Integrating your brand's story across marketing channels

Integration of technology into our daily lives has brought a lot of comforts. Many of the tedious activities which took days can now be completed within minutes. As people have gotten accustomed to using online methods to buy products and services, businesses also need to adapt. The marketing, sales and customer support team need to have a single communication system. This arrangement will ensure a proposal for the final purchase of a product or service happens on a single platform. Hence, omnichannel integration that will link various marketing channels with one another is the way forward to provide the best customer experience. Let’s discuss how to integrate your brand’s story across marketing channels through an omnichannel experience.       

What is Omnichannel? 

Omnichannel is a business lead nurturing and customer engagement approach that allows a company to create a platform for sales. Here the company provides access to its products, offers and customer support team to the customers or prospects. These facilities are identical on all its marketing channels, devices and platforms.     

What is Omnichannel Experience? 

The omnichannel experience is a state where marketing, sales and customer service are done on all marketing channels with an integrated approach. It will allow customers to get the same experience regardless of which marketing channel they reach out to. The customer may approach through e-mail, telephone, online website, or by mobile, but the experience must be seamless and same.

How to create omnichannel integration to connect marketing channels with each other 

The omnichannel strategy consists of continuous messaging, visuals, and positioning statements across all marketing channels, devices, and platforms. It will ensure a seamless brand experience for customers from whichever marketing channel they reach out to. Let’s look at some steps to integrate various marketing channels with an omnichannel approach.

  1. Start with your website and social media channels

Creating an omnichannel integration is a slow and tedious process. You don’t have to be in a hurry to integrate all marketing channels at once. Start streamlining your website and social media channels before moving on to other channels. Ensure you are consistently posting and engaging with users so that they start reaching out through these channels. Make arrangements where they buy the products or services through these channels without any hassles. Users prefer various social media platforms like Facebook, Instagram, etc. Focussing only on Instagram and neglecting Facebook can impact brand image and reduce user engagement.

  1. Put customer experience ahead of everything else 

Before proceeding with any improvements, ensure whatever steps are taken, focus on improving customer experience before anything else. Omnichannel marketing is clearly a customer-centric approach where they don't have to work hard at any stage. From inquiry to purchase, customers must be able to accomplish it without any difficulty. Every team member of the company, from trainee to CEO, must have the same goal of creating the best user experience. It will increase sales and also enhance the brand's reputation.  

  1. Give an appropriate CTA to customers across all marketing channels 

Whenever you engage with customers through an ad, blog, phone email, the end statement must include an appropriate CTA. In addition, the Call-To-Action message must be suitable across all platforms and devices without sounding desperate. Ex: A social media post must end with a link that connects to a mobile website and not a desktop website. Also, an email should end with a meeting schedule link and not an automatic app download link.

  1. Follow a data-driven approach 

Successful omnichannel integration requires you to understand customers correctly, and analyzing data is the best way to do it. Use the first-party data to understand the pain points and shortcomings to make improvements. Compile the data through user profiles, online search behavior, and feedback to understand the customer's needs and reason for churning. Never presume anything and act only on facts and data trends. Sometimes the demographic assumed and the demographic opted for your product might be entirely different; hence keep your channels open for all.

  1. Personalize the process 

Once you clearly understand customer segments and their journey, it's time to personalize the process. For example, if you have a group of customers that purchase at a particular time of year, send reminders during the same time next year. Personalized messages create an emotional connection among customers, and they start considering your brand as their friend. Many social media platforms only post ads on the user's wall based on the searches made. Hence, you can create social media posts that reach only customers looking for your products to improve lead conversion rates.

  1. Make payment process seamless 

The main reason for online shopping is to save travel time and easy payment options. Before omnichannel integration, we have to streamline the payment process and ensure no issues arise in any of the platforms used for making a purchase. In addition, the order and delivery time must be excellent in order to maintain a good relationship with the customer.

  1. Train employees at all levels 

Just having a great product to sell will not create a successful business venture. A well-trained and dedicated employee and management team can make a real difference and create a better user experience at all levels. In addition, if employees are able to develop a bond with their customers by catering to all their needs, it can significantly improve the business and enhance the company's brand image.

Benefits of Omnichannel Integration 

  • It improves customer’s lifetime value
  • It boosts operational efficiency
  • It helps to reach newer customer segments
  • It increases sales and inventory turnover 
  • It creates equal importance for all marketing channels of the company 

Integrating your brand’s story across marketing channels is crucial to reaching your market and sales goal. The omnichannel approach has been a proven strategy to synchronize all marketing channels to speak one common language, i.e., offer the best customer experience from whichever marketing channel they reach out to. The above steps will help you fast-track the omnichannel integration of various marketing channels, creating a customer-centric approach that will benefit both customers and the company.

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