You might be present on multiple channels, but are you doing omnichannel marketing?
Despite what you might think, it’s not the same as being everywhere.
Omnichannel marketing is a powerful approach to gaining exposure and getting new customers.
If you’re curious to learn more about it, read on. Below you’ll find the best 10 omnichannel marketing practices that you absolutely need to follow.
What Is Omnichannel Marketing and Why Is It Worth It?
Just a moment ago we said that “being everywhere” is not what omnichannel marketing is about.
Building a presence on several individual platforms or channels is called multichannel marketing. In this model, the funnels you create remain separate from one another. They drive conversions individually.
In the omnichannel marketing model, each channel you use is connected to another. They merge into a larger funnel that caters to the needs of your customers through several touchpoints.
Here’s why this approach is so beneficial:
- Increased revenue. As a coherent, cover-it-all strategy, omnichannel marketing significantly increases your revenue. In fact, Omnisend reports that “in 2020, marketers using three or more channels in any one campaign earned a 287% higher purchase rate than those using a single-channel campaign.”
- Better user experience. Your customers often interact with your brand on many channels before they buy from you. That’s why being there for them wherever they show up is key to their better experience with your brand.
- Greater reach. Maximising your presence on several interconnected channels gives you access to larger audiences. One of the benefits of omnichannel marketing is reaching people you’ll otherwise miss if you take a channel-by-channel approach.
- Better data. Customer information coming from channels related to one another is more adequate. It paints a bigger and clearer picture while offering detailed insights. If you have multiple strategies for multiple unconnected channels, your data, while still rich, will not show relations and crucial dependencies.
- Cohesive strategy. Oftentimes, creating a unified strategy for a single but large marketing funnel is simpler and more effective than running multiple separate campaigns.
Last but not least, omnichannel marketing is for everyone. Large and small businesses alike can successfully implement it at any stage of their growth.
10 Best Practices For Omnichannel Marketing
With all that said, let’s take a look at 10 best practices to follow when it comes to omnichannel marketing.
Remember that you don’t need to start big. Just a few channels connected in a smart way is enough to set up an omnichannel marketing sequence. For beginners, it will be enough to begin with your website and being equally engaged across all of your social media accounts.
Identify Your Audience
Identifying and defining your audience is particularly important for omnichannel marketing. You need to create buyer personas that reflect how and where your customers interact with your brand before purchasing. That information is essential for creating funnels that actually work.
Segment Your Audience
Segmenting your audience is a vital part of any marketing strategy. Your customers aren’t all the same. Build specific funnels to match their differences. This may require that in the case of one customer segment, you double down on channels that are less effective in another.
Identify Which Channels They Frequent
Despite what the name suggests, omnichannel marketing isn’t about being everywhere – but rather connecting channels that you’re on. With that in mind, select a few channels that bring you the most customers. Whether it’s email marketing or TikTok ads, ensure you’re in the right places, rather than ALL places.
Understand the Conversion Routes
While you may not have this data right away, it’s important to acquire it as soon as you can. Understand what’s the conversion route for your customers. What channels do they visit? How do they interact with them? From where do they convert most? Try to find patterns that you can replicate and optimise.
Create Consistent Presence
In omnichannel marketing, it’s important to maintain a consistent presence. Don’t neglect any of the channels you chose to market yourself on. Stay active and engaged in the same manner along your buyer’s entire journey.
If possible, make sure your marketing and sales team are also omnichannel. Zendesk discovered that “37% [customers] now expect to be able to contact the same customer service representative regardless of which channel they use”.
Make sure that what you say is consistent across all channels. This is not only crucial for branding, but also for maximising conversions. People need to hear the same, consistent message everywhere they go. That’s how you show you truly know your own brand and offer. Which, in turn, shows that you’re reliable and trustworthy.
Solve the Problems and Be Present at Every Step
Engage with your customers on every channel, at every step of their buying journey. In an equal manner, be there to solve problems, be helpful, and offer solutions.
Omnichannel marketing can be complex, so use technology to your advantage. A variety of cloud platforms and automation solutions can make your efforts easier and more effective.
An example of effective omnichannel marketing from Starbucks.
Track and Analyse
When you understand what routes your customers follow, you can map and track them. This will let you know what stage most of your customers are on, which one is the hardest for them, and where they fall off. Use all this data to close more deals and improve your processes.
Don’t forget that being mobile-friendly is a must these days. Buyers interact with any industry, any product, and any service on their mobile devices as well. Be sure your omnichannel marketing strategy connects desktop and mobile effectively.
Omnichannel Marketing – Final Thoughts
It’s true that omnichannel marketing can look daunting. But remember: it can replace several smaller marketing strategies implemented simultaneously. Paired with its undeniable benefits, the commodity of overseeing one cohesive route is reasonable.
Implementing the best practices we’ve just discussed will make it easier for you. Don’t hesitate to go back to the basics if you feel confused, or get in touch with our team to learn about getting more customers for your business.