If the term “omnichannel marketing” sounds complicated, you can relax; it’s really not. Essentially, omnichannel marketing is being ever-present and available with invaluable interactions and solutions for your customer across their buyer journey, regardless of the devices or channels they are on.
People rarely stay on one channel or one device throughout their interaction with a brand. An omnichannel marketing strategy lets you move with them as they switch devices and platforms, delivering a consistent and fully integrated brand experience.
Any omnichannel marketing strategy will require brands to reach out to their audience via many avenues: mobile and desktop apps, emails, websites, social media, laptops, phones, desktops, online and in-store experiences, and more. But by and large, this multichannel marketing is about the customer—not the brand.
Omnichannel marketing is like a bicycle wheel
How does omnichannel marketing work exactly? Let me use an illustration. Consider the wheel of a bicycle. Firstly, there’s the central hub, from which the spokes connect to the rim. And then there’s the rubber around the rim.
Traditionally, a multichannel marketer would say that the inner hub is the brand, the rim is your audience, and the spokes are your different marketing channels.
There is a problem with this view. If the central hub is your brand, then each spoke (your marketing channels) that leads from it only reaches a particular section of the rim (your audience). This means your marketing efforts do not get to your entire audience.
See the inner hub as the customers and the rim as your brand
This internal hub is what holds the entire wheel together, and everything else rotates around it. This outlook is a much better view. In the first scenario, you used different spokes (channels) to reach out to different audience sections. In the latter scenario, you inverted the process, and now all your spokes are focused on your entire audience.
If you play your cards right, the omnichannel experience is as exhaustive as it gets. It creates the best and most reliable customer experience. This is why every brand that knows what they’re doing—from beverage kings, Starbucks, to paper writing review services, utilize it.
Here’s a simple stat for you: brands that utilize multichannel marketing record an 89% average in customer retention. This percentage is considerably heavier than the meager 33% average for brands with a single-channel strategy.
This is a big deal. Even more so, considering what this can do for your ROI.
Here, we’ve outlined a few steps you can take starting today to give your customers the perfect omnichannel experience. Don’t forget, the very welcome benefit of raising your ROI to greater heights.
Develop different buyer profiles
The one thing everyone in your audience has in common is your brand. However, they will differ as to how, when, where, and why they want to stay connected.
It is your job to discover these peculiarities and use them to create distinct buyer personas. These personas are developed on information about behavioral concepts like buying habits, browsing patterns, platform and communication preferences, and more.
Considering all this will help you be more diverse and inclusive when building these personas.
For your omnichannel marketing strategy, the buyer’s journey should hold your entire focus. Consider buying frequency, purchase patterns and mediums, and where your traffic comes from.
Armed with these, you can craft personalized and compelling omnichannel experiences for your customers, for each buyer persona and stage of the buyer journey.
You can test run your strategy by playing the customer. Find people to go through the entire customer experience, from the first click to the final payment. This test running will reveal pain points and confusion that you can eliminate for a seamless experience.
Create content that is specific to distinct buyer journeys
How different customers go through the buyer journey will vary. Some may come through email, others through social media, search, or via a direct website visit.
Whatever the case, you have to ensure your content aligns with each customer and where they are at the moment in their journey with your brand.
Again, personalization in content creation is crucial here. The content should be responding to each customer’s specific actions. This makes for a great omnichannel experience because the customer feels they are receiving one-on-one attention.
Prioritize the right devices and channels
Remember the Pareto Principle? There are a plethora of communication channels and devices available in today’s market. Therefore focus only on the ones that fit your customers’ preferences. And then tailor your communication to conform to these forms of communication.
This may take a while for you to perfect. Keep your ears to the ground and glean from what your customers say across all these platforms. Engage in social monitoring and automate your marketing analysis. As a result these moves will help you identify the points where you need to concentrate all your efforts.
Take customer support seriously
Marketing and customer service are interdependent elements of any business that is serious about their growth and reputation. According to eMarketer, 54%, 50%, and 52% of Millennials, Gen Xers, and Baby Boomers say that poor customer service is reason enough for them to quit a brand.
With poor customer service, you will start recording a high churn rate, and your marketing initiatives will suffer for it. You’ll start to record a lower ROI for your efforts if customers are not feeling your brand anymore.
Prioritize excellent customer support. And ensure that your customer service and marketing teams are in constant communication, learning from each other and implementing at the same wavelength.
Run the rule over your efforts
So many channels and devices have to be accounted for in an omnichannel marketing strategy. This reality can make it difficult to evaluate the results of your marketing efforts.
That’s why it’s imperative to develop a suitable measurement strategy. This strategy will keep an eye on feedback from key metrics, behavioral marketing, and reports from your marketing analytics.
An ideal omnichannel will quickly turn these data into actionable insights.
Most importantly, all the steps above will fall short if there is no symbiosis between them. Ensure the insights you’re working with are building a bond between your marketing strategy on all channels.
Keep your teams involved and updated concerning these insights, so they reflect in all aspects of your brand marketing. This is how you can boost your ROI by giving your customers a truly seamless omnichannel experience.