Many Australian small and medium enterprises struggle to get their marketing working *together*. It’s easy to run ads on Facebook, send emails, and post on Instagram, but if these efforts aren’t coordinated, you’re leaving money on the table. We see this time and time again – fragmented marketing delivers fragmented results. The key is to think about a cohesive customer journey, not isolated campaigns.

So, how do you actually coordinate across channels? It’s about more than just using the same logo everywhere. Here are a few things we recommend focusing on.

• Consistent Messaging: Your core message needs to be the same, regardless of where a customer encounters your brand. This doesn’t mean identical wording, but the underlying value proposition should resonate across all touchpoints. Think about the core benefit you offer and ensure that’s clear in your social media, email marketing, website copy, and any paid advertising.
• Channel-Specific Content Adaptation: While the message is consistent, the *format* needs to suit the channel. A long-form blog post works well on your website for SEO, but a short, visually engaging video is better for Instagram. Don’t just copy and paste; adapt your content.
• Integrated Campaign Flows: Design campaigns that move customers seamlessly between channels. For example, a Facebook ad could drive traffic to a landing page with an email signup form. Then, automated emails nurture those leads with valuable content, ultimately leading to a purchase. This is where marketing automation tools can be incredibly valuable.
• Attribution Modelling: Understanding which channels are contributing to conversions is crucial. We recommend investing in tools that allow you to track the customer journey and attribute value to each touchpoint. This helps you optimise your spending and focus on what’s working. First-touch, last-touch, and multi-touch attribution models are all worth exploring.

Coordination isn’t a one-time fix; it’s an ongoing process. Regularly analyse your results, identify gaps in the customer journey, and adjust your strategy accordingly. As customer behaviour evolves, so too must your channel coordination. By focusing on consistent messaging, channel-specific adaptation, integrated flows, and accurate attribution, you’ll see a significant improvement in your marketing ROI.

The next step? Audit your current marketing channels. Map out the customer journey and identify where you can improve coordination. A simple spreadsheet outlining each channel, its purpose, and how it connects to others is a great place to start.