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A Beginner's Guide to Omnichannel Marketing

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By Garrett Spence   |    March 20, 2017   |    11:52 AM


Getting Started With Omnichannel Marketing

There’s no getting around it: technology is omnipresent in our lives and new technology is emerging all the time. This means that brands need to be present in more places than ever before… and that’s where the importance of omnichannel marketing becomes clear.

Not sure what omnichannel marketing is or what it really means? Here’s your quick guide to this type of marketing, including how you and your business can be available across multiple media channels.

What is omnichannel marketing?

Marketo’s blog provides us with a comprehensive definition and explanation of omnichannel marketing:

“... Marketers now need to provide a seamless [customer] experience, regardless of channel or device. Consumers can now engage with a company in a physical store, on an online website or mobile app, through a catalog, or through social media. They can access products and services by calling a company on the phone, by using an app on their mobile smartphone, or with a tablet, a laptop, or a desktop computer. Each piece of the consumer’s experience should be consistent and complementary.”

Essentially, omnichannel marketing is about making all of these pieces fit together seamlessly so that you can make the sale.

First, think about your customers

To use omnichannel marketing successfully you have to get inside the mind of your customers. Determine how they buy and test out all of the channels a customer might encounter on the road to ordering:

  • Is it easy to place an online order? Does your search feature work properly?

  • Is customer support helpful? Test out each type of support, from an online chat feature to the phone.

  • If you use social media, are questions answered promptly?

  • Are online orders quickly available for in-store pickup?

  • Are promotions uniformly advertised and explained on social media, your website, and in-store?

You should test each channel yourself, but don’t forget to bring external people into the mix as well. This will ensure that everything is working as intended. And remember, this short list may not cover every channel of your own business.

How to get started with omnichannel marketing

Omnichannel marketing can be overwhelming — there are so many options and possibilities! To keep things simple, start small. Email is an excellent starting point due to it’s efficacy and beginner-friendliness.

SmartrMail has some excellent tips about how eCommerce businesses can use email in their marketing, though any business can benefit from a well-populated email list of loyal customers. The types of emails you’ll send will depend on your business, but keep the following tips in mind:

  • Always personalize the emails you send. Send different emails to different segments of your email list based on things like what the customer purchased last, their browsing history on your website, and more. Even the simple act of including a name goes a long way.

  • Your emails should always be mobile responsive. Most of your customers will be reading their emails from their phones, after all.

  • Data is extremely important, and analyzing the numbers behind your business will help you become more effective in your marketing over time. Track your most relevant metrics so that you can adjust your marketing strategies as needed.

Not sure how to get started with email? Here are 7 Tips For Crafting a Great Email Marketing Campaign.

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