Omnichannel marketing has long been considered one of the most effective methods of centralizing your customers and building a cohesive shopping experience around their needs. It can be incredibly challenging to create the right dynamic across a range of channels, but omnichannel marketing gives you the tools you need to upgrade your approach.
There’s no right way to create an effective omnichannel marketing campaign, but you should understand the key factors that make it a more valuable option than integrated or multi-channel marketing.
Today, I’ve got a strong way of omnichannel marketing and the difference it could make for your business.
Best Ways to Make use of Omnichannel Marketing
1. Building a Strong Multi-channel Presence
Online channels are no longer secondary to physical stores as there are almost as many customers who like to shop online as there are customers who prefer the traditional experience. Effective marketing in 2019 requires attention to detail across both types of channels.
Compared to traditional multi-channel marketing, which allows a company to exist on different channels, omnichannel marketing looks for ways to leverage these channels to support its brand messaging. Every channel you use should include personalized service and consistent content—it’s better to use a few channels very well than to try everything and end up performing at a lower standard.
2. Putting Customers First
Integrated marketing is another common approach used to provide similar brand messaging across different channels, and it does at least lead to a consistent message. On the other hand, omnichannel marketing goes beyond simply adding new channels to your existing approach.
Everything in omnichannel marketing revolves around your customers. Brands with robust omnichannel strategies start by acquiring data on their audience’s behavior. These can be used to identify customer pain points and build a marketing experience around the way your customers’ shop.
Think of each marketing channel as a touch point for your audience. Each one should provide a unique experience that integrates with the others while still being customized for the unique opportunities of that channel. After some time, you’ll be able to determine which channels are most effective and which ones you can thoroughly personalize.
3. Creating a Cohesive Experience
The end goal of omnichannel marketing is always a seamless shopping experience that your customers can access all of your channels. No matter where they’re engaging with your business, they should still be seeing a unified message that speaks to their needs and your brand’s value.
One way to add to your marketing experience is by allowing customers to access your app or website on their phone even while they’re shopping in your physical store. From there, they can view product details, prices, and more, or contact your support network via social media. Irrespective of how they choose to shop with you, the entire experience should be quick and easy.
Whenever possible, you should also find ways to make one channel complement another. Offers received over email, for example, should be simple to redeem on your online store or in a physical location. This requires a cohesive strategy that starts by considering your audience’s needs.
4. Segmenting Your Audience
Audience segmentation is crucial to any effective marketing campaign, and it’s especially relevant here, given how thoroughly omnichannel campaigns can be personalized. Segmenting your audience into smaller, more targeted lists is essential to achieving sustained success with omnichannel marketing and sending the right content to the right people.
Smaller lists make it easy to send more personalized and relevant content that your readers are much more likely to respond. You can segment your audience using a wide range of information, including things like location, gender, age, shopping behavior, preferred channels, and more.
With the passing time, you’ll get a feel for what interests different segments of your audience. Eventually, you’ll be able to experiment with combinations of existing segments to further narrow down your audience and provide content that’s as valuable as possible.
Email automation software makes it even easier to set up workflows in response to specific customer behaviors. Cart automation workflows, for example, automatically reach out to users who added something to their cart on your web store but didn’t follow through with the purchase.
5. Bringing It All Together
While all of these individual components are possible in a conventional multi-channel or integrated framework, they provide even more value when leveraged as part of a broader omnichannel marketing strategy. Omnichannel marketing makes your campaigns more than the sum of their parts and significantly improves your customer experience.
The first step towards an omnichannel approach is taking input and feedback from your audience—after all; they’re the ones who are engaging with your brand across multiple channels. Rather than building a presence on several channels to check boxes, do it with your audience’s needs and pain points in mind. Start by thinking about how you could make their shopping experience more comfortable, not just about industry trends or how other businesses are marketing.
Every aspect of your omnichannel marketing approach should be created with clear reasons in mind. Ask yourself why a potential ad would appeal to your audience or what channels your customers are most likely to use. Responding to customer feedback demonstrates that you’re willing to listen to their ideas and adjust accordingly.
Of course, implementing new strategies in response to customer needs requires that you find out what those needs are. The best omnichannel marketers are always getting new information from their audiences, allowing them to find pain points in their existing approach and replace them with smoother experiences.
Moving from traditional marketing to omnichannel strategies isn’t an overnight process, but it can substantially improve your customer experience and make a real difference in your bottom line. Start with these effective tips to create a seamless omnichannel shopping experience that makes it easy for users to follow your brand and engage across multiple channels.