The consumer journey is more complex than ever before. A recent study from Google found that today’s consumer journey can have between 20-500 touchpoints, depending on the complexity of the purchase.
Today’s consumer enters your website through a number of touchpoints: organic search, search ads, Facebook ads, email blasts, calls to action from offline marketing, and more. They also bounce between smartphones, tablets, and desktops as they perform their research. And, in addition to online touches, they often place phone calls to the business or visit brick-and-mortar locations as part of their journey.
The consumer journey is more fractured than ever before, yet, simultaneously, expectations for the consumer experience have never been higher. In fact, 72% of consumers say they only engage with marketing messages that are customized to their specific interests.
If you’re not optimizing your online and offline channels to work together to serve a seamless, personalized experience, you could be alienating consumers and squandering valuable revenue opportunities. That’s where omnichannel marketing comes in.
What Is Omnichannel Marketing?
Omnichannel marketing is the practice of aligning all your marketing channels, assets, and activities to create a unified, personalized experience for each consumer. Omnichannel marketing touchpoints adjust to each consumer based on their data and behavior through the sales funnel, ensuring messaging aligns with their unique interests and needs.
Below are the top omnichannel marketing tips you need to succeed in 2020 and beyond.
1. Segment Your Audience Into Buyer Personas
The first step to creating a cohesive omnichannel experience is to create personas. Get cross-functional teams (marketing, sales, customer support, product) involved in the process and think of all the different types of personas your brand sells to.
The next step is to start thinking about these personas in terms of their buyer journeys. What touchpoints do they engage with you through? How do they prefer to make purchases? Are they repeat purchasers? If so, what is their purchase frequency? To answer these questions, bring together data from your martech stack, including your CRM, web analytic tools, marketing automation platforms, and call tracking solution.
Once you’ve developed your personas, you’ll need to segment your audience based on their needs and your business and marketing goals. You could segment by persona, by their stage in the funnel, by previous brand interactions they’ve had, by their value to your business, by product/service interest, or by some combination of these factors. You can do so using a combination of your CRM, call tracking solution, website analytics tool, marketing automation platform, and other tools in your martech stack. This will allow you to understand consumers and provide each group with the ideal omnichannel experience.
2. Craft Messaging That Aligns With Specific Customer Journeys
Each customer’s journey is different and should receive individual attention. That means creating messaging and content to match each customer’s unique needs and stage in the funnel.
Consider the marketing strategy for a national insurance provider. Some of this provider’s personas would include existing policyholders while other personas would include prospects — and they need different messaging. For prospects, their messaging should center around why the brand is better than other insurance providers — be it because of price, coverage, or customer service. For the existing policyholder, the messaging should emphasize the cost-saving benefits of bundling additional plans. Once the prospect makes a purchase, their relationship with the brand doesn’t end there. They then evolve into the existing policyholder persona and get new messaging.
3. Target and Retarget Your Customers With the Right Messaging on the Right Channels
Different personas often engage with you through different channels. For instance, many new mattress shoppers perform extensive research and evaluate several brands and models before engaging. Consider where you can engage this audience. One method could be to target them with direct mail and Facebook ads initially, then ensure your search ads are present when they run searches for both your brand and your products, since search is the most common channel consumers use to compare options.
As for existing customers, you don’t have to treat them as one group. Consider how you can customize their messaging. You may already have their email addresses from when they made their last purchase or their phone number from when they first called you (call tracking solutions can provide caller IDs) — consider reaching them through an email blast or display ad campaign for a new product or sale. You can even target them based on when they purchased their last mattress — if the purchase occurred eight years ago, the average life of a mattress, you can send them promotional emails or target them with ads asking if they’re ready for a new mattress and showcasing your top-rated models.
You can also adjust your targeting depending on behavior — if a consumer put a mattress in their cart but didn’t convert, you can send them an email or retarget them with ads asking them to complete their purchase.
Another effective strategy is to target callers based on the content of their inbound phone conversations. The right call tracking solution attributes the marketing source of the call (channel, ad, keyword, website interaction), automatically records and transcribes inbound phone calls to your locations or call center, and uses AI to analyze the conversations at scale. With these conversation intelligence insights, you can target callers with ads that align with their buying intent.
Let’s take another example. Let’s say you’re a tropical resort and a quality lead called and expressed interest in booking a stay but didn’t convert, you could retarget them based on the conversation. If they said they were getting married in 3 months and were looking for a honeymoon destination, you could retarget them in a honeymoon campaign for 3 months. You could suppress them from wedding campaigns, since they’re getting married offsite. If they mentioned they weren’t interested in scuba diving, you could suppress them from those campaigns as well.
4. Personalize Web Experiences
Each consumer has different buying intent and needs — therefore, each should receive a different web experience. Leading marketers are serving consumers with dynamic website experiences based on their past brand interactions.
One of the most common examples of this is using visitors’ past history on your website to populate a custom “Recommended Items” carousel. This way, items they’ve viewed or companion items for their recent purchases will show up front and center on your webpages. You can also make more complex optimizations, like adjusting site copy to align with their interests and intent.
Another version of this strategy is to optimize consumers’ website experiences based on what they said on phone conversations. To do this, you can push call tracking data into website optimization platforms. You can then set up people-based website personalization rules for certain phrases or data points that occurred in the conversations. The optimization tools will, in turn, deliver website personalized experiences that align with phone conversations — at scale.
For example, if you’re an auto dealer, you can populate your homepage with an image of the vehicle the buyer expressed interest in over the phone, but did not schedule a test drive for. To sweeten the deal, you could add a special financing offer.
Custom website header image featuring the Nissan Rogue
5. Optimize Your Mobile Experience and Load Time
In today’s omnichannel world, with consumers bouncing back and forth between devices and channels, it’s critical that you ensure a seamless transition. Mobile is one of the most prevalent channels for consumers — in fact, over 50% of internet traffic now comes from mobile devices.
In addition, it’s also one of the most critical experiences to cater to. 57% of consumers say they won’t recommend a business with a poorly designed mobile site. This includes not only the UI and UX of your mobile site, but also the load time. According to Google, 40% of consumers will leave a page that takes longer than three seconds to load.
Below are some tips you can use to improve your site’s mobile experience:
- Test your site using Google’s mobile-friendly tool
- Design for touch — Google tracks mobile friendliness and penalize you for poor UI
- Make your CTA buttons accessible to mobile users
- Redesign your pop-ups for mobile devices
- Use heat maps to understand how people use your website on mobile and make optimizations accordingly
Below are some tips you can use to improve your site’s mobile load time:
- Enable Accelerated Mobile Pages (AMP)
- Implement caching
- Compress your images to improve loading time
- Minimize your code to increase efficiency
- Reduce the number of redirects you use
6. Don’t Forget About the Phone Call Experience
While most marketers optimize the online experience, many neglect one of the most important channels in the consumer journey — inbound phone calls. Though it may seem counterintuitive, in today’s digital world, phone calls are more important than ever. The rise of mobile and click-to-call drove a 110% increase in calls to businesses from 2014 to 2019. And the call experience is often a make or break moment for securing business — 84% of callers say they would cease doing business with a company after a bad call experience.
The call experience, like the other facets of the omnichannel experience, should not be static. It should be personalized based on each consumer’s brand interactions and needs and how your business is set up to sell to and assist callers. To accomplish this, marketers use call tracking solutions like DialogTech to dynamically route callers based on the marketing source they placed the call from, the location of the caller, and more. For example, if you’re a financial services provider and someone called from a “asset manager Chicago” ad, you could automatically route the call to an asset manager in Chicago who has the capacity to take on new clients.
As an additional level of personalization, marketers can use call tracking to serve their agents a screenpop or whisper message before they take the call. This will arm them with insights on the marketing source that drove the call and allow them to tailor the conversation accordingly to win the sale.
DialogTech arms agents with insights on callers so they can tailor the conversation to win the sale
7. Continually Monitor Each Channel’s Metrics and Optimize Your Approach
The right metrics are critical to your omnichannel marketing strategy’s success. You should keep track of how each of your channels is driving conversions and how each persona is responding to those channels. This includes:
- Optimizing for the ad variations driving the most clicks and conversions with bid management platforms like Kenshoo, Marin, Google Marketing Platform, and Adobe Advertising Cloud
- Optimizing for the search ads driving the most clicks and conversions with Google Ads and Microsoft Advertising
- Optimizing for the social ads driving the most clicks and conversions with platforms like Facebook and Instagram
- Optimizing website pages to drive more conversions with web analytics platforms like Google Analytics and Adobe Analytics and identifying problem pages with high bounce rates
- Optimizing for the website variations driving the most conversions with website optimization platforms like Optimizely, Google Optimize, and Instapage
- Monitoring pipeline, customer acquisition, and revenue in CRMs like Salesforce and Microsoft Dynamics 365
A call tracking solution like DialogTech illuminates a critical marketing blind spot by measuring the call conversions your various channels are driving. That data can be pushed into any of the marketing platforms mentioned above to help you see your full ROI and make smarter optimizations.
Call tracking solutions can also play a critical role in conversion rate optimization. The right solution gives you visibility into how your locations and agents answer calls and convert phone leads to customers. You can then dig into the call recording and transcriptions to understand why certain locations or agents are underperforming and others are excelling. Recording and transcriptions can also be used as coaching tools to correct issues and democratize best practices across your locations.
DialogTech tracks how well your agents and locations convert phone leads
To learn how call analytics can help you build a stronger omnichannel strategy, download our guide, The 10 Call Analytics Reports That Will Change Your Marketing.
Want to learn how call analytics can help you build a stronger omnichannel strategy? Check out our guide, The 10 Call Analytics Reports That Will Change Your Marketing.Download My eBook