Best Practices & Use Cases
What We’ve Learned (So Far)
In Part 1 of the Omnichannel Marketing 101 Series, we went over exactly what omnichannel marketing is, not only including its actual definition, but how it differs from multichannel marketing, its importance, and examples of when, where, and how it’s used. In Part 2, we outlined the steps to getting started on an omnichannel campaign. From those two blogs, we hope you’ve seen that omnichannel marketing’s an excellent way to gain and retain customers, and that it’s maybe not as intimidating as it sounds, but does require research, planning, focus, and sometimes, a team of experts like us!
Now, we’re giving you the inside scoop and sharing just a few of our secrets (yes, our secrets!) on best practices for creating an omnichannel campaign that powers a unique customer experience and cultivates company success.
What Industries Can Benefit from Omnichannel Marketing?
One of the many reasons omnichannel marketing is so popular is because of its versatile nature. It can be used in many different ways across several industries. Here are just a few we’d like to highlight…
Omnichannel marketing is often used by the telecom industry to conduct various tasks, such as helping customers make payments and send out new launch notifications. As a result, telecom companies can quickly boost revenue and drive engagement.
Travel agency customers go through numerous stages in their customer journeys. Omnichannel campaigns can help promote travel accommodations, send reminders about upcoming flights and delays, deliver other announcements, give out deals for restaurants, stores, and hotels, and keep an open line of communication that’s easily accessible to the customer.
There are several ways banks can use omnichannel marketing – from reminding their customers about impending bills and other costs, to providing account balances, and promoting new features or products. It streamlines their services and allows them to offer multi-device experiences that often save the customer time (and improves their patience).
Healthcare (Our Specialty)
Strata has helped many healthcare companies acquire and retain customers using smart and successful omnichannel campaigns. Marketing campaigns can be tough to create and execute in a highly regulated industry like healthcare, but omnichannel marketing has taken off, and more and more healthcare companies are utilizing it. Healthcare companies can use omnichannel campaigns to reach new movers in their area, connect them with physicians, send out appointment reminders, provide additional access to portals…the possibilities are kind of endless.
With all of that in mind, you can see why businesses that create and conduct omnichannel strategies have 91% greater year-over-year customer retention rates. So, even if you’re in a different industry than the four above, you don’t have to miss out. Read on to learn more about the best practices for creating successful omnichannel campaigns…
Creating the Perfect Omni-Strategy
When planning out an omnichannel strategy, it’s most important to research, collect data, and, well…thoroughly plan. Not only do you want to research and keep in mind the customer base you’re targeting, but you’ll want to examine how your customer base will experience each channel, and carefully prepare the different messages you’ll want and need to communicate to them. Like we said in our second blog of the series, knowing your customers inside and out is key to a successful omnichannel campaign. Learn their demographics, environments, behaviors, habits, and even their goals. Use analytics and CRM data to get to know your customers’ behaviors and actions. Make sure to personalize your omnichannel campaign by segmenting this audience based on your acquired data and the journey they’ll take.
On a related note, always be customer-centric. Make sure your team understands the value of consistent messaging and experiences, and is well trained, because “different customers will interact in different ways with your brand, and there is no one way to do it”. Have staff ready to not only provide assistance, but to welcome new customers, consistently engage them in new ways, and turn them into advocates of your brand with, like we said, consistent communication and customer experiences.
Don’t forget to get content (and context) right. Make sure your messages are relevant and timely. Engaging with your customers at the wrong time with irrelevant information can very easily turn them off from your brand. Communicate with customers at the most pivotal touchpoints, “from identifying and understanding a need to researching solutions, comparing products, and making a decision”. Engage with your customers when it’s applicable to them, not just when it’s best for you. Utilize CRM software to stay aware of your customers and “maintain consistent, personalized messaging with customers on whatever channel they reach you on”. Meet them where they are with a message that sparks their interest and answers any questions that they may have about your business or service. And when you can’t be there 24/7, use automation to share content, send confirmations and reminders, and communicate in other ways when triggered to.
And, maybe most importantly in our opinions, always review your metrics (which can include conversion rate, customer acquisition or retention, social media engagement, click-through rate, and more) and revise as needed. An omnichannel campaign isn’t about setting it and forgetting it, but always reviewing and improving, so set milestones for you, your team, your marketing, and your brand.
The best way to perform all of these best practices is having the right tools. Like we said, CRM technology is an excellent way to store data, keep track, and communicate. If you’re a commerce-based company or service, it’s also a good idea to use a POS system so that all of your data is stored in one place. With a POS system, you can also more easily track customer behaviors and “provide them with conveniences like remembering their passwords, storing payment information, and suggesting relevant products”.
We’ve Got You Covered
If you’re thinking this is a lot to take on all on your own, we’d recommend partnering with a knowledgeable company with a staff of omnichannel experts (like us!). Strata can help with everything omnichannel – from data sourcing to execution and production.
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.