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Learn How to Create a Better Customer Experience with Omni-Channel Marketing

omni-channel-marketing

In today’s world, the customer experience extends beyond the walls of a brick and mortar store. Customers engage with your brand through content that’s spread across multiple channels and accessed by multiple devices. And with so many possible touch points, it’s becoming increasingly important for brands to ensure consistency throughout–especially for their millennial audience.

A survey by SLD, a customer experience software and services provider, revealed that 44% of millennials surveyed expect their experience to be consistent across all devices. In addition, 60% said that they expect the same experience across all customer touch points–from phone service to in-store and digital interactions.

So how do you create that consistent customer experience? Through omni-channel marketing.

Defining Omni-Channel Marketing

Omni-channel marketing is a holistic, strategic marketing approach that aims to provide a seamless user experience across all channels and devices.

Every brand has a story to tell. A message that tells their audiences who they are, what they stand for and how they can be of service in a time of need. And an important part of successfully conveying that message is through creating a positive, consistent customer experience with your brand. How can you build a relationship with a customer if your message is inconsistent? How can you build that trust?

In addition, providing a consistent customer experience contributes to building brand recognition and awareness among your target audience. Remember, your marketing efforts aim to build and nurture your customer relationships.

Best Practices for Omni-Channel Marketing

At TopRank Marketing, we often talk about the importance of an integrated content marketing strategy. One that uses multiple tactics–across multiple mediums–to be the best answer, when and where people are searching for information. The key to all this? A focus on the customer and their journey–which is a natural connection to omni-channel marketing.

Content plays a major role in the customer experience. It’s product descriptions. It’s blog posts. It’s advertisements. It’s emails. It’s social media status updates. It’s a promotional sign hanging in a store’s window. Use omni-channel marketing as another layer to bolster your content marketing strategy–and really your overall marketing strategy.

Other best practices include:

  • Use consistent imagery. Humans are very visual beings. We process so much with our eyes. Using consistent imagery contributes to that brand recognition and awareness brands so desperately want.
  • Establish a consistent voice. This is your brand voice and it should be recognizable to your customers. Are you serious? More light-hearted? Silly? Educational?
  • Personalize. Remember that each channel likely has a distinct audience. Strike a balance between your brand standards and optimizing your message for each medium.
  • Put yourself in customers’ shoes. Take the time to regularly review the experience that your customers go through to research, buy and connect with your products and brand. When it comes to your digital interactions, use your analytical tools to identify barriers. Where are people dropping off the site? Which forms convert the best? Where is the most site traffic coming from? Which mediums get the most engagement? Now that you have this information, how can you improve the experience? Is it through new content or better calls-to-action?

Examples of Omni-Channel Marketing in Action

Disney

Disney Omni-Channel

Disney is an omni-channel rock star. From booking your trip on their mobile responsive website to securing fast passes through the My Disney Experience app to accessing your on-property hotel room with a Magic Band, the magic of Disney is consistent throughout.

Target

Target Omni-Channel 1

Target Omni-Channel 2

Another omni-channel heavy weight is one of my most beloved brands: Target. Whether you’re shopping from your PC, your mobile device or in-store, each medium works together to create a seamless, efficient shopping experience (even if you fall down the perusing rabbit hole). Your digital shopping cart can be saved and accessed from either a PC or mobile device, or you can opt to pick items up at your closest store.

Coca-Cola

Coca-cola omni-channel

Coca-Cola is one of the world’s most recognizable brands. It’s sold in hundreds of countries and it’s branded itself as a deliciously refreshing beverage that delivers happiness in a bottle. From allowing soda lovers to share the love by personalizing a bottle for a special someone to their rewards program to utilizing traditional media to remind customers just how tasty their drink is, their brand is all about customer experience.

What are some of your best practices for ensuring a seamless customer experience? Share with us in the comments section below.

Header image via Shutterstock


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© Online Marketing Blog – TopRank®, 2016. |
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The post Learn How to Create a Better Customer Experience with Omni-Channel Marketing appeared first on Online Marketing Blog – TopRank®.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It's plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

One pivotal key to excelling with social media marketing is understanding all the tools you have at your disposal. Each platform offers a number of capabilities that seem to be underutilized by marketers who either don’t know they exist, or don’t fully recognize their potential impact.

With this in mind, we’re setting out to highlight some of the most useful yet overlooked features for driving results on social media platforms. Today we're focusing on the channel most pertinent to B2B marketers: LinkedIn*, with its member base of more than half a billion professionals.

Take Notice of These 5 Marketing Tools & Features on LinkedIn

Whether your goal is building brand awareness, generating leads, or boosting conversions, these five fundamental functionalities can provide a big assist if you aren't taking advantage of them already.

#1: Robust (and Now Simplified) Audience Targeting

LinkedIn recently overhauled its Campaign Manager tool (the interface through which marketers build, manage, and measure ads) around an objective-based advertising framework. The basic purpose of this initiative was to make it easier for users to align every element of their campaigns with the overarching objective. One of the slickest improvements to come out of this is the audience setup experience, which is now simpler and more intuitive.

From a B2B marketing perspective, the depth of available professional targeting parameters is by far LinkedIn’s biggest relative advantage compared to other social platforms. Nowhere else can you accurately filter audiences based on facets such as Job Title and Job Seniority. This provides unparalleled ability to reach decision makers and purchase influencers directly.

The revamped interface makes it quicker and more straightforward to select a qualified audience in line with your campaign goals.

[embed]https://youtu.be/AAx60JxxWFg[/embed]

#2: Revamped LinkedIn Analytics

The latest Social Media Marketing Industry Report via Social Media Examiner found more than half of respondents (54%) either uncertain or disagreeing that they are “able to measure the return on investment (ROI) for my organic social media activities.”

This is another area of Campaign Manager that LinkedIn recently spruced up. Given that advertising on this platform tends to be more expensive than other social networks, it’s especially important to ensure you’re getting return on that spend. The new reporting experience makes it easier to see results at a glance, and make optimization tweaks on the fly.

The underlying appeal of LinkedIn’s targeting facets also applies to its reporting mechanism; you can get an aggregated look at who is viewing and engaging with your content (i.e., which companies, which job titles, which experience levels). These insights can help you align your LinkedIn strategy and even your content marketing strategy more generally.

#3: Content Suggestions

Can’t figure out what to share on social media? That’s a common enough challenge. The Content Suggestions tab, found on the top nav bar within LinkedIn Page admin center, offers ample inspiration. It serves up a list of third-party articles your defined audience is engaging with — essentially a readily available stream of targeted, trending content.

Not only does this make it easy for marketers and social media managers to find share-worthy content that’s more likely to resonate with their followings, but it can also fuel employee advocacy efforts.

#4: Website Retargeting

Retargeting is a popular digital marketing tactic, which involves serving ads to people who’ve already encountered your brand. The element of familiarity, plus a concrete demonstration of past interest, tends to drive considerably higher clicks and conversions than standard ads.  

Through its Matched Audiences feature, LinkedIn allows you to place a pixel on your company’s website, then serve ads to people who’ve visited it before, while they’re on LinkedIn. It’s a great way to follow up with someone in a different context. One especially savvy approach is to create customized retargeting creative based on the specific section of your site a person visited (i.e., upper-funnel messaging for someone who went to your “About” page, and lower-funnel for someone who checked out a solution page.)

[embed]https://youtu.be/SgXlOH-1pPk[/embed]

#5: Lead Gen Forms

This might be my favorite marketing tool on LinkedIn, and it definitely seems like one that more B2B brands could be utilizing. Lead Gen Forms are leveraged in combination with various types of ads, enabling your company to collect valuable contact info (and additional data about a prospect) from an individual who downloads something of value with minimal friction.

Unlike most gated-asset forms, which require a user to tediously fill out multiple fields, Lead Gen Forms automatically populate based on the member’s LinkedIn profile data. As such, it takes only a couple of seconds to get through the process. Because you’re attaining a more comprehensive snapshot of people who download, you can better qualify them as leads in comparison with other form-fills that often procure only a name, phone number, and email.

[embed]https://www.youtube.com/watch?v=34Xe1E59N6A&feature=youtu.be[/embed]

Step Up Your LinkedIn Marketing Game

LinkedIn can be one of the most valuable components of a holistic B2B marketing strategy. As mentioned earlier, there’s no denying it’s a pricier place to play than most other social networks, but you’re also paying for access to a higher-quality audience. Using the five features above can help you understand, segment, reach, and engage this audience efficiently while closely tracking the impact of your efforts.

Another underutilized tool on LinkedIn is video, which has been a key focus for the platform recently. Learn about all the metrics and specs for video on LinkedIn, as well as every other major social network!

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers appeared first on Online Marketing Blog - TopRank®.

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