What is omnichannel marketing and why should a business embrace it?

A successful Omnichannel approach starts by collecting data from a customer's journey across different channels. Then, a business can use this information to map out the touchpoints between customers and its brand. Once a business has that information, it can develop strategies for optimal engagement based on those insights.

This data can come from:

·              CRM and email platforms

·              Website analytics

·              SEO and keyword-tracking tools

·              Social media

·              Mobile apps

·              Customer feedback

Implementing a multichannel strategy

A successful omnichannel marketing strategy involves five core components:

·              Unify messaging: Eliminate duplicate messages and information by aligning all sales and marketing communication.

·              Identify user affinities: Engage potential customers by allowing them to get to know a brand in the channels they use most often.

·              Segment customers: Segment customers based on their self-definition, their behaviour and any demographic characteristics that may be relevant.

·              Personalise experiences: Automate and customise interactions to deliver personal service.

·              Reinforce messaging: Reinforce messages and propositions in all communications.

Key digital channels for Omnichannel marketing

Omnichannel marketing involves a range of traditional and digital experiences. So let's dig deeper into some of these channels individually:

•       Website optimisation
•       Email marketing
•       Social media
•       Affiliate marketing

Omnichannel marketing: website optimisation

When a customer visits a business’s website, optimising the site is crucial for an omnichannel strategy. Because a company's website is likely to be the customer's last interaction before making a purchase, companies must optimise their websites to match customers' preferences.

How might a business optimise its website? If users log in with their email addresses, a company can personalise their experience on its site.

When a company drives people to its website from different channels, it should optimise the site with these expectations. Using a data-driven, omnichannel approach, they can customise channels to provide customers with the experiences, content, and messaging they expect.

Email best practices

When deploying email in an omnichannel strategy, there are several things for a business to consider. A company should always segment customers based on data, find out when an email is most effective in the customer journey and examine the types of messaging used at each stage of the email process. They should also determine what other channels people typically use to find a business in multiple stages of the customer journey. Furthermore, using email to target specific customers at different stages of the buying process and Identifying triggers by analysing channel usage and other touchpoints and using them to send emails.

Omnichannel marketing: Social media

Interactions with a brand on social media can influence the customer journey by helping customers develop knowledge about and familiarity with products and offerings. All these factors contribute to customers' decision to continue their buying process. A business can start by creating content for your customers' social media platforms.

A business's content on social media can directly impact the customer experience. For example, uploading an infographic that provides valuable information for those just starting their journey can significantly impact a customer. Another option is to link directly from the newsletter signup form or banner ads to direct visitors to specific product pages containing detailed product information.

By understanding what different types of customers want at each stage in their decision-making process, a business can share relevant content to increase the likelihood that they'll buy.

Omnichannel marketing: Affiliate marketing

Affiliate marketing is a business partnership in which content publishers, such as bloggers or influencers, and businesses collaborate to drive sales. The publisher earns money from selling products through their social media recommendations. For example, if a blogger writes about a company, they might include links to its website or social media pages.

Conclusion

Digital marketing is constantly changing, and omnichannel marketing has become an essential tool for many brands. An effective omnichannel strategy can help business’s build awareness and drive sales by using several digital marketing channels, including email, search and social media. In addition, a business can modify its underperforming strategy and enhance the best by monitoring how various marketing channels perform.

The answer is a complete marketing solution that cuts costs and provides the technology and materials required to be successful. FullPivot solves issues incredibly comprehensively and can help local enterprises stay ahead of their competition.

This is the perfect opportunity to deliver omnichannel services such as website optimisation, social media and mobile apps. Don't hesitate to get in touch with us to find out more about this exciting opportunity.