How Omnichannel Marketing Strategy Can Grow Your Business
You can come across “omnichannel” on any marketing platform, but do you really understand what it means? Lexico by Oxford defines omnichannel retail as a type of retail which integrates the different methods of shopping available to consumers (e.g. online, in a physical shop, or by phone). But not everyone realizes what this approach means when it comes to practice.
Let’s imagine your friend shared an Insta post with a good shoe sale. You find the deal interesting, start scrolling further and find out you like the brand and their products. You install their app, study the most appealing offers and add some pieces to the cart, however, decide to check the website from the PC for a bigger visual picture. Next day, you enter the website from your computer and see the added products in the cart, plus you’re offered a small discount to encourage your first purchase. You also receive a mobile push on a day-only limited sales at the company’s physical shop that locates in your neighbourhood. This is an omnichannel strategy at its basic.
The above example includes four different platforms – social media, app, website, physical store – that work together to ensure seamless shopping experience: you don’t need to start the buying process over again.
Why Your Business Needs Omnichannel
Omnichannel marketing promises numerous opportunities for businesses, depending on their goals and marketing strategies, but there are several reasons why the juice is worth the squeeze for all industries.
Besides other things, omnichannel is worth thinking over because it:
- puts the customer in the center, providing smooth instant service and contributing to shopping satisfaction;
- manages the customer journey at all stages;
- delivers and combines online and offline shopping experience;
- builds a full customer profile;
- creates brand recognition;
- builds customer loyalty;
- increases repeat purchases;
- helps retain customers;
- creates more personalized communication.
So how exactly can you take advantage of all the benefits omnichannel offers?
Depending on the reports, 65% to 75% of users opt to use smartphones for various Internet activities. And the number will grow since mobiles have made their way to our everyday routine for good. Any brand willing to stay in the game and succeed needs to make sure their platforms are optimized for gadgets.
This means your website should upload in seconds, your emails and web pushes must be mobile-friendly, and your app, if you have one, should be easy and convenient to navigate.
Learn About Your Customers as Much as You Can
To make the buyer’s journey as satisfying as possible, you need to offer the most relevant deals. Relevance, in its turn, requires analysis of much data: the more you know, the more targeted your campaigns are.
Depending on the platform, use any method to collect as much info about your clients:
- website: registration and subscription forms, free downloads (ebooks, images, reports, video, music) in exchange for info, pop-ups, quizzes and prize wheels, blog newsletter, etc.;
- Email: email preferences, product feedback, surveys, gated content, opens, clicks.
- Mobile Push: location tracking, gadget type;
- social media: subscription form, product tabs, giveaways, challenges, hashtags, comments, likes, shares;
- physical store: local events, workshops, charities, volunteer activities, garage sales.
Age, gender, professional info, language preferences, geolocation – all this data will help build a complete customer profile and come up with more targeted campaigns of your email marketing.
Team Up Different Communication Channels
Employ and combine all available communication platforms to reach your customers: Email, Web Push, Mobile Push, SMS, and social media. Depending on your business and client types, you can come up with various combos for better performance.
Let’s imagine you’re a travel agency that sends email campaigns once a month. You think one newsletter per month is enough to tell about the latest news, yet would like to remind of your existence more often. Consider using web pushes as an additional method to reach out. One or two sentences about latest blog posts, new customer reviews, or hot sales would let people know what you’re up to at the moment.
If you’re a small local company that only starts its way up, focus on social media. Instagram, Facebook, Twitter are the three pillars to back up your business, so ensure you manage your accounts regularly.
Stick to One Style Across All Platforms
The “omni” in omnichannel means “everywhere.” To be recognizable across all channels, try to follow one communication model. Email subscribers or app users, your customers have probably got used to a certain behavior and language pattern, so try to avoid confusion and disappointment.
Your website pages, landing pages, registration forms and pop-ups should make interconnected pieces that comply with the particular design solutions. Your social media posts must look as if they’ve been written by one team at least, or by one person at best. Your emails need to be written in one language style and resonate with the company’s brand. Website and app design, campaign layout, customer support, chatbots, etc. – every element of your marketing strategy should be a puzzle piece without which your brand identity looks incomplete.
Instead of Conclusion
Give it a test. No matter how many channels you use, test every step. With more customer data being collected, you’ll be able to spot what channels work better for your specific business and accustom your strategy. There’s no single marketing recipe that works for everyone: landing pages, message types, sending frequency, subject lines, event invitations, support operation, service speed and quality, etc.– run regular testing of whatever may drive your clients to purchase or scare them off. With today’s intense competition, you often have only one chance to get the conversation going, so make sure all your platforms are regularly updated to meet people’s expectations.
Author Name: Iuliia Nesterenko
Bio: Iuliia Nesterenko is a contributing writer at eSputnik. Her focus is on exploring current digital marketing trends and describing new strategies for email marketers.
Author Twitter: https://twitter.com/Iuliia_N_