The world of marketing is constantly changing, adapting to the new and modern concepts of life. This is one of the reasons why traditional marketing methods have lost such a large part of their past influence. Today, we turn towards a more personal form of marketing – reaching leads one at a time. However, with the introduction of so many channels and devices, this is proving to be more challenging than originally anticipated. Hence the need arises for moving companies to embrace the aspect of an omnichannel marketing strategy. Unfortunately, as current standings would have it, customers are far more advanced in the practice of multi-device browsing than marketers.
What is omnichannel marketing and how does it help your cause?
Before we tackle the aspect of a proper omnichannel marketing strategy, we first need to clear the air. What is the meaning behind this forged marketing term? Omni-channel marketing represents a process of adaption to modern needs of potential customers. The purpose of it is to provide users with the perfect experience, no matter the marketing channel they engage or the device they use:
- Physical store
- Online website store
- Mobile app
- Social media etc.
These are all ways for consumers to engage with companies now. And they can do so using various devices. And no matter which device they use, your moving company marketing should be able to engage them in the same manner.
So, here are 7 simple yet effective ways for you to implement a more omnichannel marketing strategy:
1. Put yourself in the place of your customers
In order to offer customers the perfect user experience no matter the device, you have to constantly monitor the situation. Research, purchase, and interaction with products and services – the pillars of customer satisfaction. You can test the overall experience of using multiple devices through test runs and reviews. Put yourself in the shoes of the customer – see how easy it would be for you to manage to find and to buy what you need through omnichannel methods.
2. Make sure to measure and note everything
It all comes down to data these days. The more data you have to work with, the better you will be able to advertise your business and increase your conversion rate. The key is to find the perfect elements within the enormous amounts of data you gather and use them in a non-invasive way. Those are the marketing efforts that leave the biggest impression.
3. Categorize your audiences accordingly
It’s acceptable to wing it in the beginning and simply try to hunt down as many customers as possible. However, as the development of a moving business (or any other one for that matter) progresses, you need to make plans and growth forecasts. Among other things, this also means segmenting your customers into specific groups. Basically, the sooner you come to realize who makes up most of your target audience, the better your omnichannel strategy can be. Information truly is power in the world we do business in today!
4. Use case studies and behavioral knowledge to create optimal content
Messaging and content are crucial to a fluent lead flow. If you have clients that have already used your services, you need to reference that for future marketing efforts. On the other hand, if you have leads that got an instant moving quote but never called back to book your services, you need to reference that intent.
Basically, no matter how irrelevant a certain type of information might appear, you need to consider it as relevant until proven otherwise. Hence, any interest that people show in the offer of your company is worth pursuing further. After all, if they never wanted to receive emails from you, they could have always unsubscribed. Persistence is a great way to lead your omnichannel marketing strategy.
5. An omnichannel marketing strategy goes beyond your marketing/sales team
Listening and responding can go beyond helping your marketing and sales team. It is something that can influence all teams within the company. Given how much channels are involved in the process of promoting certain services today, it is little wonder that every aspect of the business is involved in one way or the next. Integration – yet another backbone of good omnichannel marketing strategies.
6. “Listen and Respond” on devices/channels of choice
People insist on using multiple devices to make a single transaction. Hence, it is your job as the marketer to catch that and ensure that you are listening and responding to such habits. That way, if a customer were to start shopping on her phone, only to change his/her mind and switch to a desktop, it wouldn’t present a problem. They could simply see their existing shopping bag no matter the device they log in. And there you have the basics of every omnichannel strategy. You follow the chaotic nature of the customer and provide them with the information and options they are looking for.
7. Start today!
With omnichannel marketing being a growing trend, your business can’t afford to incorporate it into your operational strategies. It is simply what you might call a “game-changer”. And why would you dealy such a step, to be perfectly honest? It represents the future, it carries the potential of the present and can right the mistakes of the past. So, there really are no reasons to delay the implementation of a proper omnichannel strategy.
And even though customers currently have the advantage over marketers, this is a changing trend. And if you opt to give it more time, you can turn the tides in your favor. The first ones to thrive enough to make good on the demands of customers will be the ones to come out on top in terms of conversions. So, stop wasting time and get down to business!