How to Build a Cross-Platform Campaign That Performs

Is your ad budget scattered across more platforms than you can keep track of? Many small businesses try to cover all the bases, but an untargeted approach often leads to stretched budgets, mismatched creative, and campaigns that lose steam before they deliver results.

The challenge is finding the channels your audience actually spends time in, and reaching them there with a meaningful message. A well-planned cross-platform campaign focuses less on how many channels you use and more on building real connections.

Key Points

• Spreading your advertising campaign over too many platforms can reduce your impact and dilute your message.
• A smart advertising strategy is consistent, but each platform deserves a creative approach based on how people use it.
• Combining digital advertising platforms with trusted local media can significantly boost your reach and credibility.
• Planning several creative versions up front helps you keep things fresh and engaging for your audience.

Creating a Multi-Channel Campaign

The pressure to appear on every possible platform is real. Digital advertising comes with endless options, including social media, search, display, video, and traditional options like local newspapers and radio. But trying to be everywhere—especially with a limited budget—can sometimes make it hard for your ads to stand out. If you don't have the time to customize each campaign for each channel, your creative may feel generic, and your audiences may tune out.

Instead of chasing every new channel, find the ones that actually move the needle for your business.

How Do You Pick the Right Advertising Channels?

First, think about your audience. Where do they spend time online (and offline)? Knowing this information is key—because running a targeted campaign on three platforms your customers love is far more effective than tossing a generic ad onto seven.

Here are a few more questions to get you started:

• Who am I trying to reach, and how do they use media? Maybe your audience flips through the local paper before work, listens to the radio on the drive in, and checks Instagram at lunch.
• What’s the mood and purpose on each platform? People scroll Instagram for inspiration, check LinkedIn for business updates, and tune into local radio for community news. Speak their language.
• What am I looking to accomplish, really? For example, if your goal is to draw people into your shop, geofenced mobile ads with a print coupon might do the trick. Looking for brand awareness? Pre-roll video or sponsored content can help.

Why Does Each Channel Need Its Own Approach?

Copying and pasting the same ad across every platform just doesn’t land. A message that feels right for Instagram Stories probably won’t get the same reaction in a newspaper or radio spot. The core message should stick, but each presentation needs to fit the space. You can change things up in several ways:

• Social Media: Short videos, eye-catching visuals, and a relaxed tone tend to work best.
• Display Ads: These should be simple, direct, built for a quick glance, and have a clear call to action.
• Print Media: Use the space to add detail or a strong offer, and tap into the publication’s credibility.
• Audio: Focus on sound and storytelling since there’s no visual support.

Reinforcing your message in ways that connect with people where they are has much more impact.

What’s the Best Way to Measure Campaign Success?

Running campaigns in different places means collecting lots of data—sometimes more than you want. It’s easy to get distracted by likes, shares, or impressions, but those numbers only tell part of the story. What matters is whether your campaign drives real business, such as increased sales, new leads, or more people walking in the door.

To make sense of your results:

• Set your KPIs up front. Are you after more online orders, foot traffic, or sign-ups? Decide before you hit “go.”
• Keep tracking consistent. UTM codes and custom landing pages can help you see where your leads come from.
• Connect the dots to revenue. Whenever possible, link your marketing data back to actual sales.

Why Digital and Local Media Should Work Together

Digital campaigns often attract attention, but local media still matters—sometimes more than you’d think. People trust outlets like print newspapers, radio stations, and local sponsorships because they feel like a part of the community. For businesses with a local footprint, this trust is tough to beat.

Pairing digital ads with local media quickly builds recognition and credibility. For example, someone may see your ad in the weekend newspaper, hear your sponsor message on a morning radio show, and then come across your Facebook ad that evening. That kind of familiarity leads to action.

How to Prevent Audience Fatigue

No one wants to see the same ad 20 times a week. When people get tired of your creative, they ignore it, which quickly reduces performance. Keep your campaigns fresh by:

• Prepping creative variations. Plan different headlines, offers, and visuals ahead of time.
• Rotating your ads. Set rules to swap creative after a certain number of views or if results start slipping.
• Testing and learning. Try A/B testing new ideas to see what your audience reacts to, then use those insights to guide future campaigns.

Smarter Campaigns, Better Results

Letting go of the urge to be everywhere at once sets your campaign up for better results. Choose your channels carefully, adapt your message for each one, and measure what matters to your business instead of chasing vanity metrics.

Once you strike that balance, your advertising becomes sharper, more effective, and—yes, finally—a lot more rewarding.

Want to explore the details of building a cross-platform campaign that works?  Contact McClatchy today. We'll create strategies that connect the dots and bring real results for your business.