Does your company deliver a seamless customer experience through every channel and device? In this article, discover five omnichannel marketing strategies that create a consistent buyer journey.
The state of marketing in the modern digital landscape is undergoing significant changes. What was once mass, “push”-based campaigns like batch and blast emails, has now become more personalized, 1:1 communication with audiences through various channels and devices.
Consumers are way ahead of lagging companies when it comes to omnichannel and multi-device marketing. What does this mean? Let’s explore in detail.
What are Omnichannel Marketing Strategies?
You may have heard the word “omnichannel” before. It has become a buzzword in the marketing world, but it isn’t just a buzzword – it refers to a key shift in marketing. Top performing marketers are now responsible for providing a seamless customer experience through every channel and device.
Consumers have access to brands like they never had before. From engagement on websites or mobile apps, to social media and email marketing, they have access to our companies through their tablets, laptops and desktop computers. That’s why it’s key to provide a consistent and complementary consumer experience through the eyes of the customer, and creating a seamless, integrated and consistent buyer journey.
Let’s explore several omnichannel marketing strategies that you can use as part of your marketing campaigns.
Understand the needs of the customer as well as they do
Continue to test and review the customer experience. According to NucleusResearch, omnichannel communication campaigns are highly measurable, so you can find out which channels are the most efficient for reaching your customers and optimizing your communication campaigns.
Test their experience by interacting with them through all channels. Look at what emails they respond to best. Look at the social media channels they are engaging on most. And see how effective your website is at converting prospects into opportunities. By testing and reviewing our efforts, we can better understand the needs of our customers.
Segment Your Audience
By creating groups of similar demographics and profiles of customers and profiles, you can create more personalized and targeted messages. Segmentation means grouping together customers that are in the same stages of the sales funnel and are similar in their customer journey. This way, you’ll be able to create better nurturing strategies that will target consumers at every level.
Offer different types of communication
Top performers always ask for an email address in order to send prospects and customers messages and marketing materials. But what if the customer doesn’t use email for B2B messages? In order to cater to your prospects method of buying online, you can offer them communications through their preferred channels.
If the customer visits your website, make sure that all of your pages target all the challenges customers face. If your customers prefer to engage on Facebook, make sure to continuously post valuable information. Being aware of where consumers are and where they want to communicate ensures that your customers are engaged.
Automate the process
Implementing omnichannel marketing strategies, and implementing them successfully, means using the perfect tool for this process – marketing automation. Marketing automation can help you automate your entire marketing process so that you can communicate with your audiences on a more personalized level. Marketing automation enables marketers to communicate with customers through multiple channels at once so the right messages reach the right consumers at the right time.
Make your communications mobile-responsive
According to Google, 71% of in-store shoppers who use smartphones for online research say their device has become more important to their in-store experience. This reveals an imperative change for the marketing process because now customers are viewing your websites and reading your newsletters on their smartphones and tablets. As a result of this, you need to make sure that all of your communications are optimized for the mobile.
If you aren’t optimized for the mobile, you are sure to miss a great number of consumers. An imperative aspect of your omnichannel strategy is to make sure your content is accessible through all types of devices.
How effective are you at targeting consumers on an individual level? Are you reaching out to them on various channels? It’s time to engage with buyers wherever they are – Omnichannel marketing strategies can get you there.