Rise of the Omni-Channel Marketer: Part 3

To recap the last few weeks, we discussed some of the top channels that digital marketers need to be focused on to create and implement an effective omni-channel marketing strategy: Social, Search, Display, Mobile, Video, and Email. In this post we’ll look at a high level overview of how you can assemble and optimize these channels together to create a seamless customer experience and drive the actions you want from your customer

1. Clearly define your goals.

Just like you learned in Marketing 101, the first step to planning your strategy is defining your business and marketing goals. Ultimately we all want to increase sales, leads, and conversions, but to formulate an effective omni-channel marketing strategy, you need to dig to deeper than that. Consider looking at attributes that are focused on customer engagement, create metrics and KPIs that are specific to your challenges. Ask questions like:

  • -What channels do my customers engage with most right before they buy?
  • -What are the channels most of my customers are acquired by?
  • -What channels do my most loyal customers spend the most time on?

Ask questions like these and measuring the results help help you identify what’s performing well and what is not, so you then know exactly what you need to do to increase sales, leads, and conversions.

2. Plan around the customer experience.

Remember, planning your omni-channel customer journey doesn’t start with what channels you want to use, it starts with what channels your customers are using. This is why it’s important to do some good old fashioned customer research and start profiling your customers so you can tailor content and messaging based on their interests. Whether you are retail, eCommerce, B2B, etc., customer experience iis the most important important aspect of successfully scaling your marketing efforts because the thousands or millions of people going through your marketing funnel won’t all be receptive to the same things.

3. Infrastructure is your best friend.

There are thousands of tools out there to help you manage marketing across all different channels, I’m sure you are well aware. The 3 key systems that every marketer needs are a solid CRM (SaleforceHighrise, etc.), marketing automation system (HubSpotMarketoEloqua, etc.) and retargeting platform (AdWordsAdRoll, etc.). You really can’t achieve successful omni-channel marketing without at least these systems in place first. But simply using a combination of those three systems is going to put you on par with the biggest brands and best marketers in the world. After you have mastered using those, consider optimization platforms (JebbitOptimizely,etc.) to help drive results in the areas that are performing the weakest.

4. Use the data.

What’s the point of collecting all of this data if it’s not going to be used! The sad truth about omni-channel marketing in this day and age is that you will never be “done”. There will always be opportunities to continue to tweak and optimize your performance. There will always be new types of customers and profiles showing up in the data that you will need to accommodate and tailor content to. And there will always be new channels and ways that you can engage your customers. Consider finding a real time dashboard you can plug all of your data into to identify new trends in your data to take actionable insights on.

We covered a lot these last three weeks but by now you should have a good understanding of what omni-channel marketing is, and how it can ultimately affect the bottom line of your business. When doing research, find tools that focus on multiple channels, not just one or two. Jebbit’s Post-Click Engagement Platform provides marketers with the power to optimize engagement across every digital channel. To learn more how it can fit into your omni-channel marketing strategy check out how it works or download one of our eBooks!