Using an omnichannel marketing strategy is about presenting your brand on multiple channels to provide your users with a holistic experience. Although it may sound simple, omnichannel marketing requires a lot of thought and resources, so many businesses – unfortunately – don’t get it right.
Here are some tips on how to tailor omnichannel marketing solutions for your audience.
Empathize with Your Audience
To implement an omnichannel marketing strategy, start by understanding your users and their needs. Since all solutions are to be created as answers to specific problems, you want to make sure you do a good job at identifying these problems. To do this, you will likely need the help of your employees. You can also ask your users for direct feedback, either through your website or through social media channels.
Understand Buyer Intent
Smaller businesses usually focus on demographics to reach their users. While demographics-based targeting certainly has its place in a marketing strategy, studies show that customer intent is even more important. Simply put, understanding the goals of your customers is more useful than simply knowing who they are or where they come from. When you know your customers’ intents, you’re better equipped to provide them with targeted and personalized experiences.
Develop Buyer Personas
Walking a mile in your customers’ shoes is best done by creating buyer personas. This is when your team members use feedback and user data to try and imagine themselves speaking to a real customer. You can also use data retrieved from past user interactions. A persona is essentially a sketch of an ideal customer that allows you to better understand who your users are and what their ideal experience would be. Once you create several personas, you can start creating specific solution for each one.
Identify Key Channels
Before you start creating omnichannel marketing solutions, you need to identify which channels to use for promotion. Every target group has their preferred channel of communication, so you want to make sure you’re using the right channel to reach the right audience; this is where demographics come in handy. Analyze your audience data on all channels and see which channels you should focus your marketing activities on for each customer segment.
Every time a user interacts with your brand, they leave a set of clues about themselves. This can happen on any of your channels – social media, website, or landing pages you created for a specific campaign. You can use these clues to get valuable insight to see what the customers really want from your business. Predictive analytics is a great way to achieve this, as it uses customer histories to predict their future behaviors. In fact, around 42% of businesses use this method to better understand their customers.
Use Segmentation and Attribution
Since getting to know your audience as a whole can be a difficult task, businesses often start with smaller segments of users. This is done with the help of segmentation – a process of grouping customers according to a set attributes. Once you learn more about these groups, you can start focusing your effort and content on their needs. Attribution is another useful process in which a business analyzes how users like to interact with its brand.
Create Personalized Experiences
By combining these two processes – segmentation and attribution – you can create personalized experiences for your users. Once you’ve identified your target audience and their segments’ preferred channels, you’ll be better positioned to provide all of these groups with tailored messages and experiences. Make sure you use a specific tone of voice for each target group, as not all audiences will expect the same kind of communication. Interact with users in a friendly fashion across all channels and keep the entire experience helpful and personal.
The Bottom Line
Tailoring your omnichannel marketing solutions to your users isn’t difficult if you start with understanding their needs. Once you start from a place of empathy, you can build on it by identifying key channels and making the most of analytics. Follow these simple tips and use omnichannel marketing to give your customers the best experience and grow your business.
For more information on omnichannel marketing, simply contact us – we’d love to help.
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