Are you looking to implement omnichannel marketing within your business? Or do you simply want to know what it is toincrease sales of your e-commerce? For both cases, you have come to the right place because you will learn everything about this strategy that is gaining more and more prominence in online business.
Currently, digital customers prefer more efficient and agile businesses when it comes to serving them. This is precisely where omnichannel marketing comes into play, since itarticulates all the digital channels of a businessand makes them work in a coordinated manner.
Any omnichannel strategynot only helps to improve the sales of an e-commerce, but also tooptimize customer service. Both are crucial when making a client’s decision.
To understand how omnichannel marketing increases the effectiveness of any e-business, keep reading this article.
What is omnichannel in marketing?
Omnichannel in marketing is a strategy that seeks to generate aunique experience for customersthrough the differentdigital communication channels of an e-commerce. The means can be from social networks such as Facebook or Instagram, to chat applications such as WhatsApp.
However, it must also be present in offline channels such as physical stores.
For this reason, it is important to have anomnichannel platformthat helps youunify all service channelsin one place. In this way, all the actions that are in your omnichannel marketing strategies will be much easier to apply.
A good implementation of omnichannel in marketing requires a series of phases. First, it goes through the investigation of the competition and users, their planning, the creation of tactics, among others.
Do you want to know how to promote omnichannel in your business? Then continue reading.
Before implementing omnichannel in marketing, it is important that you learn to recognize all the phases that a user goes through before making a purchase.
How does omnichannel marketing work?
Before implementing omnichannel in marketing, it is important that you learn to recognize all the phases that a user goes through before making a purchase. This is also called thecustomer journey.
For example, a customer can find your business when they do a search on Google, they investigate you, they see your products and after comparing with the competition they buy from you. Another example is when they see your product through ads on Facebook, they also go through a similar route.
This is important to know how to recognize because omnichannel marketing is precisely involved in each phase that your customers are in before making a purchase. One of the main objectives of omnichannel isto maintain contact throughout the cyclethat a user needs to buy from you.
As we mentioned, omnichannel marketing should not only be involved in digital channels. In reality, they are 360° actions that involve all aspects of a business. Learn how to implement it below.
How to implement an omnichannel marketing strategy?
Next, I will teach you how to promote omnichannel within the marketing plans of your business. To make it easier to implement, I’ll put it in 4 easy steps.
Start analyzing your customers
Most talk about collecting all customer information, but not where to get it from. Here I want you to learn a little about everything, so let’s start with 3 reliable data sources that will help you get the data you need for your omnichannel strategy.
The first is by usingGoogle Analytics. If you have a website,it will be much easier to collect thenecessary data that helps you know which product pages were viewed the most, the number of abandoned carts, among other things. Analyze and draw your own conclusions to create a good omnichannel marketing.
Another tool is inFacebook Suite. If your business has Facebook or Instagram, this tool provides you with key demographic data for an omnichannel strategy. For example, for employment or to see what age range your followers are in and from there determine how your business can communicate.
Finally, you canimplement online chatbotsin your chat channels. Once you have it, send small surveys to your customers every time they complete a query. Chatbots make a survey more fun and easier to fill out.
Send personalized messages
A good implementation of omnichannel in marketing is with personalized messages. You have already analyzed your audience, now adapt a message that suits the vast majority of your customers. It also sends unique messagesdepending on yourpurchase or search history.
But how to achieve it? For this, it is important that you have anomnichannel platformthat not only unifies all the chats of your business, but also saves thehistory of your conversation. In this way, you will know the behavior that has had with your brand.
Implement metrics
The more information you collect from your omnichannel marketing strategies, the better it will be for you to optimize and improve your tactics. Therefore,establish some metrics or KPIsthat will serve as a guide to measure if your actions are in accordance with your objectives.
Remember that in the world of marketing, trying, failing and improving are part of everyday life. The important thing is to learn from mistakes to strengthen your omnichannel strategy.
Communicate it to your team
When you have your omnichannel marketing strategy ready, your team needs to know what you want to achieve and where you want to go. In this way, you ensure that everyone is aligned with the information and has the same clear objective.
Let your team know why omnichannel is important to your business, how they can provide a better customer experience for your users, and how they can communicate better. As long as they are more informed of your intentions, your goals will be fulfilled just as you planned.
5 advantages of omnichannel marketing
You already have your omnichannel marketing strategy ready. Now is the time for you to know what are the benefits that your business will have when you implement it.
You connect with your users through their preferred channels
The wonderful thing about omnichannel marketing is that you can contact your users through their favorite channelswithout being intrusive. For example, with theWhatsApp APIyou can send message templates to clients in your databasewithout falling into spam.
Likewise, having anomnichannel softwarealso helps a lot. This, because you can integrate Facebook, Instagram and WhatsApp in a single platform. In other words, you will respond to your clients from where they prefer to write to you. All this without the need to have several devices at hand.
You offer a personalized service
Every omnichannel strategy is focused on offering personalized attention. And this isthe essence of omnichannel. Sending personalized messages makescustomers feel uniqueand positions the business well above the current competition. Many times a better attention surpasses the product or service that is offered.
You understand customers better
You have already read how an omnichannel marketing strategy is applied. The first step is to analyze the public. This makes it easier for you to understand it, to know in which part of the purchase process it has more problems or which products are the most preferred.
This adds up enough to increase the sales of an ecommerce. Not only because good care will be offered. But also because you know which products are more or less preferred. An important piece of information to take decisive commercial tactics within your business.
An omnichannel strategy helps the same message of your business to reach external markets without the need for physical infrastructure.
Increases the probability of loyalty
Loyalty is one of the great achievements of omnichannel marketing. By ensuring quality customer service, customerswill come back without hesitation. Many times the communication that a business establishes with a client is a decisive factor for their final purchase.
Save business costs
Omnichannel in marketing saves big commercial costs. Starting because there areplatforms for customer servicethat do not require a large initial investment and you only pay for what you consume. On the other hand, you canimplement chatbotswhich saves you from hiring service personnel.
Finally, it improves customer loyalty and helps in the purchase processes of new users. All of this has a positive impact when you analyze the ROI of your business.
Why does omnichannel marketing increase sales?
There is no doubt that omnichannel strategies help increase sales. Let’s analyze its 3 main advantages that will add value to your digital business.
Boost sales in physical store
Part of a customer’s buying process is that theyresearch your productsbefore doing so . Once this research stage is completed, a new purchase decision process begins. However, this process can be amphibious, that is, from the digital to the physical.
Here, a customer who found what they wanted can go to the physical store to check out the product. And that is where the omnichannel strategy within your digital channels comes into play. If he is offered good attention during his investigation process, there is not only a probability that he will buy from you online, but also that he will go to your store.
E-commerce can cross borders
An omnichannel strategy helps the same message of your business to reach external markets without the need for physical infrastructure. For example, if you use aplatform that unifies all your chat channels, you can give access to external agents without the need for them to go to an office.
On the other hand, demographic and behavioral research can be adapted to each of the users, regardless of their preferred channel, since omnichannel adapts your business messages to each digital channel that the client is using.
Improve the quality of buyers
Users who helpincrease sales in an e-commerceare those who use 2 or more devices and channels where they can do their research on a product or service. If the business adapts to each user channel, thena quality lead would be assured.
From cell phone to PC. From Facebook to WhatsApp. Most usersjump between channelsand technological devices to make a purchase. Therefore, it is important to have anomnichannel softwarethat saves user conversations regardless of where they come from.
In this way, you will avoid asking repetitive questions that the client has already answered. And with it, you speed up the entire care process.
You learned what omnichannel is in marketing, how to implement it, its advantages and its impact on e-commerce sales. The next step is for you to acquire an omnichannel platform so that your strategies work correctly.
