Omnichannel marketing campaigns are a powerful driver of sales for B2C and ecommerce brands, but they’re not easy to execute.
In fact, 86 percent of ecommerce marketers still have not executed a full omnichannel marketing strategy for their brand. So how do you offer your buyers a smooth, consistent marketing message as they move across multiple channels and devices?
Thankfully, B2C marketers now have far better resources at their disposal to make the process of managing omnichannel campaigns far easier. With the help of powerful B2C software, true omnichannel marketing is finally within reach.
Still, setting up your campaigns for success takes plenty of strategic work and planning. And with so many moving parts and platforms to juggle, it can be tough to get a holistic view of just how well your campaign has performed once it’s released into the wild.
But with the right marketing strategy, you can speak to your customers in a unified fashion across platforms and devices. Here’s how to create a seamless B2C omnichannel communication strategy for your brand.
A unified campaign series
Remember when almost all the work around creating a B2C marketing campaign series had to be done manually? Those were dark times. Gone are the days of producing each of your marketing touchpoints separately, on multiple platforms, and then haphazardly connecting them together with the hopes that everything would work out seamlessly.
Instead of using multiple channels to piece together omnichannel communication, you can build a fully thought-out campaign in one place. Thanks to the power of a B2C CRM, you can create, execute, and measure multi-channel, multi-touchpoint campaigns across all the platforms that matter most to you and your customers.
Instead of having separate campaigns for each marketing touchpoint, you can now manage and measure your omnichannel campaign series in one place. No matter how many channels you’re employing to reach your customers (email, web, and mobile, for instance), all of those touchpoints will be perfectly aligned into a single, easy-to-read view.
What might this look like in the context of a campaign series? First, you could send an email to a user who abandons their shopping cart. From there, you could send a web push notification when they revisit your website. To finish it out, you could send them one last email in case they still haven’t taken you up on your reminders.
Plus, you won’t have to deal with complex flow charts or incomprehensible decision trees along the way that only muddy up the process. Now, everything is streamlined into a simplified workflow, giving you the ability to measure campaigns in the same way that you created them.
Pretty nice, right? Here’s another important benefit: While most marketing automation platforms have you select your channel first, then build channel-specific content from there, the best ones let you prioritize content creation first. That way, your focus is on building powerful campaigns that resonate with your audience, not on having to worry about optimizing your campaign for maximum engagement. Let your B2C CRM do the heavy lifting!
Building a coordinated campaign across channels
Remember, there’s more to a marketing campaign series than just emails. The entire purpose of omnichannel campaigns is to deliver a coordinated effort that includes (but isn’t limited to) emails, push notifications, and paid ads within a set period of time.
When done correctly, your customers should receive an email from you, then an ad, followed by a push notification, then perhaps another email, and so on. All of these channels add up to multiple touchpoints that ideally highlight similar products, messaging, and design.
When it comes time to craft your message for each touchpoint, it’s all about consistency. You wouldn’t write an email that uses a friendly, conversational voice, then create a banner ad that goes in an entirely different direction in terms of tone.
Nor would you use a certain color scheme for one touchpoint, yet go with a completely different color palette for the next one. You want your buyers to be able to recognize and remember who you are based on the interactions they’ve already had with your brand.
One more helpful tidbit for creating your omnichannel campaign: Don’t forget to add a delay time in between each touchpoint, whether it’s an hour, a day, or more. Bombarding your customers with multiple touchpoints at once isn’t a good look, and will only keep them from interacting with your brand further.
Testing for what works best—and where
We wish there was a one-size-fits-all solution for omnichannel marketing (we’d be the first to tell you if we knew the secret). But until that moment occurs, we’re stuck with the same testing hypotheses and methodology marketers have been using for years. But if nothing else, the tools we use have gotten more advanced, as have the insights we can cull from the data.
For your omnichannel campaign series, there are a few key indicators that will clue you into whether your ads and emails are making a splash, or if you need to go back and tweak a few things.
Maybe the intervals between the messages you sent need to be shorter so that you’re on the top of your customers’ minds. Maybe a message you’re pushing on one platform would resonate better on a different one. Or maybe you just need to tighten up your constraints to ensure certain contacts on your email list aren’t getting messages too frequently, like in the example below.
Whatever you decide to test, don’t lose sight of the big picture. While it can be tempting to get caught up in which touchpoints are performing best or where people are dropping out of your campaign, that data only makes up a small part of what ultimately determines the success of your campaign series. Just keep testing until your campaign is driving real results.
Be where your buyers are
Even if it doesn’t always seem like it, take comfort in the fact that your customers are out there just waiting for you to find them. In fact, Google found that 90 percent of people who own multiple devices switch between them an average of three times a day just to complete a simple task. Obviously, the need to create campaigns that cater directly to users who live on multiple platforms and devices can no longer be ignored for ecommerce marketers.
It may be risky business to launch your campaign before knowing who you’re trying to reach and where. But through testing and using the right tools to stay consistent, you can bring all the pieces of your omnichannel campaign series together into one easy-to-manage, easy-to-measure flow.
Whether you’re sending a welcome series, cart abandonment series, or other any other campaign series targeted at ecommerce and B2C buyers, omnichannel communication is the way to go.