Today, customers use all kinds of electronic devices, such as cell phones, laptops, and iPads. They also access multiple means of finding your products or services, such as social media, email, web searches, blogs, and ad clicks. So the question is, where do we focus on developing a great marketing strategy? Omnichannel is the key.
Omnichannel marketing analysis customer behavior and needs to determine the best solutions that lead to success, putting yourself in your customers’ shoes to discover what makes their life easier or what makes their search experience simpler or more pleasant.
With our modern tech world being cold and insensitive and customers craving a more personal approach, today’s omnichannel marketing automation strategies can provide their customers with the desired comfort level.
From initial customer contact, billing, and follow-up, omnichannel marketing spans all levels of your organization. An effective plan will span all departments or channels and unify the message.
When designing new omnichannel strategies, consider the following actions:
- Start small: A complete review of your marketing strategy is expensive and can be annoying for customers who don’t appreciate the change. Start small based on customer feedback and tackle one issue at a time.
- Assess your customers’ needs: If your website lacks a key component, like a store locator, first solve that problem using different technologies that verify your location, find the closest store, and connect to GPS. If your customers are unfamiliar with your product, create a content blog that tells them why it is useful.
- Observe your website: An objective evaluation of your website helps you see if it is flowing well. Click on each link, perform searches, and check if the customer can easily access and know your product.
- Pay attention to statistics: Track your campaigns’ effectiveness by measuring each click and wondering how often it results in a sale. Narrowing your focus will save you time and effort.
- Treat each customer uniquely: Your customers are not identical, and creating different strategies to address each audience segment is key. Marketing automation tools can capture data and create personalized messages for a more personal touch.
- Consistency: Use your brand, logo, tagline, and colors consistently across all your media to enhance the customer experience. Make sure your site looks attractive on all devices and confirm that you are sending the correct message.
- Take advantage of every opportunity to connect: Stay in touch with customers on your email list with relevant content and calls to action. If they are about to make a purchase, follow up with a note or incentive to encourage them to complete the sale.
Focusing on your customer is critical to your company’s success and reputation, so keep the following in mind: Bottom line, loyalty, evolution, keep it real. In 2020 more than anything, we learned that it is critical to focus on the entire customer experience and make it feel human. Remember the following:
- Appeal to the client’s emotions
- Don’t forget retail stores.
- Use technology to manage your campaigns.
- Explore new ways to deliver content
- Use targeted ads
- Service your customers
Ready to find out what the future of marketing holds? It is time to act. At Brandstorm, the annual gathering of the industry’s best and aspiring marketing experts will explore new strategies and tactics, provide solutions to shared marketing challenges, and build camaraderie as we work together to increase consumption of fruit and vegetable products.
For more information, visit www.unitedfresh.org