Technology is now deeply integrated into our daily lives. We now use interconnected devices at work and in our homes. As our world becomes more digital, our behaviours change as well. This shift in behaviour is something that businesses and marketers must adapt to.  

With most consumers increasingly using multiple channels to make their purchases, businesses must strive to create more seamless omnichannel experiences to remain competitive.

What Is Omnichannel Marketing?

Omnichannel marketing is a sales approach focused on creating a seamless user experience across all channels. These channels include e-commerce stores, emails, social ad networks, SMS, corporate websites, review sites, and other platforms.

Isn’t this the same as multichannel marketing? Well, not quite.

While both sales approaches involve having multiple online channels, multichannel marketing is static, while omnichannel marketing is more dynamic. In multichannel marketing, each channel is typically considered a separate entity and has its own unique marketing plan.

On the other hand, omnichannel marketing creates a more holistic strategy that integrates all channels used by a brand. By creating touchpoints that connect with each other across various devices and channels, it allows customers to convert on channels most convenient for them. Moreover, omnichannel marketing goes beyond digital channels and includes in-person transactions. In fact, omnichannel strategies can drive incremental store visits up to 80% higher.

Simply put, omnichannel marketing is a method that engages more customers and boosts revenue by making the full customer journey seamless and accessible on all channels and devices.

Omnichannel Marketing Strategies That Drive Conversions

Here are some strategies you can incorporate into your omnichannel marketing initiatives. These strategies enhance the customer experience and drive higher conversions.

1. Gain deep knowledge of your customer

Providing your customers the best experience begins with knowing them deeply. Two effective ways to gain a better understanding of them are by gaining insights from customer data and by walking in their shoes.

Gain consumer insights through quality data

Your customer data is crucial to your omnichannel strategy. It will help you identify your customers’ demographics and segment them accordingly. It will also show you what their purchasing goals are, their challenges in the buying journey, and which channels they use to access content.

Gain insights from your data to understand how customers respond to your campaigns. Identify which channels they prefer to use in every step of the buyer’s journey. Then refine your existing strategy to meet their needs at every step.

Experience the buyer’s journey yourself

Another way to understand how your customers feel about their buying experiences is to go through it yourself. Do this by making mock purchases in each of your channels. This enables you to view your content and process in the eyes of a consumer. You can also send a ticket to your customer service to check how well you are able to address the needs of your customers. Analyse your experience, and make the necessary adjustments in your sales and marketing process.

2. Leverage analytics and track conversions

Track your conversions, particularly micros and PPCs. Micro conversions refer to the small actions that customers need to make to convert. Monitoring these will help you identify which ads are underperforming. Compare the number of users visiting your website with the number of pages browsed in each session. Consider the average time on site for each visitor and for pages containing specific keywords. Check the scroll behaviour and scroll depth of each converting user. Knowing what happens at each step of the funnel will help you tailor your process to guide customers along the path to conversion.

You also need to track which channels your converting customers come from. With ads set up in multiple channels, you must use appropriate PPC attribution models. With a better understanding of how your ads are performing, you can optimise across conversion journeys.

3. Invest in channels your customers frequently use

While omnichannel marketing aims to use the full potential of each channel, it does not necessarily mean that you should spend on every channel available to you. Instead, determine which specific channels your customers frequently use and invest in them.

With around 68% of U.S. adults active on it, Facebook is still the most widely used among social media platforms. However, the younger generations tend to use Instagram more. A report indicates that 67% of Gen Zs and 57% of Millennials use the platform. Then, there is also the increasing popularity of TikTok. So identify your target persona to determine which of the various channels you have will give you the highest return on investment.

4. Develop specific content for each channel

Once you have identified the channels you should optimise, you should then develop specific goals per channel. However, ensure that these goals all contribute to making your marketing strategy holistic and cohesive. Create content that guides your customers in each stage of the buyer’s journey. Your goal should be to lead your customers to the point of sale through that specific channel.

5. Make use of personalisation strategies

Personalisation is another strategy that you should employ in your omnichannel marketing initiatives. Use market segmentation to help you deliver one-to-one marketing experiences across your various channels. Create customised landing pages to connect with your target customers. Moreover, you should use intuitive tools to make the buying experience smooth and seamless for them.

Deliver useful information on products and services

Almost all consumers use the internet to research the products they purchase. Even those that make their purchases in-store check product details online before heading to the store. To aid them in product research, share useful product descriptions and details. You can also provide ways for them to gain more information about your product. For instance, you can use augmented reality apps to enable them to digitally explore your products before buying them. You can also use automated chatbots to answer their queries and give product recommendations based on their specific needs.

Offer more options

Another way to personalise shopping experiences is by giving your customers more options. Customers are more likely to complete a purchase if there are payment and shipping methods that are convenient for them. Offer options for quick delivery or in-store pickup. Tie up with more digital payment partners to make payments easier, or offer financing options for huge purchases. Ultimately, the goal should be to provide alternatives that make it easier for them to complete their purchases.

Design web pages responsively

Customers access content on all channels and devices, so your web pages must be responsive and intuitive. Your content must display well no matter the screen size is, and your pages should be responsive regardless of what device is being used. Pay particular attention to your post-click landing pages to ensure that customers are led to convert.

6. Leverage platforms with a shopping functionality

With most consumers active on Facebook and Instagram, you can use organic posts and social ads to generate sales. Use compelling CTAs in your Facebook posts to lead users to your site. If you offer physical products, sign up for Instagram Shopping. Connect these two accounts to make shopping seamless across these two channels.

7. Incorporate influencer marketing

90% of marketers believe that influencer marketing is an effective form of marketing. Incorporating it into your omnichannel strategy can further generate user engagement.

The best way to do this is to work with influencers with a significant social presence relevant to your target customers. Look for people in your niche with enough clout to generate organic traffic to your sites. Most influencers today have social accounts on several social media platforms. They can help widen your reach, especially in the most popular ones, such as Instagram, Facebook, and YouTube.

8. Increase the customer lifetime value

Customers patronise brands that go the extra mile to engage them and earn their loyalty. The more value they receive, the more likely they become loyal to a brand.

One way to boost customer lifetime value is to set trigger points in your channels. Use specific actions made by your consumers to determine what offers to include in your funnels. You can also offer loyalty rewards to increase retention rates among your clients. Make your rewards program available in all your channels and accessible to whatever devices your customers use.

9. Integrate your marketing stack

A fully integrated marketing technology stack will be essential to your omnichannel marketing campaigns. Make sure you have the right tools that can help you provide a seamless experience across channels and devices.

Your stack should be built around an advanced analytics tool and an intuitive customer relationship management (CRM) software. These two would be the brain and heart of your marketing stack. The analytics tools will help you make better informed decisions, while the CRM will enable you to document each buyer’s journey.

Other tools you should consider adding to your stack include video conferencing solutions, chatbot automation, email service provider, marketing automation software, and content management system. 

10. Run pilot campaigns

Once you have a clear strategy for your omnichannel marketing, launch a few pilot campaigns to test your strategy. Start with one campaign that addresses a specific customer pain point. Launch the campaign in three or more channels, making sure that each one works together with the rest. Get feedback from the campaign, and analyse metrics to determine its success. Then identify any problems or process that can be further improved for future campaigns.

Now Is the Best Time to Implement an Omnichannel Strategy

In 2020, marketing campaigns that used three or more channels earned a 287% higher purchase rate than single-channel campaigns. This clearly indicates that omnichannel campaigns are now more preferred by consumers. If you still haven’t created an omnichannel approach, do so now to remain competitive and relevant in the industry.

Employ effective omnichannel strategies to increase your customer retention rates, enhance customer engagement, and ultimately boost revenue. When faced with challenges while creating seamless omnichannel experiences, turn to the best practices in your industry. You can also consult industry experts or acquire the services of a professional marketing team. The important thing is that you start your omnichannel initiatives today.