Omnichannel marketing is a revolutionary way of connecting with  customers. It offers a seamless experience to customers regardless of their choice of the medium or social media network. Omnichannel involves the use of multiple marketing channels to create a unified experience for the customers. Under this marketing approach, a seamless message is created that adjusts to the behavior and needs of the customers through the sales funnel. When integrating this approach to marketing in your Magento site, several factors apply:

Make Your Website Mobile-friendly

Omnichannel marketing combines both online and offline channels. For this reason, your website and eCommerce store should be ready for various devices, including mobile. With 79% of smartphone users making a purchase with their phones, a mobile-friendly site is likely to make more sales. When you optimize your website for mobile, you get to access customers on both desktop and mobile channels.

Identify Channels Your Customers Use the Most

Part of creating an omnichannel marketing channel is knowing which channels will generate more positive results. You should not jump from one channel to another with the hope of increasing customer interaction. Instead, identify and invest only in the channels your customers use the most. For instance, Facebook is an excellent choice for millennials and gen X adults while Instagram is more ideal for Gen Z adults. Linking your website to the appropriate channel will ensure you get the most from your efforts.

Engage the Whole Team

Omnichannel marketing is an all-inclusive approach to marketing. You cannot succeed if part of your team is not invested  in the strategy. Ensure that every team member is on board with your strategy, while putting the needs of your customers at the forefront. Engaging team members from all departments allows you to gather appropriate data and understand the contributions of each department. On one side, the product development team will provide adequate information about your products. On the other side, marketers will be sharing  this information via your site and other means and collecting customer data for better service provision.

Match Content with Marketing Channel

The content that you post on any specific channel should be relevant and appropriate. For instance, photos do well on Instagram while long posts work perfectly with Facebook. You can use influencer marketing videos to market your Magento site on TikTok or YouTube, and provide longer text-based content on email newsletters and blog posts. A common mistake that business owners make is replicating the same content across the channels. On the contrary, you should ensure that you make the most of the different channels by providing relevant content.

Remember that a big portion of the omnichannel strategy relies on the power of personalization and targeting. You need to achieve a deeper level of personalization for each group of customers. When crafting the message, make sure it fits the customer profile data, their shopping behavior, and campaign engagement.

Implement Shoppable Posts

One of the latest features that has proven effective in omnichannel marketing are shoppable posts. Shoppable posts are now common on social media platforms like Instagram, Pinterest and Facebook. Instead of the traditional as that would direct people to your site to complete the purchase, shoppable posts allow customers to make a purchase directly on social media, removing multiple steps and clicks. This provides for a much more streamlined Checkout process that removes many of the steps previously required to facilitate a purchase. Taking advantage of this new content  allows you to increase sales through social media sites.

Segment Your Audience

The success of an omnichannel marketing approach in your Magento site will depend on how well you understand your audience. Each audience segment is looking for something specific. Consequently, different messages will  appeal to different groups. Make sure that you segment your customers before conducting lead generation for your website. This should be based on factors like customer data and triggers. The more data you have about your customers, the better your message will appeal to them. Some of the factors you may consider when segmenting your audience include gender, loyalty, geo-location, and previous engagement. You can then determine the most appropriate channel to use with each customer segment.

Provide Cross-Channel Customer Support

Customers expect the same level of efficiency and customer support across all your platforms. If your live chat support is effective but your Facebook chat is inactive, you are limiting your company’s availability and it could be costing you customers. In fact, a third of customers consider switching companies when they experience bad customer experience. To ensure success in omnichannel marketing, your brand must be  consistent across all your active channels. Both your social media messages, live chat, or email support should provide the same level of experience. Allow your customers to call your company or interact on a personal level to provide that extra personal touch.

Bottom Line

Integrating omnichannel marketing in your Magento site involves passing messages to customers across the various channels. Apart from making your site mobile-friendly, you will also need to take advantage of social media and other platforms. Most importantly, ensure that the content you provide is appropriate and ideal for the channel being used.  Talk to our Omnichannel Marketing Experts today and learn how to integrate omnichannel marketing in your magento site.

Get in Touch

Connect with one of our experts today to discuss your eCommerce needs!

Contact Us

Posted by Contributor