Streamline Your Digital Presence: How to Remain Consistent on Every Channel in 2023

What is omnichannel marketing?

Your customers’ experience should be the same regardless of the platform they use. Omnichannel marketing offers a seamless, customer-focused experience to give your audience cohesive messaging across multiple platforms.

Buyers use many different sources to get information about your products and services:

• 50% of buyers purchase a product via a mobile app or website after viewing it in a brick-and-mortar location
• 74% of customers use multiple channels to start and complete a transaction
• Customers are 287% more likely to buy if your brand uses three or more marketing channels

Omnichannel marketing makes it easy for customers to receive the information they need to make a buying decision wherever they are.

Omnichannel allows your business to craft customized messaging. 52% of customers expect to receive offers personalized for them. You can use research and analytics to tailor your content based on the preferences of your target audience to build meaningful relationships and increase customer loyalty.

How to Choose Channels

1) The first question to answer is: Where is your target audience? Take a walk in your customer’s shoes. You want to find your audience where they already are, so focus on the channels most likely to reach them. These include but are not limited to the following:

• Website
• Mobile apps
• Social Media
• Email marketing
• PPC
• Influencer marketing

Digital marketing allows your customers to engage anytime, but consider offline channels as well. Brick-and-mortar and traditional advertising can be useful if used strategically.

2) Consider your budget and choose channels based on what you can realistically do. You can expand on your strategy as time goes on. A grassroots omnichannel strategy with a strong website, email campaign, and social media presence can be as successful as a multi-million dollar campaign using 10 different platforms. Remember, it’s about quality, not quantity. 

3) Look at the data to figure out which channels best serve your brand. It never hurts to refine and adjust to fit your target audience’s needs, which might change over time.

Social media is a cost-effective option with an opportunity to grow your organic, or unpaid, content. Here is a brief breakdown of the top social media platform demographics:

Facebook:

• Most popular among Baby Boomers, Millennials and Gen X
• Great for building community through groups and events

Instagram:

• Most popular for users ages 18 to 34
• Produces the highest ROI, engagement and highest quality leads
• A popular platform for influencer marketing

Twitter:

• Users identify their genders as 56.4% male, 43.6% female,
• Great for building community through retweets and asking engaging questions

TikTok:

• Most popular with (You guessed it!) Gen Z
• Great platform to learn about products
• Useful for testimonials and influencer marketing
• Ideal for harnessing the power of short-form video

YouTube:

• Used most by Gen Z, Millennials and Gen X,
• Most popular for news and discovering new products
• A great option for posting video testimonials
• Serves as a library and content consumption platform for your long-form video

LinkedIn:

• Almost 11% of the global population has a LinkedIn profile!
• Used primarily by users from 25 to 34 (60%)
• Users identify their genders as 56.4% male, 43.6% female,
• An optimal platform for B2B brands

Work with your social media manager to figure out the best platforms for you, or visit our Resource Library for tips on how to build a social media campaign to meet your business goals.

Tailoring Your Content for Each Channel

Creating a consistent marketing message is easier said than done.

• Research what your competitors are doing: What is working, what isn’t, and how can that inform your own content?
• Learn from your customers: Ask them what they want to hear and where they want to receive it. This feedback can help you deliver a message that resonates.
• Brainstorm: Establish your key points and build from there. Ensure your message is well thought out, clear and concise so your customers know what to expect.

Consistency is key for any brand. An omnichannel marketing message will help reinforce the values of your brand, form trust between you and your customers, and build long-term loyalty. It’s also essential to stay on top of trends and technologies to remain relevant. Experiment with artificial intelligence tools to customize your tone and style.

Once you have your cohesive message, be sure to track your channels for engagement and sales conversions. Measure your success by tracking:

• Is your audience engaging with your content?
• How many people are seeing your messages on each platform?
• How many clicks turn into sales?
• How many of those leads become repeat customers?
• Continue to optimize and revise your strategy and message as the times change!

Start Your Strategy

Choose your first channel. Master it. Then you can continue to grow your omnichannel approach. Content marketing takes time to cultivate, and you’ll want to do it right.

Make sure to do your research and brainstorm the best way to reach your target audience. Creating a consistent marketing message across multiple channels is important for any brand. Omnichannel marketing can take your business to the next level with stronger customer relationships, increased sales and a higher ROI.

If you’re looking for more information about generating content for business growth, join us for our Growing Pains: Content Marketing webinar series, or find more information in the Resource Library on our website. And if you’d like to talk more in-depth about developing a content strategy that’s customized to your business needs, contact us for a free consultation.