Sales and Marketing - Jen Jordan

Why Your Small Business Needs Omnichannel Marketing

Brands are built on providing the same customer experience at any customer touch point. Omnichannel marketing is a strategy that creates a consistent customer experience across all channels at any time they choose. This includes not only mobile and online experiences, but also the in-store experience.

The concept of an omnichannel strategy might seem complex and involved. Additionally, small business owners might feel such an approach only benefits larger operations. These common misconceptions can limit small businesses’ success.

A poorly executed omnichannel experience still yields a 3.4% increase in annual revenue. This number jumps to 10% with quality omnichannel marketing.

Benefits of an Omnichannel Strategy:

• Building a recognizable brand
• Meeting customer expectations, resulting in a seamless experience
• Customer loyalty
• Increased exposure and customer touchpoints
• A larger audience and following
• Increased sales
• Reduced spending on advertising and cost per contact
• A cohesive marketing plan

Expanding your marketing channels to include three or more channels can increase your orders by over 400% and purchase frequency by 250%. Statistically, opting for omnichannel marketing makes sense.

Multichannel Marketing VS Omnichannel Marketing

Multichannel marketing uses a variety of channels to reach customers, but the message may differ on each channel. While all channels are available for consumers, they are not integrated. This means that a customer may have a different experience with each channel.

In contrast, an omnichannel approach ensures that all channels are available to the customer at any time and that they are integrated. The business sends a message across all channels, and the channels interact with one another for a cohesive customer experience.

Starbucks provides an example of omnichannel marketing. Although the stores are not physically open 24 hours, their app is. With reward cards, the app allows customers to check their balances and reload through four options. Furthermore, the app allows for immediate gift-giving, orders, and rewards.

These activities are cohesively advertised across Starbucks channels: in-store, online, print, and social media. Customers know what to expect from Starbucks and quickly move through the sales funnel.

Create An Omnichannel Marketing Strategy

1. Start Small -Use your existing channels to build a foundation for your omni-marketing strategy. This might consist of your website and social media. Pick a few media channels and begin working to provide the same customer experience on each.
2. Consider An App- An app can deliver an immediate and entertaining way to engage your customers. It can also serve as a hub for your physical, online, and social media stores. Reward programs on an app can increase customer loyalty and allow customers to be in charge of tracking their progress.
3. Add Options Carefully -Each time you add a channel, ensure it is cohesive, provides a seamless experience, and keeps with your brand. Examine your additions from the customer’s perspective and how it will benefit them. While additions will boost your exposure and enlarge your audience, the goal should be to simplify purchases for the customer.
4. Create A CTA for All Channels- Interactions on each channel should have a clear call to action (CTA) attached. Your CTA needs to work with your other channels. For instance, a social media post link should lead to a mobile landing page rather than a desktop option. Including your app link in communications across your other channels can simplify downloading.

Omnichannel marketing strategies become easier once you approach each channel from a customer’s perspective. Decide how you can integrate your media and pair them to work together-to create an enjoyable customer experience. Providing this unified approach to all customer touchpoints will build your brand, increase your exposure, and increase your sales.

References:

https://icreativesol.com/what-is-omnichannel-marketing/

https://financesonline.com/what-is-omnichannel-marketing/

https://www.oracle.com/retail/omnichannel/what-is-omnichannel/#:~:text=Omnichannel%20is%20a%20term%20used,store%2C%20mobile%2C%20and%20online.

https://www.digizuite.com/blog/omnichannel-statistics#:~:text=Brands%20with%20a%20top%20omnichannel,decrease%20in%20cost%20per%20contact.

https://blog.hubspot.com/service/omni-channel-experience