In the modern eCommerce market, a consumer’s journey isn’t as simple as it might seem. 

From thinking about buying to paying for the product, a consumer’s journey doesn’t follow a straight line. It’s full of twists and turns and zigzags. Sometimes, it branches off to another path altogether. 

Consumers will evaluate the pros and cons of brands and models, read reviews and check recommendations before making a decision. They’ll do this on multiple platforms—websites, Internet forums, social media, and other channels. 

According to a study, 81% of customers generally go online to research a product before making a purchase. Therefore, giving buyers a cohesive, seamless experience across platforms is vital to ensure that the information they get online is consistent and accurate. 

Providing a consistent presentation to customers is where omnichannel marketing helps—it makes marketing, selling, buying, and delivering products possible across multiple channels.   

Omnichannel Marketing Overview

To build an efficient consumer journey, businesses need a complex marketing plan covering all channels and platforms.

If you’re a business owner, you want your products to have a robust presence on various marketing channels. In addition, you want your clients to have a smooth and continuous interaction with your assortment across all platforms. As eCommerce accounts for 20% (and is growing) of global retail sales, your company can’t afford to ignore the omnichannel marketing approach. 

So, omnichannel marketing refers to a marketing strategy that aims to give consumers a seamless shopping experience across multiple channels, like in a brick-and-mortar store, online, or marketplace. This approach includes providing the same promotions, inventory, and pricing on all platforms.

Omnichannel marketing allows customers to read about your product on one channel (for example, on Facebook), click the buy button on another resource (for example, on your eCommerce website), and get support somewhere else (for example, by email). 

A BRP Special Report states that 56% of customers prefer retailers that provide shared carts on multiple platforms. Thus, following the omnichannel marketing approach, you’ll meet buyers’ needs. They could shop and buy on their terms—whenever, wherever, and however they want. 

But how do you implement omnichannel marketing campaigns successfully?

Tips For Creating An Omnichannel Marketing Campaign

For some companies, transitioning to an omnichannel approach might be challenging. If that’s the case, a growth partner can help you create an effective omnichannel marketing campaign and help you make the best page with which your clients can interact on various channels. After all, an omnichannel approach includes putting clients’ interests front and center. 

Below are a few actionable tips to help you launch your first omnichannel marketing campaign that drives sales.

1. Study your clients and understand their needs

In a 2020 Salesforce report titled ‘State of the Connected Customer,’ researchers found that 66% of customers expect businesses to understand their needs. But how do you know what your customers really need?

For starters, use tools like customer relationship management (CRM) and other marketing automation platform to analyze the following:

• Your client base’s demographics
• Client behavior 
• Clients’ platforms of choice

You can also use marketing automation tools for customer segmentation based on shared behavior patterns. Segmentation is vital for creating buyer personas and personalized customer journeys. 

Another way of identifying clients’ needs is to ask them directly via polls and surveys. Find out which channels they prefer to use and why. Also, try to find out at what stage they’re more likely to buy; what information or help do they need to make a final decision quicker?

2. Maximize opportunities on each channel

All marketing platforms perform different functions. Certain products are more suited for advertising on specific channels, while others, like customer services, may be best for another platform. 

For example, if your product is high-end whisky, which generally appeals to older males, advertising on TikTok might not be suitable—this video-sharing platform’s biggest demographics are primarily young and female. Instead, you better focus on Facebook or Google Ads.

This example shows why understanding your clients is an essential first step. If you know where your target audience looks for your products, then that’s where you should engage them. Focus on establishing a presence on the popular channels while not investing time and effort on the platforms where your clients don’t go to. 

Of course, your target audience will inevitably be spread out across different channels. However, you’ll need to focus on the platforms where your clients are concentrated—and that’s where you should maximize your presence.

3. Build a consistent brand

Some brands are recognizable to the public at first glance. This instant recognition occurs thanks to their unique branded guidelines, which are unfailingly consistent, no matter which platform you encounter them. 

Whether you see these well-known products on traditional media like radio, print, TV, or on the Internet, you’ll see their consistency in the following areas of branding: 

• Tone of voice
• Logo 
• Color palettes 
• Images
• Fonts  

According to Forbes, brand presentation consistency on multiple channels can increase revenue by 23%. This consistency can build trust among your customers, making them emotionally connected to your brand. Thus, investing in professional branding and creating a style guide should be your top priorities.

Conclusion

Omnichannel marketing means merging physical and digital marketing strategies. It ensures that your potential customers will have a seamless and cohesive experience across different platforms your products are present on. Businesses can achieve this by understanding their customers’ needs first, prioritizing effective channels, and building consistent branding.

When collaborating with ReVerb, you can expect to get a solid web presence built across the most popular and niche-related online platforms that will drive you a stable stream of buyers. Contact us today to launch a successful omnichannel marketing strategy for your eCommerce business!