You want to take your marketing to the next level and you know that omni-channel marketing is where it’s at. You just might not understand exactly what omni-channel marketing is or how to use it in your business.
Failing to put together a proper omni-channel strategy will mean missing out on sales opportunities and increased conversions.
Here we break down what omni-channel marketing is and how to get started with your own omni-channel campaign for your business.
What Is Omni-Channel Marketing?
Omni-channel marketing puts the customer at the core of the marketing experience. You use all possible avenues to reach them with your marketing message.
Don’t confuse omni-channel marketing with multi-channel marketing. While multi-channel marketing does market to people from different platforms, omni-channel is a more encompassing strategy that makes the customer the core of the campaign.
Sounds simple enough, but how exactly can you use it to boost your business?
1. Build Your Library of High-Quality Content
Before you start marketing, you need to have enough content to spread over your platforms. If you’re going to be putting content out on a daily basis, figure out which content you can reuse and repurpose and which content is going to be platform specific.
Some businesses choose to leverage a content management system and others simply put together spreadsheets that track all the information for their content across platforms. Whatever method you choose having a system in place is central to effectively being able to implement an omni-channel strategy with a team.
2. Track Your Metrics
Your company can track almost anything in your campaign and this will allow you to see what’s working, who it is working on and more. If you’re on data overload — don’t worry. You don’t have to review all of the information right now. Just keep it saved until the time comes that you need it.
Before you start hoarding data, assess the data you need and the data that you can throw out. If you don’t need to store data, let it go so it doesn’t clog up your storage space or cause unneeded analysis.
3. Use Audience Segmentation
One of the places that you can use data is for audience segmentation. People are going to be in different stages of their buyer’s journey depending on a variety of factors.
If you want to be truly effective with your marketing strategy, you need to know where they are and what you need to say to them where they are.
Whether you’re sending emails or you’re reaching out via the phone, you should segment your audience for a higher conversion rate and happier customers. No one likes to receive irrelevant marketing messages.
Each platform has a different language and etiquette – this is where your content management system comes in handy. Make sure that you’re interacting on the platforms in a way that isn’t going to turn off your potential customers.
If you’re too formal on Facebook and too casual on LinkedIn, you won’t get the results that you want. Ultimately, each niche and industry are going to operate differently on different platforms. The goal is to work the content until you know it is going to speak to the people on the platform in a way they are used to depending on the platform they are using and from there turn up the volume.
4. Choose Channels that Work for Your Brand
You’ll hear that you should be omnipresent with your brand and while that is a great piece of advice, you shouldn’t waste your money on platforms that don’t work for you.
If you’re a health and wellness company and you’re promoting to LinkedIn users you might not get as great of results as you would posting before and after photos on Instagram.
Knowing in detail who your audience is makes it easier to focus on the channels that mean the most to them.
Even when you’re working your content out for the different channels, you still need to keep your brand voice consistent. There is a fine line between tweaking the way you say things for each platform and losing your brand voice altogether.
5. Focus on Being Mobile-Friendly
When you’re going for the omni-channel approach — you have to be mobile-friendly. If you’re serving your desktop optimized site to people on mobile phones, your strategy isn’t going to work.
You may look into accelerated mobile pages (AMPs) so your site can load faster to be easily accessible to your website viewers using their mobile devices. If you’re using the WordPress platform, there are various plugins you can use or you may wish to create a version of your site that is created purely for your mobile viewers.
6. Use Technology for the Win
If you’re trying to do everything on your own or by piecing all of your technology together, you’re likely missing opportunities for growth. There is no reason to do things the hard way when there are tools that will allow you to optimize your delivery and the connection of platforms you may already use.
Invest in technology that is going to make your life easier and let you focus on growing your business.
7. Test, Test, Test
As with anything else in marketing, you need to continue to test and see how each part of the strategy is coming along. A/B split testing allows you to see which verbiage, colors, wording or other element is working best in your campaign.
If you do A/B split testing, make sure you’re only changing one thing at a time so you know what is working and what isn’t.
Are You Ready to Get Started?
If you’re ready to get started with omni-channel marketing but you feel you need some help, we are here for you. We offer various solutions that can help your business reach the next level.
Book a demo today to see exactly how we can help move the needle for your business.