Consumers today engage with your brand through a variety of channels. They could either visit your physical location, your website, subscribe to your blog, review collateral you left behind at events or meetings, follow you on social media, and so much more. As marketers, we need to be able to view the experience they are having through their eyes and anticipate that they may start in one channel then move to another as they progress in their buyer journey. These interactions and strategic thinking decisions makeup omni-channel marketing.
3 Tips for Implementing Omni-Channel Marketing
Omni-channel marketing is all about connecting branding (the business side) with user experience (the consumer side) to create a seamless experience and brand consistency across all channels, regardless of device. A company’s brand is more than just having a logo, website, or business card design. It reaches beyond the creative visual elements to give customers and prospects more insight into a company’s actual culture and values.
Today, consumers have more choices than ever at their disposal. How do they determine the brands to which they stay loyal? Or, better yet, how do they choose who to buy from in the first place when so many brands are fighting for attention? Simple, they want brands that create the most compelling, personalized, one-on-one experience.
So, what does it take to build this personalized, seamless experience for your customers?
1) Determine why you are in business
Every project, campaign, or idea should have a purpose, have a compelling message, and reach the right people. We have found that using Simon Sinek’s famous “why” methodology helps us dig deeper into the goals and objectives of any project we take on. By identifying this from the beginning, your audience will see that you have a product that not only provides value and meets their expectations, but also leaves a long-lasting impression. Do it well; you earn yourself a brand champion.
2) Identify the motivations and needs of your target audience
To create a brand experience that resonates and speaks to your target audience, you first need to understand to whom you are marketing. What are their motivations? What are their needs? What are their struggles? Researching these elements ahead of time will allow you to not only get your messaging right, but it will also give you an inside look at what your customers and prospects expect from you.
3) Embrace your company’s collective genius
As marketers, designers, and business owners, we can commonly fall victim to the siloed system mentality when working on projects. If you want to deliver a solution, product, campaign, design, anything, that is truly integrated, your company and team need to be integrated itself first. Combining collective genius through collaborating with experts from multiple disciplines allows you to create a brand experience that resonates with customers on every level.
Imagine the potential for your brand when you have all of your omni-channel marketing elements working together in unison, not isolation. By creating a user experience at every single touch point, that is appropriate to your audience, business goals, and competitive landscape, your brand is not only more likely to gain a positive brand perception, but also positively reinforce your customers’ experience.
Every brand, every company, every marketing campaign has the potential to deliver an experience. But not every experience is compelling, satisfying, and thrilling. What’s the best way to achieve this? By guiding prospects and leads through the customer journey with an omni-channel strategy.