Is your brand on every channel?
Are you on Facebook and Instagram? Do you create videos for YouTube or TikTok? Do you have a website, and your ads are on the apps?
Social media marketing has many tools to communicate our brand, and each of them has its specific audiences and strategies.
If you already have time with your online business and manage several accounts, you must be wondering if your brand is already ready for an omnichannel format, since today, clients are comforted to be able to get our brand in each social network and thus not lose track of our new offers.
So let’s decide if your brand is ready to be in multiple channels on social networks.
What is Omnichannel?
First, let’s get a little fancy and interpret this composed word by its origins. So, what does the term Omni mean?
According to the website Etymonline:
Word-forming element meaning “all,” from Latin Omni-, combining form of Omnis “all, every, the whole, of every kind,” a word of unknown origin, perhaps literally “abundant,” from *op-ni-, from PIE root *op- “to work, produce in abundance.”
The term channel explains by itself since it is the medium we use to share or communicate our message, and in this case, our message is to sell our products and services.
An omnichannel strategy means you take your brand literally anywhere, not just on social media but just about every corner where it can be advertised.
Imagine that you are already on the big social networks that are Facebook, Twitter and Instagram. You already have an omnichannel strategy, well I’m afraid to say no, but you’re on your way to that goal.
It should not be enough for you to be on social networks. On the other hand, your social networks should take your users to your other channels such as your website, YouTube channel and the multiple links that can lead to your offers or ads on different sites or apps.
Now, being in every corner of the World Wide Web, does your brand have an omnichannel strategy? Close, but we still have a territory to conquer.
Radio, TV and cinema are screens that many users still see, so traditional marketing should also be a place you should target if you want your brand to reach every corner. To not bother them and tell them that there is still a thousand million to reach the omnichannel, the last recommendation is to create specific merchandise of your brand. Several YouTubers do that take merchandise that has to do directly with their online presence.
In this way, your brand is practically in every corner to carry your message to your audience.
If you have ever read the terms and conditions of any application or social platform (which not many of us do, because it is too much text), you practically let brands track your movements online, what kinds of things you see or even dream of buying by Amazon for example.
For this reason, if you searched for refrigerators on amazon, and by “coincidence,” refrigerators appear in all your social networks, it is not a sign of the stars that are telling you that it is your destination to buy a refrigerator. It is the algorithm doing its job of recommending the things you want.
Omnichannel VS Multi-Channel Marketing
In marketing, there are general terms that are similar in structure. However, and it is not to be picky. There are key differences between each of them. Such is the case from an Omnichannel to a Multichannel strategy.
When you say multi-channel, you might think that it is practically using multiple channels to transmit your message. I mean, duh, it is obvious that it is right in the name. However, the radical difference is that a multichannel strategy uses several media to communicate its message and advertising, but they are not interconnected.
In this way, let’s suppose that you have a 50% discount on your website. One of your users saw it and decides to contact your brand to find out more about the said offer. When sending a DM through Instagram, the community or person responsible for responding to the clients does not know much about it. This worker does not directly contact the clients, which causes them to redirect the potential client to the website.
So how would the client react?
In an article on the customer journey, it is said that the map towards the purchase must be fluid, not that it gets stuck in one of the steps. Therefore, there is a high probability that the customer will decide to decline his purchase if all the answers are not given almost immediately.
The omnichannel strategy seeks effective customer service. The customer can be redirected directly to the next step of the customer journey without any problem since all its channels are properly interconnected.
Many may be concerned that each platform monitors our online movements. It makes us think of those types of spy movies in which they watch us from our cameras or any device. However, as far as we know, their only purpose is to personalize sales so that we buy more.
How to start your Omnichannel strategy?
First, you must know some basic aspects of marketing such as:
- Knowing your target audience
- Choose the best channels for that target audience
Once you have answered this, which is practically the marketing matrix, you will now use the exact tool to expand your business to all the channels you have chosen: Your message.
As we said in the previous point, the important thing about an omnichannel strategy is the fact that all channels are well interconnected and everyone understands the genesis of the company, or in simpler words, the values, characteristics of the products and services, in addition, to know any offer that is going to be made.
It is not even necessary to be on all channels, and we are not contradictory. As we have said, the important thing is to know which channels your audience uses, and much of this may depend on which generation it belongs to or the type of product you offer. Putting a clear example. If your company is a life insurance company, your key audience is probably people with a lot of money who may be in the elderly and looking to take care of any event that may happen. Facebook, Twitter and even Instagram can be your niche to reach your audience, including radio and television, because older people are still used to using these media.
However, TikTok, an application of dances, trends and many young people, will not be aware of a life insurance agency.
The most important thing is to interconnect all your means to make the customer’s journey easy and without any problem.
Is your brand ready?
The correct answer is yes, and it would be your best option.
While an obvious answer would be that imposing an omnichannel strategy depends on a large budget and a huge team, the reality is that even when you have a small business, the best you can do is manage the networks yourself, in this way, the message always It will be clear since the owner and creator of the content is the same one who manages all your accounts.
Now, a little more money will never hurt any company, which means that the more profits you can improve your omnichannel strategy, investing in advertisements such as ads, billboard banners, and even placing your brand on Hollywood films.
Interconnecting all our efforts to achieve even better results is the best idea to achieve the success of our brand. Meanwhile, we will continue to offer you articles that will help you better manage each of these strategies.
See you in the next article!