How to have omnichannel marketing success?

Updated: Sep 12, 2021

While multi-channel marketing views each touchpoint and channel as separate and independent, omnichannel marketing uses multiple marketing channels to deliver a frictionless customer experience.

What are benefits of an omnichannel strategy?

The data suggests that omnichannel marketing works. Brands with omnichannel strategy typically experience greater customer engagement and retention, as well as an increase in purchase frequency and average order value. According to Worldpay research, omnichannel shoppers spend somewhere between 50 to 300% more than traditional shoppers. The purchase rate of omnichannel campaigns is 287% higher than single-channel campaigns, and businesses that use omnichannel strategy achieve 91% greater year-over-year customer retention.

How to have omnichannel marketing success?

1. Know your customers intimately

To have a successful omnichannel strategy, take time to understand your audience so that you can build customer relationship. You need to know who they are, where they are from, what are their goals and challenges, which devices they use most, which content they like and on which channels they spend most of their time.

Use social media listening to acquire this data, as well as customer feedback and analytics tools, and get insights from store employees who interact with customers. Understand your repeat customers' buying habits, which can help you determine which channels are most impactful.

2. Upgrade your tech

Upgrading your tech can actually help you to understand your customers better. Consider integrating your systems and software on the back end, so you can manage your channels through one point of sale system (POS), such as Square. This will give you a more holistic view of your business and provide you with the insights you need, all in one place. For example, you can easily manage inventory across platforms, allowing customers to find the same items whether they are in store or online. You’ll also be able to track customers across different touchpoints and provide them with conveniences like remembering their passwords, storing payment information, and suggesting relevant products to create a frictionless experience.

3. Optimize your content

Curate engaging and personalized content that support customers at each stage of their buying journey, from identifying and understanding a need to researching for solutions, comparing products and making a decision. Create a range of content that fulfills each of these needs such as video showcasing your products, case studies and product comparison guide, how-to guides for your company's products and services.

You also need to ensure your content is optimized for the channel and device it's being consumed on, whether that's Facebook or Instagram, desktop, or mobile devices.

4. Engage with your customers

Use customer relationship management software such as Square Customer Engagement to centralize your customer data from every customer interaction for multiple team to access and use. This allows you to send relevant email marketing campaigns, response to feedback from customers, and run your own customized loyalty program. Your business can maintain consistent, personalized messaging with customers on whatever channel they reach you on.

5. Choose your channels

If you are new to omnichannel marketing, select up to three channels and focus on a specific campaign over a defined period of time. Focus your efforts on the channels and touchpoints where your customers and prospects spend the most time.

Another great way to start delighting your customers is by providing support across your channels, for example, email support coupled with an online chat widget, in-app chat, and social media messaging.

6. Measure your omnichannel marketing results

Test, iterate, measure your results, ask your customers for feedback, and then use your learnings to scale and grow your strategy.

Choose your metrics and methods of measuring before you begin. Your metrics might include customer retention, average order value, conversion rate, social media engagement, email opens, and churn rate.

Bring various business functions together, including product, sales, and customer service, to make sure they communicate with each other.

Set key performance indicators with milestones, and establish team roles and expectations so you're all working toward the same goal.

By: VSHR Digital Media

Source: Forbes, Dec 2020

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