How to Tailor Your Omnichannel Strategy to Your Brand and Market
How to Tailor Your Omnichannel Strategy to Your Brand and Market
When it comes to your marketing strategy, each outlet your business utilizes to reach customers is important, but when all efforts work together instead of independently, you can create a memorable experience that engages consumers. Yes, we are talking about omnichannel marketing!
The goal of an omnichannel marketing strategy is to create a unified customer experience that crosses channels. Every touchpoint along the way should work together seamlessly — from each social media post to website page, email program, and physical store. Each element should deliver the same message: a cohesive brand experience that your customers can rely on. Creating this consistency involves careful planning and execution. Your business needs to understand how all the pieces fit together into one big picture and what resources are necessary to make it happen.
To create your omnichannel strategy, you must consider both internal and external factors. When selecting a framework to use, it is critical to look at the unique needs of your business in terms of customer base, industry, market dynamics, and more.
Below are some tips on how to build a strategy that supports your business across marketing, sales, and service.
Match company goals
Your omnichannel strategy should be designed to help you reach your customer service and sales goals. Before creating your strategy, take time to review all of your goals for the year and identify ways to align your efforts to focus on how you can best meet the needs of customers and ensure they are receiving top-notch customer service.
Once you have a clear understanding of your company goals, consider the different channels that are available for engaging with customers and which ones will be most effective for each stage of the funnel. For example, if you want to drive awareness of your product or service, using social media channels such as Twitter and Instagram may be a good option. Whereas, if you’re looking to nurture relationships with existing customers, email campaigns could be more suitable. Knowing which channels work best at different stages will help you create an integrated approach to engaging with customers and ensure that every interaction is as impactful as possible.
Revamp your consumer journey
Success in omnichannel marketing requires more than just providing a good product. It requires understanding customer behavior and preferences, including knowing the journey they take to make a purchase. By researching customer behavior, you can get an up-to-date understanding of your target audience and how they want to interact with your company online. That way, you can ensure your omnichannel strategy is not only meeting- but exceeding – their needs and expectations. These sources include customer surveys, analytics, focus groups, CRM data, etc.
Tailor your approach by platform
An effective omnichannel approach requires a tailored, consistent message for each platform. Start by researching the unique characteristics of each channel, such as its target demographic, ideal posting times, and most popular types of content. Depending on the platform, you’ll also have to consider the kinds of hashtags and keywords your target audience is likely to use. Once you have a better understanding of what works best on each platform, you can craft content specifically tailored to it.
When you approach sales and customer service through an omnichannel marketing strategy, you open up a world of opportunities to strengthen your brand and reach more customers. With this unified approach, it is easier to create a consistent experience across all channels. Customers will have an understanding of your brand and trust they will receive the same quality service, no matter how they interact with you. Your omnichannel marketing strategy should be well thought-out and detailed to ensure seamless integration of all channels. Ultimately you will be able to convert more prospects into customers and provide them with a better experience that will foster loyalty over time.
Are you ready to adopt an omnichannel strategy for your small business? Our team at BBstone happens to be a group of experts in this type of marketing! Call or email us at sbellem@bbrookstone.com to get started. We would love to help your business gain new customers and improve your ROI.
