New research has revealed just how powerful a force omnichannel marketing can truly be. According to a study by Fluent, 63 percent of consumers who interact with marketing materials across 10 or more channels make a purchase in-store at least once per week and 49 percent make an online transaction.
So it’s no wonder why 70 percent of businesses consider omnichannel marketing a critical function of their promotional strategies. Targeting customers across a variety of channels results in proven revenue.
The survey dug a little deeper into which multichannel approaches work best, and the findings were interesting. Apparently, email and social media are a power couple in the marketing world. When email newsletters are paired with social media, they drive more frequent purchases than any other channel.
Of the social media platforms, Twitter and Instagram led the pack for the percentage of customers who make purchases after viewing due to a posted newsletter (at 78 percent and 68 percent, respectively.) And, while Facebook took the third spot at 58 percent, the report concluded that it is ultimately the channel with the highest level of opportunity based on the sheer volume of users.
The bottom line? Omnichannel approaches to your marketing efforts can result in more frequent purchases by your customers. In fact, a study by Neustar found that 78 percent of marketers have either already realized or are expecting a lift in sales due to omnichannel marketing tactics.
As an SMB marketer, you shouldn’t put all of your eggs in one basket. You need to make sure you are spreading your ad dollars across channels—both new and old. Whether this means strategically linking up online and offline campaigns, dusting off those print flyers or revamping your social media content, omnichannel marketing is all about spreading the love.
There are some key ways to make sure your multichannel efforts soar. Let’s take a look at the top four.
- Observe and respond:
All effective SMB marketers have one thing in common: They pay attention. Take note of what content and which channels receive the most attention and when. What kind of content works best on your social sites? Do your emails get opened more with a funny subject line or a dramatic one? Is your blog content getting more shares from your younger customers or your older ones?
The key to success with omnichannel marketing lies in these details. Luckily, technology has made this data easier to track than ever. Take advantage of tools like Google Analytics to get a better understanding of what is working and why. Then combine your best channels for the ultimate omnichannel success.
Paying close attention to this information has the added benefit of alerting you to when a particular strategy isn’t working so you can optimize your marketing spend to the best of your ability.
- Have a plan:
Multichannel marketing involves more than just rapidly firing off a variety of ads on different channels. You have to be strategic about how, when and to whom. The first step involves pinning down your target audience. Are you reaching out to females from 30 to 50 years old or males from 15 to 25? Are your ideal customers more active online or offline?
From there, you need to determine your ad goals. From conversions to engagement, the type of advertisements you display will vary based on what you want your users to do. Lastly, you should formulate a content plan. You don’t want to post on every social media channel, send out your email newsletter and mail out your direct marketing materials all in one go.
Omnichannel strategies work best with budgeted releases. This doesn’t mean you have to neglect past materials after they’ve been posted. As evidenced by the Fluent study, there is something to be said about the opportunities for multiplied reach thanks to repackaged content. Link to your newsletter from earlier in the week in your newest Facebook post. Share your Instagram photos on your Twitter feed. By repurposing your content, you not only make your efforts more effective, but also get the most bang for your marketing buck.
- Review the experiences:
To drive a truly impressive omnichannel campaign, you need to ensure consistency across your channels. Is your branding the same on your website and your social media sites? Do you have a mobile app? If not, can your website load on a variety of devices? The customer journey is increasingly fluid, and you need to ensure your customer’s experience is as smooth as possible. Your users should be able to switch between their different devices and still enjoy a simple and engaging experience.
Test run your different touchpoints. Open your latest email newsletter on your tablet. Scroll through your website on a smartphone. Are things running smoothly? Or is there room for improvement? Checking these things for yourself with the customer’s perspective in mind can help you prevent problems before they start.
- Get going:
Now that you know how to dazzle with your omnichannel marketing, it’s time to get started (if you haven’t already). The benefits of this strategy are impressive, and you likely already have the necessary tools at your disposal already.
Connect the dots of your existing marketing materials to make a cohesive plan. With the potential for increased ROI and many businesses already utilizing this tactic, omnichannel marketing seems to be a no-brainer.