Cross-Channel Management: Integrating Local Channel Performance
By integrating local channel performances you can efficiently monitor data and plan efficient follow up strategies to maximize your multichannel marketing performance. Try to get an integrated view of your channels with the template now!
Cross-Channel Management: Integrating Local Channel Performance
As you expand your business, you must consider enlarging your online presence in diverse local channels, considering that the potential customers engage with each brands through diverse kinds of social channels or identify certain brands through search engines. To do so, you need to effectively manage and measure the performance of each channel. Yet, comparing and contrasting the metrics and data from various channels can be challenging. In this article, we will explore the strategies of how to integrate local channel performance into a cohesive dashboard and take a look at action plans for effective cross-channel management.
Difficulties of Managing Multiple Local Channels
Most businesses maintain their presences on more than one local channels including social media platforms and local search engines, aiming to enlarge their online presence. From a SEO perspective, managing these channels would involve optimizing your contents, monitoring user engagements, and tracking the performance to maximize the presence and impact.
Managing more than one local channel presents can present several challenges. First, each channel might have different key performance indicators(KPIs), resulting in challenges of tracking and comparing the performance data across each channel. Second, the audience characteristics, preferences, and behaviors might differ from channel to channel, requiring tailored strategies for each different channels. Third, maintaining a consistent brand message across multiple channels might be challenging, especially when you are dealing with local audiences of diverse channels and backgrounds.
To minimize the gaps between each channel and overcome the challenges in performance monitoring, the best way is to integrate the cross-channel performances. By doing so, you can achieve these following benefits:
- Efficient Monitoring and Comparing of Data: You can more efficiently record, monitor, and compare the performance data of each channels by creating a way to integrate the channel performances. Managing multiple channels through an integrated template can also reduce your resources and costs.
- Data-Driven Action Plans: You can gain data-driven insights by integrating the data from diverse channels, which will improve your next-step action plans such as targeting, content development, or channel expansion.
- Enhancing the Targeting and Content Qualities: By viewing the performance data of each channels in an integrated view, you can easily derive the solutions to more seamlessly target your audience or better improve the quality of your organic contents.
How to Execute a Cross-Channel Management and Performance
To overcome these challenges, you should adopt a strategic approach to your cross-channel management. To do so, the first thing you should keep in mind is to set clear objectives and KPIs for each channel, aligning them with the overall business goal.
You should also conduct audience research to fully understand the demographics, preferences, and behaviors of your local audiences on each different channels. Then, you should develop tailored contents for each channel to enlarge your presence and user engagement, maximizing the influence of your own channel. Ultimately, implementing a systematic approach to monitor and analyze performance metrics will lead you to identify trends and make data-driven decisions.
Using the multichannel performance template for an integrated view
The best way to do so is to create an integrated dashboard that consolidates data from multiple local channels. You can leverage the template below, to get an integrated view over your multi local channel performances and organize the best performing contents for each channel.
Multi-Channel Performance (Monthly) Template
On columns B to H, you can put in the basic definitions of each channel, including the channel type, category- whether it is a social media or a search engine, KPIs for each channel, target audience profiles for each channel. You can monitor the accomplishment status(%) of your KPI on the template.
On columns I to AM, you will update the key metrics of each channels on a daily basis. For search engines, you can also record the CVR, through the tracking links on your organic contents.
Updating the basic information about each channel and recording daily metrics
On columns AN to AU, you can update the top performing contents from each channel. Through organizing the well performing organic contents, you can reflect the learnings into your future contents.
Recording the top-performing contents for insight analysis
Conclusion
Effective cross-channel management is essential for businesses to enlarge their online presence across diverse local channels. By leveraging the integrated dashboard to consolidate performance data from each local channels, you will be able to more effectively manage the KPIs, targets, key metrics, and contents performances of each channel, which ultimately will enable you to maximize your online traffic and conversions.