A multichannel strategy is similar to an orchestra, where each channel represents an instrument. Together, they can create an unforgettable symphony.
It is the same with omnichannel. To provide a consistent experience, every touchpoint needs to work in concert. The music might not be as powerful as a concerto, but it can still be memorable.
The role of social media in creating memorable experiences is becoming more critical. Social media is a central part of consumers’ lives, and brands that integrate social data into their marketing efforts reap significant benefits.
This article will explore the “why” and “how” of omnichannel marketing, sales, and service strategies. We’ll also discuss how social media can help keep your symphony in tune.
What is an Omnichannel Strategy?
A multichannel strategy is an integrated sales and marketing approach that aims to provide a consistent and seamless customer experience at all touchpoints. This could include brick-and-mortar shops, websites, email, social media, mobile, and other channels.
When combined with the right tools and techniques, Omnichannel strategies create a feedback loop of data that allows you to refine your brand messages and reach consumers more personally and relevantly. This cohesion, over time, builds trust, increases brand loyalty, and encourages customer retention. Consistency is all it takes.
What is the difference between multichannel and omnichannel?
Although “multichannel” and “omnichannel” may sound similar, there are some differences between the two strategies.
A Multichannel Marketing Strategy focuses on marketing an audience through multiple channels. However, each channel is operated as a separate entity.
An omnichannel approach, however, integrates all channels to eliminate these silos. No matter the media the customer chooses, they always receive the same service and care. An omnichannel strategy aims to create a seamless customer journey, driving customer loyalty and differentiation.
What are the advantages of an omnichannel approach?
Let’s move on to the benefits. The top three benefits of adopting an omnichannel strategy are listed below.
Brand experience is essential for a better customer experience
Providing relevant content across all channels can create emotional bonds with customers, which keeps them coming back even when they have other options. But it can make or ruin customer relationships.
This trust encourages customers to return and spread the word, boosting your a href=”https://sproutsocial.com/insights/brand-reputation/”>brand reputation/a>. This trust enables your customers to return and spread the news, increasing your reputation.
You have a competitive edge
In the long run, maintaining a consistent customer-centric presence across all offline and online channels will lead to stronger customer relationships. These relationships will help you to win and keep customers in a competitive market.
Then, you can beat the competition by incorporating the correct data into your strategy.
For example, a Competitive Analysis may reveal that your competitors consistently underperform regarding customer service. This one insight can be used to create a roadmap for a critical competitive differentiator. You might:
Redesign your customer service approach to provide an experience that exceeds consumer expectations.
In all marketing campaigns, emphasize customer testimonials.
Make the buying experience as easy and convenient as possible.
Impacts sales growth
What happens when you combine an exceptional brand experience with a clear competitive advantage? What do you get when you combine a superior brand experience with a clear competitive advantage?
A multichannel approach to sales, marketing, and customer satisfaction is the basis for creating connections at scale. A Q1 ’23 Sprout survey found that more than two-thirds (77%) of customers were likelier to spend more with brands they felt connected to.
Social media has a more significant impact than omnichannel marketing
According to Sprout’s Social Index 2022, 44% of brands use customer experience strategies to inform social data. More than half of brands (66%) use social data to inform their sales strategies.
Social conversations have played a role in many recent brand moments. These moments don’t only drive brand awareness. These moments are driving sales and generating customers.
When a TikTok creator’s NSFW shout-out to skincare brand Eos became viral, products sold out in Target stores nationwide. The website also received increased engagement, with orders online increasing 25 times and the number of visits to their shaving category increasing 450 times.
Eos’ marketing team could have enjoyed the moment but had other plans. Their marketing team worked with their colleagues in merchandising to create a special edition of their viral shaving cream.
Eos’ omnichannel strategy based on social media helped them establish relevance and virality with new audiences. Social media is used to help build trust and loyalty among the same audience in their omnichannel customer-service strategy.
Your brand’s moment will strike at any time. It would be best if you were prepared when the moment strikes with an omnichannel strategy that includes social media at each stage of your funnel.
A successful omnichannel example
Best omnichannel strategies have a consistent, recognizable feel across all channels. We’ll look at an example to show what we mean.
The mall’s former favorite has been transformed by the popularity of “BookStagram,” “BookTok,” and other reading influencers. Now they have revamped their online approach to enhance their in-store customer experience.
Here is a look at the overall approach of each channel.
The Barnes & Noble stores are the classic Barnes & Noble you love. They have a coffee bar, reading nooks, and staff recommendations. You’ll find a section of the store dedicated to BookTok selections. Thanks to the emphasized placement, locating the most popular internet reads is easy.
BookTok has its page on the website so that people who prefer ordering online can easily find and pay for what they want.
They let their staff shine on social networks. On their main brand account, as well as on local store accounts, they feature their booksellers. They mimic the experience of a bookstore with similar content.
A career bookseller hosts a Podcast called ” POURED OVER,” where she talks with guests about their favorite books. Their podcast title is a clever nod to their coffee shops.
This combined effort strengthens the Barnes & Noble Brand at every stage of its funnel. The podcast and social media presence of Barnes & Noble expands its reach and builds brand awareness. BookTok sections on their website and mobile app make buying easy, while the tailored recommendations improve customer service.
Barnes & Noble is a brand that evokes the same feelings of comfort, curiosity, and peace no matter where you interact. Barnes & Noble will always provide an excellent book recommendation to you, whether it’s a first-time customer or a returning customer.
