What is Omnichannel Marketing?

In order to be competitive in today’s business world, it’s essential to provide customers with a cohesive brand experience. Omnichannel marketing is a strategy that integrates messaging across multiple platforms to facilitate synergistic customer engagement. This way, you can offer customers consistent information and seamless purchasing options no matter how they choose to interact with your brand.

In this article, we’ll explore the many ways omnichannel will transform your brand and take customer engagement to the next level.

Omnichannel Marketing: The Basics

Omnichannel marketing is all about integrating customer interaction across all platforms. Your social media pages, email campaigns, print advertising, and in-person sales experiences should transition seamlessly between one another, so customers feel taken care of during every step of the process.

It’s also important to remember that omnichannel isn’t just focused on integrating the digital elements of your brand. In fact, omnichannel is most effective when online elements and offline elements provide customers with the same hassle-free experience.

Omnichannel Marketing vs Multichannel Marketing: What’s the Difference?

If you’re just learning about omnichannel marketing, you may be familiar with the term “multichannel marketing” as well. While the two share many similarities there are a few key distinctions that separate multichannel and omnichannel marketing approaches.

Multichannel Marketing – Multichannel marketing focuses on distributing content across multiple channels. While this might sound similar to omnichannel marketing at first glance, multichannel marketing is more focused on distribution rather than integration. For example, a business might use multichannel marketing to distribute content to social media, email campaigns, and in-person advertising, but each marketing avenue is separate from the next. The customer experience is more isolated, and there’s no seamless transition between platforms.

Omnichannel Marketing – Omnichannel prioritizes the whole customer experience. For example, your social media marketing may link to a mobile site, which in turn may link to an option for in-store pick up. No matter which avenue your customer chooses, all their options flow together and provide the same service.

How To Implement Omnichannel Marketing

Like any successful marketing strategy, omnichannel requires you to understand your brand, identify your target audience, and create a sales map to chart customer progress from start to finish.

• Identify Your Target Audience ­– First things first, start by identifying your ideal customer profile. Gather data from past sales, look at engagement on social media, and develop an ICP that incorporates buyer statistics like location and age. Once you have a clear picture of who you’re selling to, you can strategize about the best way to deliver content to your prospects.
• Develop Your Sales Funnel – A sales funnel is a roadmap for the customer’s journey. In brief, the funnel illustrates the client’s progression from prospect, to qualified lead, to customer, by breaking their experience into distinct stages. Your sales funnel is a valuable tool to help you visualize how to integrate omnichannel marketing at different stages in the customer’s process.
• Unify Your Messaging – Delivering the same message to customers across all channels is the most important aspect of omnichannel marketing. Customer experience is at the forefront of this strategy, so it’s essential for customers to encounter consistent communication, easy purchasing options, and simple ways to access further information about the product. Each marketing offshoot, whether it’s social media or print advertising, needs to work together harmoniously to facilitate customer interactions.

What are the Benefits of Going Omnichannel?

The ultimate goal of omnichannel marketing is to grow your business’s revenue by providing customers with a streamlined and integrated experience.

The benefits of omnichannel strategies include:

Enhanced Customer Satisfaction – With customer satisfaction at the forefront of this strategy, omnichannel marketing centers on providing excellent customer service across multiple platforms.

Increased Revenue – Omnichannel marketing prioritizes customer engagement across multiple platforms to increase the overall interest in your brand. Higher customer engagement and easy access to information results in higher conversion rates and increased revenue.

Streamlined Branding – Because omnichannel marketing represents your product across multiple platforms, this approach requires you to unify and streamline your company’s image. This will help differentiate you from other companies and solidify your brand.

Develop Your Marketing Strategy with Acquirent

Unsure how to implement your new marketing strategy? At Acquirent, we’re here to help! Acquirent’s team provides personalized outsourced sales and marketing services to help you reach your business goals. Our team of experts is passionate about helping clients create sustainable sales strategies and implement long-term marketing solutions.

It’s time to take the lead on your marketing goals today! Acquirent makes it easy to develop an omnichannel strategy that will help your brand reaches its highest potential.