10 Omnichannel Marketing Tactics to Boost Your Sales

Did you know that when customers shop via multiple channels, they demonstrate a 30% higher lifetime value?

Hence, if you are still focusing all your marketing efforts on a single channel, the chances of them going futile are very high.

Further, when you are present on all the channels that your customers are using, you increase your odds of retargeting them for various purposes, such as cart abandonment, second purchase, promotions, etc.

This is called omnichannel marketing, and with an increase in the number of shopping channels, it has become a “survival must-have” for businesses. So if you are looking to boost your existing omnichannel marketing strategy or create a new one, this blog will offer all the help you need.

Here, we explore the term at length, discuss what makes them so effective and share some pointers to develop excellent omnichannel marketing strategies for boosting your sales.

What is Omnichannel Marketing?

Gartner defines omnichannel marketing as a marketing technique whereby your brand message and your brand are everywhere, all the time. It becomes omnipresent in the lives of your audiences – ranging from the social media channels they use to the milk cartons they buy at a supermarket!

While the term might seem to be a bit overwhelming at first, armed with a proper software suite and human resources, you can master the technique and fuel your sales like never before!

For a better understanding of the term, take a quick look at the following image:

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Let us find out what benefits an omnichannel marketing strategy offers.

Benefits of Omnichannel Marketing

1. 360-Degree Brand Visibility

Having an omnichannel sales strategy allows you to procure 360-degree brand visibility for your customers, as you are present on all the channels they use and consider relevant for interacting with your brand.

This strong brand presence allows you to deliver highly curated 360-degree customer experiences as they are never out of your reach. You can target and engage them on all the platforms, such as mobile devices, physical stores, emails, social media, and even during website browsing sessions.

Brand visibility offers a number of benefits, such as:

  • Up to 23% increase in revenue
  • Up to 89% more customer loyalty
  • Better customer engagement

2. Well-Defined Customer Segments

Though 92% of marketers use personalized marketing techniques, yet 55% of them lack reliable and sufficient customer data.

Having an omnichannel brand presence allows you to gather customer data from different channels and analyze the same for creating well-defined customer segments.

As you have proper customer segments to target, you can have a highly targeted omnichannel digital strategy for personalized marketing.

Apart from boosting sales via better customer targeting, personalization in marketing also reduces the customer acquisition cost by 50%.

3. Accurate Understanding of Customer Behavior

Omnichannel marketing campaigns facilitate the effortless gathering of more diverse data sets that enhance your understanding of customer behavior, such as:

  • What percentage of shoppers browse via mobiles but opt for in-store purchases?
  • What percentage of customers are using social media for purchases?
  • How many customers arrived via an ad campaign?
  • How many customers arrived via a mobile ad and converted?

Such accurate numbers can be fed to AI-powered data analytics software to discover hidden trends in customer behavior, purchase motivation, and shopping patterns. Thus, you can optimize your marketing efforts in a data-driven manner.

4. Sync Various Channels and Departments

Omnichannel marketing streamlines the conversation across all the channels you are using for customer targeting. You can use this information to optimize and personalize the customer experiences and deliver comprehensive query resolution.

Ads, product recommendations, support, customer re-engagement, and customer communications – you can also optimize these business verticals based on the data insights gathered from the omnichannel marketing efforts.

Hence, all your channels and departments stay in sync, and your organization has a single source of truth for all customer-related information.

While we have covered the general benefits of omnichannel strategy that are relevant for all types of businesses, let us understand how it helps eCommerce businesses.

How Does Omnichannel Marketing Help in eCommerce?

Stats report that 86% of the shoppers are continuously channel hopping across at least two channels, and 51% of companies use at least eight channels to interact with customers. Apart from helping the companies understand more about their customers’ shopping habits and purchase motivation, omnichannel shopping experiences allow customers to connect with the brands at various levels.

For example, Glossier is one glowing example of how to leverage omnichannel experiences to boost e-commerce. The brand has an impeccable social media presence and interacts with its customers regularly at various levels – asking them for product suggestions, innovation in existing product buckets, and even open reviews on Twitter!

When we talk about Omnichannel for eCommerce, Amazon and Target are also two amazing examples that you can learn from.

Target partnered with Pinterest and integrated the Pinterest Lens into the Target app to allow their customers to snap a picture of something they like and search for the same on the Target app. This allowed Target to offer a seamless shopping experience, diversify their sales channels and enjoy a 10% boost in their sales.

However, omnichannel excellence stems from an explicit and unflinching focus on value creation. You have to do a thorough analysis of your customer priorities and strategies to decide who you want to be from an omnichannel perspective.

Also, you need to have a crystal-clear understanding of what it will take to realize that omnichannel ambition.

Omnichannel Marketing vs. Multi-Channel Marketing

Omnichannel marketing differs from multichannel marketing in its core values. Omnichannel marketing has an integrated approach towards customer value addition and integrates all the channels they use. On the other hand, multi-channel marketing uses more than one channel, and these channels operate in a disjoint fashion.

Hence, the omnichannel strategy allows you to offer 360-degree customer experiences throughout their journeys with your brand.

But, the multi-channel approach focuses only on standalone touchpoints, as shown in the following image:

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Further, the omnichannel approach gathers the data from all the channels in one place to offer highly curated and all-around customer experiences.

Moreover, in the omnichannel approach, you actually know how to deliver a personalized buying shopping experience via strategic targeting of multiple customer segments. By now, you might have realized how omnichannel has a more aggressive and well-defined 360-degree approach.

Multi-channel and omnichannel ideologies vary at two crucial levels:

  • Your understanding of where to put your efforts

You can formulate highly targeted marketing strategies based on data gathered from all the communication channels. So, mobile-first customers can get mobile-first services and experiences, and physical store shoppers can get well-aligned ads and services.

  • Overall customer experience

The customers are more engaged in the omnichannel scenario as they never “drip out” from the sales funnel. They are located in the center of all the sales and marketing activities.

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Next, we discuss some pro-level omnichannel marketing strategies that you can use to transform your sales and customer experiences.

Top 10 Omnichannel Marketing Strategies

1. Find the Right Omnichannel Journeys to Prioritize

The very first step towards omnichannel digital strategy is to embark on a targeted omnichannel effort and smartly select the right cross-channel journeys, to begin with.

You can use advanced analytics to make full use of your rich customer-interaction data and decode customer intentions, behaviors, and customer motivation across multiple channels. A deep understanding of your customer data will help you identify the most valuable cross-channel experiences, and you might be amazed how your definition of “best” varies from your customers’ definitions.

Key considerations for sorting data-driven insights are:

  • Customers’ inclination towards using multiple channels
  • Importance of brand journey to the customers

2. Opt for the Channels that Matter

Once you have determined the important customer interactions and their inclination towards different channels, you can now focus on building your functionalities. Span out your core omnichannel functionalities in line with the channels your customers prefer. Also, ensure that the information flows freely across all these channels to facilitate delivering personalized omnichannel experiences to your customers.

No matter which industry you belong to, you can easily find the patterns in your customers’ interactions with multiple channels as they set foot on specific journeys with your brand.

By focusing on the most common paths and channels that customers prefer using on those paths, you can quickly increase your chances of creating impactful experiences when and where they matter the most.

3. Develop a Customer-Centric Mindset

Ensure that your organizational limitations, such as legacy tech platforms or lack of automation in the business model, do not have an impact on the kind of omnichannel experience you offer.

You must always focus on completely understanding what your customers want and expect from you as a brand. This understanding must stem from all the customer segments to ensure that you put your customer needs at the focal point of your omnichannel functionalities.

Remember, any omnichannel marketing strategy is successful only when you have a customer-centric business approach because only then can you optimize your offerings in the best manner.

4. Omnichannel Customer Service

Despite being armed with a slew of smart digital customer service platforms, brands fail at delivering a seamless “channel switching experience” during customer service. A majority of customers are not able to switch from one channel to another while interacting with a service agent.

This disruption in customer experience not only hampers the overall customer experience but also leads to the disengagement of a customer during a session when he/she is directly interacting with your brand.

Hence, having omnichannel customer service is extremely crucial for the success of your omnichannel efforts. Invest in an omnichannel help desk tool, that empowers you to deliver unified customer experiences across all the support channels and makes both – your customers and service reps happy while doing so.

5. Unify Customer Data

Unified customer and channel data form the backbone of your omnichannel marketing strategy as it allows every stakeholder to have a single source of truth for any interaction or purpose.

The unified data approach helps you get rid of the organizational data silos and facilitates creating a central information hub. Further, when you have a centralized data repository, you can use your data analytics tools in an efficient and smart manner. This way, you have the most reliable, most recent, and most exhaustive data to capture and analyze all the customer touchpoints.

To accomplish this, you need to look beyond the typical choices, such as browser cookies, URL tracking, etc., and parse all the channels for gathering data, such as emails, messages, live chat, social media mentions, etc.

6. Make Sense of the Unified Data

Until and unless you leverage the true power of this unified customer data, there is no point behind collecting it in the first place.

Invest in a smart advanced data analytics tool or opt for an omnichannel customer help desk that comes with data analytics capabilities to start making sense of this data. These helpdesk solutions also come with reporting functionalities to offer you a set of actionable insights every time you need them.

Using these insights into the customer data, you can optimize your omnichannel offerings exactly “as and where” they are required.

For example, if your agents are not able to attach the right information resources for the customers during a session, you can opt for creating a community portal or company information portal where all the information is readily available.

7. Well-Aligned Content Offerings

Remember, every customer journey is different, and optimizing each one of them requires highly targeted and personalized content offerings.

There will be some customers that are willing to spend a little bit extra for buying the same brand offerings, only if you are able to deliver them better services. There will be some customers that prefer to get personalized product recommendations in their inboxes every month or quarter.

Finally, there will be some customers that are ready to give you feedback to contribute towards the enhancement of services and products.

In order to keep all these customers happy and engaged, you need to target them with personalized content offerings that are well-aligned with their brand expectations.

Target social media consumers with compelling posts, features, videos, and avid trend followers with influencer marketing.

8. Segment Your Audience

Empowered with data insights and a granular understanding of your customers’ preferences, you can take the next bold step – customer segmentation!

Customer segmentation is as crucial as choosing the right mix of drinks to make a cocktail. Getting your customer segments right will allow you to focus the right omnichannel sales strategies on the right customers. Creating customer segments is a gradual process as you need data from multiple sources and have to consider a number of aspects related to customer preferences.

Hence, we recommend performing thorough market research, to begin with customer segmentation.

Based on your business offerings, customer preferences, and data analysis results, you can create different segments on the basis of various criteria, such as:

  • Age
  • Gender
  • Location
  • Buying capacity
  • Purchase history
  • Browsing history
  • Ad interaction history
  • Support preferences
  • Content preference

You will find that many customers are present in the majority of your segments. These are the high-priority customers that you might want to focus more on, for maximizing your sales.

9. Tracking and Attributing

In your journey of building a pro-level omnichannel marketing strategy, the single biggest hurdle is tracking the success and attribution of your omnichannel marketing efforts. This is because you have to track every campaign, ad variation, clickable link, website, etc, for an in-depth analysis of the conversions.

The process can become quite cumbersome and even intimidating for enterprise-sized organizations with mountains of data generated in a single day.

Some ways to manage this tracking and attribution hurdle are:

  • Setting up goals in your analytics software
  • Creating custom tracking links for different channels, such as emails, ads, etc.
  • Ensure proper characterization and separation of all your omnichannel marketing campaigns, namely – primary, retargeting, nurturing campaigns, etc.

Remember, if you are unable to track the performance of your omnichannel marketing efforts, you will not be able to attribute its success.

Ensure that your teams have access to robust, reliable, and comprehensive communication channels to keep all of them on the same page.

10. Consistent Efforts for Wholesome Results

You must understand that excellence in omnichannel marketing comes from consistent efforts and gradual refinement of your strategies. The results are not going to show themselves overnight.

You have to be patient, analyze the data gathered from every omnichannel marketing strategy, and compare it with the next iteration. You learn as you go, and the results of one strategy will drive the planning and compilation of the next strategy.

So, consistency is of paramount importance.

Omnichannel Marketing Strategy: Are the Results Worth the Toils?

By now, you might have realized that building and implementing a robust and high-performing omnichannel strategy is a daunting and time-consuming process. You have to do a lot of research analysis and choose your targets with an expert eye.

So, many of you might wonder – are the results really worth the mammoth toils and resources you invest?

The answer is definitely a big YES!

Check out some eye-opening stats that will be a final nudge for investing in omnichannel marketing:

  • Brands with strong omnichannel customer engagement witness a 9.5% increase in their annual revenue.
  • Using 3 marketing channels instead of 1 results in an increase of 287% in your purchase rate.
  • 42% of retail marketing executives allocate half of their marketing budgets for omnichannel marketing campaigns.

Hence, omnichannel marketing is every bit the effort and is one of the best things you can do to fuel your sales.