Many businesses have started using omnichannel marketing strategies as there has been massive growth in digital marketing over the past few years. The main objective of using this strategy is to utilize each and every communication channel and touchpoint. Let us first understand what Omnichannel marketing is.
So, the basic marketing goal has always been to send the right message to the right person at the right time. But, Omnichannel marketing is the approach that focuses on a seamless experience and a consistent message delivered to all the available channels. Also, it includes both physical and online versions of the stores or services.
Using an Omnichannel marketing strategy, customers can search and buy products online, in-store, or both, like they can buy a product online and physically pick up the product from the store. Nowadays, most businesses like Retail, Healthcare, Technology, Finance, and many other sectors use these methods.
In Omnichannel marketing, the marketing strategies are observed from the customer's perspective. Now customers have much more options than ever, and they even get real-time updates and information because of the online outlets. With the help of Omnichannel marketing, they can communicate with brands on their own terms, which will anyhow improve the overall customer experience.
An omnichannel strategy ensures that the customer has a satisfactory and consistent experience.
So, in short, you can drive exceptional results through an Omnichannel marketing strategy, but you need to know how and what the strategy should be. We will be sharing some steps with the help of which you can easily create an effective Omnichannel strategy.
1- Set a Primary Objective
So to ensure that the efforts that you are putting into the omnichannel marketing strategy is well coordinated, you need to choose a general aim for it, like whether you would choose to increase customer engagement or customer retention.
With a clear objective, it will be easier to determine the success of your omnichannel marketing strategy, as the whole team will be working in different directions.
Let us take an example of choosing an effective objective - Let's say we wish to increase our customer satisfaction rate by 15%. This objective is SMART - Specific, Measurable, Relevant, and Time-bound. It outlines specifically what the company wants to achieve, has the parameters with the help of which we can determine and evaluate success, is reasonable and pertinent to the overall business objectives, and lastly, it has a time frame.
2- Create a Customer Journey Map
With the help of this map, you can easily identify the best channels for your omnichannel marketing strategy. It unveils how the customer goes through the sales funnel, from their initial brand engagement to their first purchase from your store. This will help you understand customers' behavior at different points of interaction and will allow you to build a seamless experience for the customer.
For the accurate mapping of your customer journey, you need to have the data, which you can get by :
1- Survey to know their opinions.
2- Collecting their behavior insights through their activities on websites, social media platforms, and marketing and analytics systems like your CRM.
3- Analyzing your competitors to understand how their customers respond to them.
You can easily segment the client journey by persona using these data sets and information.
Personas are basically the client segments that are based on some measures like gender, educational background, and income level. So, according to these measures, each customer will have a different journey.
3- Select and Prioritize your Channel
With the help of the channel, you can determine the content type you use to interact with your customers and the omnichannel marketing tools and features you use.
Just like if there is an ecommerce store willing to reach its clients will use Instagram and make some reels, shopping videos, content, and sponsored ads and will link in the bio to be visible to its clients.
You should not be focusing on all the channels simultaneously. You should focus on investing your money solely where you can expect the biggest return on investment for your company.
The basic concept for channel selection is to go where your target audience and market are.
The most relevant channels for your company can be determined using the information on customer behavior and competitive research insights.
4- Make your key Messaging
Your strategy’s narrative is based on the key messaging. It should convey your objective briefly and effectively to your target audience.
Basically, the three basic elements of key messaging involve your goal, your unique selling point (USP), and the benefits for your target audience from that particular goal.
The type of content you produce for your target audience to engage is influenced by your key messaging as well.
5- Choose and Invest in the Right Tools
In order to track customers' behaviors and interactions automatically across the channels and send personalized follow-ups, you need to have the appropriate technologies. If we say, for example, we can check the information about a customer’s most recent purchase from their order history data in the point-of-sale system (online and offline), so we can use this information to send personalized mail to the customer whenever we restock these products.
Your goals and the channels you will use will determine the software that is included in your tool stack (most channels have in-built analytics tools). Basically, these three tools are good to go for the beginning, later, you can add more as needed.
Some software that can assist you in managing your omnichannel marketing efforts :
Customer Relationship Management (CRM) :
It serves in planning and monitoring the customer journey you are creating for your customers.
It helps with the lead management, gathering contact information, and direct communication with omnichannel customers across various channels.
Marketing Automation :
This software helps manage repetitive processes to save time while ensuring consistency in the execution across various channels.
Social Media Management :
Nowadays, social media is the best platform for marketing activities as people spend most of their time on social media. It is easy to stay organized and engaged with your followers just by using a good social media management tool.
Once you are done with these steps, you completely understand your target audience and how your omnichannel marketing strategy works. Now you can make any changes to your plan if you wish to.
Royex Digital is a goal-oriented Digital Marketing Agency in Dubai. We offer a range of digital marketing services with the adaptation of cutting-edge web, mobile and social technology. From market research to a growth track, we provide every digital marketing service most cost-effectively. We adapt and practice cutting-edge marketing tactics by harnessing the power of modern marketing technologies.
Let Royex Digital’s digital marketing team help you develop an effective marketing strategy to drive more qualified visitors to your site and convert those visitors into leads and sales.