Marketing strategies must change and adapt to changing market conditions, customer demand, evolving TA expectations, and other factors. You risk becoming out-of-date and stale in your delivery of offers. You may not have considered the huge customer segments that you might be missing right now.
Businesses and entrepreneurs both realize this, and embrace omnichannel marketing. This approach is often called the “natural evolution of marketing” by many. This is because modern customers are pretty diverse in their choice of both social and commercial channels (which include a number of major social networks/forums/blogs and shopping formats – desktop, mobile, online/offline, etc. ).
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What is Omnichannel Marketing?
Today’s customers have many options for shopping. Customers are more likely to shop through multiple channels and devices in order to have the best shopping experience. You can order products online, pick them up at a physical store, or pay for them online using your smartphone.
Multichannel marketing is something you may have heard of. It was meant to allow for efficient promotion via multiple channels. This approach is outdated because it focuses on different channels and separate efforts.
What is Omnichannel Marketing?
Omnichannel Marketing is concerned with optimizing marketing efforts across all business touchpoints. It also places a strong focus on the customer experience.
Why is Omnichannel Marketing Strategy Important
An omnichannel strategy is crucial because it allows you to offer a variety of customer segments the best possible shopping experience. This is especially important considering 87% of customers are looking for seamless shopping experiences, while 98% of Americans surveyed admit to switching between several devices throughout the day for different reasons.
Omnichannel Marketing Strategy is crucial
You can provide the best experience possible for your customers by going omnichannel. Start with an omnichannel marketing strategy. This will allow you to reach new customers more effectively and keep existing customers.
Omnichannel eCommerce Marketing Strategies for Optimizing Conversions
Here are some well-tried-and-tested omnichannel marketing strategy examples to set you in the proper direction.
Omnichannel eCommerce Marketing Strategies
Create customer journeys
The best way to get a better understanding of your customer experience and what you can do to improve it is by mapping out your customer journey. You can also understand how customers go from being prospects to returning customers and what channels they prefer to use. This is an important step in your omnichannel strategy development.
It’s important to define the goals for your customer journey mapping process from the beginning. What’s the main purpose of it? What is your primary goal? Tip: Smooth and efficient customer processes should be your main focus. Outline the customer journey to map it.
- The most important points for customer motivation
- Key events that took place during the shopping experience
- Points of friction that you can most influence
Your typical customer journey
This information can be gathered and organized in Sheets. You can also use this area to create customer personas. Questionnaires are great for this purpose. You can ask your customers about their company, how long they spend on the site, what they like most about your experience, and so forth.
It’s also important to identify all touchpoints, i.e. points where customers interact with your company. These include your physical or online store, social media channels, ads, marketing efforts ( Email Marketing and other), reviews of your site on other resources, and so forth.
Segment customers
It is impossible to target too many customer personas simultaneously. To make your targeting more efficient and structured, but still keep it effective, segment your customer base by:
- Interests
- Location
- Age
- Spending rates
- Preferable devices
- Browse and buy history, etc.
Segment your customer base
This will allow you to “hit it off” and offer the most relevant offers to specific segments of users via the channels they prefer. It’s not a good idea to send a newsletter via your email marketing efforts to younger customers. They may just as well not be checking their emails (unless they need to confirm their password).
Select marketing channels
Choose wisely when it comes to which channels you use for customer interaction and impact. Be aware of the different customer segments that prefer different channels. These are the most popular and effective options currently:
- Social media platforms – Facebook is the king of these, with most entrepreneurs and companies choosing it as their primary channel for content distribution.
- Advertising – Ads are very effective at driving customer demand. They help new customers learn about your offerings without any prior intention.
- Push-notifications are a great way to communicate your marketing messages and product offers to customers on the go. Customers can enable push-notifications at will and then check their status via a smartphone.
- Email marketing – email marketing is still relevant and effective. It is also a great channel for marketing to more mature audiences, business clients, and wholesale customers.
- SMS – SMS is a way to send offers via SMS, but this works best for buyers already purchased from your site.
Use different channels for different user segments
This allows you to use different channels for different customer segments, making it easy for every customer to get your selling point delivered.
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Use omnichannel marketing apps
Specialized software can make Omnichannel marketing easier and more efficient. Omnichannel is supported by many eCommerce platforms such as Magento, Shopify Plus and BigCommerce. There are many omnichannel apps that you can use, depending on the platform on which your store is built.
Use omnichannel marketing apps
These apps can be used for many purposes, including to remind customers about abandoned shopping baskets and optimize SEO. These Shopify solutions will allow you to share your marketing messages across multiple channels (mentioned previously) in an automated manner.
- Avada marketing automation – This solution focuses on outlining customer segments and increasing conversion rates through flexible newsletter campaigns and automated mass SMS, handy popups and other tools.
- Zendesk support is a customer service boosting tool that allows you to respond faster to user inquiries, connect opportunities through multiple channels and supports automation.
- Firepush is a powerful application for creating and launching complex SMS, email and push-notification marketing campaigns, managing abandoned cart recovery and connecting with customers through a variety of channels.
- ShipRelay Fulfillment is a complicated solution that handles on-demand goods delivery and achievement management in one place. This can be a lifesaver when it concerns stock organization and synchronization, optimization, and optimization of your “customer-delivery” experience.
You will find many options to enhance and smoothen your omnichannel marketing efforts by exploring the top-rated apps on the market.
Optimize your buying experience
It is crucial to ensure that your customers feel at ease when buying goods via any device. Customers should also feel secure about their payment and data. You will need to do the following:
- Mobile-friendliness: In the US, 53.9% of all eCommerce retail sales was made via mobile commerce . This means that approximately half of your customers prefer shopping and browsing products via mobile devices. Mobile optimization is also important. Make sure your website has a mobile-friendly version with optimized images and other interface items.
- Trust signals are certificates from third-party review sites or platforms, awards and achievements. Regulation compliance (such GDPR), security standard – all that you can do to increase trust in your online store.
- Flexible shopping is important – customers should have choices. This means that customers have many options.
- These policies must be as easy and user-friendly as possible. This will depend on the commercial details of your business, but your ultimate goal should be to put your customers’ convenience before any small business sacrifices that may pay off long-term.
Maximize the purchasing experience
Overall, you should be capable of handling all the above with ease using a reliable, flexible eCommerce platform.
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Advertising campaigns
Ad campaigns are essential. They can be launched using Google Ads, Facebook Ads or ads on other social media platforms. Google Ads is a great way to get traffic from the most used search engine in the country.
You should be familiar with the following key statistics about advertising
However, depending on the TA details, targeted social media marketing can be a sure way of increasing conversions as long as you meet the specific demand of potential buyers.
Paid advertising is a great way to increase conversions. To get a good return on your investment, scale your ads according to your budget.
You can test, test, and then test again.
You can have a wide range of influence on your potential customers and target market with your omnichannel marketing efforts. What should work best for you? What is your business model? What is your target audience? Here is where A/B Testing can be of great benefit.
Compare strategies to see which one produces the best results.
You can conduct a variety of A/B testing iterations – e.g., test different advertising formats through different marketing channels based upon your TA persona. Compare different tactics to see which ones produce the best output and get the most feedback. You will be able to narrow down the best tactics to suit your business.
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Summary
Although it might seem like a broad topic, you can start to experiment with different approaches and see the results. It is important to develop your own approach to Omnichannel Marketing. You can start with the most cost-effective tips in our article like customer segmentation and customer journey mapping.
You can expect to see a significant increase in marketing opportunities and improved relationships with customers over the long-term. This will lead to more conversions, more profits, and better market position for your company.
