When many of us think of marketing, our minds go to advertisements on television and in magazines, social media posts, and podcast ad spots. But the problem with these channels is they’re static. We have to release content into the world and hope it connects with someone.
Omnichannel marketing is an innovative new way to merge the digital and physical marketing realms. This creates a seamless experience for your customers. Read on to learn more about this technique and how your company can use it to grow your bottom line.
What Is Omnichannel Marketing?
Omnichannel marketing unites marketing and sales into one seamless customer experience. This technique intelligently guides customers through the sales funnel. And the best part is this can happen online, at a pop-up store, or in a brick-and-mortar store.
A customer shopping in a store might get a text with a special discount code or information about a sale. Or they might receive targeted ads with items they abandoned in an online shopping cart.
Multichannel vs. Omnichannel Marketing
Some of you may be wondering about the difference between multichannel and omnichannel marketing. As the names suggest, omnichannel marketing is an all-inclusive approach to marketing.
Omnichannel marketing uses all of these tools and more to engage with customers in real time. It’s responsive based on their actions and can be custom-tailored to their needs.
Find out more about the Differences between Omnichannel and Multichannel Communications
Reap the Benefits of Going Omnichannel
One of the big benefits of omnichannel marketing is that it allows you to put your customer first. In our world of constant advertising and media engagement, customers want to feel that companies care about them. This technique lets you custom-tailor your marketing to your customer’s needs.
Omnichannel marketing can also help you keep your messaging consistent across all channels. This can strengthen your brand and keep customers engaged with your company. And best of all, because omnichannel marketing uses so much automation, it’s easier for your team.
Focus on the Customer
The first thing you need to do with omnichannel marketing is to shift your perspective to a customer-centric view.
Multichannel marketing focuses on what works for each channel. This can include when and how often to post, what formats to use, etc. But omnichannel marketing begins and ends with the customer experience.
Sit down with your marketing team and make a list of all the points at which a customer interacts with your brand. This could include a social media advertisement, word of mouth from a friend, or a shop window display.
Make sure the customer is receiving the same message at each of these points. You need to use your customer data to tailor that content to their needs.
Segment Your Customers
Once you’ve realigned your focus, it’s time to segment your customers into different groups. Not all your customers are the same, but many of them will fit into one of several broad categories. Segmenting these customers will allow you to tailor the messages to these different groups here.
You can start your segmentation with basic demographic information – gender, age, income, geographic location, etc. But also make sure you’re segmenting based on things like purchase patterns and social media engagement. These more advanced segments will give you guidance on what techniques and messages will work best for your customers.
Personalize Your Content
With your customer segments in place, it’s time to start personalizing content. Remember to keep the customer at the forefront of these discussions.
Your marketing should feel like it’s speaking directly to each customer. It may be helpful to create a sample customer persona during this process.
Go back to that list of contact points you made at the beginning of this process. Think about what messages each customer segment would want to hear through each of these channels.
Brainstorm ways to deliver that message, and come up with a marketing plan personalized to each segment’s desires.
Find out more about Personalized Communications
Use the Right Metrics
Launching your new omnichannel marketing strategy is only the first step in this process. You need to always be monitoring your customer response and tailoring your marketing accordingly. But in order to do this effectively, you need to be using the right metrics.
Of course, one of the most important metrics you should be looking at is your revenue – if it’s steadily on the rise, you’re doing something right.
But you also need to look at conversion rate, customer satisfaction, and the number of repeat customers.
Keep an eye on engagement rates in your digital marketing. Check which of your real-time marketing efforts result in additional sales.
Discover the 12 Most Important CX KPIs
Learn More About Omnichannel Marketing
Omnichannel marketing has revolutionized the customer experience of marketing and sales. No longer are companies limited to sending out canned content and hoping it lands with someone. Marketers can interact with potential customers in real-time, addressing their individual needs.
If you’d like to discover more ways to keep your customers happy, check out the rest of our site at Ecrion. We can help you keep your customers excited, connected, active, and spending. Request a demo and discover the smart, modern solution for a better customer experience.
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