The Omni-Steps to Getting Started
Omnichannel marketing can be intimidating at first. The very word itself starts with “omni” (meaning “all”), so we get it, it’s a lot! That’s why we’re peeling back the layers for you. We hope this blog, and our other blogs in this series, helps you understand how beneficial omnichannel marketing can be for your company. In the first blog of the series, we explained exactly what omnichannel campaign marketing is. Now, we’re on to the next step – how to get an omnichannel campaign up and running.
When building your omnichannel strategy, what’s most important is building your target audience. Without that, you’re simply creating a strategy that meets possible customers on the journey you think they’re on. You’ll likely miss who and where they really are. Since your customers are moving from device to device, it can be challenging to follow them, but it’s imperative to set up parameters to catch this data and meet them where they are and see where they’re going. Track their behaviors and record where they’re connecting with your brand and company. Research, research, and research more on your consumers – because as much as you’d like to optimize communication on every channel, your demographic may only be active on a few of them. Decide on which channels you should invest in by reviewing your website analytics. What’s getting you high traffic, time on your site, conversions, and other metrics?
Use Tracking Technology
Like we said, you’ll need a lot of data for your omnichannel strategy – but getting that data takes a lot of research and tracking. Review all website analytics to better understand where your customers are coming from, and why. Use this information to provide a positive experience for the customer along their journey. After all, 80% of consumers are more likely to do business with a company if it offers a personalized experience. Using machine learning will also save you time and energy in tracking and finding these customers. Lastly, use collaborative filtering, to make suggestions to new audience members.
Segment Your Audience
To target the right people (the ones you found in your research) at the right time (where they were in your research), you’ll need to utilize audience segmentation. Group your customers by demographic, psychographic, geographic, behaviors, and other applicable segments. These specific audiences will most likely be marketed to in distinctive ways, on different channels, and with differing touchpoints.
Be Your Own Customer
Before rolling out your omnichannel campaign, always test your omnichannel experience as if you’re the customer. Try to get into the customer’s mindset (using the data you’ve acquired and your knowledge of their behaviors) and keep in mind how personal the experience should be. Pretend to actually purchase something from your service to see if there are any problem points or errors along the way, and make adjustments to your campaign where they’re needed. We know that 79% of consumers say that they will purchase more products or services from a company after a positive customer experience, so make sure the experience is definitely a positive one before providing it to real customers.
Be sure to record quantitative and qualitative data not only before, but throughout your campaign. Keeping up with the campaign will help you understand where customers are connecting, purchasing, or dropping out and moving on. You’ll see where and when you need to adjust your campaign. Additionally, send out surveys to current or potential customers to see how and when you can improve their experience.
Make sure you’re not only responding to your customers – but also their behaviors. If your tracking is showing a change in your customer base’s actions, react to that change and alter your campaign.
What should also be responsive? Your design. If your targeted audience is moving back and forth between devices, you should too. Research shows that consumers use more than four devices each day. Provide an optimal experience not only on desktop, but on tablet, TV, mobile, and anywhere else you may be connecting with your audience. Make sure those in your company connecting with customers are trained to work across all of these possible channels, and can continually help you improve your customers’ user experiences. Use cross-screen advertising to “efficiently advertise to viewers as they consume content across different devices”. Create a touch-point on each screen your audience uses, or make sure the touch-point works on all possible screens.
Getting your omnichannel campaign started may require some company and mindset shifts, but it’s a strategy that can truly enhance your user experience and provide high ROI. 87% of consumers want brands to have more consistent experiences across all platforms, and omnichannel does just that. By investing in omnichannel marketing tactics, you’ll position your brand as a customer-centric business, which will help you pull in more consumers, increase conversions, and ultimately grow your revenue. Could you use some more help starting your omnichannel campaign? Let us know.