Consumers are more connected than ever. They search for products on the Web, follow you on social media, subscribe to your newsletter, visit your stores, and buy on your application. On average, a person interacts 10 times with a brand before making a purchase. In fact, the more consumers use different channels to interact with a brand, the more they buy.
For those who still thought it wasn’t necessary to be present and connected on several platforms, think again! The omnichannel is the key to a consistent customer experience and allows companies to maintain a meaningful and lucrative relationship with their customers. In fact, companies that prioritize the omnichannel generate on average 60% more profits than those that do not.
It’s all about taking care of your potential or new customers so that they become loyal customers. And a single loyal customer can bring you many more loyal customers, which is not insignificant!
On the other hand, if the mere idea of embarking on the implementation of a perfect omnichannel experience gives you a cold sweat, then simply start by doing it for a single campaign, based on a specific customer need. And remember that any omnichannel campaign can start minimalist and develop over time. By starting on a smaller scale, you’ll get your hands on the concept of omnicanality and you’ll be able to better evaluate how to implement it as part of your overall marketing strategy thereafter. But the most important thing is to go at your own pace.
So let’s start, without further ado, with the first step in the development of your campaign :
1. Define your campaign objective
The first step in developing your campaign will, of course, be to define your main objective. Not sure where to start? Ask yourself a few questions to help you define it: what need are you going to fill with your campaign? What problem will you solve for your customers? What concrete results do you want to achieve with your campaign? Would you like to convert, retain, reactivate, attract, educate, sell, inform, in short, what actions would you like your customers or future customers to accomplish with this campaign?
It is important to determine these elements in advance to have your desired result in mind and to ensure that all the elements of your campaign work together to achieve this goal.
2. Determine your target
The second step is to determine who your campaign will target. What types of people do you want to target: customers, prospects, loyal customers, people who don’t know your brand yet, etc.? What are their motivations, interests and preferences, consumption habits, etc.? How often and how do they usually make a purchase?
Of course, the information you should have about your audience will depend greatly on your initial goal. For example, if your goal is to sell, it will be much more relevant to know how they generally buy than if your goal is to educate your target audience about your products (note that this may still be relevant, but you get the idea).
It is essential to know your customers well and to have enough information about them to be able to target the right people with your campaign. Moreover, for an omnichannel campaign, one question remains paramount: which channels does your target prefer? Basically, what channels do they use to search for information, make purchases, or talk about your products? These questions will certainly help you with the next step as well.
Of course, segmentation is a good way to target several groups differently, adapting your message to each of the targeted segments based on one or more criteria. For example, you can segment your audience by preferred channel, by city for a local campaign, by similar interests, and so on. These customer groupings will certainly help you to categorize your marketing actions.
3. Determine your channels
An omnichannel campaign means integrating multiple channels to get your message across. Indeed, the best omnichannel marketing campaigns capitalize on the advantages of each channel to reach customers where they are. And as mentioned in the previous point, by knowing your customers well, you will also know their behaviors on each channel and you will be able to determine which one is ideal for them according to their interests and consumption habits, always with your initial objective in mind.
Also, without necessarily thinking about each channel individually, you can think of a combination of channels that generally complement each other well and support the same message. Whether it’s email, social networking, SMS, your website, online advertising, your stores, push notifications, you need to choose the right combination of channels for you and your audience.
4. Choose the right tools
Of course, we take into consideration that you already have a tool like Dialog Insight for the diffusion and orchestration of your campaign on several channels. If this is not the case, the choice of a tool would have to be made at this stage.
Now that you have defined your objective, that you know your customers well enough to know on which channels you need to reach them, you can choose a tool or tools that fit your needs. We invite you to consult this grid comparing the functionalities of the Dialog Insight platform with several other solutions on the market. This will greatly assist you in making an informed decision.
5. Adapt the formats of your content
If you want to add channels to your arsenal, the most important thing is that your content is readable on all available platforms. So if you’re adding SMS or a mobile application to your existing channels, make sure all your pages are responsive to provide a great experience on any device that can be used to browse your campaign. Unsuitable content can be a sufficient source of abandonment from your target. It’s so simple, but at the same time very easy to forget! It would be a shame not to convert for this only reason.
Then, for a flawless omnichannel experience, it is important to optimize the use of each marketing channel. Each chosen channel must act individually and in unison with the other channels to meet the initial objective and meet the needs of your target.
6. Align your content
The next step is crucial and that is the alignment of your campaign. As mentioned above, there must be consistency between your channels, so your alignment is very important. Each channel must be optimized and each content must be optimized for the channel used. Also align all your content with the different elements of your campaign: the campaign objective, your target, the customer journey, etc.
Customization is the key to success for this step, so don’t be afraid to use digital signage to always be as relevant as possible. This is the best way to adapt your content to all the elements mentioned above. Because although you have segmented your target, each customer is different and must be treated differently. So customization is your best option here for optimizing conversion, as you’ll make sure you help each customer complete their journey to purchase in the way that works best for each of them.
7. Final check
Before putting everything online, it is important to do a final check and make sure that your campaign meets the following elements:
- Do your channels support your message?
- Have you adapted your message for each channel?
- Is your content responsive to adapt to all platforms that can be used?
- Have you verified that all customization elements work?
- Do your message, content, and channels work together to meet your objective?
- Is your content adapted to your target audience and their profile?
In short, go over the different elements mentioned in this article to make sure you don’t forget anything and that everything is coherent. There are many tentacles to such a campaign and it is important to make sure that everything fits together and that there are no unfortunate oversights. It is never a bad idea to do a final check to make sure that everything flows well and that the experience created is seamless.
8. Measure your efforts
It can be confusing to measure a campaign that spans multiple channels, so you should have a strategy in place to measure its performance. Thus, you will be able to have an overview of the performance of all your channels and obtain relevant information on your customers’ behaviors and use it to optimize your strategy over time.
Measuring your actions will help you understand your customers even more, as they evolve over time and you will be able to evolve your campaigns at the same pace as they do. Besides, you will be able to determine where to invest in the future: which channels are worth more and which tools to bet on, among others.
For an even more impeccable campaign: customer support
When you do an omnichannel campaign, it is important to make sure you have customer service that is up to the challenge. More than half of people abandon their purchasing process because of unsatisfactory customer service. You should therefore make sure that customer service can support your campaign if there are problems with it.
When all is well done, customer support builds brand awareness and contributes to the success of your campaign. This is the last element that closes the loop of the impeccable experience created.
In conclusion, creating an omnichannel campaign can be a good solution if you want to test on a smaller scale before extending it to your overall strategy. These 7 steps will guide you through the process and help you create a high-impact campaign. And with the right customer service, you’ll be able to meet your customers’ needs and smooth the experience for the benefit of your brand.
Of course, if you need a helping hand in the development of your omnichannel campaign, our team of experts will be happy to help you through the different steps listed in this article. Contact us for more information!