8 Ways to Use Omnichannel Marketing for Your Business
September 13th, 2022
In the digital world, customers expect businesses and brands to be accessible, which means they expect them almost everywhere. So, it’s important for companies to know how to utilize omnichannel marketing to connect with their customers.
Today’s prospective buyer is constantly switching between devices and channels in order to get information about products and services that interest them. But how can you meet those needs with your business? Omnichannel marketing is the answer. It combines all of your company’s marketing strategies into one cohesive plan. By using omnichannel marketing techniques, you can give customers the seamless experience they want while also lowering costs and increasing efficiency. Read on for eight ways that you can use omnichannel marketing for your business.
Why is omnichannel marketing so important?
Customers expect brands to have a seamless, omnichannel experience. The problem, however, is that many brands don’t have the resources to meet these demands. It’s now imperative that businesses find a way to connect customers online and in person. If a customer prefers to speak with your customer service team, but they don’t have any way to reach you, then you’re missing the mark. Functioning with multiple channels is challenging for most brands. For example, let’s say you have an eCommerce store, a brick-and-mortar store, and an online ordering app. You’ll need to transfer the customer experience seamlessly between all three of those mediums.
When it comes to technology adoption, most organizations are left scratching their heads on how to implement new technologies in their organization. On top of that, most companies have difficulty adopting new technologies because they see the adoption process as difficult and tedious. Even if you have a great team passionate about the new technology and its potential, you still need to overcome several hurdles to truly bring value using the technology.
That’s where omnichannel marketing comes in. By creating related experiences between channels, you can create an experience that your customers can’t find anywhere else. This approach unifies your brand’s various touchpoints to make the customer experience continuous, seamless and personalized — no matter where they interact with your brand.
Ways to Use Omnichannel Marketing for Your Business
1. Know your customers
One of the first things you should do when starting an omnichannel marketing campaign is to understand your customers better. What are their pain points? What are their interests and demographics? What is their preferred method of communication? By answering these questions, you’ll be able to tailor your marketing to meet your customers’ needs. Knowing your customers will also help you decide which channels you want to focus on.
2. Develop a single customer view
One of the biggest challenges to omnichannel marketing is that different departments, such as marketing and sales, have different information about each customer. They might know their name and contact information, but they might not know what products they’ve purchased in the past or what products they’re interested in buying in the future. You can resolve this issue by creating a single customer view. This means that all of your departments will have access to the same information about customers. This will allow you to cross-sell and upsell products across departments. It will also allow you to create more personalized marketing campaigns based on each customer’s interests and past purchases.
3. Create a cohesive marketing strategy
Another obstacle to omnichannel marketing is that your marketing efforts aren’t cohesive. You might have great ads on TV, but your website has poorly written copy. You might have great ads on social media, but your storefront is difficult to navigate. To solve this issue, you need to create a cohesive marketing strategy. This strategy should include all of your marketing efforts, from the copy on your website to the products you choose to sell. By creating a cohesive strategy, you’ll be able to better meet your customers’ needs and you’ll also be more efficient with your marketing efforts. You can then implement that strategy across all of your marketing channels, creating one consistent and effective omnichannel marketing campaign.
4. Establish a strong omnichannel infrastructure
To create a cohesive marketing strategy, you must have a strong omnichannel infrastructure. This means that your website, storefront, and customer service software should be integrated with one another. If your website has a built-in shopping cart, you can link it to your storefront so that customers can purchase products directly from the website. You can also connect your customer service software to your website so that customers can get help through a live chat, regardless of whether they are on the website or on your storefront. If your marketing efforts, website, and shopping cart are not integrated, you’ll struggle to create a cohesive marketing strategy and a practical omnichannel experience for your customers.
5. Embrace AI
AI can improve shopping experiences by providing customers with a seamless, holistic view of their purchase journey. For example, it allows them to manage their orders from one place and track their order progress across multiple channels. It also integrates data from different sources, allowing companies to better understand customer behavior. AI can also improve omnichannel experiences by ensuring that online and offline channels work together seamlessly. For example, it can enable online shoppers to check the merchandise availability in brick-and-mortar stores before making a purchase.
6. Leverage Real-time Data Feeds
Another way to create a cohesive marketing strategy is to leverage real-time data feeds. This means that you’ll use third-party software to gather data from your customers and use it to inform your marketing efforts. For example, if you notice that customers are searching a lot for cold-weather clothing, you can use that data to increase your inventory of cold-weather clothing, thus improving your ability to meet customer demand. By leveraging real-time data feeds, you can create a cohesive marketing strategy that is constantly evolving as customers make purchases and interact with your brand.
7. Provide product information and reviews
Another way to create a cohesive marketing strategy is to provide product information, such as product descriptions and product reviews. These details should be consistent across your entire marketing campaign. By delivering consistent product information and reviews, both online and on your storefront, you’ll be able to provide customers with a seamless experience. They’ll be able to read about the product on your website, review the product on your storefront, and read reviews from other customers on your website.
8. Enable customer service through chatbots
Another way to create a cohesive marketing strategy is to use chatbots to provide customer service. By creating helpful chatbots that answer customers’ most common questions, you can free up your employees’ time to focus on other things. By providing basic product information, details about your return policy, and helpful tips, you will be able to free up human employees to provide personalized service to customers looking to make more complex purchases.
Omnichannel marketing is the future of marketing. With so many benefits, it’s important for marketers to create a seamless experience to retain customers, drive sales and traffic, increase client satisfaction, gain better customer insight, and improve revenue growth. By implementing these eight ways to use omnichannel marketing for your business, you can increase your customer engagement and make your brand more accessible.
Ready to see what we can do for you?
In the right hands, artificial intelligence can take human performance to a hitherto unimaginable level. Are you ready for evolution?