These days, many startups understand that consumers are looking for simple ways to connect with local businesses, handle returns, experience more personalised customer service, or support their local community. They must shift to focus on omnichannel efforts to increase customer retention and, in turn, revenue.
However, some startups are having difficulties in making omnichannel marketing strategies.
This article explains omnichannel marketing, who's using it, and a few things you'll need to get it started.
What is omnichannel marketing?
Omnichannel marketing refers to the multichannel sales approach that provides the customer with an integrated shopping experience. Each channel works together to interact and produce a consistent experience for the customer, whether they purchase online from a desktop or a mobile device, over the phone, or in a physical store.
Omnichannel marketing raises brand awareness among consumers and leads to greater engagement, ROI, and sales and improved customer retention and loyalty.
However, omnichannel marketing shouldn't be done on the spur of the moment.
To ensure that information is delivered to potential customers and investors at the right time, you should develop a structured omnichannel marketing plan.
Who's using an omnichannel strategy, and how?
In 2015, Rakuten Marketing and the CMO Club conducted a poll of 122 B2B and B2C chief marketing officers to identify their adoption of omnichannel marketing.
According to the results, 45% had already started implementing an omnichannel marketing strategy, but 11% thought their efforts were advanced. Of those who hadn't yet done so, 29% were in the planning phases and planned to do so within the next 6 to 12 months.
On the other hand, a startling 26% of respondents claimed they had no plans to implement the marketing approach.
According to respondents, the following obstacles stood in the way of forming one:
- Resources and investments essential to succeed are in short supply.
- Inability to make sense of data due to a lack of analytical and technical resources
- Integrating data is difficult
- Lack of communication between marketing agencies or vendors.
- Lack of C-suite buy-in to the value of omnichannel
- An organisational structure that is siloed
A year later, IBM and the CMO Council conducted a poll of 198 marketers, revealing that issues remain.
Only 11% of respondents, on the other hand, still handle their campaigns in a siloed and disconnected manner. The rest have started or plan to start using an omnichannel marketing approach that connects channels and experiences.
That comes as no surprise, given that according to a joint study by the CMO Council and Netsertive, 94% of marketers believe that providing an omnichannel experience is essential to business success.
Planning to create an omnichannel marketing strategy that works for potential investors?
Here are a few things you'll need to get started:
Deep understanding of the customer.
To create a valuable omnichannel experience, you must first have a deep understanding of your customers.
Know who your customers are and where they're coming from. Understand their goals and challenges, the devices they use, the material they enjoy, and the channels they mostly spend their time on.
Use social media to collect this information and learn from store staff who interact with customers. Understanding your recurring customers' purchasing behaviour might also assist you in determining which channels are the most effective.
Also, you can invite them to provide feedback, use social automation tools, and take advantage of the potential of lead capture post-click landing pages.
Repeat taglines online and offline.
Your message must be repeated both online and offline.
Use the same messaging across all channels to offer a consistent experience, both for your customers and potential investors.
If you're running an ad across various social media sites, you'll want the messaging to be consistent. You can play around with the words as long as the overall message remains constant.
Responsively designed web pages.
Since customers and potential investors access your brand's content through all channels and devices, offline and online, you need responsive web pages.
It requires that your post-click landing pages (on which visitors will be required to enter personal information in a form with their thumbs) display well regardless of screen size.
Pages should also load as soon as possible, ideally in just three seconds.
Note that customers and potential investors wouldn't return to websites that took more than four seconds to load, develop a "negative opinion" of a company with a poorly designed website, or tell their relatives and friends about their unpleasant experiences.
As long as it's responsively designed, customers and potential investors can easily see, browse, sign up, and purchase from your site, and you don't miss out on potential sales, leads, or investment.
You can utilise Google Analytics to help you improve the speed of your website even further. Although your GA dashboard only displays the PageSpeed Insights score and recommendations, it's still helpful to see it in a different light.
Improve your business structure.
When it comes to implementing an omnichannel experience, one of the biggest challenges many businesses face is getting all departments to work together efficiently.
Explain the significance of the strategy to your sales team, marketing department, sales floor crew, and even warehouse workers.
When a consumer or potential investors asks a question regarding a policy, anyone who works for you should be able to answer it. They should direct them to the proper person for an answer if they aren't.
Consider how each section of your company interacts with one another and how you may make any procedures easier for buyers, making your investors know that you’re focused on making your startup customer-centric.
Also, take note that investors look for businesses that can quickly scale up and manage a high growth scale. With sound financial predictions and a plan to integrate several revenue streams, investors must understand that you can create considerable profits beyond your initial product idea.
Create high-quality content.
If you want customers and potential investors to come to your website for answers, you need to develop an omnichannel experience that makes them know you're the go-to expert in your subject.
Consider what you're good at and convert that into content. This will increase visitors to your website that will help you generate leads or potential investment. Quality content attracts visitors to your website and promotes you as a thought leader in your field.
Use social platforms effectively.
Social media has become an essential aspect of daily life and is a powerful tool for marketing your startup. Almost everyone owns a social media account. Businesses of all sizes may benefit from using social media as part of their marketing plan to attract more customers and potential investors.
Determine which ones your clients and potential investors use the most. Remember that not all social media platforms serve the same purpose or appeal to the same demographic. Each social media platform is unique in its way. You must select those that will reach the appropriate people at the proper time. You can limit your target audience to those who live in your area and have similar interests to what you're offering.
Put the customer at the centre.
When it comes to omnichannel marketing, customers are built to be at the centre.
The success of these strategies is based on a thorough understanding of the target audience and providing an engaging experience for them. That understanding begins with your consumer and their needs. You must adjust or tweak your knowledge of your customer journey to make it customer-centric to achieve this.
Personalising your customer experience is one way to do this. Once you get to know your customers deeper, adopt the appropriate tools and strategies and continuously create a testing framework to improve the client experience.
Support local events.
Supporting local events such as charities or youth leagues are ways to get the word out about your brand across multiple channels.
For example, you can request that a charity post your sponsorship on its social media pages and in its newsletter. Every piece of exposure you get helps your startup become more well-known, attracting more investors.
Omnichannel marketing refers to the multichannel sales approach that provides the customer with an integrated shopping experience.
It has various benefits such as raising brand awareness, more significant ROI, and sales and improved customer retention and loyalty.
However, omnichannel marketing shouldn't be done on the spur of the moment.
I hope this article helped you in developing a structured omnichannel marketing plan by using the strategies above.
If you need more help regarding how omnichannel marketing can help you attract investors or you need help for your startup, you can make an appointment with us to learn more.
Rest assured that someone from our team will get in touch with you to answer all your questions.