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.
What is an Omnichannel Marketing Strategy?
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 of marketers are extremely confident in their personalization strategy, getting ahead of the pack early can give your brand an advantage.
Data sources can include:
- The content a prospect/customer consumes
- Orders and purchases
- Campaign engagement (Email opens, ad click-throughs, etc.
Map Out Your Customer Journey
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:
- Analyze your data and identify patterns and similarities.
- Develop three to five customer personas that embody the most common patterns/similarities you see.
- 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.
- Develop touchpoints across channels that mirror how each persona engages with your brand. Optimize each touchpoint to encourage a specific action, such as:
- Connecting on
- Reading a piece of content
- Visiting a
- Watching a video demo
- Clicking a product in an email
- Clicking a promo link in an SMS text
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.
- 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?