A thoughtful omnichannel marketing strategy should be like a well-choreographed dance: perfectly in-sync.
Your email, SERP, and paid social strategies should all complement each other, working in tandem to promote the same campaigns to the same audience across multiple channels in multiple ways.
Unfortunately, most B2C marketers don’t do this. Many marketers naturally think about the channel first, rather than the overall campaign. It makes sense in a way — marketers often use different platforms to send out email versus paid ads, and therefore, mentally separate the campaigns.
However, by taking this channel-centric approach to marketing, you will miss out on opportunities to strengthen and improve your campaigns. Instead of sending out unrelated emails and paid ads, you can instead coordinate all your campaigns and increase your reach.
With the right omnichannel marketing strategy, you can get better results and drive more revenue for your B2C business. Here’s how.
Come up with a campaign theme
Rather than starting with the channel, start with an idea or a theme for a marketing campaign that could run across multiple channels. That could be anything from a Cyber Monday promotion to a persona-specific campaign that targets a specific segment of your buyers. Here’s an example of how that would look:
- Identify a segment of your buyers. Example: At-risk cutomers
- Brainstorm a campaign topic that would be most likely to engage them. Example: Winback campaign with a 50% off discount
Lifecycle marketing that focuses on a segment of your buyers at a specific phase in their buyer journey is a great place to get started with coordinated campaigns. It’s often easy to come up with the right theme that will resonate with buyers at that exact stage. However any campaign can have a theme if you get creative with it.
Map out the campaign
Once you have an idea for an omnichannel campaign, it’s time to map out how that campaign will look across every channel. This requires you to really understand how people interacts on each. Obviously, you will write different copy and have slightly different creative on Facebook versus email. Here’s an example of that same campaign across various channels:
- Email: Send out a classic Winback email with a 50% off coupon
- Facebook: Have a fun gif that autoplays, drawing attention to the same 50% off coupon
- Instagram: Create a stylish carousel ad that offers the 50% off coupon
- Google: Create a simple display ad with the 50% off coupon
Take the time to make great creative that uses the same colors, similar copy, and is tied together consistently with your branding. When all of the pieces of the campaign are laid out together, they should look as though they’re all part of the same conversation — since they are.
Send out a perfectly coordinated campaign
Now that you understand how each part of the campaign will work, it’s time to launch. You should think carefully about when exactly your buyers will interact with your campaign. Ideally, you should be on every channel a buyer looks for a concentrated period of time. If that at-risk customer reads your email, but then sees the ad two weeks later, it’s not a truly coordinated campaign.
A powerful omnichannel campaign actually makes your brand look ubiquitous — you should be on every channel, all at once. This amplifies your message, making a buyer more likely to notice and take action. It’s unlikely that one person will click on each and every ad or email you send, but the coordinated message will get through. By coordinating email with paid ad, you will get the attention of your buyer and — hopefully — convert them.