Understanding Omnichannel Lead Generation Marketing Channels with Brand Strategy Examples
Omnichannel lead generation strategy utilizes different channels as part of a company’s lead nurturing and user engagement process. It provides immediate access to products, offers, and support services to its customers and prospects across all marketing channels, platforms, and devices.
What is Omnichannel Lead Generation?
An omnichannel approach to retail involves combining multiple channels to create a more integrated buying experience by understanding how customers use their services or products. This differs greatly from multichannel, which simply offers a variety of ways for customers to interact. By having an omnichannel retail strategy in place, your customers can interact with your brand instantly, both online and offline, by using any device and channel.
As a result of this approach, all your offline stores, social media campaigns, websites, telephonic helplines, emails, etc., will be seamlessly integrated, enabling seamless interaction between all your customers. The impact on your business is phenomenal. An omnichannel ecosystem had been found to be associated with 4% more online sales and 10% more in person sales than those who used only one channel, according to HarvardBusiness Review.
In addition to adding multiple digital touchpoints in your physical store, implementing an omnichannel effort will also impact your sales in a measurable way. As an example of how this technology can be applied, your customers of a physical store are able to order items that are not available in the store using their smartphones. In a similar way, if a customer does not receive the package they ordered online, then the case could be handled by a simple chatbot or a live chat agent.
Live Chat Support
As many as 44% of online shoppers believe that live chat is an essential feature of a website, and live chat has become a natural part of an omnichannel lead generation marketing strategy. A live chat application directly improves the customer experience since customers now expect a more responsive shopping experience online. There are also a few quantifiable benefits to a live chat application:
- Personalized experiences: Consumers now expect personalized experiences at every touchpoint, a concept pioneered by e-commerce giants like Amazon. Based on the browsing and purchasing habits of consumers, brands expect to be able to anticipate their preferences beforehand. While live chat is mostly implemented through marketing emails, it goes one step further by making use of agents to directly connect with customers during the course of the purchase process.
- Flexibility: live chats with co-browsers allow customer service representatives to access a given customer’s screen to assist them in resolving issues related to their purchase.
- Economic: Traditionally, customer service is a rather tardy process, and it can burn a hole in your pocket if you leave it unattended. Using live chat, on the other hand, allows your staff to be able to provide assistance to a large number of customers at any given time, thus lowering your costs over time.
- Positive interactions: The establishment of positive interactions with your customers might lead to the end of your relationship with them if there is a negative interaction with them. As a customer support channel, live chat can help with maintaining a positive customer perception as it allows you to resolve your customer queries in a timely manner and is quicker than any other channel.
If you want to succeed in the omni-channel world, you will need a great live chat software solution that can take care of all of your customer service, sales, and product support needs.
VR And AR
It has long been accepted that Virtual Reality and Augmented Reality (VR/AR) are no longer the gimmicky and futuristic technologies that served no practical purpose in the past. It could be as simple as walking into a store, getting a cart, putting on a pair of AR glasses, and making purchases with the help of an artificial intelligence program. You can use the Augmented Reality technology to provide your customers with the ability to virtualize their physical surroundings using elements other than their own smartphones. In the coming years, the use of this technology will be improved and this will help to bridge the gap between the physical and digital shopping experience.
Brands such as Converse and IKEA are leading examples of this transition. In Sweden, IKEA has done a wonderful job by empowering its customers to visualize how their products will fit into their physical space by using a smartphone app. In a similar way, Converse lets customers virtually try on shoes (and share them with their friends on social media) using augmented reality.
By contrast, through VR, on the other hand, your customers can shop virtually while sitting at home and relaxing. All they need to do is acquire a VR headset and choose from a carefully curated selection of products based on their previous purchases.
Using virtual reality and augmented reality, omnichannel marketers have been provided with unprecedented lead generation opportunities, making it possible to create well-informed, customized customer experiences.
Customer Relationship Management Tools
There is a campaign builder feature within Keap that lets you track the activities of your customers, centralize contact details, and move them along a potential sales pipeline. This tool will be able to help brands unify the customer journey in three fundamental aspects:
- Customization: With a customizable dashboard, you can measure and keep a record of existing customers and leads during the sales cycle. The result is that you’re able to trigger automatic email sequences, which in turn allows you to move prospects along the buyers’ journey from one stage to the next.
- CRM: Helps to unify the customer across platforms and touchpoints across the business.
- Keep your You can set up automated follow-ups as well as send personalized reminders, emails, or text messages to keep track of your sales appointments.
Social Media Platforms
Today, creating a seamless omnichannel experience for your customers requires you to be active on social media. There are a number of factors that can make launching and analyzing your social media campaigns a challenge for businesses.
Developing an omnichannel marketing strategy requires you to understand that you need to meet the customers’ expectations and provide the highest possible level of service. Customers spend a considerable amount of time using social media. This means that you should make use of it for your own benefit.
When you need a new customer, he will usually go right to your website and be looking for the Facebook or Instagram buttons when he gets there. The customers that visit your website will also check out your social media pages as well, even if you display the products on your website. The consumer will look at the pictures of your brand that were tagged or they will browse through your photos gallery to see the product from different angles.
The benefit of using social media is that whenever your customers have a question about your products or website, they will be able to ask them directly through social media. Due to the fact that the average person spends more than ten hours a day glued to their social media accounts; it will become more convenient for people to reach you via social media rather than through your website. Just considering a situation such as this, it becomes clear that social media is arguably the most important aspect of the omnichannel customer experience, encouraging lead generation, and it can also be used to enable businesses to provide exceptional customer service, whatever they may be.
Bringing it All Together
It is essential at the end of the day to understand that an omnichannel strategy at retail all boils down to creating a unified experience between the digital and physical worlds. The process needs to be seamless, but when there is so much information flying around these days, this can be a difficult thing. The best way to take advantage of this data is to upgrade your tech stack and make sure that you are managing the customer experience from the very beginning to the very end.
Adidas Glitch App
The new glitch app from Adidas is a great example of a brilliant omnichannel strategy. This app, available only in the UK (for now), allows users to design their own custom Glitch football boots. These boots can also only be purchased here – they aren’t available anywhere else.
It features two interchangeable layers with a variety of colour and design options, an inner shoe and an outer skin without laces. Besides social features, the app also has a social aspect – users need invite codes to get started. Codes can be obtained by searching for #Glitch16 and finding codes that have been shared. After purchasing a starter pack, they will have access to more invitation codes.
Additionally, the app provides everything users could possibly need to try the boots – a sizing guide, video demonstrations so users can see how the boots actually look on, and the option to schedule a personal trial. There is also a two week Try at Home period so users can return them if you decide not to keep them.
As a result of an omnichannel marketing strategy, teams are able to communicate with their consumers in the right channel and at the right time, wherever they may be. Using omnichannel marketing, businesses can provide the customer with a unified experience that acknowledges individual touchpoints along the customer’s journey. Creating brand awareness in the minds of consumers not only strengthens the brand’s awareness in the minds of consumers, but also increases engagement, increases ROI and sales, as well as customer retention and loyalty.
By understanding omnichannel lead generation process, it is easier for companies to offer consumers an omnichannel experience thanks to the introduction of advanced marketing performance measurement platforms that offer reliable insight into consumer behavior to identify the best mix of media, effective targeting, and more. With the help of customer journey analytics, organizations can make more informed decisions about how to optimize campaigns and how to reduce lost ad spend by analyzing each step of the customer journey.