So You Want To Manage Your Omnichannel Marketing…


We now live in this digital age where the average consumer habitually shops for and purchases products and services via computers or portable electronic devices. Because of this trend, retailers understood that they had to improve on their e-commerce and retailing strategies. The big retail chains like Costco, Target and Wal-Mart have devised a number of strategies to leverage the interest of those shopping online and to give their store sales a much-needed boost.

Marketing is now going through quick and significant changes. Current campaigns are steering away from full-scale “push”-based marketing, and gravitating to more customizable 1 on 1 communication between buyers via their electronic devices and channels like blogs and social media. The Return On Advertising Spend (ROAS) and the efficiency of blast e-mail campaigns, television ads and print media is on the decline because of multi-device, omni-channel marketing.

What is this omni-channel marketing about?

The term “omnichannel” is a marketing axiom that refers to a momentous shift where marketers have to offer a continuous experience, regardless of the device or channel that is used. Thanks to rapid advancements in technology, consumers now have the power to transact with a business via social media, a catalog or a mobile application or e-commerce site aside from the usual physical store.

All they have to do to get information on products and services is get in touch with a company by using their desktop or laptop computers, tablets, an app on their smartphones, or a phone call. The goal of multi-channel marketing is for a brand to consistently offer the best complementary experiences for their customers via various platforms.

How can your brand effectively manage this?

The first thing your marketers have to do is adapt a multi-device, omnichannel point of view with the following recommendations:

Be a Customer Yourself

Schedule some time a look at the process that your consumers go through to be able to connect with, research on, or purchase your services and products. Regularly test the UX (User Experience) by filling up the necessary submission forms, interacting with the channels that your brand provides, placing orders and more. This recommendation works best when there are internal as well as external testers working on this. Did all the testers have an easy time with your system, or were there issues that could be avoided? You will now know what to improve on next time after collecting data about the tests.

Segment Your Target Market

Once you have all the test data that you need, study them and select the data you find most useful so that you can categorize your audience appropriately. As you continue on your multi-channel marketing campaign, the data you have accumulated will turn into information that can help your business create detailed profiles of the consumer journey and the consumers themselves.

These rich profiles can eventually be utilized for forming a buyer persona. An example of this involves users who prefer to use Android-powered devices and are within 25 to 35 years of age. If they work in an IT industry or are fond of technology in general, these individuals might only make a purchase after looking at detailed technical specifications. If your products and services are built to cater to this market via an omnichannel campaign, consider placing all of the technical data in your packaging or catalogs to help them with their purchasing decision.

Create Messages or Content That Covers Usage Behaviors and Cases

In any multi-channel marketing plan, the messages and content will always be king. Think about this well, especially if your customers have already looked at or bought a product or service from your business. If that buyer has placed an order in the shopping cart but has not made a purchase yet, the content that you will curate should save the day and reference the intent to buy.

Learn to “Listen and Respond”

Keep in mind that your marketing campaign would not be possible without help from the customer service and support departments, merchandising team and the product team. Learn to listen and respond to any concerns that your teammates may have.

This should also be applied to how you deal with your buyers. There are some customers who may be using more than one device to conduct a single business transaction on your channel. It is your responsibility to listen and respond to these actions. For instance, your e-commerce website must have the ability to save any ordered items that are inside the shopping cart regardless of what channel the user is in. So if the customer preserved his or her orders in the shopping cart of your mobile app, the items should still be there when he or she comes home and logs in via a computer.

Here is an infographic for more information about Omnichannel Marketing.

The Omnichannel Effect

Start applying these recommendations into your omnichannel campaign now so that your marketers can catch up with their target audience.

4 Guidelines for Giving Website Conversions a Boost


When it comes to the topic of “website optimization” (this term refers to the art, and oftentimes science, of amplifying conversion rates and refining the performance of a website), the most common question you may ask yourself is, “How will I begin this process?”

The thing is that you can basically make use of limitless methods to make your website look and perform better. You are only limited by factors like resources and time. When the website optimization procedure is executed well, it will result in substantial gains in revenue and conversion rates. Giving your conversion rates a significant boost is absolutely critical, since this is the basis for high sales figures.

So what is a conversion anyway?

Web conversions are factors which will have the biggest impact in the success (or failure) of your objectives and online marketing strategy. Each conversion means that you were able to convince the people who visited your site to do something for you, whether they had to fill out a contact/lead form, get a whitepaper from your website by downloading it, sign up for a webinar or a newsletter, or purchase whatever product or service you are providing.

Even if your business has a website that promotes your brand, improper web optimization will render it useless since it will not generate leads and turn website visits into sales.

Whether this is the first time you are working on this, or if you are well versed in it, you must make sure that the webpages contain a number of important elements that are vital for boosting conversions. The first thing your campaign must have is a CMS (Content Management System) that will let you to add or edit the content in the site.

The following tips will make sure that your corporate marketing site will have an increased conversion rate:

Pay attention to your meta descriptions and page title tags

Each page in your site must have a meta description and title tag with an ample amount of keywords. These elements are important because they are normally the first impression of your business that is given to potential visitors. This is based on what they will see in organic search results, so it is best to make use of keywords so that customers will click through.

Every meta description and title tag has to stand out from the other aspects of your website. Put your keywords here, but make them concise. Since the ideal meta description must be around the range of 120 to 150 characters, you have to be creative when it comes to producing a title which will represent your page. Your efforts so far will help your corporate site show up in the SERP (Search Engine Results Page), but you have to make your words encouraging enough for users to click on the link to your page. This is where the “calls-to-action” comes in.

Test the headlines after writing them

The next crucial part of your business site is the headline, as this will be the first thing your visitors will see the moment they land on your page after clicking on your link from the SERP. Make sure to think carefully about what message your headline will convey, as the average internet user will have an attention span of a few seconds before moving on to something he or she finds interesting.

What subjects do your readers want to know about? What are the topics which are currently trending in your industry? How will you be able to keep the readers interested in your content, and ultimately convince them to do the action that you want them to? The secret here is offering a reward for people who stayed and read your website copy.

Utilize the “calls-to-action”.

These CTA or Calls-to-action phrases are usually found in headlines, buttons and links which are used to incite an action from potential customers who are in your site. Be creative about your messages and compare them to see which ones are the most effective for increased web conversions.

The CTAs that are common in most e-commerce websites nowadays are “Buy This Product Now!” and “Add to Shopping Cart”, and you can try replacing “Sign Up” with “Get a FREE account now!” or “Want Some Free Music?” instead of the plain “Click Here” phrase. These calls-to-action will be best for your web optimization activities because they will generate a desire to do something at that moment.

Implement forms which are easy to submit.

Once you are able to convert a potential buyer into a sale, the customer has to fill up and submit a form that your site provides. Remember that a simple form is an easy form, so keep your form fields at a bare minimum so that the consumer can give you the necessary information without the frustration.

You can get other conversion techniques from this infographic:

Website Conversion and Usability Checklist

Use these guidelines and you will surely give your website conversions a boost!