Change is a constant in life – and therefore in business too. The digital marketing world changes especially fast, and every year something new and big promises a steady stream of customers or of event attendees. But if you want to meet KPIs and see consistent results, it makes sense to invest in a bullet-proof digital strategy instead of dabbling with whatever happens to be trendy at any given point. 

To be effective, such a strategy must be based on omnichannel marketing: the use of multiple channels that complement each other and create a consistent user experience. The idea is simple: don’t put all your eggs in one basket, and go where your clients already are. Let’s take a detailed look at how cross channel marketing can benefit you, and at the best ways of implementing this type of marketing campaign.

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The Benefits Of Omni-Channel Marketing Plans

An omni-channel marketing plan allows you to reach customers wherever they are. And because you can deliver your message using their preferred medium or platforms, your chances of achieving organic customer engagement are higher.

Omnichannel marketing allows the integration of several digital marketing strategies and takes the pressure off operational tasks. Email marketing, customer acquisition and retention, content marketing, or social media campaigns are no longer stand-alone tasks, but instead, form an integrated marketing strategy that is aligned with your business objectives.

Image Source: SmartInsights

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If correctly implemented, a cross channel strategy is easier to manage. It can also be easier to monitor the audience response – for example, email unsubscribe link rates. This data facilitates making data-informed adjustments to continuously expand your reach. 

Also, omnichannel marketing works for businesses of all sizes, because the focus isn’t so much on resources or marketing budget, but on knowing your audience inside out and on delivering an impactful message. 

How To Design An Omnichannel Marketing Planning

Omnichannel marketing relies on diversifying marketing communications across multiple channels. And to communicate with potential customers, first, you need to know where to find them and go there yourself.

  • Start by researching the most-used channel’s platforms by your target audience. This could be a mix of email, web-based advertising, social media content, TV ads, blog posts, mobile apps, etc. Whichever you plan to target, remember to do it ensuring your strategy is not redundant, but complementary. 
  • The platform you use may vary, but your message must stay consistent. Find the overlap between your brand identity and goals, and the needs of your audience. Then, make information available at different places where the audience may come across it, either accidentally or because they’re looking for it. 
  • Of course, this means you must have a very granular idea of who is your audience, what they want/need, and where they shop or look for information. A customer persona is a great starting point to determine the ideal engagement model to target.
  • Next, identify the touchpoints. These are every interaction your potential customer has with your brand or message. Identifying them involves seeing the entire process as a journey or an experience –  a holistic view of customer acquisition that takes into account obstacles, needs, and opportunities. Here you can see an example that applies to the MICE industry, but of course, this varies from sector to sector.

Touchpoints meeting industry

Image Source: Weemss

  • Remember that omnichannel marketing can be implemented both online and offline. For example, you can combine digital advertising with ads in a physical location. At events, this could mean using both physical banners and event apps. The right mix is different for each industry, so testing is key. 
  • Irrespective of your industry, never underestimate the importance of social and mobile. The most visited sites in the world are social media sites including YouTube, Facebook, and Instagram. These are not only used for leisure, but also as a source of information and so they are useful tools to reach a targeted audience. As for mobile use, more than 51% of online traffic comes from mobile devices -surely a channel that no business owner wants to miss!
  • On that note, a landing page will direct users from mobile and social platforms to your website. Landing pages play a crucial role in lead generation and conversion. Research suggests they can increase conversion by 300%, and the figures are even better if your landing page features video content.
  • Lastly, take advantage of technology. Digital technology can improve the efficiency of your omni-channel marketing strategy. For example, marketing automation can save precious time so you can focus on analysing results and tweaking your campaign, and their implementation is feasible even for SMEs. If you can pair marketing automation and CRM tools, so much the better!

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Conclusion

Omnichannel marketing is a profitable strategy that every business owner or event organiser should know about. This type of strategy relies on personalised and targeted communications that capture your audience’s attention wherever they happen to be. The benefits are many: they can boost awareness, create a strong positive impression, generate leads, and streamline your operations. 

If you’d like to establish a strong presence in multiple platforms so you can deliver the best possible customer experience, creating an Omnichannel marketing campaign is the next step. Get in touch and we’ll start planning the most effective strategy for your business straight away.

Frank M. Waechter | fmwaechter.com
Digital Marketing, Social Media Marketing, Inbound Marketing, Growth Marketing, Data Analytics for the Meetings Industry, Events Industry and Associations. Conference and Event Activation, Live Marketing, Onsite Engagement.
Carrer del Mestre Joan Corrales 107-109 08950 Esplugues de Llobregat, Barcelona, Spain
Phone: +34 691 328 572

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