At Beep2B, we’re all about LinkedIn.
It’s one of the best platforms for reaching your target audience and nurturing valuable leads.
That being said, it’s not the ONLY platform that can help you reach your business goals.
In fact, we highly recommend that you promote your business across multiple channels.
Using several platforms at the same time has many important advantages.
Let’s take a closer look at cross-promoting your content across multiple channels and why it’s so beneficial.
What is Cross-Promoting?
Cross-promoting, or cross-posting, is when you post similar content on several social media channels. It’s not just about using multiple platforms, it’s about reusing your content across several channels.
With this strategy, you do not need to start over from scratch every time you go to post on a given channel. You may adjust the content slightly, but you post the same basic content across several channels.
Who Should Cross-Promote?
How do you know if this strategy is for you? Here are a few types of businesses it tends to be very effective for:
- Businesses with smaller budgets.
- New businesses, startups, entrepreneurs.
- Brands without a ton of content.
- Those with limited time for social media marketing.
Advantages of Cross-Promoting
There are several reasons why you should leverage cross-promoting. Here are a few of the top advantages:
Strong Online Presence
Cross-posting helps you build up your online presence and brand reputation. People will soon see your brand everywhere, not just in one place.
This helps keep your brand top of mind. It also helps provide the illusion of power and vastness. Even if you have a very small brand or team, being present on several channels with similar content makes it seem as though your brand is very professional and expansive.
Essentially, cross-promoting is a great way to bolster your online presence and stay on your audience’s mind.
Reach More Groups
Not everyone in your target audience may use LinkedIn, or use it in the way you’re hoping. That’s okay. Some of your target demographic will be on other platforms, which is why you should also meet them there.
Building your presence on other platforms increases the chance you meet more of your target audience. Extending your reach ultimately improves the likelihood of grabbing new leads and growing your business.
Improve Content Creation
Not every platform works well with the exact same kind of content. While you can often re-use and re-purpose content to fit different platforms, you’ll still be forcing yourself to create with different formats.
A long-form article you write on LinkedIn doesn’t work that way for Instagram. You may want to turn it into a story slide deck, shorten it into a feed post, or even make it into a video. Likewise, if you want to share that information on TikTok, you need to make it into a short-form video.
In the end, this helps you learn what it takes to create different kinds of content. This improves your content creation and overall strategy. Furthermore, it helps prepare you for the future. Most platforms adopt popular features from others. For example, Facebook and Instagram have stories that started with Snapchat. Instagram added Reels to mimic the short-form video on TikTok.
Less Dependent on a Single Platform
Ever heard the saying “don’t put all of your eggs in one basket?”
This wives tale applies well to social media. You don’t want to rely on one single platform. We’ve seen how social media platforms can come and go. Not only could it lose popularity, it could also face data leaks or other challenges.
Don’t let your content and marketing strategy rest in the fate of one platform. If something happens and it disappears, you want to already have a presence elsewhere. This way, you won’t have to start from scratch.
Cross-posting helps you establish a presence on multiple platforms at once. This helps reduce your reliance on any one platform, even if you do have a larger audience on one. Furthermore, we know that consistent posting is key for building an audience. Cross-posting helps ensure that you can steadily build up your audience on several platforms.
These tips can help you master your cross-promoting strategy:
Choose the Right Channels
You want to leverage multiple channels, but you don’t want to burn yourself out doing them all. Focus on a few channels that are the most relevant to your business and your audience.
Think about where your target audience would be. Furthermore, evaluate how they use each kind of platform. Maybe your target audience is on TikTok, but are they the kind of people who watch cat videos or videos more relevant to your business? (P.S. if your business is selling cat food then your audience watching cat videos on TikTok would be perfect for you!)
Understand Each Channel
To effectively cross-promote your brand across multiple channels, you need to know what works on each channel. What kind of content does well? What’s the overall tone? What are the priorities?
For example, right now, polls do very well on LinkedIn. Of course, you should post other content as well, but if you’re looking for massive engagement polls work well. Polls can also work on Instagram, but more so when added to stories rather than your feed posts.
Dive into each platform a bit to learn about the different features, the algorithm, and what your audience looks for on the channel. This will help you better plan your content strategy.
You already know that you may need to adjust your content to cross-post it. Make your job easier by thinking ahead.
When you plan a piece of content for your blog or your LinkedIn, think about how you can transform it for other platforms.
For example, a long-form article could be turned into an infographic for Instagram, an informative TikTok video, a more concise Facebook post, etc. Create your original content in ways that make it easier to transform and repurpose it.
Cross-promoting can save you time when done right. If you try to do it on the fly, you may notice that it’s pretty time-consuming. To speed up the process, automate where you can.
You can schedule posts in advance so they go up at the right time on each platform. Rather than trying to design Instagram images from scratch, use simple graphic design tools like Canva.
Start Cross-Promoting Today
The team at Beep2B certainly recommends you use LinkedIn to connect with and nurture your target audience. But we also know just how important it is to cross-promote on other platforms.
A big part of successfully cross-promoting is having the right tools.
That’s why we’re revealing our new tool to help you cross-promote LinkedIn content on other platforms! It will make it fast and easy for you to improve your cross-promotion strategy.
Stay tuned for this exciting new tool!
Join our Facebook group HERE to get notified once it’s live.