tackling cross-platform content marketing can seem daunting at first, but it doesn't have to be. Many marketers aim to expand their reach across various social media platforms, however efficiency becomes a concern, especially without a clear approach.

To make your own Marketing strategy seamlessly across all platforms, it's essential to create content that matches the vibe of each platform. This provides a cohesive experience, moving away from the typical ads that users tend to avoid. Sewing your own campaign to match the unique post requirements of each platform not only increases engagement, but also ensures that your audience connects with your brand in a genuine way.

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What are the advantages of having cross-platform campaigns for a business?

Each platform has a unique purpose. Instagram and Twitter focus on awareness, while Facebook excels at conversions through advertising. Customizing goals for each platform enhances your overall strategy. The platforms differ in visual and text-based aspects. A cross-platform strategy ensures that your content adapts seamlessly to any medium, making it relevant and effective.

Cross-platform campaigns outperform single-platform efforts. Avoid the 'copy and paste' trap by customizing content for each platform, optimizing engagement and reaching a wider audience. Consistent branding across platforms builds loyalty and faith. A unified brand presence reinforces your identity and increases the impact of your marketing efforts.

Aligning marketing campaigns across platforms can seem like a daunting task that requires significant attention and resources. It really is. However, you can consider the main factors that affect the success of developing a cross-platform digital marketing strategy.

1. Set specific goals for the platform

Before taking the plunge, it's essential to take this important step. While you may already have a primary objective for your campaign, it's imperative to set it specific goals for each platform you will be using. Here are some illustrative examples:

• Instagram: Promote engagement and discovery.
• Pinterest: Drive website conversion.
• LinkedIn: Build B2B-focused marketing campaigns
• Facebook: Promote engagement and attract leads.
• Medium: Share expertise and experience.

2. Say no to copy-paste (almost)

Since the platforms have their own features, it is essential to customize the content for each of them. However, you may consider copying content for platforms that share similar audience segments. However, copying and pasting the same content throughout multiple platforms will be the biggest red flag for people potentially interested in interacting with your content.

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3. Use paid and organic strategies together

Carefully mix paid and organic approaches. A well-timed push through paid promotion can increase visibility. Experiment to discover the optimal balance.

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4. Include search terms in your name or username

Make yourself more discoverable by adding relevant keywords to your username or profile name. SEO (Search Engine Optimization) helps the right audience find your profile easily when searching for related topics. Test different keywords to optimize your profile and attract the most targeted users.

5. Get verification

When possible, secure a verified badge – the coveted blue dot. This symbol not only inspires trust, but also sets your brand apart as authentic, strengthening overall credibility. As a result, users are more likely to engage with and trust your brand. Experiment with the verification process to increase your brand authority and recognition.

6. Plan your content

Strategic planning and content planning in advance are what must be done. By doing so, you ensure a seamless narrative and prevent split notifications. Develop a well-thought-out content calendar to maintain consistency and engage your audience effectively. You are free to try different scheduling approaches to find the pace that works best for your brand.

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7. Diversify your content types

Photos, videos, articles, stories, educational or entertainment content, case studies and more — experimenting with different post styles expands your cross-platform marketing arsenal, offering a wider range of options to grow organically your brand.

Achieving cross-platform harmony requires strategic goal setting, custom content optimization, and a mix of paid and organic efforts. Leveraging the unique features of each platform and maintaining a consistent brand identity allows marketers to unleash the potential of cross-platform campaigns. This, in turn, expands their audience, creates meaningful touchpoints and increases conversion rates. Start by refining your approach on one platform and gradually replicate successful strategies on others, fostering a dynamic and engaging brand presence online.