You may have already heard about the buzzword that is omnichannel marketing.
Is this buzzword worth paying attention to – or is it all hype?
In this post, we take a look at what the big deal is with omnichannel marketing and why you, if you want to be a successful marketer, ought to give it a chance.
Omnichannel vs multichannel marketing
As a quick refresher, here is the key difference between omnichannel marketing and multichannel marketing.
Multichannel marketing uses multiple channels but is kept separate and normally do not interact with one another.
On the other hand, omnichannel marketing uses multiple channels that come together to provide a unified customer experience.
Brands may have a website, a physical store, and social media, and they will often drive customers to visit each one to build awareness for ongoing campaigns, drive more conversions and sales, and build up customer loyalty.
Visual representation of omnichannel marketing (Image source)
Why your business should embrace an omnichannel marketing strategy
According to these statistics on omnichannel marketing, there are several benefits of implementing this approach:
- Increased engagement. After measuring the engagement rate, omnichannel marketing had 18.96% engagement while single-channel marketing only had 5.4%.
- Acquire and retain more customers. Purchase frequency for customers who interact with 3 or more channels of a brand was up by 250% than those customers who only interact with one channel. Retention was also up by 90% for brands using this approach.
- Higher Average Order Value (AOV). Customers exposed to omnichannel marketing of a brand often had average order values (AOV) up to 13% higher compared to customers of brands who used single-channel marketing
AOV is 13% higher for brands that use three channels or more. (Image source)
Omnichannel marketing tactics
Tap your top-performing channels
Chances are you’ve already built a great website, complete with analytics tools, and linking it together with your social media. Using your website analytics, see which channels are referring the most traffic to your site. It may be your Facebook or your Instagram, or even your Pinterest.
This is a good place to start when deciding on which channels to include as part of your omnichannel marketing campaign. You’ll definitely want to maximize the channels already getting you a lot of website traffic, and you can eliminate or put off for later experimentation those channels that don’t.
Put equal emphasis on content and context
With omnichannel marketing, it’s not enough that you use separate channels. You need to focus on delivering key messages about your campaigns and promotions while maximizing the strengths of each unique channel.
Your email marketing may be great to give already-subscribed customers exclusive deals and discounts. Your social media posts can encourage users to subscribe to your email list.
There is no shortage of ways to make use of each channel, so always use the right content in the right context.
Invest in the right marketing tools
Because you’ll be handling more than just one channel, it’s important to invest in the right marketing stack to create, manage, and analyze your campaigns.
If you’re in eCommerce, integrate your cart with analytics tools and email marketing tools. You can also invest in social media schedulers and even chatbots to deliver a more seamless experience.
Eliminate as many bottlenecks in your checkout process
After all the work and effort you put into your omnichannel marketing, would you really want customers to abandon their cart because of poor customer experience?
Most common reasons for shopping cart abandonment. (Image source)
To solve this and increase your eCommerce sales, use tactics like enabling guest checkout options or using trust signals for secure checkout. Keep your checkout process as short as possible, and give customers the chance to go from cart to checkout as fast as possible.
Align your sales and marketing teams
Part of an effective omnichannel marketing campaign is making sure customers are taken from one journey to another. Sometimes customers may have questions or concerns and will turn to your sales or support teams.
Equip your customer-facing teams with updates from your marketing teams. Be sure everyone knows the current promotions you’re running, special and exclusive discounts, and any new information they may need to know before speaking with customers. All this is for the goal of delivering the best customer experience possible.
Personalize your offers
During your lead generation efforts, segment customers into interest groups so you’re able to send them personalized offers.
As a lead opts into your list, you might want to ask for their gender, for example, to be able to send them any gender-specific product recommendations from your online store.
You can and should definitely segment customers based on interests and preferences, based on their previous browsing history on your store or their previous transactions on your site.
Over time, you can get to know what your customers like to see, so you’re able to give more personalized offers and keep customers engaged and loyal.
Send offers based on customers’ interests to see conversions go up. (Image source)
Protect the privacy of your customers
Last but not least, because you’re dealing with multiple channels, you may be dealing with more personal data about your customers than if you’d been using one channel.
Keep this data private and secure, and read up on different ways that your third-party platforms, like Instagram or Facebook, may be using the data you get from customers.
If you want to be successful in using multiple channels for your marketing, then omnichannel is the way to go. This approach is all about making the most of every channel, maximizing its strengths to fill the gaps left by others. Use the tactics above to keep your omnichannel marketing strategy effective and highly relevant for your customers. Keep at it, and you’ll see higher engagement rates and increase conversions.