Omnichannel Content Marketing: Reaching Customers Everywhere
Long-gone are the days when customers could simply be targeted through a television or newspaper ad. Today, there are so many platforms and locations to target the customer.
Brands can:
- Communicate
- Inform
- Engage
- Convert
What is Omnichannel Content Marketing?
Omnichannel content marketing includes all the touchpoints that you can communicate with customers and potential customers. The goal here is to give the audience a fully-integrated communication experience that goes beyond them just coming to your website or visiting your store.
Why is Omnichannel Content Marketing important?
There are three main reasons:
- Enhanced Customer Experience: You meet the customers where they are, on the digital platform of their convenience.
- Build Brand Recall: By being where they are, you build brand awareness and brand recall.
- Better Brand Loyalty: Over time and over in multiple locations, the brand has a chance to create a strong emotional connection – that leads to brand loyalty.
- Increased Conversion Rates: The right message at the right time, can lead to higher sales. Companies with strong omni-channel customer strategies have a 9.5% annual increase in revenue.
What are all the channels that you can leverage ?
There are so many channels that you can leverage.
| Category | Channels |
| Digital Marketing | Social Media, Email, Content (Blogs, SEO), Paid Ads, Video, Podcasts, Webinars |
| Website & Mobile | Website, Mobile App, E-commerce, Chatbots, Reviews, Push Notifications |
| Messaging Apps | Whatsapp, Messenger, SMS |
| In-Store & Offline | Physical Stores, Print Ads, Events, Billboards, Direct Mail, POS Marketing |
| Customer Support | Phone/Email Support, Self-Service, FAQs, Loyalty Programs |
| Community & Engagement | Online Communities, UGC, Surveys, Advocacy Programs |
| Emerging Tech | AR/VR Experiences, AI/ML, Voice Assistants |
| Traditional Touchpoints | TV ads, print ads, billboards |
Find the above list overwhelming? Not to worry. Omnichannel marketing does not mean that you need to reach your customers in every category and channel. Only the truly big companies tend to have a marketing strategy of such scale. For everyone else, omnichannel marketing can be done in a smart way.
Which platforms should you pick for your Omnichannel Content Marketing?
There are two questions to ask to find your answer.
- What are the three channels that are most used by your customers?
- How much effort and budget do you have?
Campaigns that had more than 3 channels saw a 494% increase in sales. That simply means that your omnichannel content marketing does not have to target over 20 channels. Rather, anything more than 3 should suffice.
How do you build an Omnichannel Content Marketing strategy?
All of this brings us to the final question – how do you build an Omnichannel Content Marketing strategy? There are 4 simple steps.
- Develop the blueprint
The blueprint needs to include several things:
- The objective you want to achieve
- Choose a consistent brand voice
- Select the channels you want to focus on
- Have a consistent message
If you want your customers to remember your brand name – have a consistent message across all the platforms. This is vital to stand out from the crowd of information already being thrown at your customers.
- Build an integrated calendar
Omnichannel content marketing does not mean that at the click of a button all your content goes out at the same time on all the platforms. Rather, when you build an integrated calendar, you are able to time your content so that the right content hits your customers at the right time on the right platform.
- Read the Data and build Customised content
By targeting so many platforms, you are going to have a ton of data to analyse through. Use this data to understand your customer’s behavior and preferences. For example, for an e-commerce brand, sending customised messages to customers who have added to the cart but not made purchases can yield higher sales.
Whether you are a B2B, B2C or D2C, not implementing Omnichannel Content Marketing leads to lower conversions. Studies show that companies with strong omnichannel strategies retain 89% of their customers, compared to just 33% for those with weak strategies. By integrating various channels and tailoring content to meet customer needs, you build stronger relationships, enhance brand loyalty, and drive higher engagement and conversions. In fact, brands that use omnichannel marketing see an average increase of 23% in revenue. Embracing a cohesive approach not only improves customer satisfaction but also provides valuable insights for continuous optimization and growth.
How do you build an Omnichannel Content Marketing strategy?
Increases Engagement and Conversion Rates: Tailored and personalized content across multiple channels ensures that the right message reaches the right audience at the right time, improving engagement and driving conversions.
Provides Comprehensive Insights: An omnichannel approach allows businesses to collect data from various touchpoints, offering a holistic view of customer behavior. This data can be used to refine strategies, improve targeting, and optimize marketing efforts.
What is it
Why is it important
How do you do it?
