Most entrepreneurs are constantly looking for effective ways to stand out and connect with their consumers in a growing digital landscape.
Omnichannel marketing is a strategy that benefits e-commerce businesses and enables a personalized experience that can reach and generate lifelong customers for a brand. It is a model based on customer behavior, interaction, and communication with segmented audiences through the channels they already use.
What does Omnichannel mean? It is the unification of all your channels (traditional and digital) into one that improves the customer's experience, providing them with a smooth shopping experience, whether they are connecting with a brand from a desktop, a mobile application, a tablet device, a phone, messenger, or a brick and mortar store.
The practice of companies interacting with customers via multiple channels is called multi-channel marketing, but with this, we don't want to overwhelm users with recurring campaigns nor do we want to risk repeating the same message over multiple channels. In exchange, the omnichannel's approach attempts to make the consumer experience fluid and "engaging ". Wherever people read or view content, proper multi-channel marketing campaigns direct them to the intended target and invite them to buy.
An omnichannel experience, on the other hand, approaches sales and customer service in an integrated manner, no matter how or where a customer reaches out. This is what differentiates it from a multichannel approach wherein the online and offline channels are treated as separate businesses.
Omnichannel marketing makes a brand appear discreetly and elegantly as users are scrolling in their devices and bridges the gap between physical and mobile commerce.
The Key is the Follow-up!
Let's say your services, or products capture your customer’s attention once you position them on Facebook or IG, this generates brand awareness. These are the first steps to establish a bond with existing or potential clients. As a next step, you may want to collect their email address and basic information. Once you do, the mission is to follow-up with promotions, surveys, discounts, and customer service inquiries.
Another key moment to follow up is when a user abandons a cart but has already provided an email contact. It’s appropriate to remind them of their cart through specific channels. Channels like YouTube allow you to easily redirect visitors to your website as well as any individuals who have browsed for certain keywords linked to your business.
Messaging chatbots can operate online 24/7 with automated conversations, answering frequently asked questions (FAQs), as well as forwarding more intense conversations on to actual humans.
Messenger helps chat with customers even after hours helping raise conversion rates and reducing the need for constant staff support.
If a question is not resolved, it will be placed in a line for support when it becomes accessible.
Once answered, the response is automatically added to the Messenger Bot’s memory so the next person who asks the same question has an accurate answer.
Some companies allow potential customers to reach them on WhatsApp, making it easier to be in touch in real-time.
Tips for maximizing omnichannel marketing
As you get client responses, ask for feedback, reviews, and even referrals. Once you receive information from your clients, retarget if necessary and emphasize the features, benefits, leadership, and overall quality of your brand.
Choose the best channels to reach your clients, or consider introducing new ones on your website such as podcasts platforms, different blog posts, or email newsletters. You can even add influencer marketing videos that can be done with TikTok or YouTube to convey brand priorities, provide answers, and offer solutions.
In the end, the goal is to sell your products and services by positioning your brand as an industry leader and making your customers want to come back for more.
Offer solutions: Let your brand be the answer your customers are looking for, and make your services trustworthy with great customer service follow up.
Bringing it to the Field
Make sure your company remains relevant, take into account that a well-orchestrated omnichannel marketing strategy can dramatically increase your customer experience ratings. According to The Marketing Automation Statistics Report, the purchase rate of omnichannel campaigns is 287% higher than single-channel campaigns, so why not consider some ways in which you can get omnichannel working for your business?
1-Use analytics: you can obtain important insights into customer engagement to create targeted campaigns that have higher conversion rates.
2- Ensure the availability of suitable technology. Make sure your website is Mobile-friendly. Invest in your marketing stack by adding easy to use email marketing software and analytics for tracking. Consider designing and implementing a personalized app according to your products or services. Making an app that can interact with the company’s website is a huge advantage because websites are the central hub around which omnichannel strategies function.
3-Always introduce omnichannel strategies that are customer-focused, offering customized content that takes into consideration clients’needs and how they shop.
4-Deliver a consistent and credible brand voice that encourages trust and is aligned across all channels.
5-Figure out the right channel for the specific product or service you want to market.
6-Map your customer's journey.
7-Safeguard your customers’ data.
Remain relevant with an outstanding omnichannel marketing strategy creating the ideal mix of content and technology to make all-channel marketing work for you and your brand in the most efficient way possible.
Why not use all available channels to their maximum with omnichannel marketing?
Our Pixel506 team can help with your journey! Let's talk.