A shift to omnichannel marketing in your company can be done systematically. Follow these steps:
Map your audience’s potential journey, from when they first learn about you, through research and consideration, to paths to purchase, buy and beyond. Don't stop when they make the purchase: Analyze your onboarding process, and see how you can nurture the relationship to encourage repeat buying and retention. This will enable you to determine where you need to meet them on that journey.
Identify any other audience communication that’s happening from all groups in your company, including sales, customer service, and others. Make sure that all interactions with your audience work together to create a cohesive brand experience.
Gain consensus internally about the consistent message you plan to send for each of these connection points within your overall company message. Make sure everyone—from top-level decision makers and marketing execs to account representatives and call center staff—is on the same page when it comes to your brand proposition and marketing strategy.
Analyze audience data to be sure you’re developing omnichannel experiences for all buyers. Detailed profiles of buyer persona—based on buying behavior, demographics, survey data, and other unifying characteristics—can help you create a picture of the core audience segments you want to target.
Put all your audience data into 1 CRM platform. Centralizing and connecting your data and customer base in a single dashboard can help you have more relevant conversations, whether you’re building your brand or segmenting an already significant audience. Use of Marketing automation tools can help significantly to implement an omnichannel customer journey.
Personalize your planned outreach based on your data. No 2 shoppers are the same. Create follow-up campaigns that build on their past behaviors, both in what they buy and how they interact with your company.
“Mystery shop” your omnichannel marketing experience. Step into their shoes and pretend that you’re each of the audience segments you’ve established. Verify that the experience is good in every channel and at every touchpoint.
Test and refine. A/B testing—sending out two versions of something—will help you see what types of creative, copy, and offers your audience best responds to and give you valuable insight into ways you can refine and improve communications.