Nowadays the customer shopping journey can start or end at any time, on any device, in any location. That’s why a marketing strategy that provides an uninterrupted user experience across the many channels is important.
The solution is an omnichannel marketing approach, which puts the customer at the centre of the entire marketing strategy.
Omnichannel marketing campaigns refer to a smooth and seamless user experience across all channels. And 94% of marketers believe that this approach is crucial to business success in the digital era.
Learn about Your Customers
Switching to omnichannel marketing requires some homework.
To provide valuable omnichannel experience, you have to know your customers very well. Who are they? What do they like? Where they are coming from? Which channels do they use to communicate with your brand?
All this information you can collect by:
Organizing a giveaway or contest online as an incentive to collect information
Using expanded signup forms on your site and landing pages for different campaigns
Asking for customer feedback
Using social listening tools, etc.
Knowledge about your customers will help you decide on the main channels you will use for your communication. It will also help you craft a relevant message – what to say to your customers and how to be persuasive.
Find A Right Tool
There is a myriad of different marketing tools on the market. And it’s so difficult to identify exactly what your business needs at the current stage.
Switching your current marketing strategy to an omnichannel strategy may require some changes to your marketing toolkit. That’s because you won’t be able to use a responsive, uninterrupted communication flow without particular features. Also, if your customer data isn’t centralized, it won’t be possible.
But don’t freak out.
First, check what your current marketing tools can offer.
If they still lack functionality, the advantage of looking for a new solution is bigger than a temporary inconvenience.
A decent omnichannel marketing tool will set you free from downloading and uploading customer data to different tools.
You’ll be able to reach your audience across several channels from one centralized place: email, SMS, Facebook ads and Messenger, Google retargeting, etc.
Remember, being relevant is being powerful. So you will have the power to send to your customers’ messages according to their former behaviour and make them feel that you know what they really need at the moment.
Introduce Everyone on Your Organization to your Omnichannel Approach
An omnichannel marketing approach expands the boundaries of marketing conception. It won’t be a business only of sales’ and marketing departments anymore.
Your team members from sales, marketing, customer service, PR, product development will have to exchange the data they have about the customers so the others could do their job fluently: analyze shopping behaviour, create buying personas, provide customer support, do the targeted copywriting, etc.
So, first, consider the user-friendly tools and rules on how customer data should be shared among your team members and later introduce everyone to the omnichannel approach your business is about to adopt. Within this sequence, your transition to omnichannel marketing will be much smoother.
Measure the Results Regularly
Once you launch your first campaign, measure the results. Measure them on a regular basis. Always.
Only by constantly monitoring how the strategy performs, you will be able to do timely adjustments to the messages, channels or key circumstances. Well-timed changes will determine whether the strategy is really worth the hassle or not.
As you’ve already understood, a transition to the omnichannel marketing approach won’t be a quick task for the afternoon. It will require more time and energy from the entire team.
However, studies show that customers who shop across channels have a 30% higher lifetime value than those who don’t. They also spend 10% more than a single channel buyer.
It means that a customer-centric approach and an ability to show up at the right time with the right message really help to get and stay at the top of the customer’s mind. Isn’t it the purpose of your business?
Related: Amazon Seller Marketing Strategies