CXO Matters | How to Build an Omni-Channel Marketing Strategy

How to Build an Omni-Channel Marketing Strategy

How to Build an Omni-Channel Marketing Strategy
Image Courtesy: Unsplash
Written by Dheeraj Kapoor

Online shopping has rapidly become a popular alternative to brick-and-mortar shops for consumers in recent times. Research from a recent Salesforce report reveals that digital sales in the United States increased 36 percent in December 2020. Of course, eCommerce was a trending concept before the outbreak of the global pandemic, but now, online shopping will be the way forward.    

While more consumers embrace online shopping, they are also seeking simpler ways to connect with local businesses. This allows customers to experience more personalized customer service or gives them a way to support the local community. 

The need of the hour is for traditional brick-and-mortar retailers to embrace digital shopping. Smaller online businesses and retailers who are new to online shopping can tap new markets and customer bases by developing an effective, budget-friendly omnichannel marketing strategy. 

What is omnichannel marketing?

Omni-channel marketing seeks to deliver consistent, personalized shopping experiences for customers on all channels and across various devices. The primary goal of omnichannel marketing is to offer more value to the customer by connecting the different ways they communicate with your business. Retailers must ensure that customers have the same experience across all marketing channels. 

Creating an omnichannel marketing strategy

Let us tell you how to plan an omnichannel marketing strategy for your business. Even though you may have a limited budget, there are several ways you can build an affordable omnichannel experience for your customers. 

Understand your customers

The first step to creating any successful marketing plan is to gain a thorough understanding of your customers. The goal of a good customer experience is not only to reach your target audiences. You need to express to them your unique value proposition (UVP). 

You must understand your customers’ pain points and your UVP must offer a solution to their problems. 

Showcase your marketing taglines online and offline

Capture the essence of what your business does. This is easier once you identify your customers’ pain points and your UVP. Your taglines will ideally describe what your business does. 

To create a positive brand image, you could post ads on social media and upload videos about your solutions to customers’ problems. Target your ads to reach your customers and place them where they might easily be seen. 

Redefine your business structure

When they aim to create an omnichannel customer experience, many businesses have difficulty getting all their business departments functioning together. An organization’s sales team must understand the importance of a multi-channel approach to marketing.  

Your primary aim should be to create a customer-centric environment. Your employees across different teams should be able to respond appropriately to any customer queries or direct them to the right team that will be able to answer their questions. 

Consider investing in a marketing technology stack to ensure that all the various elements of your marketing plan work together seamlessly. It would be a good idea to integrate your customer relationship management software and your eCommerce store. 

Automate a significant portion of your marketing efforts, especially for online promotions. This will give you more time to focus on boosting your customer experience. 

Create high-quality marketing content

Remember quality content helps increase traffic to your website and establishes your brand as an authority in your industry. The content you display on your website can also serve as a lead-generation tool. You can also showcase previous projects you have undertaken on your website. 

Advertise on social media platforms

Social media advertising is a good way to build engagement with your brand and business. To effectively target your audiences, you must figure out which social media platforms your customers visit most frequently. 

To target new customers, consider joining social groups related to your industry. You could also create brand awareness for your products and services in and around your neighborhood – in your local community. 

Connect with customers through your marketing efforts

Once you put your customers at the center of your marketing initiatives, you open windows to plenty of opportunities. Get your customers involved in your initiatives and marketing campaigns to build a more personalized brand. 

Go the extra mile to boost sales

Every marketing effort pays dividends. Do not be daunted by the complexity of managing an omnichannel marketing strategy. Implementing digital marketing initiatives can help expand your customer base, increase sales conversions, and lead to profits for your business.

So, you see, omnichannel marketing is achievable. Why not give it a try and gauge your customers’ response?