Statistics have found that businesses with an omnichannel marketing strategy, tend to see an 18% higher customer engagement rate, and almost 90% higher customer retention rate. This is owing to the increasing number of digital touchpoints that consumers want to make use of while interacting with a business or buying from them.
But how can a business create an omnichannel strategy that is easy to manage on both fronts? Let’s take a look.
Studies have found that 79% of smartphone users have made a purchase through mobile devices in the last 6 months. So the very first thing you need to ensure is that your website is optimized for mobile devices. This means going beyond design responsiveness to look into aspects such as site functionality and shopping experience.
Creating an omnichannel marketing strategy doesn’t require you to set up a profile on every possible digital platform. The key here is to know which channels your audience wants to use while engaging with businesses.
If statistics are to be believed, 175 million people send messages to business accounts on WhatsApp every day; that makes it the number one channel to be present on, apart from the usual social media platforms.
Before you get started with an omnichannel campaign, map out the key milestones in your customer’s journey with your brand. Right from the point of brand awareness to lead generation and how they progress through the sales funnel, look into every step to see the channels they make use of. At this point, it is also important to take note of how you can streamline the number of channels being used.
For example, you can use a WhatsApp chat button on the website for lead generation instead of the conventional live chat. This lets you bring in the leads onto WhatsApp itself, which can be further used for lead nurturing as well as taking orders. Businesses like Carigar Tools have been using this strategy to streamline lead generation; you can read about it here.
Every channel comes with its own nuances; this includes the type and format of content you create to communicate with customers through the various platforms. Ideally, your omnichannel marketing strategy should include platforms that let you share interactive content formats.
For instance, on WhatsApp you can explore different content formats. From images, short and long videos, PDFs to even sending URLs to web pages or content published on websites, you can do it all through the messaging platform.
Another important aspect of effective omnichannel marketing is keeping your customers well segmented. You should categorize your customers based on behavioral data and past interactions, so that you can trigger campaigns that are contextual to their interests and buying journey.
For instance, with the help of a WhatsApp Business API solution provider, you can segment customers based on how they engage with campaigns, or respond to messages. This can help you trigger targeted broadcast campaigns that are bound to get better engagement rates.
Shoppable posts are now a popular way for brands to make it simpler for consumers to explore products and buy them. But what if we said that they can also fuel your omnichannel marketing funnel when used strategically?
You can make use of WhatsApp Links or add ‘send message’ on WhatsApp buttons to your shoppable posts. This will nudge interested buyers to drop you a message to explore product information or place an order, streamlining the entire experience onto the messaging platform. It also gives you the opportunity to address any concerns or queries that a buyer may have, to close the sale faster.
About one-third of customers switch companies after one bad experience with a business. This is why it is important for businesses to offer proactive customer support. But the increasing number of channels you need to be active on, can make it harder to keep up with conversations.
You can tackle this smartly by connecting your WhatsApp Business account to the key social media platforms. Direct all customer queries and conversations to the messaging platform to tackle them easily; especially if you’re making use of a WhatsApp Business API solution provider that offers a Shared Inbox and tags for better ticket management.
Omnichannel marketing requires you to leverage multiple channels to create a seamless experience for online shoppers. Even as you scale functions, it’s important to keep your customer data secure.
If you’re making use of WhatsApp to streamline conversations across channels and the buyer’s journey, this is much simpler. The WhatsApp encryption and commerce policy is focused on keeping your customer data secure, including the transactions they make.
As you start executing your omnichannel marketing strategy, keep watch on your performance metrics. It’s important to see how your customers engage with your business across their entire lifecycle and the experience you are able to deliver.
The goal of measuring your performance should be to improve customer experience and streamline it for ease of interaction as much as possible.
Considering how omnichannel marketing essentially revolves around the concept of simplifying interactions between customers and businesses, we believe WhatsApp is going to play an integral role in the future.
The WhatsApp Business API is unlocking new opportunities for businesses across all industries. With its seamless integration and flexibility of use across all channels, it’s the one platform that adds value to communication on all digital touchpoints.
It’s safe to say that omnichannel marketing and the use of WhatsApp Business API is going to move hand in hand in the coming period of time.
Ready to see how WhatsApp Business optimizes an omnichannel marketing strategy for better engagement and conversions?