In marketing, we talk a lot about the “buyer’s journey”: the path which your customers take from brand awareness, to interest in a specific product, to finally making a purchase. At WGNR, we also created WGNR Conversion Matrix™ to further optimize the performance of the journey. But now that people have so many different ways to interact with your brand, the old model of a simple, one-directional buyer’s journey just doesn’t apply any more.
So what replaces it?
Wherever and whenever customers contact you, they should be able to pick up exactly where they left off. Instead of designing a single path for your customers, you should be ready to meet them wherever they are.
Let’s take an example:
Mr. Multi channel sees your store sign while walking through town. He visits your website, and signs up for an email newsletter. He decides to visit your store – but the staff haven’t heard about the email promotion, and they’re out of stock anyway. He orders an item online instead, missing out on the discount promised in the email. The delivery is slow to arrive. He can’t find your Facebook page, so he messages you on Twitter, but no one answers. He leaves a negative review on Yelp.
Officer omnichannel gets the same email offer after seeing your store and visiting your website. She shows the coupon to store staff on her mobile. When it turns out her item is out of stock, she orders it immediately via mobile app, with the offer applied. She tracks the delivery online, and when it’s delayed, she sends a quick Facebook message to your team. They check in with the supplier, update her, and add some extra credit to her store account. She shares a photo of her purchase on Instagram, and your social media manager reshares it on your business page.
So that second example sounds like a pleasant experience for the customer. But what’s in it for your brand? How can omnichannel marketing help your small business grow?
You might have noticed something about those two examples above. They weren’t just related to marketing – but also sales and customer service. That’s because omnichannel marketing requires your whole team to be connected, across every communication channel that you use.
The result? A consistent brand image, superb customer service, and marketing campaigns which reach people through their preferred channels. And those effects will boost your sales figures in three main ways:
Make sure that you have a consistent brand voice and look across all channels. That includes everything from social media to email, in store, mobile apps, and even SMS marketing. Being consistent like this makes your brand more recognizable… and it makes shoppers trust you more.
Social media plays an especially important part in omnichannel marketing. That’s because most customers in 2019 use social media for product recommendations, offers, feedback and customer service. So start by finding out which networks your target market prefers – then build up a strong, active presence online.
As we’ve mentioned, you’ll also need to break down barriers within your business, so that customers can have a seamless buying experience. Here are some simple steps to take:
Creating a full scale, omnichannel experience might sound like a lot of work. If you’re not sure where to start, or how to implement these ideas, then consult with an marketing agency that specializes in omnichannel marketing services.
The good news is once you implement omnichannel marketing, it will quickly become second nature for your team. And you’ll reap the benefits of growth, happy customers, and a more integrated team.
Let’s discuss your current goals and objectives and discover how to best support your needs.