How to Build an Omnichannel Marketing Strategy for Your D2C Brand

By Emily Rose Patz

KEY TAKEAWAY

No matter the touchpoint, your customer should always feel like they’re interacting with the same brand. All communications should maintain a similar look, feel, voice, and tone so that customers know what to expect and so they enjoy hearing from your brand, too.

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While the world was already shifting to online shopping before the pandemic, the D2C space exploded when going to the store was no longer a norm. Without the need for brick and mortar spaces, D2C brands bet big on their ability to boost revenue by funneling the money they save on overhead costs into slick branding and targeted marketing strategies. 
 
As customers become more particular about the brands they shop and competitors seem to crop up daily, D2C companies are investing in omnichannel marketing strategies that center around their unique journeys to retain them. 

What is an Omnichannel Marketing Strategy?

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An omnichannel marketing strategy centers around a brand, ensuring that all communications, regardless of the channel, consistently deliver a quality customer experience designed to build relationships. Unlike multichannel strategies that hyperfocus on the channels at hand, the brand experience takes precedence in omnichannel. 

How to Create an Omnichannel Marketing Strategy That Engages D2C Buyers

An omnichannel strategy brings in deeper considerations than multichannel, but the results are worth the investment. Customers increasingly want to personally identify with the brands they support, so delivering that made-for-me experience is crucial to the growth of D2C companies in the coming year. And because just 18 percent of marketers are extremely confident in their personalization strategy, getting ahead of the pack early can give your brand an advantage.

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Data sources can include: 

  • The content a prospect/customer consumes
  • Orders and purchases 
  • Campaign engagement (Email opens, ad click-throughs, etc.
When you use a Customer Data Platform (CDP), you’ll learn all about your prospects’ and customers’ preferences and goals without ever asking them to take a single survey. 
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Map Out Your Customer Journey

Once you gain an inside look at the products, promotions, and messaging your customers respond to, you can design a customer journey that complements how they engage with your brand. In addition to matching product recommendations with the right individuals, you can segment your database into customer groups that enable you to send more relevant communications to people who follow your brand. 
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For example, when you create an email campaign announcing a new product, you can target specific customer groups and tailor messaging accordingly, rather than blasting it out to your entire database with a more generic message. This drives more engagement and sales from those you target and leaves room to send more relevant communications to the groups that weren’t the right fit for that particular message. 

To get started on your customer journey:

  1. Analyze your data and identify patterns and similarities.
  2. Develop three to five customer personas that embody the most common patterns/similarities you see.
  3. Create persona profiles that enable everyone from marketers to product managers to customer success specialists to“see” who they’re speaking to/building for/assisting.
  4. Develop touchpoints across channels that mirror how each persona engages with your brand. Optimize each touchpoint to encourage a specific action, such as:
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  • Connecting on social media
  • Reading a piece of content
  • Visiting a pre-sell page
  • Watching a video demo 
  • Clicking a product in an email 
  • Clicking a promo link in an SMS text
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Remember, the content, videos, emails, and texts you create should always reflect the goals and needs of the customer segment at hand. Lean on your customer personas and CDP outputs to help you send the right message to the right people every time.

Ensure the Strength & Consistency of Your Brand

Because of customers’ increasingly high expectations for D2C brands, it’s essential to evaluate your omnichannel marketing assets through a brand lens. No matter the touchpoint, your customer should always feel like they’re interacting with the same brand. All communications should maintain a similar look, feel, voice, and tone so that customers know what to expect and so they enjoy hearing from you, too.  

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Ask yourself:

  • Is the brand voice in our D2C brand’s communication channels consistent? Better yet, does the brand voice embody your brand’s personality? 
  • How do your assets look? Does it seem like communications are coming from the same brand when you move from social media to email, or does the look and feel change based upon the asset? 
  • Does the look and feel of your communications mirror your brand’s personality?

Increase Efficiency With Creative Automation

While the omnichannel marketing approach may seem like a no-brainer, many teams ask: How can we possibly accommodate this? Fortunately, creative automation equips your team to lighten the lift of continuously delivering personalized branded content. Rather than heap tedious production tasks upon your creative team, creative automation handles the administrative aspect of developing and delivering personalized touchpoints throughout your customer journey. Not to mention, adopting automation enables your team time to pursue bigger initiatives like product launches and social media campaigns. 
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Test & Refine Your Strategy on Repeat

When you continuously look back at how your omnichannel marketing strategy performs, you can make small moves that reap major results. Analyze the performance of each touchpoint to see what’s working and what’s not so you can identify opportunities to introduce new engagement strategies that bolster your brand, and ultimately, build upon your valued customer relationships.
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In addition to individual touchpoints, a bi-annual or annual review of the overall customer journey for each persona can empower your team to apply learnings across the customer journey, invest more resources in higher-performing channels or campaigns, and add new touchpoints to grow the number of positive interactions each customer experiences with your brand. 
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