Unlike large enterprises, small businesses and mid-market brands usually have limited resources to spend on their marketing needs. That’s why it is important to use the little resources they have in the most efficient way. Cross-channel engagement is one of the strategies small businesses can use to compete and remain relevant in a challenging marketplace. 

As a small brand, you don’t need to waste your marketing budget on unnecessary campaigns and marketing efforts your target customers may not even notice. All your customers need is to know that you care about them and to be aware of the relevant offers your business has at any given moment. 

Your customers and prospects need a personalized experience with your brand, which you can create if you effectively leverage the cross-channel engagement strategy. 

What is cross-channel engagement and its benefits?

Cross-channel engagement refers to the process of engaging with customers across multiple communication channels such as email, social media, text messaging, and more. For SMBs and mid-market brands, cross-channel engagement can be an effective strategy to reach customers and increase sales in a challenging marketplace. Here are a few benefits of cross-channel engagement; 

• Increased brand awareness: By engaging with customers across multiple channels, businesses can increase their brand awareness and reach a wider audience.
• Improved customer experience: Cross-channel engagement allows businesses to provide a seamless customer experience across all touchpoints. This helps to build customer loyalty and increase customer retention.
• Higher engagement rates: Engaging with customers across multiple channels can increase engagement rates, as customers are more likely to respond to messages tailored to their interests and preferences. Studies show that cross-channel engagement can grow your engagement rate by over 800%. 
• Increased sales and revenue: Cross-channel engagement can help businesses to increase sales and revenue by targeting customers with personalized messages and promotions.
• Better customer insights: By collecting data from multiple channels, businesses can gain a deeper understanding of their customers and use that information to improve their marketing strategies.
• Competitive advantage: Businesses that effectively leverage cross-channel engagement can gain a competitive advantage by providing a more personalized and engaging customer experience than their competitors.

Ways SMBs can leverage cross-channel engagement

Build an omnichannel strategy.

An omnichannel strategy enables you to seamlessly integrate your marketing efforts across all channels. This approach provides a consistent experience for customers, regardless of the channel they use to engage with your brand. Before choosing the channels to prioritize, it is essential to understand the preferences of your target audience and focus on the channels they use the most.

Leverage data to personalize content

Collecting data about your customers' behaviors, preferences, and purchase history can help you personalize your marketing messages. Personalized content has been proven to increase engagement, conversions, and customer loyalty.

Optimize your website for mobile.

With the majority of customers using their mobile devices to browse the internet, it's crucial to optimize your website for mobile devices. A mobile-responsive website improves the user experience and encourages visitors to engage with your brand across different channels.

Vibrant social media presence

Social media platforms are an excellent way to engage with customers and build brand awareness. SMBs and mid-market brands can leverage social media platforms to share content, promote products, and provide customer support. Social media can also be used to drive traffic to your website and increase conversions.

Email marketing

Email marketing is an effective way to reach customers and promote your brand. Personalized emails based on the customer's behavior and purchase history can boost engagement and conversions. 

Incorporate SMS marketing

SMS marketing is an effective way to reach customers in real-time. SMS messages have a high open rate, and customers are more likely to respond to a text message than an email. Brands can use SMS to promote products, send exclusive offers, and provide personalized and prompt customer support.

Final thoughts 

SMBs and mid-market brands can take advantage of cross-channel engagement to increase customer engagement, drive sales, and build brand loyalty. It is possible to implement the cross-channel engagement strategy even when you have limited marketing resources. However, you need to be thoughtful and customer-centric when implementing this strategy. 

By using an omnichannel strategy, personalizing content, optimizing your website for mobile, leveraging social media, using email marketing, and incorporating SMS marketing, you can reach your customers where they are and provide them with a seamless experience across all channels.