Want to get better results from your marketing? Then it’s time to stop using the same content everywhere.
In this guide, we’ll explore how to customise your marketing for each channel and will show you how to customise your message while keeping your brand consistent—so you connect with the right people, in the right way, every time.
Let’s get into it!
1. Focus on the Technical Specifications First
Before you even think about tone or visuals, you need to make sure your content fits the platform.
Every channel has its own technical requirements, and if you get this wrong, it can affect the performance of your content.
Here’s a quick checklist to get you started:
Image dimensions:
Are your visuals optimised for each placement, or are they getting cropped awkwardly?
Video length and format:
Do you have both vertical (for Stories and Reels) and horizontal (for YouTube or LinkedIn) versions? Is your video the right length for the platform?
Captions:
Most people scroll with the sound off. Are your videos easy to follow with closed captions?
Text limits:
Are your headlines and descriptions getting cut off? Always preview before posting.
And remember – mobile first. Most of your audience will be seeing your ads on their phones, so make sure your creatives look great on a small screen.
2. Adapt Your Tone and Style—But Keep the Message Consistent
Here’s where it gets interesting. Each platform has its own tone and way of interacting.
For example, TikTok is fun, quick, and creative, while LinkedIn is more professional and informative. But even though the tone changes, your core message should always stay the same.
Here’s how to do it:
- Write different versions of your message (short vs. long, casual vs. formal), but make sure the core idea remains the same.
- Use consistent keywords or “hero phrases” across all your platforms to keep your message unified and easy to recognise.
- Reflect the tone of the platform. Have a look at how your competitors communicate and see what works (and what doesn’t).
3. Be Strategic—Not Just Present
Just because you’re on every channel doesn’t mean you should post the same content everywhere.
It’s important to be strategic with your messaging, making sure each platform serves a purpose in the customer journey.
So, ask yourself:
- What role does this platform play in the customer journey?
- How does your audience use this platform?
- What type of content works best here, and how can your brand fit into it naturally?
4. Personalise It (When Possible)
Unless you’re selling something very specific to a very niche audience, trying to attract everyone with a single campaign is likely to fall flat. Instead, try to personalise your campaigns.
Why personalise?
Most businesses have multiple audience segments with different needs, pain points, and reasons to buy. By customising your campaigns for each group, you can:
- Focus your messaging more precisely
- Highlight the benefits that matter most to each segment
- Build stronger emotional connections
- Achieve better message match across all your channels
In short, you stop trying to say everything to everyone – and start saying the right things to the right people.
Why Run Targeted Campaigns?
Don’t be afraid to split your marketing into smaller, more focused campaigns.
This keeps your messaging sharp and relevant and makes it easier to stay consistent across platforms. Each campaign can:
- Speak directly to a specific audience
- Align with your brand’s overall visuals and messaging
- Make message matching easier across emails, ads, and landing pages
How Can You Personalise Your Marketing?
Email is a great place to personalise. Use smart tools to:
- Include the recipient’s name
- Recommend products based on their past purchases
- Customise content based on their behaviour or preferences
Just be sure that your email message matches the landing page it leads to. If you’re promoting a specific product or offer in your email, make sure it’s also on the page your audience lands on.
This rule applies to every channel—from social media ads to blog posts.
Bottom Line:
Personalisation isn’t just about using someone’s name—it’s about making your message relevant. The more customised your content is to each person (or audience segment), the more likely they are to engage and convert.
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Conclusion:
In today’s multi-channel world, knowing how to customise your marketing for each channel is essential for getting better results.
By adjusting your content to meet the technical requirements, adapting your tone for each platform, and personalising your campaigns, you’ll ensure your message connects with the right audience at the right time.
Consistency is important, but it’s the smart customisation of your marketing that makes the real difference.
So, take the time to fine-tune your campaigns for each channel, and watch your engagement and conversions grow.
Frequently Asked Questions:
1. Why should I customise my marketing for different channels?
Customising your marketing ensures your content aligns with the specific needs of each platform’s audience, helping you improve engagement and conversions.
2. How do I know if my content fits the platform?
Start by checking the technical specifications of each platform—like image dimensions, video formats, and text limits—so your content displays well.
3. Can I use the same tone across all channels?
No. Each platform has its own tone. For instance, TikTok is casual and fun, while LinkedIn is more professional. Adapt your tone but keep your core message the same.
4. Why is personalisation important in marketing?
Personalisation allows you to customise your messages to different audience segments, making them more relevant and increasing engagement and conversion rates.
5. What’s the best way to run targeted campaigns?
Break your marketing into smaller, focused campaigns. This helps you speak directly to specific audience groups and keeps your messaging relevant across all platforms.
6. How can I personalise email marketing?
Use smart tools to include names, recommend products based on past purchases, and customise content based on user behaviour, ensuring it matches the landing page they’re directed to.
