What concept could The Beatles and omni-channel marketing possibly share? While The Beatles were groundbreaking in creating exciting sonic pop landscapes, the Fab Four relied on each of their core skills working in harmony to achieve their success.
No matter which one of The Beatles you like the most, you can recognize the magic they had when they worked together. Today’s marketing efforts need that same “come together” power to be effective. With 98% of Americans switching between devices in the same day (Google Research), the challenge you and your company face is to provide a seamlessly integrated online experience for your customer. Each channel that your company uses to reach and engage your market needs to be congruent with the overall marketing strategy.
Omni-channel marketing means unifying your message, voice, and branding on the different channels you are using to reach your target audience.
Here are Fab Four Omni-channel Marketing Strategies (and The Beatles song I picked to match!).
1. Audience - Eleanor Rigby
You are not alone! Whether you are focused on senior living or another industry, you must understand who you want to reach, your specific audience. Markentum’s team of experts continually communicates with our partners because we want to know who your customers are and on which channel they are active.
Developing personas is essential to making sure that the right voice is being used in creating meaningful content and maintaining trust and expertise on every channel.
2. Content – Strawberry Fields Forever
Now that you know who you want to talk to, it’s time to find a way to communicate with your audience. It’s time to stand out! Here’s where creating unique content (social posts, blogs, photos, emails, videos, comments, review responses, etc.) for each channel becomes vital.
The content you use for each channel will shape the tone and, ultimately, the outcome of the conversation. Every team member should be speaking the same language through all the various marketing efforts. Make sure that philosophies, values, and specific words are congruent in everything being used to attract and engage your customers.
3. Multiple Devices – Across the Universe
Because so much device switching is happening, you must protect the integrity of your information. Are all the addresses and phone numbers correct on each channel? Be sure to check your social media, as well as third party business websites, to make it easy for your customers to reach you regardless of what device and platform they are using.
You will also want to check the web journey your customers will experience on their mobile, tablet, and computer—each of these needs to be optimized to ensure congruence. Go on the journey you expect your customer to take to get the information that you want them to get, and see how seamless the process is on different devices.
4. Data Analysis – You Know My Name (Look Up The Number)
Be sure you have an effective way to measure your omni-channel efforts. Marketing automation platforms, such as HubSpot, collect data in a central place and give you access to meaningful insights into your audience trends. As platforms evolve, you will want to track which channel is effective and also where you need to refine your marketing efforts.
Importantly, companies with extremely strong omni-channel customer engagement see a 9.5% year-over-year increase in annual revenue, compared to 3.4% for weak omni-channel companies. Similarly, strong omni-channel companies see a 7.5% year-over-year decrease in cost per contact, compared to a 0.2% year-over-year decrease for weak companies (Aberdeen Group).
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Does your digital marketing follow an omni-channel approach? At Markentum, we are a team of marketing experts focused on senior living that loves to sing and connect the dots for you. We want to help you strategize a comprehensive marketing approach that speaks to your audience on all channels.
Tune in and contact us for an omni-channel evaluation of your marketing efforts.