How to Plan and Launch the Perfect Omni Channel Strategy

How to Plan and Launch the Perfect Omni Channel Strategy

Today, technology has fundamentally transformed the way you do business, and is evident in all markets where innovation is critical in everyday life. Ecommerce is one of those sectors. The implementation of the idea of omni channel retailing is a clear illustration of this.

Omni channel is the consumer's ability to interact with businesses most conveniently and efficiently possible, including in-person, at home, with handheld devices and any other means of connecting brands and consumers. Omni channel marketing aims to remove the frustration that consumers experience when communicating with operationally distinct communication channels. The desired outcome is a meaningful, comfortable, smooth customer experience through all stages of the consumer lifecycle and a multitude of channels.

How to Get Started with an Omni Channel Marketing Strategy

First, businesses need to consider their buyers to discover their wants, expectations, and preferences. This insight would come from an overview of a range of internal and external sources and, ultimately, the customer journey analysis.

Second, the organization must focus on consistency across all channels, starting with data. Without frequent, consistent customer and product data, a consistent experience will be difficult, if not impossible, to achieve. But data consistency is only the beginning; business strategy and processes must align across online and offline channels and functions.

Analytics is also a core component of a successful omni channel strategy. Finally, there is a need for top management commitment from the outset. Management needs to set strategic direction, allocate resources, ensure cross-functional coordination, promote data quality governance, and sometimes remove barriers that will inevitably arise during such broad implementation.

How to Create an Omni Channel Launch Plan

Digital shoppers want to be able to access their products online, get exclusive discounts on their phones or when visiting the shop, and then share their purchase through their Instagram account quickly. Marketers today face the task of attracting the ever-connected customer. Many companies understand the need for an omni channel approach but fall short of creating a roadmap to retain clear brand identity across channels. We have come up with some practical measures to help you build your strategy.

Start with a Buyer Persona

Omni Channel Buyer Persona

A buyer persona is a research-based profile that depicts a target customer. Buyer personas describe who your ideal customers are, their days, the challenges they face, and how they make their decisions.

Buyer Personas help guarantee that all actions associated with acquiring and serving your customers are suited to the targeted buyer's requirements. If you look at how companies present themselves, you will notice that many of them start talking about what they do – not what the customer needs, which complicates the way people are making choices. 

While selecting a good or service, people instinctively gravitate towards companies they recognize and trust. And the best way to build trust is to show genuine understanding and concern for the other person – your customers, in this case. Achieving confidence as a company involves a small yet significant change in the way you present yourself.

Show your potential buyers that you understand them by discussing their discomfort or need — only then would they be open to discovering what you must deliver. Creating buyer personas and utilizing them regularly to direct your market will help keep you centered on your customers' needs.

Audience Segmentation

Customer segmentation, or audience segmentation, is the process of grouping people based on shared characteristics. For the most part, this is done by businesses to help them improve their targeting.

Omni channel Audience Segmentation

The most used segmentation categories are demographic, behavioral, psychographic, and geographic.

Segmentation increases efficiency, assures that the approach is buyer-first, uncovers opportunities, provides a strategic edge, and lets you retain and maintain the best consumers. To get the most out of customer segmentation: 

  • Use detailed buyer personas to guide your creativity
  • Get to know their needs with buyer journey maps
  • Investigate usage and needs for more differentiation
  • Find out what engages your audience for more reach

Create Content for Each Stage of the Buyer’s Journey

HubSpot defines the buyer's journey as the active research process a buyer goes through, leading to a purchase. Essentially, it is everything a potential customer of yours does before deciding whether to buy your product service.

There are three main stages of the buyer’s journey, plus an additional step for your customers:

Awareness – The prospective customer has recognized that they have a problem and require a solution. Questions and worries are high-level at this stage. 

Considerations – The future client has recognized their concerns and is beginning to investigate the options available. The stage of consideration can be if your buyer weeds through experiences, perspectives, and more.

Decision – Once your prospective buyer has decided on a solution, they need to narrow down their choice of companies, prices, features, and more.  

Delight – If all goes well and your lead becomes a buyer, with satisfaction being the focus for this stage. They can be an essential advertising resource, after all. There is also a chance to upsell or cross-sell.

Omni channel Content

By offering consumers precisely what they need according to their stage, you will help them make a purchasing decision – preferably, from you. Here is a glance at what material you need to produce for each stage so that you can shift your leads in the right direction:

Awareness Stage

  • How-to’s
  • Checklists
  • Tip sheets
  • Infographics
  • Social media posts
  • Informative blogs
  • Instructive webinars
  • High-level whitepapers 

Consideration Stage

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Delight Stage

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Adapt for Channels and Devices

Adaptive content is a brand management approach developed to facilitate positive, customized engagement through all platforms. Adaptive content is a prerequisite to be effective in providing customized experience in the omni channel marketplace. The material should be flexible to distribute through a wide variety of platforms.

Omni channel Channels Devices

Here are some aspects of channels of communication you should focus on:

Your website and blog - Although you realize your blog is not where any of the traffic goes first, it is super essential to have all the content on it. 

Facebook and Instagram - Visual content in the form of images, infographics, and videos are magnets for engagement. Facebook, Instagram, Twitter, and Snapchat are perfect for providing any material that your fans will always appreciate.

Creating original content - for social platforms or reusing content that you already have to suit the platform will be a big part of your omni channel approach and ongoing strategies.

Paid Advertising - It may be pointless to suggest that you can use Google Ads as part of your omni channel marketing strategy since it is such a complicated topic, but it is true. You really should.

Offer Customer Support

Omni Channel Customer Support

Omni Channel Customer Support helps meet customers effortlessly on the channel or channels that they favor at every level of engagement with your company. Omni channel help includes businesses providing consumers a range of ways to communicate. The innovation is that omni channel customer support takes a holistic view by trying to create a seamless customer experience across channels.

Each support network provides a different form of customer interaction. There are several unique occasions where the phone is preferable to text when self-service is more useful than live chat. Phone support makes it hard to provide satisfactory service to all customers, especially with only one support channel.

Multiple channel offerings convince consumers that you are interested in giving them choices on how to communicate. An omni channel customer support strategy allows for unified, positive customer experience. Not only can customers meet you at their level, but they can also expect outstanding client support no matter where, when, or how they reach you.

Measure Results and Implement New Tactics

Omni Channel Results

How do you know if your omni channel strategy is working? There is are four steps or online marketing activities; you can keep an eye on to make sure your strategy is going in the right direction. These are:

Reach - Building awareness and visibility of your brand, products, and services on other websites and offline media to build traffic by visiting different websites, such as your leading site, microsites, or social media pages. Reach includes optimizing scope over time to build various connections across specific paid, owned, and earned media. 

Interactions -It's a different step from conversion, promoting interactions on blogs, and on social media. The critical purpose of engagement for most companies is to create online leads. It is about convincing site visitors or opportunities to move to the next level on their customer journey when they first enter your homepage or social network platform.

Conversions - It is just a conversion to sales, online, or offline. Conversations include having the viewers take the crucial next move that converts them into paying consumers, whether making a payment through online ecommerce purchases or physical stores.

Engagement - This is long-term consumer experience and contact, establishing a long-term partnership with first-time customers to create customer satisfaction as repeated purchases through on-site messaging, social media, and direct connections to maximize the interest of the customer's lifetime. Repeat behavior, such as re-selling and posting information via social media, also counts.

Conclusion

When you understand your audience a little better, you will learn what channels will work better, how, and when to hit each one with the ideal message, and when to use a clear timeline.

Omni channel may seem frightening, but at its core, it is just marketing, as it has always been, has only intensified. With proper preparation, you can create a holistic, efficient, and effective omni channel strategy that will give you a clear strategic advantage in a global economy with so many digital possibilities to discover.