12 Dont's while running a omnichannel marketing l EchoApp

 

The 12 Don'ts for a Successful Omnichannel Marketing-EchoApp

As a marketer, you’re always looking for new channels to reach your target audience. And with the rise of digital media, there are more opportunities than ever to connect with consumers online. 

But before you start dabbling in every social media platform and trying to be everywhere, it’s important to understand the Omnichannel marketing approach—and, more importantly, what not to do when implementing it. 

Businesses still wondering why omnichannel messaging is important need look no further than the statistics. Today, 37% of customers expect to be able to contact the same customer service representative no matter which channel they use the second time.

In this article, we will explore the 12 don'ts for a successful Omnichannel marketing strategy. By avoiding these common pitfalls, you can set your brand up for success in today’s competitive landscape.

1. Start an omnichannel strategy without a plan

You might be tempted to start your omnichannel strategy without a plan, but don't do it. It's essential to take the time to map out your goals and objectives—and how each channel will work together to achieve them.

If you don't have a plan, you will end up with much fragmentation and chaos. Your customers will get confused about where to find you, and you'll lose track of what's working and not.

So before you do anything else, sit down and map out your strategy. This is the foundation on which your entire campaign will be built.

2. Underestimate the importance of data

Data can be overwhelming, and it's not always easy to know where to start. But data should be at the heart of your strategy. It's the foundation on which your marketing efforts are built, and if you ignore it, you're going to miss out on a lot of valuable insights.

So how do you ensure that data is front and center in your strategy? Here are a few tips:

• Start by creating buyer personas. These are fictional representations of your ideal customers, and they're based on real data. You can use buyer personas to target your marketing efforts more effectively.

• Use analytics to track how people interact with your website and other channels. This will help you determine which channels are most effective and which need more work.

• Make sure your team is trained in using data analytics. This will help them make better decisions when it comes to marketing strategy.

3. Forget to integrate your offline and online channels

Regarding marketing, today’s consumers expect a seamless experience across all channels. But what happens when you forget to integrate your offline and online media? Your omnichannel marketing strategy falls apart, and customers are left feeling frustrated.

Here are some of the biggest mistakes you can make when failing to integrate your offline and online channels:

• Your website is outdated and doesn’t match your brick-and-mortar store

• You don’t offer the same products or services online as you do in-store

• Customers can’t take advantage of promotions across all channels

• There’s no consistent branding across channels

These mistakes can be easily avoided by ensuring that your offline and online channels are integrated. 

By taking the time to create a cohesive omnichannel strategy, you’ll be able to provide customers with the seamless experience they crave – and keep them coming back for more.

4. Neglect your mobile marketing

More and more people are using their phones to shop, so you must ensure you're reaching them where they are.

But that's not the only reason to focus on mobile marketing. People are also using their phones to access information, and they expect to be able to connect with companies quickly and easily. If you're not providing a good experience on mobile, you're going to lose customers.

So what should you do? Make sure your website is responsive, design all your marketing materials for mobile, and use a messaging app to connect with customers. That's the best way to ensure you're reaching everyone who wants to hear from you.

5. Overlook the power of social media

By overlooking the power of social media, you're missing out on a valuable opportunity to connect with your customers and promote your brand.

If you're not already actively using social media, make sure to start incorporating it into your omnichannel marketing strategy. Platforms like Facebook, WhatsApp, Twitter, and Instagram offer great opportunities to reach a large audience and engage with customers personally.

Don't also forget to consider paid advertising on social media. Through targeted ads, you can reach an even wider audience and further promote your brand message. 

Paid ads can effectively boost your omnichannel marketing efforts, so don't overlook their potential!

6. Forget about email marketing

Email marketing may seem like a relic of the past, but it’s still an important part of any omnichannel marketing strategy. While other channels like social media and paid advertising may get more attention, email should not be ignored. Email is one of the most effective ways to reach and engage customers.

With that said, there are certain things to keep in mind when using email as part of your omnichannel marketing strategy:

• Make sure your emails are mobile-friendly. More than half of all emails are now opened on a mobile device, so it’s important to ensure your messages are optimized for small screens. This means using shorter subject lines, clear calls to action, and large font sizes.

• Personalize your messages. Generic emails are more likely to be ignored or deleted. Take the time to personalize your messages with the recipient’s name, location, or other relevant information.

• Timing is everything. The timing of your emails can make a big difference in whether or not they’re successful. Avoid sending messages late at night or on weekends when people are less likely to check their inboxes. Instead, send during weekday mornings or afternoons for the best results.

7. Forget about content marketing

Content marketing is often an afterthought in omnichannel marketing plans, but it is essential to a successful omnichannel strategy. Content should be created with the customer journey in mind and consistent across all channels. A good place to start is by creating buyer personas and mapping out the customer journey.

Once you have a good understanding of your target audience and what they want to achieve, you can start creating content that resonates with them. It is important to remember that not all content will be suitable for all channels – consider what type of content will work best on each channel and create accordingly. 

For example, video content may perform well on social media but not on email, whereas infographics or blog posts might fare better in email campaigns.

The most important thing is to ensure that your content is relevant, engaging and informative no matter what channel it appears on. If you can do this, you’ll be well on your way to omnichannel success.

8. Ignore the importance of SEO

SEO is not a "set it and forget it" marketing tactic. To maintain your rankings and attract new visitors, you need to work on your SEO efforts continuously. However, this long-term strategy will pay off through increased traffic and sales over time.

Here are a few reasons why SEO is so crucial for businesses:

• It helps you reach your target audience.

• It makes your site more user-friendly.

• It gives you an edge over the competition.

• It's an affordable marketing strategy.

• It's a long-term strategy.

If you're not investing in SEO, you're missing out on a critical opportunity to grow your business. Don't make the mistake of ignoring this vital marketing channel - start working on your SEO today!

9. Skimp on budget

When it comes to omnichannel marketing, don't skimp on your budget. You must invest in the right technology and resources to ensure your campaign is successful. Without a proper investment, you'll likely see little to no return on your investment.

It's also important to remember that an omnichannel approach requires a lot of coordination and communication between different teams. Ensure you have the right tools and processes, so everyone is on the same page. 

Otherwise, you'll likely end up with a disjointed campaign that doesn't deliver the results you're after.

10. Don't Launch your own omnichannel marketing

You may be tempted to launch an omnichannel marketing campaign on your own, but there are several reasons why you shouldn't. 

• First, it's important to partner with a company specializing in omnichannel marketing. They will have the experience and knowledge to ensure your campaign is successful. 

• Second, launching an omnichannel marketing campaign can be expensive and time-consuming. If you're not careful, you could end up spending more money than you need to or taking too much time away from other important aspects of your business. 

• Finally, if your omnichannel marketing campaign isn't successful, it could damage your brand's reputation. It's better to leave it to the professionals and focus on other business areas.

11. Forget the customer journey 

In order to create a successful omnichannel marketing strategy, it is important to keep the customer journey in mind. This means understanding how customers move between channels and touchpoints and creating a cohesive experience that meets their needs at every stage.

To do this, businesses need to take a holistic view of the customer journey, mapping out all the possible touchpoints and interactions. They should then use this map to design an omnichannel strategy that considers the different ways customers may interact with their brand.

12. Ignore analytics 

Omnichannel marketing is data-driven, so you need to make sure you're tracking the right metrics and analyzing them properly. Otherwise, you won't be able to improve your campaigns or understand what's working and isn't.

Some important things to track include:

- website traffic and engagement (e.g., page views, time on site, bounce rate)

- conversion rates (e.g., online sales, leads generated)

- social media engagement (e.g., likes, comments, shares)

- email open and click-through rates

The Bottom Line

Omnichannel communication is an important asset, combining technology with human interaction. But it isn't just about putting together multiple channels to approach your customer. It's a holistic process for consistent brand messaging and buyer engagement.

Deploying the right omnichannel strategy will put your brand at the forefront of technological evolution for business. EchoApp's suite of tools helps you empower your team with AI-powered omnichannel campaign management.