Omnichannel marketing is increasingly becoming an essential part of most companies marketing plans, as consumers are adapting to the unified communication style used by this method. Research by Omnisend shows that e-commerce brands using omnichannel marketing have 494% higher order rates than brands using single-channel campaigns.
Essentially, omnichannel marketing allows all of your channels to work together to chat with existing customers or assist shoppers who are still hesitant. For all of this to work smoothly, data must be synced seamlessly and almost instantaneously to provide the best customer experience.
However, while seamlessly syncing data is important, it’s not the only requirement: omnichannel marketing requires an effectively implemented strategy. In today’s omnichannel marketing guide, we’ll look at the strategic steps to take to prepare your omnichannel program and the 5 tactics for implementing it effectively.
3 Steps of Multi-Channel Marketing
Step 1: Identify the buyer persona
You shouldn’t blindly create an omnichannel marketing strategy without knowing who you’re creating it for. According to research by ITSMA, 39% of brands that use buyer personas report higher conversion rates.
Understanding who your ideal customer is will help you understand how and when they want to communicate. For example, customers from the older generation might be happier with email as their primary communication channel, with clearer language and slightly longer timeframes.
Buyers from younger Gen Z audiences will likely prefer platforms like Facebook and TikTok, which cover a wide range of topics and shorter timeframes. What works for one of these audiences can be frustrating for the other, and you could end up losing customers by confusing your buyer persona.
Step 2: Choose your communication channels
You don’t have to be everywhere, but you do have to know where your customers can find you. Depending on how your business is set up, you may have both offline and online channels that will make up your omnichannel marketing.
However, for most eCommerce stores, the most common communication channels are:
- PPC, such as Facebook or Google Ads
- Social media
- Livechat or chatbot
Once you understand who your customers are and how they want to communicate, you can choose the most appropriate channels.
Step 3: Find the right omnichannel marketing software
Once the strategy is perfected, the next step to success is to use a service that can provide as many channels as possible. On the one hand, this will help ensure that the data is constantly in sync, as more separate tools are used to process this data which can cause problems with synchronization, not to mention problems. security issues and the potential for data breaches. On the other hand, the service still has to be powerful enough to do each channel well, rather than a general-purpose service that’s just “good at everything.”
Then, working with another tool for awareness channels, such as PPC and social media, and another tool for live chat, will most likely be more likely. more customer support.
5 practical tactics to ensure effective omnichannel marketing
Now that we’ve covered the basics, let’s look at five practical tactics you can use to make sure your omnichannel marketing is as effective as possible.
Having the ability to sync data seamlessly is one thing. It is also important to take advantage of this capability by collecting as much (important) data as possible. Data collection is subject to clear communication purposes and you should obtain consent to collect and process this data as soon as possible.
While a lot of marketing is based on email addresses, the collection of other data such as:
- Phone number, to send text messages
- Birthday, to celebrate a birthday
- Demographic data (such as gender, city or country, age, etc.) to identify larger segments and deliver relevant messages
If you do not collect this data, you will lose the opportunity to use many of the channels that make up omnichannel marketing.
No data analysis – collect insights
The analysis will lead to insights that inform the next steps in your marketing plan. Does that mean your customers click or don’t click the CTA inside your email, or visit your product page but don’t buy at all?
These insights are important and not only analyze the data you have but also try to understand the story that data is telling you.
Map your customer journey
With the insights you’ve gathered, plot them based on where the customer is in their customer journey. You can do this manually by building dynamic segments that take into account the different stages of the customer journey and match them to their compliance actions.
Actions like cart abandonment for non-customers will put them in the “Consideration” stage (and you’ll need to take them to the purchase step. Similarly, clicking on a shipping tracking link. The transfer in your confirmation email takes them to the post-purchase stage, and your job is to get them to the “Loyalty” stage.
Continuously test, learn and optimize
With data insights in hand, the next step for you is to validate your idea before rolling out a new omnichannel experience to your users.
For example, you can test whether customizing content based on a visitor’s industry type makes a difference to your business metrics before you roll out new content through your channels. difference. You can test different promotions for different audience segments based on their behavioral attributes to gauge impact and implement only what works best.
Omnichannel marketing is a powerful, effective strategy if used correctly. By understanding your buyer persona, creating a strategy for how, where, and when to speak to your customers, and having the infrastructure in place for seamless data synchronization across all channels. channel to deliver the best customer experience, you’ll see powerful results on your website and make your customers happier.