Modern consumers now have more options than ever when it comes to information and entertainment, and that’s all because of online channels. People spend a lot of time online: surfing the web, scrolling through their social network feeds, watching videos, etc. This means digital marketers now have plenty of opportunities to grab their attention. Businesses have multiple ways to connect with their potential customers.
Omni channel marketing allows you to engage with your target audience no matter where they are. It gives modern consumers the power to engage with brands on their own terms. This leads to a better customer experience, and it also gives businesses better conversion rates. It’s a win for everyone.
But what exactly is omni channel marketing and how can you use it to boost your business? What does it entail? Today we are taking a closer look at this consumer-centric marketing strategy.
Defining, Understanding & Executing Omni Channel Marketing
Thanks to social media, customer service hotlines, etc., consumers can now contact brands through different channels. By using an omni channel approach, businesses can ensure that customers can get a positive experience no matter where they reach out from.
Some marketers are confused between omni channel marketing and multichannel marketing. Although they both involve engaging consumers across multiple platforms, they are not exactly interchangeable.
Multichannel simply means having multiple channels and figuring out how to complete each transaction from each channel. Omni channel marketing considers the fact that some customers may use multiple channels before converting. The omni channel approach aims to improve the customer journey throughout these channels even when consumers move between them.
Omnichannel marketing has a few key elements that define it. First, it requires businesses to put their brand in the spotlight, making sure to keep their brand tone and vision consistent across all the different channels. It also involves developing content that is informed by previous customer interactions—taking into account where the buyer is in their journey. Finally, it involves personalized messaging based on the customer’s specific interests.
Brand recognition and personalization are very important when it comes to omni channel marketing because it makes leads more likely to engage with the business and eventually convert into a customer. Omnichannel marketing helps build brand recognition.
What is Omni Channel Marketing?
Omni channel marketing requires the integration of messaging and branding, both in online and offline touch points. It allows consumers to enjoy a more impactful customer experience as they move down the sales funnel. If well-implemented, omni channel marketing can increase your conversion rates.
As an organization, your goal is to make sure your different channels are integrated and cooperating with one another to create a complete experience for your leads and customers. This includes your digital channels such as your websites and social media profiles, as well as your physical stores.
Most businesses are now working hard to implement omni channel marketing into their own marketing strategy. The more convenient the journey is for the customer, the more likely they are to spend money on your products and services. It shows that you are committed to giving value to them, and it also proves you are a trustworthy and competent brand. If your channels aren’t integrated, the sales journey can be confusing for people, and so they might not convert in the end.
One example of omnichannel marketing is when a customer is able to make a purchase online and then pick up the product in-store. More and more industries are beginning to implement it into their own marketing approach.
It’s not easy to implement an omnichannel marketing approach. But when done correctly, it can offer a host of benefits. It can set your business apart from any other company that is not using an omni channel approach.
It is important to note that a lot of consumers are already used to being bombarded with messages from different brands. And so they have become accustomed to tuning out the businesses that they are not interested in.
The best way to capture their attention now is to provide a seamless experience across different channels, devices, and platforms, both offline and online. Creating an omnichannel marketing strategy will help you reach even the customers who have become selective of the brands they engage with.
Omni channel marketing doesn’t just help your brand; it also gives consumers a better user experience by putting a lot of focus on individual experience across devices. On top of all these benefits, it also helps you develop a strong and cohesive brand. No matter where people see you from, they will understand who you are, what you do, and what your value is. You will have a strong brand identity.
Understand Where Your Audience Hangs Out
Omni channel marketing is all about being everywhere your audience is. So a key part of this is understanding where your audience is hanging out and where they are getting their information from. No matter where they are, that’s where your brand should be.
It’s a waste of your time to have all these different channels set up when your target audience isn’t using them. Even when you are using multiple channels, you should still be strategic about it. Don’t spread yourself too thin.
If you are in a search intensive niche, try investing into things like Google Ads or voice SEO for Alexa and Siri. You can also use Google organic SEO to find your target audience and connect with them.
If your audience is more discovery-based, like say a T-shirt company that sells funny or ironic shirts, running paid ads on social media is a great play.
Omni channel marketing is all about taking into account how individuals interact with your brand as a whole, not just from one channel but as an entire experience. In order to figure this out, you need to collect a lot of data. You need accurate and timely information about your consumers, particularly where they are hanging out. Aside from that, you also want to find out what devices they are using, what products they are looking for, and which type of messaging they are most likely to engage with.
The data you collect will serve as the driving force behind your omnichannel marketing strategy.
Of course, data collection is only the first step. Data analysis is just as important. Without a team and a platform that can translate all of this data into actionable insights, it’s useless. You need an analytics platform that lets you distill all of your data in real time so you can adjust your campaign accordingly. This will also help your business meet customer demands as quickly as possible.
Some businesses create customer journey maps for each of their audience segments before launching an omni channel campaign. This can help them evaluate the steps a customer takes between discovering the brand and making their first purchase. Understanding the customer sales journey allows you to streamline the process by optimizing the sales funnel. Find out what works and what doesn’t—and then use that information to help customers make a decision.
Use customer journey maps to create more targeted campaigns based on individual interests and user experience.
Defining Game Plans for Your Omni Channel Strategy
The most important thing when developing your omni channel approach is to always follow your brand guidelines. No matter what channel you are using, no matter what platform you are engaging your audience with, your brand’s tone, personality, and identity should always be consistent.
Make sure your marketing team is following clear guidelines for messaging and content. This facilitates brand awareness and recognition through a cohesive message, which is great for your business in the long run. Focus on the brand instead of the channel.
Another thing you need to implement throughout your omnichannel strategy is continuous testing and optimization. Omnichannel marketing is a continuous process—not a one and done deal. Your strategy should always shift and adjust based on the current needs of your target market. You may find that your strategy is no longer working after a while and that you need to make some changes here and there.
Ultimately, your omnichannel “game plan” will depend on your business and its specific needs. However, there are a few trends that are popular among brands because they have proven to be effective when it comes to increasing ROI.
For example, a lot of omni channel strategies make use of in-store and online integration. More and more consumers are shopping online and then picking up their purchases in-store. This helps them secure their purchase more easily, while also avoiding delivery fees. So your business may benefit from making this experience easier for them. You want to make sure their online experience is as good as their in-store experience.
Some businesses have even started creating parking spots that are designed for shoppers who are picking up orders they made online.
On a similar note, more customers are beginning their sales journey on one device and then making a purchase on another. Cross-device interactions are still difficult for small and medium-sized businesses in particular, but if you can make this possible for your customers, you will convert more leads. This is a shift in trend that companies should start considering. You always need to adapt to these changes because the digital age is always evolving. Don’t get left behind by your competition.
By engaging with leads through multiple channels, you usually end up with better customers as a result. This is because people who visit your site across multiple devices are more engaged and more interested in what you have to offer. They also spend an average of three to four times more than customers who only interact with a single channel. Track them correctly and you should be able to convert these highly qualified leads. They have the most potential to become repeat customers.
An omni channel marketing strategy has a lot of benefits, and businesses need to adopt this approach in order to keep up with the current trends. Use it to meet your consumers where they are by using the right message at the right time.
Consumers now demand a more unified experience because it’s convenient for them. With a unified experience, they are more likely to reach a decision, buy your products, try your services, and spend money. A good omni channel approach will even take into account previous interactions with that customer.
You can use this strategy to enhance customer retention, brand recognition, engagement, and loyalty. The result is an increased ROI and sales. Businesses that use an omni channel approach in today’s market enjoy increased revenue, thanks to their ability to engage with customers across multiple channels and touch points. Their engagements are more diverse, and so the consumers are more invested. In fact, research shows that customers that engage with multiple channels tend to be 30 percent more valuable. It also increases the odds that the customer will buy something from your business again in the future.
Finally, omni channel marketing also improves your data analytics because you have more sources to pull information from. You can track engagements across channels and get a significant understanding of how people react to your brand, products, services, and content. It shows you what the customer journey is like so you can optimize it and get better results.
Try omnichannel marketing so you can meet your consumers where they are.