Omnichannel Marketing Guide

Omnichannel marketing works wonders for businesses. It takes advantage of the multiple channels and creates a unified experience for customers. As you look at SMS marketing trends and other data, you can adjust your omnichannel marketing to meet the needs of your customers.

Omnichannel marketing focuses on customers and provides relevant information and messages. To help you effectively use omnichannel marketing, follow these three steps and use the five tactics in this article.

1. Identify Your Buyer Persona

Identify Buyer Persona for Omnichannel Marketing

You need to figure out what type of people make purchases from your business: this is a buyer persona. When you identify your target audience’s persona, you can figure out what they want from your omnichannel marketing. Consider these questions to help you identify your buyer persona.

  • What channels do my customers use the most?
  • How can I better utilize those channels to improve their experience with my company?
  • What bothers them so that I know to avoid that?

You should do some research and know what customers want. If any of them use email, then gear your omnichannel marketing strategy towards email marketing. It all depends on your specific audience and what will make things as easy as possible for them.

This is the most important thing to remember: your buyer persona will vary from other businesses. This is why you need to analyze your customer data and not just copy another business. Omnichannel marketing focuses on putting customers at the center of the business, so you can do this by identifying their buyer persona and adapting the channels to their needs.

2. Choose Communication Channels

You also need to determine which communication channels you will use for your business. There are so many communication channels that exist, so it’s important to identify the best ones for your audience.

Choose Communication Channels to implement Omnichannel marketing

For example, almost half of businesses plan to add YouTube to their channels for marketing, but this might not work for your customers. For example, if most of your customers don’t use YouTube, then you may not want to focus on it. Always aim to please your customers and to make their shopping experience as easy as possible. Imagine that you are in B2B market, by LinkedIn statistics – there are 303 million monthly active users on LinkedIn. They are potential customers.

If you don’t know which channels, to begin with, make sure that you at least use these four.

  1. Email.
  2. Website.
  3. Social Media.
  4. Text Messaging (SMS).

Most people have email accounts, a website allows you to set up a shop, social media allows you to directly interact with customers, and SMS provides convenience. These will bring you great profits and most people appreciate businesses that include these channels. Start with these four and continue to add more channels that apply to your customers.

3. Find Omnichannel Marketing Software

Omnichannel Marketing Software

Many people struggle with managing multiple channels, but omnichannel marketing software will streamline the process for you. Many types of omnichannel software provide features that simplify omnichannel marketing management.

  • Sending specific messages to people based on their interactions with your channels.
  • Keeping all information in one place to keep the organization simple.
  • Collecting data about customers and purchases.

While you could technically do this on your own, you will save money and effort by using omnichannel marketing software. Since it handles so many aspects of omnichannel marketing, you can focus your efforts on other parts of your business. It also ensures that the right messages get sent to the right customers to increase your profits.

5 Practical Tactics for Omnichannel Marketing

After you prepare to implement your omnichannel marketing strategy, you may wonder which tactics will help you. Here are five that we recommend:

  1. Get Customer Insights
  2. Cross-Promote.
  3. Recycle Content.
  4. Give Clear CTAs.
  5. Apply Feedback.

Let’s address each of these points.

Collecting customer insights allows you to learn about customers and see how they interact with your channels. See which messages and strategies perform well and keep using them. On the other hand, if any cause drops in your metrics, try different approaches.

When you use multiple channels, you can cross-promote them with each other. Encourage people to join your email newsletter through your website or add links to your social media pages in your SMS alerts. Try different tactics and see which ones work for your business.

You can recycle content between your different channels. However, don’t just copy and paste them: change them in ways that complement the channel. Recycling content comes down to getting the same type of information to multiple customers through different channels.

Giving your customers a call-to-action (CTA) allows you to encourage them to do things that will help your business. Make sure that you make your CTA clear by giving customers something to click on or providing other easy ways to interact with your business.

Your customers might give you feedback, and if they don’t, you can ask for feedback through surveys. As your customers share this feedback with you, make sure to consider it and apply it to your business. This will help you to improve.

These five practical tactics allow you to improve your omnichannel marketing strategy. As you use them, you will see your metrics increase.

Final Comments

Implement Omnichannel Marketing

Omnichannel marketing provides many benefits for companies and can help increase sales for their business. While it may seem daunting in certain ways, make sure to start by laying the foundation and preparing your omnichannel strategy for implementation. After that, it comes down to using the right tactics and strategies to draw in customers.

As you implement these three steps and keep these tactics in mind, you can achieve success. Omnichannel marketing may be hard to implement, but the rewards will make your efforts and time worth it. As you use omnichannel marketing, continue to build it up and improve it so that you can maximize your profits.

Also read: multichannel retailing!

Guest Contributor

author image Evaldas Mockus

Evaldus Mockus is an Experienced Search Engine Optimization (SEO) Specialist with a demonstrated history of working in the information technology and Saas companies. Currently, he is associated with Omnisend, an e-commerce marketing automation platform built for growing e-commerce businesses.