In the past, customers came to businesses to find a product or gain advice. This is no longer the case. Today, people turn to social media to ask their friends and network questions and search for solutions. This means you must become a trusted source by growing and nurturing relationships. So, how can businesses compete with this trend?
Omni-channel marketing is a technique where brands successfully create a unified experience across platforms. This means that the content someone sees online through social media and search engine searches answers their questions and is supported at the end point with a sale. Omni-channel marketing is a smart way to ensure your business is grabbing customers to purchase a product from your physical store by competing in the spaces they are looking for information with a consistent experience.
During Inbound 2016 I attended a presentation by Rebekah Radice called “How to Scale Successful Omni-Channel Marketing Campaigns.”In the presentation, Rebekah three ways to effectively scale an omni-channel marketing strategy for your business.
Be Clear on the Omni-Channel Journey
As already stated, the old school model of awareness, consideration, and decision is outdated. Today, 72% of B2B sales deal end in either a “no” or “no decision.”
Fight back with an omni-channel marketing strategy. If done correctly, according to one IDC study that found that omni-channel shoppers have a 30% higher lifetime value than those who shop using only one channel.
Then, you will push all channels together into a single journey. It’s this seamless journey that crosses channels that make successful omni-channel marketing strategies so powerful. It’s the ability to engage them on social media, drive them to your website, send them other relevant offers based off browse history, and retarget this audience to drive additional purchases.
Build the Foundation: Your Content Strategy
The biggest piece of the puzzle is your content marketing strategy. At it’s core, you need to know exactly who you want to reach so you can create the content they will find valuable.
Use Google Analytics or other data to understand who your audience is and what they are reading. Stop assuming, and become informed.
When you first begin to create your marketing strategy you will need to select your content marketing priorities. Choose and rank which of these outcomes is most important to your company:
- Increase awareness
- Generate new users
- Attract and retain users
- Innovate (thought) leadership
- Engage (and activate) audience
From here, tie specific goals to the outcome you find the most important and set benchmarks so you can track the success. With this omni channel strategy in place your content will be the catalyst to the retention and satisfaction of your audience.
After all, your content is what your audience is looking for to answer their questions. If you write it in a way that considers their struggle and considers all parts of the decision making process you will have winning content that you can repurpose and repromote over time.
Engage Your Audience Using Social Media
It’s easy to try and implement a potential customer journey in the way that you want, but ultimately you’ll need to look to the data to understand where the customers are and how they are engaging with your brand. Then, build the journey to support this.
Ensure you are creating engaging posts that serve your goal. Track your results and pivot your strategy to ensure you’re making the biggest impact you can. Finally, make sure that you are seeing the ROI you need for your campaign. Are you able to generate the traffic you wanted to your content? Are you getting leads and growing your audience? If you’re not seeing the results you want you’ll need to change your see the results you want.
Are you ready to get started with omni-channel marketing? Rebekah ended with these six steps you can use to get started:
- Define your goals
- Create an integrated strategy
- Translate your established brand
- Track and measure your success
What are some examples of omni-channel marketing that you’ve seen? Leave these examples in the comments!