Everything You Need to Know About Omnichannel Marketing

/ marketing
Whitney Blankenship

Omnichannel strategies are one of the hottest trends in digital marketing, allowing companies to create a seamless experience across a number of channels. Moving to an omnichannel approach will help you improve your web presence and leverage the potential of marketing automation.

That said, developing the right omnichannel marketing practices isn’t always a simple process, and it won’t happen overnight. This article will cover the basics of omnichannel marketing along with strategies and ideas for more experienced users.

What Is Omnichannel Marketing?

Source: Leanplum.

Multichannel vs. Single-channel

Many marketers continue to use a single channel to engage with their customers, but research shows that this isn’t as effective as multichannel or omnichannel marketing. In fact, going from one channel up to just three leads to 90 percent more customer retention.

Similarly, average order values are significantly higher for customers who engage with a brand on at least three channels. Adding new channels to your marketing approach allows you to create a better shopping experience for your customers and substantially increase conversions.

Multichannel vs. Omnichannel

While the difference between a single-channel and multichannel approach is clear, some marketers aren’t aware of the distinction between multichannel and omnichannel.

Multichannel marketers tend to build general marketing strategies and then apply them to each channel. In contrast, omnichannel marketing has a constant focus on the customer and looks for ways to utilize each channel to improve the shopping experience.

Omnichannel marketers get more out of every channel and understand the advantages and disadvantages of each platform. Any changes made on one channel are automatically reflected in the others.

Why Omnichannel Works

Source: Apruve Blog.

Customer Experience

A seamless shopping experience is vital for long-term success in digital marketing, and omnichannel marketing puts the customer at the center. It’s no surprise that customers who engage with an omnichannel experience with at least three channels spend 13 percent more than those who use a single channel.

Identifying customer pain points will help you make adjustments and show your users that you care about their experience. You can also ask for customer feedback and offer rewards to get firsthand input on what you can do to make things easier for them.

Omnichannel marketing allows you to send more targeted messaging that feels less like sales and more like a personal interaction. Customers also have more control over the brands you use to interact with them—for example, you can allow them to select the best platform for order confirmation and shipping notifications.

Integration and Data Sharing

Analytics are key to fully understand the successes and failures of your marketing campaigns, and omnichannel marketing makes this process even simpler. Every sales and marketing channel is connected, influencing each other while making it easy to identify the typical customer journey.

Many marketing automation solutions provide tools to help you fully monitor sales and compare results across channels. Just as omnichannel marketing makes buying easier for the customer, it also streamlines your own marketing analytics and enables you to make more informed decisions.

Since omnichannel is all about a seamless experience, you’ll need everyone to buy in to achieve the best results. Businesses that use omnichannel marketing need strong communication at all levels along with information sharing to enable real-time updates.

Gathering data from your customers makes each department more effective. Marketers can provide more relevant brand messaging, support staff can track each user’s journey at a glance, and product developers can see what customers are most interested in.

How to Get Started with an Omnichannel Marketing Strategy

Building Your List

Your omnichannel strategies only matter if you have a large audience of engaged readers, and there are a few ways to significantly increase your sign-up rate.

Read our comprehensive guide for building an email list to attract engaged prospects, fast. One of the most important factors in building a list is having an attractive sign-up form with tailored messaging, that directly integrates with your email automation platform to provide a seamless experience for subscribers.

You can build a sign-up form in minutes using Paperform, and automate the entire process by integrating it with popular platforms like Mailchimp, Mailshake, Campaign Monitor & more.

In addition to dynamic sign-up content, you can also ask for further information during the sign-up process. Collecting phone numbers allows you to do SMS marketing later on, while asking for each customer’s date of birth enables you to offer a limited-time discount for their next birthday.

Audience Segmentation

Audience segmentation tools give you everything you need to improve your targeting strategies, and they’re especially important in omnichannel marketing. Segments can be based on a wide range of criteria including things like demographics, purchase history, and brand engagement.

You can then use this information as a trigger for different automation workflows. People who bought something last Christmas, for example, are the perfect starting point for your next holiday campaign.

Most users receive more texts and emails than they can read, so it’s more important than ever to send personalized content.

Sending generic or irrelevant messaging will turn readers off or even lead them to unsubscribe. Many brands give new subscribers the choice to opt into or out of specific forms of content.

Automation Workflows

Source: Neil Patel

Automation workflows are the easiest way to connect with specific segments of your audience at certain times, and most email marketing tools provide tools to facilitate powerful automation. Implementing these two common workflows will add new sources of revenue for your business at very little cost.

1. Welcome sequence

The welcome email sequence is designed to introduce customers to your brand and start the customer relationship. You only get one chance to make a first impression, so it’s important to have a strong opening that keeps users interested.

Your welcome workflow can involve SMS, email, or both and should include a discount for first-time buyers. Your goal is to get them to come back to your store and keep your brand in mind for future purchases.

2. Cart recovery

Cart recovery is one of the most popular workflows, targeting users who added an item to their cart but didn’t make the purchase. They give these customers another look at the item and put your product back in their mind. If you’re not currently sending cart recovery reminders, you’re missing out on a valuable source of revenue.

It’s easy to put together a cart recovery workflow. Your first message should come within a few hours of their activity to remind them of the item they added and ask them to complete the purchase. You can send a second reminder the next day including links to similar products.

Finally, set up a third message offering an exclusive discount. This reminder will hopefully be enough to make customers reconsider buying the item. Since these users have already shown an interest in your products, targeting them should be one of your top priorities.

Once you’re comfortable with these basic workflows, you should move on to other options like order confirmation, inactive user, and lead nurturing. You can eventually start experimenting with customized workflows based on your audience’s unique shopping habits.

Marketing Analytics

Just as collecting customer data will help you refine your approach, gathering information on every marketing campaign makes it easy to identify trends quickly. Make sure to test everything from images and subject lines to marketing copy and time of the day. Even small changes add up over time if you consistently remove the worst strategies from your approach.

Most marketing automation solutions give you the tools you need to carry out robust testing and look at a variety of metrics. You’ll be able to determine which tactics best connect with your audience and which ones lose their interest.

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Omnichannel marketing is currently the most effective way of reaching out to your readers and promoting customer engagement. Beginning to use omnichannel strategies will differentiate your brand from the competition and effect a substantial improvement in your marketing ROI. These ideas will help you develop more effective omnichannel marketing tactics and use each channel to its fullest potential.

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