omni channel marketing

How to Implement an Omni Channel Marketing Strategy

16 August 2018

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Talking a good game is one thing; backing it up is quite another. So, while saying you want your business to expand into omni channel marketing is a solid first step, that’s all it is –– a starting point. To actually form a cohesive omni channel marketing strategy that manages to bring in leads and increase revenue significantly, you’ll need to get your hands dirty (in the metaphorical sense). The good news is, we’re here to help out. In order to avoid some of the common pitfalls that trip-up marketers moving to an omni channel plan, here’s a quick guide to building an omni channel campaign from the ground up:

What is Omni Channel Marketing?

There’s a good chance your company has employed omni channel marketing techniques and not even realized it. If, for instance, your business has run a radio ad that’s told customers to visit your website, then you’ve dabbled in omni channel marketing already. In plain English, an omni channel marketing strategy is one that incorporates all elements of your marketing/sales content –– across all platforms. (Since “omni” means “all” this is fairly simple to deduce.) It makes sense for most businesses to adopt an omni channel marketing approach. Not only does omni channel marketing increase a business’s potential for exposure, but it should also allow companies to reach new leads and (ideally) increase conversion rates.

Cross Channel Marketing Done Right

Once upon a time, marketers were supposed to direct their leads to a sales department. However,  modern consumers don’t move in a clean, linear path from marketing, to sales, to customer service. Instead, consumers will likely wander between different levels of marketing content before arriving at a decision to make a purchase or not. As such, it behooves marketers to make the research process as easy as possible for potential customers. In an ideal strategy, every piece of content would build on the next –– allowing a business to nurture a lead’s interest while also educating them about their product.

Consider this example in practice: a consumer sees an ad for a product broadcast on TV. Intrigued by what they’ve seen, they search for that product online and click on a related pay-per-click (PPC) advertisement. From there, the consumer is redirected to a landing page with a content offer. And then, finally, after reading the content offer, the potential customer places a phone call to finalize a sale with the business in question. This is an extremely simple example, but even a path this straightforward can take days if not weeks for a customer to complete.

How then are businesses supposed to keep track of their own efforts –– let alone the behavior of their leads?

MicroMoment and Omni Channel Marketing

At Advocado, we’ve worked to create a solution to just this problem. MicroMoment+ is a software program that connects online content traffic with the TV commercials that generated it in the first place. In this way, a business can always know which TV ads are sending leads to their site –– as well as which ones are ultimately ending in sales. Plus, thanks to call tracking services built into MicroMoment+, a business can keep tabs on their leads’ offline movements when they make a phone call to your company. Call tracking software ensures that every call made to your business is accounted for, and can be attributed according to the content that inspired it. Note that businesses that don't advertise on TV can still make use of this innovative call tracking tech through TraaqrSMB –– our separate call tracking product designed just for smaller businesses. 

Without these tools, no company can properly coordinate and implement a marketing strategy that spans multiple channels. When you’re ready to move your business to the next level, contact us here. We’re ready to provide your team with actionable marketing solutions!

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