Creating a seamless experience in this highly-distracted world is very important direction for any marketing campaign. Consumers are accustomed to using multiple channels to garner the information they need, and they want to be able to jump between different channels to continue their experience.
Marketers have found that print and digital marketing can work symbiotically to create a strong, seamless campaign. Say hello to Omni-Channel Marketing. Check out these 6 tips to creating and managing a full omni-channel marketing campaign.
- Consistency Wins
In an omni-channel marketing campaign that is employing multiple channels and platforms, consistency in your design and content is key. As customers seamlessly move throughout the efforts of your campaign, you want to ensure that they are seeing the same brand identity. This will encourage customers to trust you and know that you are there for them. Use brand colors, fonts and consistency in your brand voice when creating the campaign.
- Think Like a Customer
For your campaign to be successful, you must make sure that the customer experience is effortless. Take the journey that the customer will take – depending on the nature of your product or service, follow every step of the browsing process, purchasing process, responding efforts, etc. Additionally, put together a team of multiple testers (both internal and external) to get a 360-degree view of the experience.
- Response is Key
Measure the response of your efforts. Your omni-channel marketing campaign should have both print and digital elements to it – and there are ways to measure the response on both! For your print marketing, make sure to use response efforts such as QR codes, PURLs, tracking phone numbers, lead tracking landing pages and UTM codes . That way, you’ll be able to determine who is taking the next step from your print marketing campaign. For your digital marketing, response measurements are easily attainable through website analytics, Google analytics, social media insights, email click-through and open rates, to name a few.
Measuring the response of your campaign is crucial – this information allows you to further determine who to target specific information to. It will also give you insight on who are likely to be loyal and recurring customers.
- Use the Data
The data from response efforts will give you a deep sense of who to target more information to. With that data, you will be able to tailor marketing messages to a specific set of people. Utilize that data to generate a targeted direct mailing list to reach prospects that meet your selected criteria. As you continue to test your campaign, you will begin to develop specific data and insights that will help you to refine your targeted lists and find more customers just like the ones that are purchasing from you.
- Leave a Trail
The post-experience is just as important as the experience during the pre-sale process! Engage with customers after their initial purchase by sending follow-up messages or direct mail pieces that identify previous purchases and make product/service suggestions that might fit their needs based on their behavior. This trial will allow you to engage with your customers after they have completed a purchase, and hopefully it will offer ways for those customers to become loyal customers.
- Engage and Interact on ALL Channels
The last thing you want to do is set your campaign up and then just leave it be. Always be engaging and carefully interacting with your customers. Whether this is being available on support chats, responsive through email accounts, or responsive on social media accounts; it will help improve your reputation if the customer knows that you are there, you are real, and you are ready to help.
Ask for customer feedback and reviews. These are great tools for promoting your service and engaging with your customers. Always respond to the reviews, whether they are positive or negative. If the customer has a negative review to give, make sure to address that review in a very reasonable amount of time and offer your insightful response to the situation. Feedback and reviews are incredibly helpful during the purchasing process, as one of the first things that customers will do is look to see what people are saying. Promote a positive and engaging atmosphere to drive sales!
Interested in how to grow your omni-channel marketing? Check out this article about DDM ads.