In today’s fast-paced and interconnected digital landscape, effective marketing requires a comprehensive approach that reaches customers across various channels. Cross-channel marketing tools have emerged as essential resources for businesses aiming to engage audiences and drive conversions seamlessly. These powerful tools enable marketers to create cohesive and personalized campaigns that span multiple channels, such as email, social media, websites, and mobile apps. By leveraging cross-channel marketing tools, businesses can maximize their marketing impact, enhance targeting strategies, and ultimately achieve greater success in reaching and connecting with their target audience. In this blog, we will explore the world of cross-channel marketing tools, delving into their features, benefits, and how they can revolutionize your marketing efforts to drive optimal results across multiple channels.
What is cross-channel digital marketing?
Also known as omnichannel or multichannel marketing, cross-channel digital marketing software supports the delivery of campaigns across various interactive channels.
Cross-channel marketing tools connect inbound and outbound digital and non-digital campaign intelligence within a single platform. And in doing so, marketers can provide a seamless and consistent brand experience throughout the customer journey.
Some of the advantages of managing campaigns across channels through one solution consist of the following:
- Consistent customer communication improves CX (customer experience), increasing customer lifetime value and brand advocacy.
- Easier to create a single cross-channel view of the customer, providing actionable data for executing relevant upsells.
- Improved performance in marketing campaign KPIs like conversions and click-through rates.
- Improved customer retention and acquisition, meaning a higher ROI on marketing expenditures.
Must-Have Cross-Channel Marketing Tools of 2023
Along with the expansion of easily accessible APIs, SDKs, and integration platforms has come a rise in the availability of high-quality cross-channel marketing tools.
Additionally, the value of cross-platform marketing solutions has increased as more marketing channels can “talk” to one another.
Customers.ai is an omnichannel chatbot that enables companies to proactively engage with audiences on their website, Facebook Messenger, SMS text messaging, and other popular web chat applications.
Using OmniChatⓇ technology and chatbot marketing automation, Customers.ai instantly connects customers and prospects to businesses to:
- Generate leads
- Re-engage customers, and
- Offer real-time, 24/7 chat support
This allows you to develop campaigns once, such as chat blasts, conversational drip campaigns, and website chat dialogues, and then implement them through various marketing channels.
In addition to being the world’s most recognized email marketing platform, MailChimp has built out a suite of multi-channel marketing tools.
MailChimp now refers to itself as an “all-in-one marketing platform” with tools for:
- Email marketing
- Customer relationship management (CRM) dashboards
- Custom domains and website design templates
- Social media management and content scheduling
- Facebook and Instagram ad builders
- Landing page builders, including e-commerce
- Marketing analytics, and more.
Over time, MailChimp has more resembled Marketo—only for small businesses. And they are achieving this by creating cross-channel marketing solutions to go along with their email marketing, which is their mainstay.
Thanks to its comprehensive monitoring and social media interaction features, you can use AgoraPulse to acquire audience insights and take advantage of chances that might otherwise go unnoticed,
To create a pipeline for your content calendar, AgoraPulse offers a wide range of possibilities. Additionally, you can queue up endless posts associated with specific themes for publication.
The two things AgoraPulse excels in are reporting and analytics.
The ability to discover the posts that receive the highest reach, interaction, and clicks throughout any given period is made possible by content reports, which are simple to export and contain critical metrics and engagement and growth analysis.
Last but not least, you can use AgoraPulse to demonstrate the influence of your marketing team on sales and conversions and to promote more favorable engagement with your social media ads.
MeetEdgar is similar to AgoraPulse but has a different superpower. While AgoraPulse’s strength is in its cross-channel social media analytics, MeetEdgar is in its fully automated, cross-channel content scheduling.
A content recycler for all your most significant (or evergreen) branded material is the best way to define MeetEdgar.
Sharing evergreen material on Facebook, LinkedIn, Twitter, and Instagram is automated via MeetEdgar.
One of my personal favorite social media marketing tools is MeetEdgar because of the time it will help you save every week.
Your most critical content may be loaded onto MeetEdgar once, unlike other content schedulers like Hootsuite or Buffer, and then disseminated again on a predetermined timetable.
In summary, use MeetEdgar’s cross-channel marketing tools for social media to do the following:
- Promote your best content on a repeating schedule.
- Save your social media manager hours each week.
- Auto-generate and test variations of posts across Facebook, LinkedIn, Twitter, and Instagram.
- Schedule how many times per week and on which days you want each content posted to each social media channel.
Digital marketers use BuzzSumo to reveal what content works and doesn’t perform across social media.
You may utilize BuzzSumo to find new content ideas and spend time producing material that will succeed once published online.
The BuzzSumo platform has four key components:
- Discovery tools help you explore high-performing content to get more likes, links, and shares.
- Research tools analyze billions of data points to sharpen your marketing strategy.
- Influencer tools help you identify influential people to power your brand or campaign.
- Monitoring tools track comments and trends so you can respond quickly and capitalize on opportunities.
AddThis makes drag-and-drop share buttons that you can place on any web page.
For example, in the image below, you’ll see their share buttons on the left-hand side of the AddThis homepage.
AddThis also offers web tools for list building, link promotion, and recommended posts.
You can use AddThis to:
- Make content shareable with drag-and-drop share buttons.
- Build your audience across multiple channels with auto-follow buttons.
- Increase site traffic by promoting your links and creating enticing calls to action.
More than 1.5 billion people use Facebook Messenger chat regularly. However, less than 1% of companies use Messenger for commercial purposes.
Additionally, Messenger is popular since it works with website chatbots and will soon be fully integrated with Instagram and WhatsApp.
Customers.ai Facebook Messenger chatbots allow you to engage with your audience with marketing automation tools such as:
- Chat blasting: Just like email blasts, but with chatbots
- One-time notifications: Invite users to get updates and promotional messages
- Drip campaigns: Sequenced messages across Facebook, SMS, and web chat
- Facebook post autoresponders: Capture leads and subscribers from organic Facebook posts
Your Facebook Messenger bot can add all the Messenger contacts it has collected to its other Customers.ai marketing channels. This covers SMS text messaging, on-website live chat, and other applications like WhatsApp and Instagram.
By doing so, you may create user profiles, view a user’s whole history across all channels, send them messages depending on their behavior, and allow them to participate in other campaigns.
Phantombuster provides over 200 code-free automation and data extraction tools across over 20 social platforms, including:
Each product can be used alone or combined to create full cross-channel marketing processes.
For instance, this workflow employs three various automation systems to generate leads on LinkedIn.
Use Phantombuster on your social media channels to:
- Generate leads
- Save time
- Build audiences
- Increase reach and engagement
The platform on this list that most resemble a “growth hacker” is Phantombuster. Check out these 15 excellent growth hacking tools that top digital marketers utilize for more information.
SEMrush is the best all-around SEO tool to make your brand visible online.
You can use SEMrush to supercharge your content marketing, improve website SEO, create PPC campaigns, and manage your social media presence.
Some of the most popular tools to use on SEMrush are:
- Technical SEO audit
- Social media tracker
- Backlink audit
- Ad Builder
- Keyword position tracking
- On-page SEO checker
- PPC keyword tool
- Organic traffic insights
For practically any marketing effort, SEMrush is helpful. Some of their standout “extras” are solutions created for particular industries like Traffic Jet, Amazon, affiliate marketing schemes, and marketing firms.
10 SE Ranking
SE Ranking is one of the most versatile all-in-one tools that can help you go from 0 to 100 SEO-wise without much effort. The toolset is suitable for both newbies and professionals, which is rare.
Some of the most used instruments by SE Ranking are:
- Keyword Rank Tracker
- Keyword Research Tool
- Competitor Analysis Tool
- On-Page SEO Checker
- Website Audit
- Backlink Checker
Therefore, the set may meet most of your on-site and off-site SEO requirements by displaying all important data in convenient expandable graphs and charts on a single screen.
SE Ranking offers social media management (SMM) or local marketing tools if you require more than website optimization. Even more, small- to medium-sized organizations, agencies, SEO experts, product managers, etc, often use tools.
In addition to tools, SE Ranking also provides experience.
AdEspresso is for performance markers that must manage hundreds of ads and ad variations across multiple channels.
The AdEspresso platform offers various marketing automation solutions to increase conversions while saving you time.
You can easily build and evaluate your Facebook, Instagram, and Google ad campaigns with AdEspresso from a single platform.
Zapier is a great cross-channel marketing tool for creating automated workflows across your mar-tech stack.
With Zapier’s compatibility with countless apps, you can quickly chain commands using the “If X happens, do Y” framework.
For instance, the Customers.ai Zapier integration simplifies transferring data from Customers.ai’s customer profiles to other programs.
Here are just some of the most popular “Zaps” for Customers.ai users:
- Add all new leads to your CRM, such as Salesforce
- Send SMS messages or Slack notifications to new contacts
- Subscribe now to Customers.ai contacts to MailChimp
- Register Customers.ai contacts to Zoom Webinars
Automation can group several tasks and apps into a single Zap.
By automating time-consuming procedures, Zapier will save you a tonne of time. It will also make your clients happy because it allows you to work with their tech stack.
Autopilot is all about building a lead generation and lead nurturing process and then automating that process.
Autopilot makes it simple to create individualized customer experiences that capture and convert using visual marketing automation.
Autopilot allows users to:
- Customize journeys based on audience behavior.
- Build multi-channel workflows to send automated messages.
- Generate customer journey reports that allow you to fix leaky marketing funnels.
Additional capabilities on Autopilot include optimizing the revenue funnel depending on current performance and measuring campaign ROI.
Last, Autopilot interfaces with well-known systems, including Twilio, InsideView, GoodData, Zapier, Slack, and Salesforce.
Clearbit has rapidly become one of the most popular and powerful B2B marketing tools.
Clearbit serves as a marketing data engine for all of your consumer interactions.
The Clearbit platform may be used to find potential customers, gain a deeper understanding of current customers, and personalize marketing and sales interactions.
With the ability to segment consumers using nearly 100 different tags and cross-referencing 250+ data sources, Clearbit is a potent multi-channel marketing tool.
Clearbit has three separate but integrated tools that make up its core components:
- Reveal: Unmask anonymous web traffic to personalize for target accounts
- Enrichment: Turn any email or domain into a full person or company profile
- Prospector: Discover your ideal accounts and leads with complete contact info
Remember that Clearbit is an expensive service, and if you need to learn how to utilize it, you could easily run up the price by obtaining too many leads.
To constantly fill the pipeline of your sales force with high-quality leads and information, you must use the tool effectively and pinpoint highly focused consumers and prospects.
In conclusion, cross-channel marketing tools have become indispensable assets for businesses looking to excel in today’s interconnected digital landscape. By leveraging these tools, marketers can break down the barriers between different channels and create cohesive, personalized campaigns that resonate with their target audience. The ability to engage customers seamlessly across multiple touchpoints, such as email, social media, websites, and mobile apps, opens up new avenues for driving engagement, enhancing targeting strategies, and ultimately boosting conversions. Cross-channel marketing tools empower businesses to deliver a consistent brand experience, optimize their marketing efforts, and adapt to their audience’s evolving preferences and behaviors. By embracing the power of cross-channel marketing tools, businesses can unlock the full potential of their marketing strategies and stay ahead in the ever-changing digital marketing landscape.
Frequently Asked Questions
1. What are cross-channel marketing tools?
Cross-channel marketing tools are software or platforms that enable marketers to create, manage, and optimize marketing campaigns across multiple channels, such as email, social media, mobile apps, and more. These tools help businesses deliver consistent and coordinated messages to their target audience across various marketing channels.
2. Why should I use cross-channel marketing tools?
Cross-channel marketing tools offer several benefits. They allow you to reach your audience through multiple channels, increasing the chances of engagement and conversions. These tools also provide insights and analytics to measure your campaign’s performance, helping you optimize your marketing strategies. Additionally, cross-channel marketing tools enable consistent messaging and branding, enhancing the customer experience.
3. What features should I look for in cross-channel marketing tools?
When choosing cross-channel marketing tools, consider features such as seamless integration with multiple channels, audience segmentation capabilities, automation, and personalization options, reporting and analytics functionalities, A/B testing capabilities, and scalability. These features will help you effectively manage and optimize your cross-channel marketing campaigns.
4. Are there any popular cross-channel marketing tools available?
Yes, there are several popular cross-channel marketing tools in the market. Some examples include HubSpot, Salesforce Marketing Cloud, Adobe Campaign, Mailchimp, and Marketo. However, evaluating your specific needs and requirements is important before selecting a tool that best suits your business.
5. How can I get started with cross-channel marketing tools?
To get started with cross-channel marketing tools, follow these steps:
1. Identify your marketing goals and target audience.
2. Research and evaluate cross-channel marketing tools based on your requirements.
3. Choose a tool that aligns with your needs and budget.
4. Set up the tool and integrate it with your existing marketing channels and platforms.