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Companies with an omnichannel strategy retain an average of 89% of their customers. Shoppers from this strategy spend 4% more in-store and 10% more online than any other shopper. For every additional channel they use, they spend more.
There is no doubt about the effectiveness of omnichannel marketing! Do you want to know more about this strategy and find out how to implement it? Here is everything you need to know about the omnichannel marketing strategy in a few steps.
What is Omnichannel Marketing?
The modern consumer moves from channel to channel throughout their day. He wakes up with Facebook or Instagram, then checks his emails. He goes to work listening to the radio, and when he comes home at night, he listens to a podcast or passes several billboards. Once at home, he can turn on the television or surf on a mobile application via his phone or tablet.
Omnichannel marketing is everywhere. It focuses on the customer’s needs by delivering a personalized message through different channels. Each platform creates a unified experience for every consumer. In addition, omnichannel marketing includes both traditional media and new digital means.
This strategy requires interaction between your marketing efforts and your channels. They interact in such a way that the customer has a seamless and unique experience. The goal is therefore to reach the customer through different channels as they go through the stages of their buying cycle.
The 4 main benefits of omnichannel marketing
Omnichannel marketing is becoming the norm in the modern climate. According to a Coresight report, 74% of retailers have either started developing their omnichannel strategy or have already implemented it. Let’s take a closer look at the 4 main benefits of omnichannel marketing!
1. More accurate data collection and analysis
With an omnichannel strategy, you can collect and unify customer data from disparate channels and systems: cookies, e-commerce data, social media, mailing lists, point-of-sale systems, loyalty and referral programs, and more.
With this information, you get a 360-degree view of every consumer who engages with your brand. You can better analyze your customers’ behavior, interests, and intentions to improve campaign design. Which results in a higher conversion rate.
2. Better customer segmentation
The logical continuation of the previous point! More accurate analysis of your data gives you valuable insights into your customers. You get new targeting criteria or specify the ones you already have. This helps you optimize your current campaigns or launch new ones!
3. Optimizing brand visibility
Omnichannel marketing gets your message across all channels in a consistent and timely manner. You follow the consumer in his daily life: when he picks up his smartphone when he wakes up, in the metro, when he arrives at work or returns home, when he relaxes, etc.
In addition, this wider deployment of your brand allows you to reach a larger audience. When you settle for one or two channels, you limit your visibility. With omnichannel marketing, you are wherever your prospects and customers are! In addition to increasing your notoriety, you improve customer loyalty.
4. Better profitability of your marketing efforts
Thanks to the information collected, you can manage your marketing campaigns more effectively. Cross-channel spillovers allow you to deploy your resources in insightful ways.
Omnichannel data analytics tells you which channels are performing, which messages are working, and which strategies are missing out. As you go, you optimize your efforts to get a better return on investment.
5 tips for leveraging omnichannel marketing
1. Map the customer journey
Mapping the customer journey is an essential step in your omnichannel strategy. The idea is to determine the moments and points of contact with your company to take effective action.
The goal remains to bring new prospects into your conversion funnel, in order to turn them into customers.
You’ll also need to identify gaps in the journey, such as places where customers tend to walk away, navigate away from your site, or abandon their cart.
2. Adapt the content to the marketing channel
Omnichannel marketing is not just repeating the same message across multiple channels. It’s about taking advantage of the specificities of each channel, in order to guide customers on a personalized journey, which will lead them to conversion. Nevertheless, each piece of content, regardless of its format, will be linked to the others.
Let’s say you want to promote a new product:
- On Facebook, you will post a visual of the staged product, with a caption that describes its characteristics and invites you to learn more about your website;
- On Instagram and TikTok, you will re-share content from influencers about this new article;
- On YouTube, you will offer tutorials to use the product perfectly on a daily basis. You can also post engaging demos;
- On your blog, you will publish articles related to the need to which the product responds. Without necessarily selling it, but just mentioning it as a possible solution to a problem;
- Billboards in the street or the metro will be able to show the raw product, but also tell where to get it.
With an omnichannel campaign, you will know which content and channels appeal to your target. This will allow you to adapt your future messages accordingly and improve the profitability of your campaigns.
3. Convert touchpoints to points of sale
All of your touchpoints should be shopping locations. In addition to a physical and/or online store, you must use the shopping functions of digital platforms.
With shoppable links on Instagram or Pinterest, you can generate sales from the first contact. You can also create specific landing pages for your PPC ads, without forgetting to invest in Google Shopping and price comparators to capture prospects at the end of the sales funnel!
Even though there is always an accompanying objective before the sale, in modern marketing, this should not prevent you from doing everything to optimize conversions.
Omnichannel marketing offers many touchpoints and places to sell. Make the most of it to get data and discover the most profitable channels for your business.
4. Synchronize your marketing systems
Reaching consumers across multiple channels is easier with an integrated marketing platform. In addition to helping with broadcasting, it is able to collect and analyze data from each channel.
To take advantage of the benefits of omnichannel marketing, be sure to connect your CRM, your e-commerce, your SEO tools, your social networks, your blog, and all your marketing tools!
5. Offer omnichannel customer service
As customers interact with your brand on different channels, it is important to offer omnichannel customer service in parallel. Customers should be able to communicate directly with an advisor on the channel where they are. Think of live chat and chatbots, which can easily be synchronized on your website, your online store, your social networks, your mobile application, etc.
In addition, remember to display, on all media, your phone number, an email, or a WhatsApp ID so that consumers have a choice. In addition, it shows that you are available, which has the merit of reassuring them.
Conclusion
Omnichannel marketing redefines the customer journey to provide a holistic experience. With an efficient strategy that is subject to constant analysis, you can increase your company’s exposure, generate new spinoffs, and optimize your sales funnel. But for this, you will need to link your different means of communication to each other to ensure a better customer experience.
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