How to deploy Omnichannel marketing effectively for Small and medium enterprises in 2020

The development of science, technology and technology has been integrated into our lives every day. You may have used your phone to listen, call and send text messages but now phones job support and entertainment needs too.

The technology and electronic devices for human life are increasingly improved to erase the boundary between the online and the real world, of course, people’s buying behavior will also change. change with. It’s time for sellers, businesses and marketers to change to keep up with customers’ shopping behavior.

Traditional marketing strategies or running online advertising are still effective but it does not bring a good and superior experience, it is time for businesses and marketers to need an innovative, optimal sales strategy. chemical experience on all sides for customers.

Omnichannel marketing will be an effective marketing strategy in the future that most SME businesses need to target.

What is omnichannel?

Omnichannel is a multi-channel sales strategy that seamlessly integrates different communication channels to create a seamless experience that makes it easier for customers to buy.

Unlike multi-channel, Omnichannel will create a journey for each individual and create many points of purchase wherever customers are, the ratio of effective sales when applying Omnichannel is also high. much better than multi-channel.

What is omnichannel marketing?

You can run PR campaigns in newspapers, ads on TV, even run Facebook ads for sales, but if the data in each channel is not mounted, it is only called multi-channel. (multi-channel sales), not Omnichannel.

To be called the Omnichannel, all data on all channels must be synchronized and cohesive.

Many businesses have many years of experience in multi-channel sales, they invest in Facebook Ads, Google Ads, SEO, advertising in other media channels, … but in general, customers are asking higher, they want to have a seamless experience with each other about the product they just saw.

With the era of technology development as strong as today has made the shopping behavior of users change, marketers will have to learn how to change to bring businesses to survive and grow.

Omnichannel will be a new way of helping businesses approach and optimize the multichannel experience.

Step by step deploy Omnichannel marketing for small and medium enterprises

Below, I will guide you step by step to deploy Omnichannel marketing for small and medium enterprises.

Step 1: Select the Omnichannel support platform for the whole team to work with

The most important thing for deploying Omnichannel is how to create consistency and cohesion of information when displaying to customers.

To do that, you first need to include every member of your team in the omnichannel deployment plan so that they understand the role and how their implementation will take place.

Every member will need to get customer information for better feedback.

Platforms supporting the Omnichannel implementation will help resolve the following 3 issues:

  • Synchronize data, data on products and customers to send to each member.
  • Support display customer information to devise strategies to sell the next product to suit the needs.
  • Helps to easily manage everything on one dashboard only.

The old sales management software usually only supports the website or a few sales channels without the synchronization of data from different channels, so the selection of specialized omnichannel marketing software is required..

Step 2: Determine which channels your customers operate

The basic element for successful Omnichannel marketing is to implement it in the channels that customers regularly appear.

Identify channels that customers frequently use to reach

Gather information and perform analytics to see which channels your potential customers operate on, so you can plan your campaign.

Step 3: Focus on personalizing content for customers

The key point of Omnichannel marketing is to create personalized content for customers (also known as Personalization).

Personalize content suitable for customers

You will need to provide content at a more personalized level than any other marketing strategy before, otherwise you will waste a lot of budget to implement and reduce efficiency.

The best way to create personalized content for your customers is to get customer information:

  • Data on customers: information about gender, interests, demographics, geographic location.
  • Shopping behavior: where is the frequency of purchase and the highest purchase rate in the customer journey you create.
  • Interactions: customers will leave interactions on your content, listen and observe for better optimization. Use applications that allow you to create heatmaps, such as Hottjar, for viewing.

If you’ve done multichannel campaigns before, you can use that data to summarize, but if you don’t have much data, you can start collecting in the process of making Omnichannel, of course it will. a little harder.

Here are a few ways you can start collecting customer data:

  • Deploy sales in various channels: select and run tests on channels where customers can appear to start collecting data.
  • Optimize the buying experience: observe the shopping experience on the website and interact with each channel, listen to evaluate customer experience to know what needs to be optimized to promote buying behavior.

Step 4: Build a journey for customers

In this step, you will need to plan and build customer journeys, leading them to the purchase page in a reasonable manner.

People can visit your website for the first time, and you need to get the ads, product messages (your brand) to appear where the next customers come.

It sounds like re-marketing, but Omnichannel will require you to re-market on more different channels with content that follows each other like a funnel model, not simply re-marketing at Facebook or Google. GDN but also in every channel in the implementation plan.

Step 5: Check and measure efficiency

To be successful with Omnichannel marketing, you will need to actively test and optimize each one to find the best content, the best customer journey.

Campaign analysis & measurement needs to be done every day

Track customer actions and feedback, such as:

  • Time to buy at the most time frame?
  • Which ads users click the highest?
  • Which pre-landing post made the customer stop reading the longest?
  • Which parts of the article do customers typically exit from?

Checking the process and tracking the indicators on a regular basis will help you make an optimal optimal decision.

A few notes to implement Omnichannel marketing effectively

For better performance with Omnichannel you will need to note a few things

Build purchase buttons everywhere

Customers always want to buy anywhere, it will be annoying when they finish reading the article and want to buy but do not see where to buy.

Try to place the purchase buttons everywhere and make buying easier than ever, this will help your conversion rate will increase significantly.

You can reach customers through: app, advertising on social networks, email and always put the purchase button in the content.

Focus on the main channels to increase efficiency

Omnichannel requires you to deploy in many different channels, but none of us can do it at every channel because it takes time and personnel to deploy, instead focus on a few main channels. best effect.

Here are a few popular channels you should focus on:

  • App
  • Advertising on social networking sites: Facebook, Google, Zalo, Tiktok, Youtube.
  • Email marketing.

There are also some other channels such as: SMS marketing, Push notification, TV advertising, newspapers.

There are many studies and case studies of some foreign businesses that apply Omnichannel marketing successfully and bring about 30% increase in profits every year, proving that this is an effective marketing method.

The trend of consumers has changed, people are willing to pay more if they feel they are well served, dedicated and true to their wishes.

The market is increasingly competitive and any business is eager to be creative to find new ways to deploy, leading in the market. The application of Omnichannel marketing is one of the effective and creative strategies, if you do well, you can grow your business in an upward trend in a short time.

Above are the basic steps to implement Omnichannel marketing suitable for small and medium businesses, hoping to be helpful for you.

Sophia Mia