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Convert Prospects Through Omnichannel Marketing


Convert Prospects Through Omnichannel Marketing

Omnichannel marketing is a powerful strategy that helps to convert prospects into customers. When planning an omnichannel approach, it is important to try and test different channels as well as communication sequences to discover which is most effective for conversion and overall business goals.

What does omnichannel mean?

Omnichannel refers to the use of various channels to interact with consumers. Communicating with consumers across a variety of channels helps to create a consistent brand experience. Statistics show that 60% of millennials expect a consistent experience with a brand on every channel. This number is expected to increase in the next few years. In an omnichannel approach, marketers target consumers across email, digital ads, direct mail, and more. Helping businesses to reach consumers across all platforms, build awareness, and guide them through the conversion funnel.

Using an omnichannel approach also helps your business test and learn what works best. It gives you the opportunity to take risks and test different methods to broaden your reach and improve campaign performance. According to Omnisend, using three or more channels in a campaign earned a 494% higher purchase rate than those using a single channel for a campaign. Additionally, customer retention rates are 90% higher for omnichannel campaigns compared to single-channel ones.

On top of omnichannel campaigns, marketers may utilize communication sequences in combination to help reach prospects. Let’s dive deeper into sequences to understand how they pair with omnichannel marketing.

What is a sequence?

A sequence, also known as a drip campaign, is a scheduled series of communications or touchpoints that send to contacts after regular intervals of time based on their activities. These touchpoints often include emails, phone calls, and social media direct messages. The makeup of a sequence is typically chosen based on business or campaign goals. Testing out various sequences in combination with marketing across multiple channels is beneficial to boosting engagement and response leading to more conversions.

To provide more clarity on how a sequence works, we have created an example below:

Day 1 – Email is sent followed up by a phone call.
Day 3 – Email is sent that builds upon the first touchpoint.
Day 5 – A phone call is initiated, and a voicemail is left upon no answer.
Day 8 – Follow up email is sent building upon the last communication.
Day 12 – Follow up email is sent, and a phone call is complete, or voicemail is left.

These sequences can last anywhere from a minimum of 10 days to 20 or more depending on the business strategy or campaign goals. Each step in the sequence builds off another and works together so that the message is properly conveyed. Trying various sequences with different communication patterns will help find which is most effective for conversions. 

Boost Conversions with Omnichannel Marketing and Sequences

Using an omnichannel approach in combination with sequences keeps your business connected with your target audience in several forms. You can reach consumers through direct mail, email, digital ads, TV streaming ads, and more. Seeing as 72% of customers prefer connecting with brands through multiple channels before making a purchase, it is pertinent to implement this approach to increase your overall ROI.

Ross helps businesses of all sizes incorporate omnichannel marketing and find the right communication sequence. We do so by first analyzing consumer data as well as your CRM or POS data to identify relevant prospective customers. With this data, we can find what channels are commonly used amongst your target audience and gather information on any previous engagements prospects might have had with your company. These insights help us build marketing to deploy across the channels that make the most sense.

We then recommend and test different communication sequences to find what your prospects are most receptive to. This also helps to discover the right communication cadence. Cadence determines the appropriate number of messages to send in order to keep your brand top of mind without exhausting the prospect. Upon finding the right cadence for your audience, Ross tests and monitors it to make sure it continues to achieve an ROI. If the cadence starts to become unprofitable, we will analyze the results and data to update the cadence so that it stays in profitable territory.

It’s important to remember that not every prospect will be active on every channel. But that is the benefit of an omnichannel approach. Even if they are only active on a few channels, this approach still allows prospects to discover your brand in a way that is most convenient to them.

Build an Omnichannel Approach with Ross Today

Not sure what channels to use to reach your audience? Let us help you find your target audience and build an omnichannel marketing campaign and communication sequence that matches your goals. By using data and our proven marketing strategies, Ross can help you boost conversion rates. We use data and proven marketing strategies to boost conversion rates. Contact us today!
 



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