The marketing landscape for small businesses is changing. No longer are small businesses forced to use a single medium to promote their products, services and brands. Thanks to the advent of the Internet and social media, there are now dozens of different marketing channels available. Using multiple marketing channels is a process called “omni-channel marketing,” and it offers several surprising benefits that we’re going to discuss today.
The Basics of Omni-Channel Marketing
Still trying to wrap your head around the concept of omni-channel marketing? Think of it like this: in the past, retailers were restricted to marketing through just a few basic platforms such as their physical storefront, newspaper ads and a paper catalog. Marketing efforts were pretty much a one-way street.
Today, retailers have the ability to engage with their consumers via two-way channels, which can include a website, blog, mobile app, Facebook, Twitter, Pinterest, newsletter and email marketing.
Retailers who embrace all of these channels in their marketing efforts will reach a larger audience, but that’s only the tip of the iceberg when it comes to the benefits of omni-channel marketing.
The Benefits of Omni-Channel Marketing
Seamless Experience for Consumers
Consumers may start out in one channel and then migrate to another, and they want to be able to do this seamlessly. For example, they might start out on social media and then easily migrate to your website to make a purchase. Take it a step further — they also want to be able to access across multiple devices so maybe they add something to a shop cart on a mobile app and then make the purchase from their laptop — without having to start over.
Improved Brand Recognition
The more times prospects and customers “touch” your brand, the better. Rather than focusing your marketing efforts on a single platform, you can expand to multiple platforms so you’re able to reach more people.
Facebook, for instance, has a monthly user base of 1.3 billion users, making it the world’s largest and most popular social media network. But including Twitter, Google+, Pinterest, and Instagram into your marketing efforts will allow you to reach far more consumers.
Another benefit associated with omni-channel marketing is the authority it provides. Ask yourself, if you had to choose between two different companies: one with a strong presence across multiple channels and another with only a website, which would you choose? Most consumers will choose the company that’s active across multiple channels, simply because it instills a sense of authority.
Remember the adage, “don’t put all of your eggs in one basket?” Well, it holds true for marketing and advertising. If your primary advertising platform or channel appeals to only one segment of your target audience, you’re missing opportunities to reach the other segments.
Consumers today choose when, where and how they want to receive content. To reach them, you must provide content in a variety of ways — some like Facebook, others like reading blogs, and some prefer a mobile app and so on.
Increase Sales and Conversions
We can’t talk about the benefits of omni-channel marketing without mentioning its positive impact on sales and conversions. Promoting your products or services to a larger audience will naturally yield more sales and/or conversions. So regardless of what your business sells or offers, omni-channel marketing can help you achieve your goals.
What are your thoughts on omni-marketing? Let us know in the comments section below!