Omnichannel marketing is the cohesiveness of all your marketing channels and internal systems in order to create a unified customer experience. Having a well constructed omnichannel marketing system allows customers to contact you on every channel and have the same level of customer service. However, this experience should still be customized for the platform they are using. In today's market, customers expect businesses to do this, but many fall very short. In fact, 87% of customers think brands need to put more effort into providing a seamless experience.
Why Is Omnichannel Marketing Important?
The biggest benefit to implementing an omnichannel experience is customer service and experience. Making it simpler for the customer, this gives them the ability to contact and do business with you on whichever platform that's easiest for them. Whether that's by using Facebook messenger for customer support or visiting a retail store about a product they found on the website. Plus, businesses that adopt omnichannel strategies achieve 91% greater year-over-year customer retention rates. Remember, happy customers equal repeat purchases and referrals!
How To Implement Omnichannel Marketing
Creating an omnichannel marketing experience can be quite a daunting task. It requires finding systems that integrate together and filtering through the storehouse of information held, not to mention training staff to use these systems. Here are a few things to keep in mind and get started when implementing your strategy.
Start With Your Base
If your internal systems are a mess, providing an omnichannel experience won't work. Having a CRM is a starting point into fixing this issue. All salespeople and support staff need to be able to have a centralized system with all customer information. Your inventory system plays another large roll in this; particularly finding something with real-time information for customers.
Automate What You Can
Many businesses are still stuck with the problem of manual data entry. The problem with this is the lack of real-time data and errors in the information inputted. Chances are, if there is a process that takes hours of manual data entry, custom programming or tie-ins can solve this for your business.
Make Use Of Your Data
People trust you with their data if it's going to make their lives easier and mean they get more relevant information. ie.
- The remarketing ads that follow them on Instagram with products they looked at online
- Abandoned cart emails with a discount
- Segmented emails based on their interests and past purchases
When your channels are merged together properly, this allows you to hyper-target messages to your audiences and gives your marketing a higher return. Therefore, ensure all of your tracking pixels are working properly.
Focus on the Customer Experience
When creating your omnichannel marketing strategy, put the customer experience first. How will each of the channels you use help your customers? Is there a disconnect between two of them that would inconvenience your customer, such as making them need to repeat information? Each channel's strategy needs to be customized to work with the audience that uses that channel, but it also needs to tie in strategically to your other channels.
Beginning your omnichannel journey can take a lot of time and effort. Our challenge to you is not to wait. Set goals and deadlines for your business to begin the steps into providing a cohesive customer experience. Whether that's by creating email segmentation, implementing a CRM, or updating your website. So what are you waiting for? Let's chat about how we can help your business reach its potential.