<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa1252a26e8b03456bf261_651d3d5dd710c6475d9a8681_64c0f6d55e4aaa012b4cc86e_Impactful%252520Inbound%2525202%252520(1).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Growth</span> <h1 class="gn-title">Round-up: The Fundamentals of a Great Cross-Channel Inbound Campaign</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>1 September 2023</span> <span class="pip"></span> <span>4 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">In today's digital age, the average consumer is expected to interact with a brand at least <a href="https://www.b2bmarketing.net/en/resources/blog/marketing-rule-7-and-why-its-still-relevant-b2b" target="_blank"><strong>seven times</strong></a> before making a purchasing decision with <a href="https://localiq.com/blog/what-is-cross-channel-marketing/" target="_blank"><strong>87% of potential buyers </strong></a>wanting a <strong>consistent experience at each encounter</strong>.</p> <p class="gn-reveal">Simply put, effective cross-channel marketing is built on leveraging multiple platforms to promote your brand holistically across the sales funnel and increase personalisation, <strong>leading to higher conversion</strong> and customer retention rates.</p> <p class="gn-reveal">In this virtual session, our experts ran through the <strong>'checklist' of a great inbound campaign</strong> - including consistent creative, intelligent <strong>cross-channel targeting</strong>, SEO, and digital performance - to leave you with a game plan for <strong>upping the ante</strong> on your strategy.</p> <p class="gn-reveal"><strong>Our experts:</strong></p> <p class="gn-reveal"> <a href="https://www.linkedin.com/in/danielswepson/" target="_blank"><strong>Daniel Swepson</strong></a>, Head of Marketing, <a href="https://next-chapter.agency/" target="_blank"><strong>Next Chapter</strong></a><br> <a href="https://www.linkedin.com/in/laura-arens/" target="_blank"><strong>Laura Arens</strong></a>, Senior Digital Strategist, <a href="https://www.impressiondigital.com/" target="_blank"><strong>Impression</strong></a><br> <a href="https://www.linkedin.com/in/nicolaglancy/" target="_blank"><strong>Nicola Glancy</strong></a>, Senior Digital Strategist, <a href="https://leith.co.uk/" target="_blank"><strong>Leith</strong></a><br> <a href="https://www.linkedin.com/in/william-hughes-19808423/" target="_blank"><strong>Will Hughes</strong></a>, Head of Digital Media Strategy, <a href="https://imahome.global/" target="_blank"><strong>IMA-HOME</strong></a> </p> <p class="gn-reveal"><a href="https://www.thegonetwork.com/events" target="_blank"><strong><em>View our upcoming events calendar</em></strong></a></p> <p class="gn-reveal"><strong>In this Round-up article:</strong></p> <p class="gn-reveal"> <strong>Recent changes in audience behaviour and expectations</strong><br> <strong>The main blockers to investing in a cross-channel inbound campaign</strong><br> <strong>Key considerations before starting your inbound campaign strategy</strong><br> <strong>Setting your inbound campaign objectives and KPIs</strong> </p> <p class="gn-reveal"><strong>READ OUR KEY LEARNINGS FROM THE SESSION BELOW, OR WATCH THE FULL WORKSHOP <a href="https://www.thegonetwork.com/resources/playback-impactful-inbound-building-consistent-and-engaging-cross-channel-campaigns" target="_blank">HERE</a></strong></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal">Recent changes in audience behaviour and expectations</h2> <blockquote class="gn-blockquote gn-reveal">"audiences are generally feeling a bit more empowered, and so that <strong>need and expectation of personalised, relevant content</strong> is at the highest it's ever been. Moreover, audiences expect a <strong>seamless experience</strong> <strong>across different devices and platforms</strong>, in-store or online. An example we've noticed, with that shift towards working from home since 2020, laptop usage has increased."<cite>Nicola Glancy · Senior Digital Strategist, Leith</cite></blockquote> <blockquote class="gn-blockquote gn-reveal">"having different creatives at various touchpoints with that aligned messaging throughout the customer journey can allow your campaign to <strong>engage with people where they are most active</strong> and most receptive, thus building stronger audience connections."<cite>Nicola Glancy · Senior Digital Strategist, Leith</cite></blockquote> <p class="gn-reveal">View our Round-up: <a href="https://www.thegonetwork.com/news/round-up-leveraging-your-consumer-behaviour-data-for-better-business-outcomes" target="_blank"><strong><em>Leveraging your Consumer Behaviour Data for Better Business Outcomes</em></strong></a></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal">The main blockers to investing in a cross-channel inbound campaign</h2> <blockquote class="gn-blockquote gn-reveal">"<strong>people can get quite overwhelmed </strong>when you talk multichannel, with the idea of focusing on too many areas, and not having the capacity or headspace to even think that bigger picture."<cite>Daniel Swepson · Head of Marketing, Next Chapter</cite></blockquote> <h3 class="gn-reveal">Long Purchasing Journeys</h3> <blockquote class="gn-blockquote gn-reveal">"with inbound campaigns, there is more of a hesitation when you've got <strong>long purchasing journeys</strong>, as you're investing a lot of time and money on creating this content, which you may not see a return on for <strong>six to eighteen months</strong>, depending on your product or services. Brands must trust the process and allow their inbound strategy to work because it can take time, <strong>it doesn't necessarily deliver immediate conversions</strong> or revenue."<cite>Daniel Swepson · Head of Marketing, Next Chapter</cite></blockquote> <p class="gn-reveal"><a href="https://www.thegonetwork.com/news/how-to-improve-your-customer-decision-journey-for-better-conversion" target="_blank"><strong><em>Learn How to Improve your Customer Journeys for Better Conversion</em></strong></a></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal">Key considerations before starting your inbound campaign strategy</h2> <h3 class="gn-reveal">What is your campaign goal?</h3> <blockquote class="gn-blockquote gn-reveal">"firstly, consider what you're aiming to reach with this campaign, <strong>what is its goal or objective</strong>, as this will guide not just the strategy, but also the asset creation and the channels that you decide to work on."<cite>Laura Arens · Senior Digital Strategist, Impression</cite></blockquote> <p class="gn-reveal">View our Round-up: <a href="https://www.thegonetwork.com/news/investing-in-content-finding-the-right-strategy-for-you" target="_blank"><strong><em>Investing in Content: Finding the Right Strategy for you</em></strong></a></p> <h3 class="gn-reveal">Who is your target audience?</h3> <p class="gn-reveal">"Secondly, identify the target audience and see which one will have the biggest impact - think about:</p> <p class="gn-reveal"> <strong>Why do I want to target this audience?</strong><br> <strong>Why is this important for the campaign?</strong><br> <strong>How do they move through the funnel?</strong><br> <strong>How much time do they spend at the top of the funnel?</strong><br> <strong>How fast do they go to the bottom of the funnel?</strong>" </p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Daniel Swepson, Head of Marketing at Next Chapter on Inbound Strategies" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa1251a26e8b03456bf22b_64f323a4ccd100a57d88b97d_Daniel.png" width="auto" height="auto" loading="auto"></div> <figcaption>Daniel Swepson, Head of Marketing at Next Chapter, speaking on inbound strategies.</figcaption> </figure> <h3 class="gn-reveal">What are you measuring?</h3> <p class="gn-reveal">She adds, "once your campaign goals and objectives are set, you must consider how to measure these things. So, if you're planning to increase brand awareness, then your measurement will not be revenue, it would likely be <strong>brand uplift, search share or such other top of the funnel KPIs</strong>."</p> <h3 class="gn-reveal">What is your media/budget plan?</h3> <blockquote class="gn-blockquote gn-reveal">"then take these considerations and put them into a media and a budget plan so that you can see <strong>how you can scale this campaign</strong>, identify the frequency – how often you want to send out the ads – how much is your range potentially?"<cite>Laura Arens · Senior Digital Strategist, Impression</cite></blockquote> <p class="gn-reveal"><a href="https://www.thegonetwork.com/news/7-ways-to-get-genuine-stakeholder-buy-in-for-your-marketing-strategy" target="_blank"><strong><em>Discover 7 Ways to Get Genuine Stakeholder Buy-In for your Marketing Strategy</em></strong></a></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal">Setting your inbound campaign objectives and KPIs</h2> <aside class="gn-quote gn-reveal"><q>every business will have its own way around how to set KPIs and business objectives. It should involve everyone from the marketing team through to the finance team.</q><cite>Will Hughes · Head of Digital Media Strategy, IMA-HOME</cite></aside> <p class="gn-reveal"><strong>Will </strong>highlights, "every business will have its own way around how to set KPIs and business objectives. It should involve everyone from the marketing team through to the finance team. At IMA-HOME, we have a scorecard to guide our media planning, based around what we call the four R's – <strong>reach, relevance, resonance and reaction</strong>."</p> <p class="gn-reveal">Read IMA-HOME's article: <a href="https://imahome.global/thoughts/reassessing-media-planning-with-the-4rs/" target="_blank"><strong><em>Reassessing Media Planning with the 4 Rs</em></strong></a></p> <blockquote class="gn-blockquote gn-reveal">"eventually you reach that performance plateau, where there's no move, no matter how much more you invest in your channels, you're just going to see diminishing returns. It's at that point where you set KPIs around <strong>expanding your audience and demand generation</strong>. A lot of that will be around the quality of the channels that you're selecting for your lead capture, essentially, what we're talking about here is inbound marketing, and then also the <strong>quantity and scalability of those</strong>."<cite>Will Hughes · Head of Digital Media Strategy, IMA-HOME</cite></blockquote> <p class="gn-reveal"><a href="https://www.thegonetwork.com/resources/playback-impactful-inbound-building-consistent-and-engaging-cross-channel-campaigns" target="_blank"><strong>WATCH THE FULL WORKSHOP PLAYBACK</strong></a></p> <p class="gn-reveal"><em>If you're investing in an inbound strategy this year, make sure you're getting the most from your time. The GO Network offer cost-free agency recommendations, pitch management, and more.</em> <a href="https://www.thegonetwork.com/get-in-touch" target="_blank"><strong><em>get in touch</em></strong></a><em> to get started.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/impactful-inbound-building-consistent-and-engaging-cross-channel-campaigns" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Impactful Inbound - Building Consistent and Engaging Cross-Channel Campaigns</span> <span class="gn-related__excerpt">Agencies share a practical checklist covering creative consistency, SEO, targeting, and continuous improvement to build inbound campaigns th</span> </a> </li> <li class="gn-related__item"> <a href="/articles/impactful-inbound-building-consistent-effective-cross-channel-campaigns" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Impactful Inbound - Building Consistent and Effective Cross-Channel Campaigns</span> <span class="gn-related__excerpt">Agency leaders get a practical campaign checklist covering audience journeys, common execution blockers, and how to maintain consistent mult</span> </a> </li> <li class="gn-related__item"> <a href="/articles/round-up-how-to-execute-a-strong-cross-channel-inbound-campaign" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Round-up: How to Execute a Strong Cross-Channel Inbound Campaign</span> <span class="gn-related__excerpt">Experts from MC Saatchi, Skout PR, and Flaunt Digital share the exact checklist agencies need to align channels, fix funnel gaps, and lift c</span> </a> </li> <li class="gn-related__item"> <a href="/articles/round-up-how-to-get-more-from-your-creative-strategy" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Round-up: How to Get More from your Creative Strategy</span> <span class="gn-related__excerpt">Agency experts share how to align creative campaigns with business goals, break down silos, and prove ROI on every activation.</span> </a> </li> </ul> </aside>