Have you heard of omnichannel marketing?
Omnichannel may sound like the name of a Transformer, but it is actually a strategy that integrates the online and offline customer experience into one seamless journey. And yes, omnichannel marketing is more than meets the eye.
An omnichannel strategy provides customers with one consistent experience through multiple channels, such as email, social media, website, mobile apps and brick-and-mortar stores (when available). This level of integration provides customers the flexibility they need to interact with brands in whatever way they want – whenever they want. There’s no wonder why integrating the online and offline customer experience is becoming the new standard for business.
Many big-name companies like Target, Starbucks, Apple and Disney are building brand loyalty and boosting their revenue by offering an integrated customer experience. But omnichannel marketing isn’t just for commercial brands.
The B2B world is similarly taking advantage of the benefits of offering a seamless customer journey. So how can your business start creating the enhanced and consistent experience that more and more customers are expecting?
Here are some building blocks to begin with:
Take the Customer-First Approach
Start with a deep understanding of your customer’s needs, preferences and behaviors. Use data analytics and customer insights to identify the channels that your customers use the most and the ones that drive the most conversions. This approach is essential for creating the level of integration your customers will actually appreciate.
Integrate with Technology
Invest in technology that integrates all your channels and enables a seamless customer experience. You can also use a customer relationship management (CRM) system to collect customer data and use it to personalize the content and offers you send to them. For example, you can use purchase history to recommend products that are relevant to each customer.
Deliver Consistent Messaging
Make sure that your brand messaging, voice and tone are consistent across all channels. This will help your customers recognize your brand and build trust. The best way to do this is by following your brand standards.
Upgrade Your Channels
Since more than half of the population uses their mobile devices to visit websites (and 85% of people use their smartphones to read emails), it’s important to optimize your website’s user experience design and make sure all of your content is mobile-friendly.
Use Social Media (The Right Way)
Use social media to engage your customers and drive traffic to your website. You can do this simply by showcasing your products and offering discounts and promotions. But don’t get too caught up on just selling. Use social media as a way to create an interactive community of customers. Show them how much you value them and they will do the same for you.
Focusing on these building blocks can help you create an omnichannel strategy that will increase customer engagement, build brand loyalty and boost revenue – and provide the seamless journey your customers expect.
If you need help developing a successful omnichannel strategy that will transform your customer’s journey, reach out to DeanHouston+!