Companies with an omnichannel strategy retain an average of 89% of their customers. Buyers with this strategy spend 4% more in-store and 10% more online than any other buyer. For every additional channel they use, they cost more.
There is no doubt about the effectiveness of omnichannel marketing! Would you like to learn more about this strategy and know how to implement it? Here’s everything you need to know about the omnibus marketing strategy in just a few steps:
What is Omnichannel Marketing?
The modern consumer spends his entire day moving from one channel to another. He gets up from Facebook or Instagram, then checks his email. He goes to work listening to the radio, and when he comes home at night, he listens to podcasts or passes several billboards. Once home, he can turn on the television or surf the mobile application via his phone or tablet.
Omnichannel marketing is everywhere. It focuses on the needs of the customer by delivering a personalized message through various channels. Each platform creates a unified experience for each consumer. Furthermore, omnichannel marketing includes both traditional media and new digital mediums.
This strategy requires interaction between your marketing efforts and your channels. They interact in such a way that the customer has a seamless and unique experience. So the goal is to reach the customer through different channels as they go through the stages of their buying cycle.
4 Main Benefits of Omnichannel Marketing
Omnichannel marketing is becoming the norm in the modern environment. According to a report by Coresight, 74% of retailers have either started developing their omnichannel strategy or have already implemented it. Let’s take a closer look at the 4 main benefits of omnichannel marketing!
1. More Accurate Data Collection and Analysis
With an all-encompassing strategy, you can collect and integrate customer data from different channels and systems: cookies, e-commerce data, social media, mailing lists, point-of-sale systems, loyalty and referral programs, and more. some.
With this information, you get a 360 degree view of every consumer associated with your brand. You can better analyze your customers’ behavior, interests, and intent to improve campaign design. Which results in a higher conversion rate.
2. Better Customer Segmentation
Logical continuation of the previous point! More accurate analysis of your data gives you valuable information about your customers. You get new targeting criteria or specify what you already have. It helps you optimize your current campaigns or launch new ones!
3. Optimizing Brand Visibility
Omnichannel marketing is about getting your message across all channels in a consistent and timely manner. You follow the consumer in your daily life: when he wakes up, when he picks up his smartphone on the subway, when he comes to work or returns home, when he rests, etc.
In addition, this wider deployment of your brand allows you to reach a larger audience. When you settle for one or two channels, you limit your visibility. With Omnichannel Marketing, your prospects and customers are wherever you are! In addition to increasing your notoriety, you improve customer loyalty.
4. Improved profitability of your marketing efforts
Thanks to the collected information, you can manage your marketing campaigns more effectively. Cross-channel spillover allows you to deploy your resources in practical ways.
Omnichannel Data Analytics tells you which channels are performing, which messages are working and which strategies are missing. As you go, you optimize your efforts to get a better return on investment.
5 Tips for Leveraging Omnichannel Marketing
1. Map the Customer Journey
Mapping the customer journey is an essential step in your all-channel strategy. The idea is to determine the moments and points of contact with your company to take effective action.
The goal is to drive new prospects into your conversion funnel to turn them into customers.
You will also need to identify gaps in the journey, such as where customers leave, move away from your site, or leave their cart.
2. Customize the Content to the Marketing Channel
Omnichannel marketing is not just about repeating the same message across multiple channels. It’s about leveraging the uniqueness of each channel to guide customers on a personalized journey that will lead them to conversion. Nevertheless, each content, regardless of its format, will remain linked to the others.
Let’s say you want to promote a new product:
- On Facebook, you will post a view of the staged product, with a caption that describes its features and invites you to learn more about their website;
- On Instagram and TikTok, you will re-share influencers’ content about this new article;
- On YouTube, you will find tutorials provided on how to fully use the product on a daily basis. You can also post attractive demos;
- On your blog you will publish articles related to the need to which the product responds. without necessarily selling it, but mentioning it as a possible solution to a problem;
- Hoardings in the street or metro will be able to show the raw product, but will also tell where to get it.
With an all-encompassing campaign, you’ll know which content and channels your target likes. This will allow you to optimize your future messages accordingly and improve the profitability of your campaigns.
3. Convert Touchpoints to Points of Sale
All your touchpoints should be places of purchase. In addition to a physical and/or online store, you must use the shopping functions of a digital platform.
With buyable links on Instagram or Pinterest, you can generate sales from the first contact. You can even create specific landing pages for your PPC ads, without forgetting to invest in Google Shopping and price comparators to capture prospects at the end of the sales funnel!
Even though there is always an accompanying objective before a sale, in modern marketing, that shouldn’t stop you from doing everything you can to optimize conversions.
Omnichannel marketing provides multiple touchpoints and locations for sales. Make the most of it to get data and find the most profitable channels for your business.
4. Synchronize Your Marketing System
It is easy to reach consumers across multiple channels with an integrated marketing platform. In addition to helping broadcast, it is capable of collecting and analyzing data from each channel.
To reap the benefits of omnichannel marketing, be sure to connect your CRM, your e-commerce, your SEO tools, your social networks, your blog, and all your marketing tools!
5. Provide Omnichannel Customer Service
Since customers interact with your brand on different channels, it is important to offer omnichannel customer service in parallel. Clients should be able to communicate directly with an advisor on the channel where they are. Think live chat and chatbots that can be easily synchronized across your website, your online store, your social network, your mobile application, etc.
Also, remember to display your phone number, email or WhatsApp ID on all media so that consumers have a choice. Also, it shows that you are available, which has the quality of reassuring them.
conclusion
Omnichannel Marketing redefines the customer journey to deliver a holistic experience. With an efficient strategy that is subject to continuous analysis, you can increase your company’s performance, generate new spinoffs, and optimize your sales funnel. But for this you need to interconnect your various channels of communication to ensure a better customer journey.
There are many freelance marketing experts available on Codeur.com to assist you. Post your project for free to get their quotes!