Omnichannel marketing is the brand’s interaction with its audience across multiple online and offline channels aimed at providing a consistent shopping experience through the buyer’s journey. These channels include social media, websites, apps, email campaigns, chatbots, web push, stores, events, etc. This integration of tools helps brands gain customer loyalty, establish brand recognition, provide a personalized experience, reduce customer churn, and boost sales.
In this article, we’ll review the importance and benefits of omnichannel marketing and get to know the difference between omnichannel and multichannel strategies. Next, we’ll uncover how to create an omnichannel strategy with SendPulse and grab some inspiration from outstanding examples.
Why is omnichannel marketing important?
According to statistics, 87% of sellers assume that omnichannel marketing is essential for the overall success of their brands. In today’s digital world, you need to have many touchpoints with your customer to close a deal. You can interact with your target audience in-store, on a website, in messengers, social media, chatbots, etc.
With omnichannel marketing, you can focus on customer experience rather than on communication channels. This type of marketing makes customers a top priority. This means that companies make everything possible to improve user experience with a brand, personalize offers across different channels, and ensure support in-store and online. As a result, customers are satisfied, and companies increase their customer base, improve customer loyalty, and boost revenue.
Since most people often hop across several channels before shopping, brands should be ready to ensure a seamless and consistent experience in all the possible touchpoints. Remember, a positive experience reduces churn and increases loyalty.
Now that you know the reasons for implementing the technique, it’s time to figure out its benefits.
Benefits of an Omnichannel Marketing Strategy
Omnichannel marketing is gaining popularity right now. This is due to a bunch of advantages it brings to both the shopper and the seller. 50% of customers want to have a possibility to purchase online and pick up in-store. Let’s review the pros customers can obtain if a brand implements the strategy. They include:
- seamless customer experience;
- additional options for shopping;
- different channels to reach a company and solve problems;
- convenient shopping;
- amazing in-store experience;
- personalized services;
- the freedom to choose the channel;
- the opportunity to save time.
More and more companies leverage omnichannel marketing for a reason. With this strategy, your business can get the following benefits:
- brand recognition;
- reduced churn;
- customer loyalty;
- excellent customer support;
- high revenue;
- more complete purchases and closed deals;
- improved customer lifetime value;
- growth in your reach;
- the positive customer experience at each stage of the customer journey;
- new audience segments;
- higher customer engagement.
When you provide seamless and convenient shopping for your customers across multiple channels, you’ll get many benefits in return. So let’s proceed to the next section to unveil the difference between omnichannel and multichannel marketing, which seem so alike.
Omnichannel Marketing vs Multichannel Marketing
Providing a best-in-class experience with a brand that communicates the necessary information to the buyer requires time and the right strategy. Marketers need to be creative to reach shoppers in the right way. There’s one main question: which one to choose. To make the right decision, you need to know the key difference between omnichannel and multichannel marketing. We’ll now review each of them in detail to understand it.
Omnichannel marketing is a strategy in which entrepreneurs put customers in the heart of their businesses. Brands use multiple channels and personalized messaging to effectively lead prospects down the sales funnel. The strategy implies providing customers with a seamless and consistent experience. To attain the goal, brands use different channels. For example, users can see the items they have already viewed on the website. A customer can encounter ads of these products on Instagram, Facebook, other websites, etc.
Multichannel marketing is a strategy that entails a brand delivering the same message across several channels. A brand shares the same content, promotions, offers, news on all channels without providing a consistent experience to leads and customers.
So, omnichannel marketing aims at ensuring a seamless and consistent experience that helps lead a prospect down the sales funnel. In contrast, multichannel marketing aims at expanding the brand’s reach and attracting new audiences.
The difference is clear now, so it’s time to jump into the next section to find out how SendPulse can help you create an omnichannel strategy for your brand.
How to create an omnichannel marketing strategy with SendPulse?
Let’s now imagine that you have a new profitable business — a brand that makes soy candles. You are thinking about conducting workshops to teach people how to make such candles. Now you need to develop an omnichannel strategy to lead customers through the sales funnel smoothly. Let’s review different tools you can leverage.
You can promote your candle-making masterclass through paid ads on Instagram with a CTA that brings potential participants to your landing page. SendPulse allows you to create a landing page, a link page for your social media bio within 15 minutes without coding. On the landing page, users can leave their contact information for participation in the classes and a giveaway. The winner will get 3 homemade wax candles for free.
In the first email, you should thank subscribers for signing up and welcome them to the upcoming master class. The second email is to provide subscribers with the workshop agenda and information about the teacher. The third email is to remind participants of the workshop, free guides, and a 20% discount they can get after they go through a short survey in Facebook Messenger.
In the last email, you’ll promote the opportunity to receive a 20% discount for the next master class if participants answer all questions in your Facebook Messenger chatbot. In a nutshell, you’ll need a bulk email service, chatbot and landing page builder, and Instagram ads to promote your event.
Before promoting your lessons through email campaigns, chatbots, and a landing page, you need to register with SendPulse. It takes a couple of minutes to create a new account.
Create an email campaign
The first step is to create a new mailing list where you’ll keep all emails from the subscription form on your landing page. To do it, select “New mailing list”. Name and save it. You can edit the list when you need.
The second step is to prepare a flow of emails. To be exact, a flow that consists of 4 emails. The service allows you to design your email from scratch or choose one of the existing free email templates. To create an automated series of emails, you should go to “Automations” and click the “Create new automation” button.
Then, select a name for your new automation, sender email, and name, and unsubscribe form language. Don’t forget to save the changes.
Once you click the “Apply” button, you’ll be on the Automation 360 page. Here, you can create a flow of emails and set up chatbots in different messengers.
To make subscribers receive the first email after the registration, you need to set up the flow start. Click the “Flow start” element and then choose “Add subscriber” in the Settings and the mailing list for this particular email campaign.
Now you need to drag the “Email” element and connect it to “Flow start”. After, you’ll see Settings in which you should manage the send-out. Select “Right away”, write email subject, preheader, and select the necessary email template. Edit the template to your liking. It will be the first email subscribers will receive.
In the second email, you can talk about the agenda and teacher in more detail. The third email should remind participants of the upcoming candle-making class and free guides for all people who will join the class.
Ask the participants about their experience in the last email. Invite them to do it on Facebook Messenger. Once they answer the questions, they’ll have a 20% discount for the next class.
The number of emails depends on the event and your strategy. The main aim is to hook more people, provide a consistent experience, and encourage them to join.
Create a chatbot
With SendPulse, you can set up chatbots for Telegram, WhatsApp, Instagram, and Facebook Messenger. So let’s take advantage of this feature and create a chatbot for your candle-making class. This chatbot will help you gather feedback from participants and provide them with a 20% discount for the upcoming scented soy candles workshop.
To kick-start, go to the “Chatbots” tab. Click the “Manage bots” button and select the “Sign in with Facebook” option.
Connect your page and sign up for your chatbot.
To communicate with users right after they subscribe, click the “Create a new trigger” button, then select the “After subscription” trigger type. Save the changes by clicking the “Add” button.
Now let’s create a message flow. It will help collect feedback from participants and provide them with a 20% discount for the next masterclass. Once you add a trigger, click the “Create a flow” button.
Now you can see a chatbot builder. There are different blocks. Use them to build a flow of messages you want to send to your participants. You can easily add chatbot messages with quick answers.
Below you can see a flow of messages from the candle-making workshop’s team asking participants about their experience in Facebook Messenger. In the chatbot, you ask participants whether they enjoyed the event and would like to participate in the next master class. People can answer with quick answers “yes” and “no”. Once you have all the necessary information, congratulate participants for getting a 20% discount on the next workshop.
After you finish, check if everything works properly. Now you can jump into the creation of your landing page.
To design a landing page, you should select the “Landing pages” tab, click “Create a website” and then choose “Mini page”.
You can create a landing page from scratch or use the available professional templates. Let’s select an existing one for our candle-making event and edit it. Now we have a great landing page for our candle-making workshop.
Paid ads on Instagram
To get started with ads on Instagram, go to Advertising on the Instagram website and click “Create an Ad”.
Once you click the button, you’ll be redirected to Facebook Ads Manager. After you read the non-discriminatory policy, click “I Accept”.
The next step is to select the objective of your future campaign.
Fill in the campaign name, select special ad categories, and proceed to the next step after clicking “Next”.
The next step is to set up the budget, audience, destination, and duration of your ad.
Insert your ad name, identify and choose the format. Once everything is ready, publish your sponsored ad by clicking the “Publish” button.
When your ad is approved, it will be visible to your subscribers and leads.
Now that you know how to create an omnichannel strategy, let’s take a closer look at some well-established companies. They managed to do everything successfully.
Examples of Omnichannel Marketing Campaigns
There are many amazing examples of omnichannel brands. They are unique and convenient to provide consumers with the best experience. We’ll review different companies to see how the strategy works. So, let’s grab some inspiration.
The famous coffeehouse chain invites its customers to make use of its app. Since now people use mostly their phones to order something, the brand created a mobile app that has multiple functions. Customers can make a pre-order and pay at certain locations.
You can pay for your coffee with a credit card, cash, or special Starbucks Card. This way, you no longer need to wait in a long queue after a hard working day just to get a cup of your favorite coffee. Customers can order ahead and enjoy their evening with coffee. Moreover, they can even be rewarded for consuming the brand’s beverages. What can be more pleasant?
Amazon synchronizes customers’ carts in the app and website when they are signed in. Moreover, it offers support on the channels people like the most. Customers who are prime members experience convenience everywhere when shopping with Amazon. They can use any platform to access the benefits of this membership.
Spotify isn’t inferior to Amazon in its user experience. The brand has its own approach to fulfill the needs of listeners and ensure convenience to use the streaming service on different devices. Since people can use a web app, a desktop app, and a mobile app to listen to their favorite songs, the service has synchronization. It means that a song a user listens to at the moment on a mobile device will be in progress on a desktop app as well. Thus, the person doesn’t need to search for the same song on the desktop app, since all these channels are connected.
In a nutshell, you are the one to decide whether an omnichannel strategy is a good fit for your company. However, you should always remember that with personalized messages and a seamless user experience, you’ll always be one step ahead of your competitors and one step closer to your audience.
- This article provides you with reasons to implement an omnichannel strategy.
- In this article, you’ll find the definition and importance of omnichannel marketing.
- This article unveils the benefits.
Last Updated: 26.11.2021