Driving your sales and retention optimization nowadays isn’t easy. Users are exposed to different marketing techniques all the time during the day, so using only one marketing channel isn’t going to cut it.
As content marketing is more important than ever, having a high-quality and engaging website design is a must if you want to successfully market your business online. So, why not find out more about this?
Of course, you mustn’t neglect in-person marketing channels, such as events, which allow marketers to communicate with potential customers in the flesh. Podcasts can also be a great way to reach your target audience.
As you can tell, it makes no sense to even try to drive your sales through only one marketing channel when you can use multiple channels at the same time. But, using multiple channels is not quite the same as omnichannel marketing.
Considering that, the whole thing is a very complex simultaneous process. Integration and cooperation of several channels are not easy to manage. The greatest SEO companies have an essential role in this process.
So, let’s see what omnichannel marketing is.
- What is omnichannel marketing?
Omnichannel marketing is a strategy that involves using multiple marketing channels to create a seamless and unified customer experience, regardless of the channel. It means focusing on the customers and their interests. You want to provide continuity for users across all channels. Like it’s all just part of one experience.
Now, this does seem vague. But that’s the point. Omnichannel marketing can take many forms, so it’s nearly impossible to give a more precise definition.
- Omnichannel vs. Multichannel
You’ve probably noticed there are some similarities between omnichannel and multichannel marketing. They both include using multiple marketing channels to gain and retain customers. But there is one big difference.
Multichannel revolves around the product you’re trying to sell. You’ll put all your efforts into selling specific products without necessarily focusing on the customer.
As opposed to multichannel, omnichannel is centered on the customer. Sure, you’re still trying to sell something, but it’s not necessarily about what they buy. Omnichannel marketing is more about true personalization.
It’s crucial that you deliver the same message across all channels, but recognize where your customers are in the customer lifecycle and adapt to their unique needs. Now, keep in mind that you don’t want to be repetitive and copy-paste the content from emails to Instagram and Facebook. Focus on giving off the same vibe and be creative, instead.
- Why should you care about omnichannel marketing?
Experts agree that omnichannel marketing is the best approach. Its human approach across multiple channels separates it from other forms of marketing, especially multichannel marketing.
Here’s what you can expect when you implement this strategy:
- Unified brand strategy and identity
Building a brand is about separating your business from someone else through a unique brand voice and values. Using omnichannel marketing means you’ll have to establish a strong brand identity by adopting a long-term brand strategy.
The biggest upside of having a cohesive brand strategy and identity is the ability to increase customer loyalty and have more public recognition. Basically, omnichannel marketing and brand strategy go hand in hand.
- Better customer experience
Omnichannel marketing relies on customer data because the only way to reach your audience is to get to know them. Once you adopt this marketing model, you’ll notice your customers enjoying a much more customized experience than before.
A satisfied customer is more likely to stay, right?
- Increased revenue
Did you know that marketers relying on omnichannel have a 287% higher purchase rate than those using a single channel? This means that brands with omnichannel marketing enjoy three times higher purchase rates than the rest.
And it makes sense. Using multiple channels will allow you to reach more people and provide them with a personalized experience that only omnichannel marketing can offer.
- Better customer retention rate
As new brands emerge, customers are constantly bombarded by new products. Getting someone to choose you over someone else repeatedly isn’t simple. But this is where omnichannel marketing comes to the rescue.
Research suggests that the customer retention rates are 90% higher for omnichannel than for single-channel marketing brands. Clearly, they’re able to establish a better relationship with the customer by addressing the customer’s needs right away.
- So, how do I drive sales and optimize retention?
There are many ways you can use omnichannel marketing to successfully run your business. Here’s what you need to do.
- Be consistent across all channels.
The foundation of omnichannel marketing is consistency. But what does it mean to be consistent?
Imagine the following situation. You’re scrolling through your Instagram feed when you run into an ad on sunglasses. You like them, so you decide to contact the store on IG for more details about the size of the glasses, the lenses, and so on. They answer all your questions and you decide to buy them after a few days.
But, you want to see them in person. So, you call the customer service on the phone and ask them where you can go to try them out. They tell you the location of the store and you go the next day to find the glasses. You realize the customer support provided an accurate description on the phone, so you try them out and eventually buy them.
Sadly, the reality is different. Most of the time, the customer service on IG doesn’t have the information you’ve asked for or doesn’t reply at all. Or, the information on the glasses was incorrect. This is something you want to avoid.
Consistency means providing the same experience regardless of the type of interaction (customer service, buying a product, or returns) and regardless of the channel (online, offline, mobile, desktop, on the phone, email).
To achieve that, make sure you have enough resources to manage and optimize all your channels. It’s better to use fewer channels and a consistent experience than to have too many of them. Also, ask your customers how they feel about your service and whether they have any recommendations on how to improve it.
- Use product tagging on IG.
Instagram has adopted a shoppable feature a while ago, but it wasn’t always as popular as it is right now.
If you’re running a business profile on IG, you can create posts and tag products from your store. When a user opens your profile, they’ll see a tiny shopping cart in the corner of every post which has a tagged product.
This will simplify the customer’s journey by extent. First, they can easily see information about the product they like. Sometimes, they’ll even be able to order a product directly from an Instagram shop, without visiting your website.
- Provide continuity in communication.
Continuity is just as important as consistency if you want a smooth transition from one channel to another. The best way to explain what continuity means in omnichannel marketing is through an example.
Now, imagine wanting to make a purchase online, using an app. But you got distracted and forgot to finish the order. If the brand attempts to remind you about the abandoned cart through personalized emails or push notifications, they’ve got a hold of continuity. If not, you’ll probably forget you ever wanted to purchase something from them.
And that is how many brands lose potential customers.
- Implement data-driven marketing.
Since omnichannel marketing focuses on the customers, you’ll need as much information about them as possible. There are many ways you can figure out who your target audience is and one of them is by looking into your data.
Tools like Google Analytics can tell how old your audience is, their gender, location, and such. You can also use this data to figure out how users behave when they reach your website. Once you’re familiar with these things, you’ll be able to modify your strategy in time to match your customers’ needs.
- Provide awesome customer support.
Bad customer support can harm your business in ways you haven’t even thought about. Research conducted by Microsoft suggests that 58% of Americans won’t be hesitant about switching companies after an unpleasant experience with customer support.
And not just that – 87% of consumers won’t recommend a company with very poor customer service.
As you can see, customer support is crucial for a good customer experience. Now, make sure you’re doing it right across all marketing channels, not just some of them. Your team should collaborate to provide a continuous and seamless experience.
- Make invoices a marketing tool.
Brands often take invoices for granted when considering new marketing channels. However, you can use invoices to drive your sales without making new investments.
You can be sure customers will read an invoice after making a purchase, so seize your moment. To attract the customer’s attention, add interesting visual elements that showcase products they might be interested in. You can also mention any current campaigns or discounts you’re offering if they leave a positive review.
Omnichannel marketing is a must if you’re looking to drive sales and increase your retention rate. This strategy will make you focus on the brand instead of the channel, which is what makes it so successful.
If you’re not sure where to start, we suggest you rely on your current data and try to work on consistency and continuity. Then you can tweak things with shoppable posts and use invoices as a marketing channel.
Author Bio: Travis Dillard is a business consultant and an organizational psychologist based in Arlington, Texas. Passionate about marketing, social networks, and business in general. In his spare time, he writes a lot about new business strategies and digital marketing for Seo Turnover.