All modern brands nowadays are expected to be more visible and engaging on various platforms(channels). You want your user experience to be consistent and for it to flow smoothly across all channels. To build a good strategy as such, you need omnichannel content marketing.
Definition of Omnichannel
Omni- comes from the Latin word omnis, which means “all” or “everything.” According to Wikipedia, omnichannel is a cross-channel content strategy used by businesses to improve customer experience.
Understanding and providing the customers with a seamless and complete journey across all channels & devices is what omnichannel is all about.
Instead of using several channels (both offline and online) in isolation, you must integrate and coordinate them. It is done in such a manner that they provide a consistent user experience regardless of the channel.
The omnichannel experience entails being omnipresent across every device and platform a customer uses to connect with the business.
Being active online is a great way of making your brand visible. So, how can we consistently be omnipresent and stand out in this competitively changing world? Read through to find out!
What is omnichannel content marketing?
Creating, managing, and producing the different types of content delivered across various channels in a unified, regular, and customer-focused manner can be described as Omnichannel Content.
Omnichannel Content Marketing is a consumer-centric approach that focuses on delivering a positive and seamless customer experience across multiple channels.
It is about integrating several channels to make the buyer’s experience as easy as possible. This omnichannel approach uses customers’ perspectives and interests to deliver a more consistent and effective brand message.
Customer behavior has changed rapidly during the years when it comes to interacting online. They could locate something online and then go to the store to buy it. Ongoing data analysis on customer behavior has helped explain trends.
Here are some statistics on customer behavior:
- According to NielsenIQ’s Omnishopping Fundamentals Survey, 40% of CPG (Consumer Packaged Goods) shoppers are now omnishoppers.
- According to a study done by Harvard Business Review on 46,000 shoppers;
7% shopped online exclusively
20% were store-only shoppers
73% used multiple channels
- 43% of worldwide shoppers conduct product research on social media.
- More than 75% of individuals buy online at least once a month.
Customers’ shopping habits today keep evolving. As a result, a significant amount is influenced by the information provided online.
Content plays a vital role in cross-channel strategy. It consists of information that allows customers to know about you and what you can do for them. Great content can connect channels and boost conversions by directing customers from one to another.
Types of Content
Without having solid content, there is nothing much meaningful to reach out to customers. Some of the many types of content include:
- Articles / Blogs
To get the desired customer engagement, you have to make sure that your presence is everywhere. At least on the right platforms. As a result, many businesses are leveraging their online platforms.
What does it mean to be omnipresent in the online world?
The omnipresent approach allows your brand to be available to customers at all times. It is about making your brand show up everywhere and every time. Brands must keep an eye on trending topics and customer preferences to become omnipresent.
You will always be present in their minds if you produce relevant, interesting, and engaging content regularly. That means you must ensure that your brand is present in all areas of the internet. Social media, emails, blogs, YouTube podcasts, and videos; you should be present everywhere your audience is.
Having strong omnipresent content can strengthen your marketing message by keeping you relevant to your target audience.
Omnichannel experiences are in high demand among modern consumers now more than ever. Either shopping for themselves or a business, they consume a significant volume of content before making a decision. A significant amount of it is consumed through online articles, product reviews, how-to videos, or influencer postings).
79% of customers say that more than personalized marketing, a personalized experience is more important. According to Aberdeen Group, organizations with excellent Omnichannel Customer Engagements experience a 9.1% rise in yearly customer retention rate on average (compared to weak omnichannel companies).
We need to get a good understanding of the purpose and intentions behind their actions. As a result, we can start to create a system that will deliver the right content to the customer and help them with their needs.
You can develop smart strategies that have a real impact by actively listening and participating online.
Some of the most frequent online channels used to show personalized messages, products, and offers, etc are as follows:
- Re-targeted ads
- Social Media
- Digital Marketing
The Benefits of online omnipresence in Marketing
To make a positive impact on your results, you need to get your brand’s message across to customers as many times as possible. You must be wondering “What can I get out of being omnipresent?” Here are some benefits:
- The first brand that comes to mind – When you think of a sports brand, what is the first brand that springs to mind? Nike? Adidas? Under Armour? All of them are genuinely omnipresent brands. That is the amount of awareness that you can get when you put in the effort consistently.
- Brand Recognition – Trust is built via brand recognition. People will begin to recognize your brand if it is always present. They will feel more at ease with you and be more inclined to try your services and suggest you to others if they see you everywhere.
- Authority positioning – When people link your industry with your brand your authority position increases. Meaning, people see you as an expert on that subject making you the go-to person.
- You stand out – You eventually get distinguished from your competitors.
- More engagement – Customers are more likely to interact with you more. When you can understand where your target customers engage, you will be able to plan the structure of your content more.
Best Practices in Omnichannel Marketing
Some best practices that you may put in place when creating an omnichannel approach are:
Be available: Ensure that all the information related to your business is readily available online to the customer.
Know your customers and their journey: Take the time to understand your consumers, map out their journey and the content they want. Then develop a strategy appropriately.
Optimize all the platforms: Analyze the platforms your customers frequently use to interact with you and leverage their potential. Deliver content effectively and efficiently across all the platforms.
Evaluate: Always assess the effectiveness of your strategy so that you can discover its strengths and weaknesses.
Omnichannel content strategy and why do you need one?
Developing an omnichannel content strategy is essential for current businesses. The goal of an omnichannel content strategy is to create a consistent and linked consumer experience across all of your brand’s channels. The plan includes how the content is being distributed, managed, and overseen.
At the heart of your consumer communications is content. Businesses may create tailored and consistent content-driven experiences for each customer across all channels through which they connect with your brand.
Using an omnichannel approach to digital marketing guarantees that every material created, published, and promoted is part of a larger plan.
Do you want to provide a better omnichannel experience to your customers? Then take a closer look at the way you create and deliver your content. It is about putting your audience first by listening to and responding to their requirements at every stage of the process.
Engaging and being active online through omnipresence should be a part of your omnichannel content strategy. Consumption of omnichannel content is undeniably popular. Consistency implies quality and keeping customers interested in your brand every time they interact with it.
We are living in a time where we are more connected than ever. Email, text, chat messages, Facebook, Twitter, or even a phone are some of the many ways of connecting on a personal level. All of which can be used to get right in front of our potential customers and grab their attention.
Some advantages to your business of having an omnichannel content strategy include:
- Improved customer loyalty
- Diversify Audience
- Increase in customer satisfaction
- Increase in sales and traffic
- An increase in the number of references and recommendations
How do you make an omnichannel content strategy?
Not only should you build content, but you should be consistent as well. It has never been more vital to create and use content to create a great customer experience. So, how do we do that?
Here’s what you can do to get started:
- Make a persona for your brand – Make your brand come alive by giving it a personality. Create a persona that represents your brand and appeals to your intended audience. Then using the words of that persona, explain your brand’s story.
- Learn more about your customers’ life– Research interests, habits, and requirements of your target audience. Post questions, get input from customers and make use of social media.
- Audience segmentation – Identify your customer’s journey. After analyzing the data, you can categorize them into different groups based on similar activity patterns. By doing this, it will assist you in developing a tailored experience for each sort of customer.
- Prioritize platforms – Determine which platforms will be included and which will be excluded. Just because there are many platforms doesn’t mean you should go ahead with all of them. Identify the ones which fit more to your type of audience.
- Create great content – From visual elements to story elements. Choose fonts, brand colors, a logo, a layout, graphics, and anything else that will help you to be consistent across all media.
- Engage and maintain your online platforms – Interact with your customers. The goal is to make them remember you and feel special because they are connected to you. Also, regularly active and staying consistent with your message is important.
- Track and measure – Check that the process in place is going according to your strategy to achieve the desired outcome.
Different platforms have different algorithms and ways of getting your content seen and heard. Finding out how each platform works would help you in creating relevant content for your target audience on that platform.
The message you want to deliver should also be consistent no matter what platform you use. But, the way you present it should be according to the type of platform used.
You need to cater to each platform differently. For example, if you take Twitter, you should post more frequently and publish more personal messages, but on LinkedIn, a professional social site, your posts should be more informational and professional.
If you need to share the same content on all platforms you can do so by repurposing your content to get more traction. As long as you follow the guidelines and best practices of each platform you can make sure that you’re headed right where your audience is.
By understanding how your audience interacts and engages with you on different platforms, you will know what type of content you need to produce. Create content that will capture your audience.
Check out our bundles for omnipresent content marketing. It includes how to create 100 pieces of content per month across 5+ platforms.
Each day there are more than 1000s of messages and content put out for people to consume online. So, how will you stand out? You need a consistent plan and strategy that shows up everywhere and at the right time.
To be constantly seen everywhere can be quite challenging. It takes much planning and hard work, but it is an achievable goal that is well worth the effort. That is where we at Bashimedia can help you with. Want to find out more? Book a free discovery call with us now.