Omni Channel
Marketing Guide
How To Grow Your Traffic With
Content Marketing
Omnichannel
What is omnichannel?
Omnichannel, or omnichannel, is a convergence strategy that integrates all the company's
communication channels to improve the consumer experience. Thus, customers can buy
online, in physical stores and over the phone, or even go through all of these channels
with guaranteed consistency and quality of service.
Basically, the strategy is successful when the customer does not feel the difference
between contacting the company over the internet or at the point of sale and is free to
circulate through the channels to decide their purchase.
Omnichannel statistics
Google has been visited 62.19 billion times this year and has had 92.18 percent of the
search market share. On top 46 percent of product searches begin on Google. This
means people are searching a ton and the more content you have out there on different
channels, the higher the chance your product and brand will appear on the first page.
See this Graph of traffic gains for example
You’ll notice that there are plenty of different ways to gain more traffic ranging from
updating content to videos and infographics. It might not seem much to do just do
videos, but what happens if you do all of them? Then you’ll truly see a fantastic increase in
traffic and thus indirectly more sales.
Paid ads will keep increasing in price. But here’s the thing. The other channels are cheap
and very effective. Which means you save more money and make more money, which
you can in turn spend on the increased price of paid ads.
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The omnichannel client
We are in the middle of the omnichannel consumer age, which has evolved a lot in terms
of expectations and buying habits.
This customer uses all available purchase channels and wants a consistent experience in
each one, whether on the smartphone, computer, physical store or telesales.
For him, the least the company can do is integrate its service and know exactly who he is,
regardless of the channel chosen.
It makes sense: if you buy a product online and provide your data, you expect the
company to have that record.
Benefits of omnichannel
Omnichannel businesses only benefit from the integration of their sales channels, as well
as the customer, who enjoys a superior experience.
For the company, it is an opportunity to work its channels synergistically, consolidating its
value proposition across the brand universe .
With integrated channels, the organization better understands the customer's behavior
and prepares a tailor-made journey, guaranteeing the same quality standard at all points of
contact.
The result is customers who are fully satisfied with the shopping experience, from the first
contact to the post-sale.
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How to create an omnichannel strategy
Let’s go through the steps of creating an omnichannel strategy
Get to know your client in depth
The first step in implementing the concept in your company is to get to know your client
in depth and discover their pains, needs and desires.
In that case, you need to know exactly where your customer is to go to him, making the
shopping experience as easy as possible.
Do your personas want to buy online and pick up at the physical store?
Prefer to be answered by chat or phone?
These are examples of questions that should guide your study.
Identify and rate your channels
The next step is to identify which sales and communication channels you are currently
using.
Remember to include all points of contact with the customer, from the store's sales team
to the site's chatbot .
After mapping the channels, evaluate the results of each channel and their relevance to
the omnichannel strategy.
A tip: choose the channels in which you are best able to guarantee the quality of the
service, instead of opting for a “trendy” channel and end up frustrating your customer.
Identify and rate your channels
With customer and channel data in hand, just cross the information and trace your
omnichannel planning.
To do this, you need to meet customer demands throughout the purchase journey, with
fully integrated channels that personalize the experience according to your steps.
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Integrate your data and functions
To make your channels talk to each other, you will need to integrate all the company's
data and functions.
Obviously, you will need technological solutions to concentrate all customer data on the
same platform and share information in real time with all areas of the company.
For the omnichannel to work, the logistical, commercial, marketing processes and the
entire production chain must be integrated.
Omnichannel examples
Disney
Disney is a great example of an omni-channel experience. Every detail is taken care of. It
starts with the initial experience on the mobile responsive site and continues with its trip
planning on mobile.
And once you have booked the trip you can use the My Disney Experience tool to help
plan your trip. You can use an app on your mobile to find attractions within he park and
even the estimated waiting time for each attraction. That’s what we call a superb omni-
channel experience.
Chipotle
Having an account for chipotle allows you to save all of your favorite orders for a seamless
experience. Chipotle is a great example with the easy to navigate tools that you can use
to order anytime you want. Ordering on mobile is just as simple as on PC.
Walgreens
What Walgreens has done is create a pharmaceutical omni-channel experience. Users can
use the app to refill and check prescriptions without the need to call the pharmacy. On
top of that they can also setup reminders that alert the user if a prescription has to be
renewed.
(c) Content Marketing Unlocked. All Rights Reserved. www.neilpatel.com
More omnichannel ideas
Syndicated content
Content Syndication is another form you can use for your omni-channel. It means
republishing the same content on different websites. It gives others fresh content for their
readers and you get your brand in front of a new audience. It’s beneficial for both parties
involved. It might seem similar to guest blogging, but with syndicated content it is not new
content, it’s the same.
Viral Videos
Viral videos is also a great tool to use and deliver a similar experience to your other
channels. Making a video relatable, humorous or informative are good starting points.
Understanding what value you need to bring to your audience is key.
PPC ad copy
PPC ad copy is a sales letter that covers the possible objections that a customer could
have. On top of that it also covers the benefits the user/customer will have when buying
the product/service. Making this a great experience and similar to your other channels is
important.
Guest blogging
Posting content on other sites as a guest contributor/blogger is a great way to promote
your content and yet another marketing channel to use. Linking back from their site to
yours will increase traffic and create potential leads.
Interviews
Interviews is another great channel, make sure it matches the quality of your other channel
and stick with the great omni-channel experience that you want to deliver on. Who you
are interviewed by can sometimes make quite a big difference.
(c) Content Marketing Unlocked. All Rights Reserved. www.neilpatel.com
Blog posts
Blog posts is a great way to promote your product or service. You can link back to other
articles and create site links. You can also mix in video’s or other type of medias.
Social Media & Reposting content
If you made a video or a blogpost then we suggest uploading it everywhere. Upload it on
Facebook, Twitter, LinkedIn, YouTube. This way people will search your name way more
on Google. Brand awareness will increase and your customers can expect the same
experience on all platforms no matter where they go, whether it be Instagram, Facebook
or another platform, the same quality content will be there. There is nothing to lose
posting your content on all media platforms, you’ll only gain.
Extra Omnichannel Information
Google has put together a helpful page for omnichannel marketing, to view this
information click on the link below:
https://www.thinkwithgoogle.com/marketing-resources/omnichannel/
Below we have put the Omnichannel Rubric figure. Doing all of this will result in more
sales.
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