How to Implement Omnichannel Marketing

I recently attended a fantastic retirement party for my old friend Ben. Every detail was perfect—the beautiful venue, gourmet food, live entertainment, and fun atmosphere. We almost didn’t notice the staff running around behind the scenes to make sure everything went off without a hitch. At the end of the evening, each guest received a special gift basket. We left feeling happy for Ben and lucky to know him.

Omnichannel marketing makes your audience feel like honored guests at a great party. When every interaction they have with your brand is positive and seamless, they’re more likely to join, attend, and engage.

Here are seven steps to help you execute omnichannel marketing that makes people feel great about your organization.

Get your entire team on board

You can’t have a seamless customer experience unless your company is unified internally. Make sure everyone knows your mission, vision, and purpose in addition to your current promotional offers and communications calendar. If a prospect calls to take advantage of an offer, your sales team should be prepared to deliver.

Know your audience

Take time to dig deep into what your members and prospects really want. What are their pain points? What can you offer that will help them save time and money, advance in their careers, or further their mission? If you’re not sure, conduct surveys, focus groups, or interviews to gain insights. Analyze data from past campaigns or consider having a data service enhance your list to go deeper.

Segment your list

It’s impossible to serve your entire base with the same approach. Segment your list by meaningful characteristics so you can tailor your messages and offers. Which segments you choose will depend on your organization and your audience. Company type or size, job title, geographic location, and member/nonmember are just a few possibilities.

Integrate channels and the customer journey

Consider all the potential ways your base might interact with your brand—in-person events, products, webinars, sales calls, direct mail, social media, and more. Then align your efforts to the customer journey. For example, prospects who aren’t familiar with your organization might need more industry reports, whitepapers, or webinars to believe in your credibility. Warm leads might benefit from a phone call or meet-and-greet event.

Put the customer first

To truly serve your base, you must put their needs and interests before your own. Give away information at first to build trust. Offer a free trial to prove you stand behind your products. These activities won’t instantly generate revenues, but they will build trust. And people need to trust you before they’re willing to join your organization, purchase your products, and tell others about your important work.

Use compelling formats and design

What you say matters, and how you say it is just as important. Choose formats and designs that grab attention and invite people to engage with your brand. Use clean fonts that clearly communicate. Choose bright, modern photographs and images with people. Select online platforms with built-in tools, such as lead gen forms, that make it easy for people to engage and raise their hands. Whatever you choose, keep it consistent and unified with your core brand.

Case Study: Omnichannel product launch

The National Association of Manufacturers asked us to raise awareness and drive engagement with a new suite of products. To help us determine the best channels, resources, and messaging for the campaign, we created six personas. Each persona provided details on personality traits, career aspirations, use of technology, and pain points for a key audience segment.

Guided by the personas, we developed an omnichannel strategy that included fresh graphic design, paid ads on Facebook and LinkedIn, automated email drip campaigns, and infographics and videos. We analyzed results as the campaign progressed and tailored our efforts based on user behaviors. As a result, leads for one product increased by 600% and traffic to the product’s webpage doubled.

Make good on your promises

High-caliber marketing and polished sales pitches amount to nothing if your members are ultimately unsatisfied. Omnichannel marketing means you follow through on your promises and then go above expectations. Provide connections, products, and events that your members actually want. Prove ROI whenever possible. Take every opportunity to make members and prospects feel like honored guests at a fantastic party.

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