7 strategies to make your omnichannel marketing plan more effective
Omnichannel marketing refers to an interconnected multi-channel sales strategy that provides customers with a seamless shopping experience across all sales channels driven by a brand.
The purpose of advancing marketing efforts on these interconnected channels is to provide a cohesive and consistent shopping experience to the customer, coming from different sources through different means.
Omnichannel marketing is a multi-channel content approach that aims to improve the customer experience and strengthen relationships between channels and touchpoints. This encompasses physical and online experiences, as well as traditional and digital channels and points of sale.
According to Omnisend, âMarketers who use three or more channels in a single campaign have a 287% higher purchase rate than those who use only one channel. The purchase frequency is 250% higher than the single-channel purchase frequency, and the omnichannel order value is 13% higher on each order â.
So, in today’s competitive business environment, it is imperative to adopt comprehensive marketing tactics. Some key strategies that can make an omnichannel marketing plan more effective are –
1. Know your customers
Before writing a marketing plan, do extensive research on your customers – know who they are, understand their struggles, and where they’re coming from. This involves identifying target audiences, creating detailed buyer personas, and gaining a deep understanding of their wants, needs, behaviors, demographics, interests, and goals.
You can use relevant tools like Google Keywords, Social Mentions, Klout, etc. to collect, evaluate and store this data which will help you identify and assess customer preferences. Your marketing efforts are in the right place if you know who your customers are and what they want.
2. Connect with your customers
The fact that omnichannel puts the customer first is an important differentiator between omnichannel and multichannel marketing.
A well-thought-out customer journey assessment is the first step to omnichannel success. The mapping of this journey towards the added values ââat different points of contact comes next, then you develop an engagement plan.
Take a look at every digital touchpoint a prospect experiences before deciding to become a customer. Often, brands take a business-centric approach to defining customer touchpoints and that’s when they fail to deliver a cohesive customer experience.
For example, a channel is never a point of contact but a way to understand where the customer is coming from and how they are interacting with you. While digital is a channel, a digital chat with your customer is a point of contact.
When you are thorough with this, make sure that the experience flow of these points is consistent and customer-centric. If not, assemble the appropriate departments to make this adjustment. Every department should have a customer-centric mindset and strive to create enjoyable customer experiences.
3. Generate content with context
Context is the most important aspect of an omnichannel marketing approach, especially for D2C brands. Your users will stop engaging with you if you send an irrelevant message to the wrong audience at the wrong time. For example, you don’t want to ask the prospect to sign up for your newsletter when they go to the checkout page.
Make sure the context of your post is relevant to the user, and deliver it when they’re most engaged and on the channel they’re most engaging.
These formats can be Blogging, Podcast, Email Marketing, Branded and Influencer Marketing, User Generated Content (UGC), Community Building, Memes, Infographics , white papers, etc. The communication channel should be based on the buyer’s journey.
4. Be where your users are
Omnichannel marketing itself suggests that you have to be ubiquitous, which in simple terms means being where your customer is.
Analyze customer engagement numbers from different channels and allocate your efforts and resources accordingly. You can categorize your audience into several categories that help you create a unique journey for each type of customer and generate satisfaction.
5. Implement inclusive and targeted marketing strategies
Be a brand with a cause. Your marketing strategy should always be inclusive and involve diversity. This will only happen when you know the purpose of your marketing initiatives and how they will help your business through the various stages of growth.
A goal-oriented marketing strategy will help you move forward on your schedule and overcome any challenges that may arise.
6. Don’t hesitate to automate
Use marketing tools to automate your marketing strategies and campaigns. For an omnichannel plan to work effectively, you will need certain automation tools to manage things well and avoid missing information.
Some tools you should consider are CRM, video conferencing / web solutions, email marketing automation tools, data analysis and visualization tools, content management systems, and marketing tools. listening to social media.
7. Always measure your efforts
Your data analytics tool should be your best friend. A truly effective omnichannel strategy must continually evolve based on the data collected across different channels through different campaigns for different audiences. Gain clear visibility into all of your initiatives to turn customer feedback and behavior into actionable insights.
Keep track of your efforts, don’t dwell on initiatives that didn’t work and keep experimenting. Take the âfail fast, learn fast, improve fastâ approach.
(Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of YourStory.)