15 Ways to Grow Your Small Business Through Omnichannel Marketing
To help small businesses thrive in today’s competitive market, we asked 15 marketing experts and business leaders for their top strategies for using omnichannel marketing. From maintaining consistency across channels to conducting preliminary research, discover the most effective ways to grow your business as shared by CEOs, founders, and marketing professionals.
- Maintain Consistency Across Channels
- Select the Right Platforms
- Implement Customer Loyalty Programs
- Leverage Marketing Automation Software
- Offer Diverse Payment Options
- Focus On Retention Marketing
- Integrate Email Marketing
- Ensure Seamless Customer Experience
- Use Paid Advertising
- Provide Incentives for Engagement
- Prioritize Mobile Optimization
- Employ Location-Based Marketing
- Create a Consistent Brand Experience
- Map the Customer Journey
- Conduct Preliminary Research
Maintain Consistency Across Channels
Consistency is key in omnichannel marketing. Ensuring that your brand messaging, tone, and visual identity are compatible helps to build trust and reinforce your brand image in the minds of your customers. This consistency should extend to all touchpoints, including your website, social media profiles, email templates, in-store signage, and packaging.
Start by identifying the core values of your business. What do you stand for? What do you want your customers to associate with your brand? Once you clearly understand your values, use them as a guide to develop a consistent tone of voice that resonates with your target audience and apply it across all your channels.
Natalia Brzezinska
Marketing and Outreach Manager, ePassportPhoto
Select the Right Platforms
One way to grow a small business using omnichannel marketing is through using the right platforms for the right purpose. It is a mess to use platforms your audience might not be engaging in or tapping into their uses the wrong way.
By understanding who uses your product or service, you want to enhance your reach to the channels they use most, which is something you can find out by using quantitative and qualitative data gathered from analytics and customer feedback.
Focus on the most profitable channels for your business and those that result in the most engagement opportunities and sales. It is essential to streamline and refine your offerings for each buyer persona.
Aaron Winston
Strategy Director, Express Legal Funding
Implement Customer Loyalty Programs
One way to grow a small business using omnichannel marketing is to establish a customer loyalty program. A loyalty program can help you build an ongoing relationship with your customers and encourage them to purchase more from your business.
The loyalty program should be available online and offline so that customers can take part no matter their preferred channel. Offer rewards, discounts, and exclusive access to products or services for customers who are loyal to your business. This can help bolster sales and boost your customer base.
A loyalty program can provide valuable insights into customer behavior and preferences, helping you make more informed decisions about your business. Ultimately, by understanding your customers and giving them the desired rewards, you can help ensure your business’s long-term success.
Burak Özdemir
Founder, Online Alarm Kur
Leverage Marketing Automation Software
As a business owner who has faced the struggles of expanding a small business, including marketing automation software in your omnichannel marketing approach, can be incredibly beneficial.
With the right software, you can streamline your marketing efforts across multiple channels, such as email, social media, and website, allowing you to reach your target audience with personalized and timely messages. For instance, imagine being able to send a series of personalized emails automatically to potential customers who have shown interest in your products based on their browsing behavior on your website.
This saves you time and effort and ensures that you deliver relevant content to your prospects, increasing the chances of converting them into loyal customers. By leveraging marketing automation software, you can effectively nurture leads, enhance customer engagement, and drive more sales, helping your small business thrive in today’s competitive landscape.
Saneem Ahearn
VP of Marketing, Colorescience
Offer Diverse Payment Options
Giving consumers many options to pay, both in-store and online, is a great way to take advantage of the omnichannel experience. While traditional debit and credit cards are still necessary and huge components of the payment process, streamlining it by offering different options and making it easy to pay can help grow your small business.
Adam Shlomi
Founder, SoFlo Tutors
Focus On Retention Marketing
Retention marketing is the technique of engaging and keeping existing consumers in order to improve loyalty and drive repeat sales. Loyalty programs and email campaigns, as well as personalized discounts and exclusive content, are examples of retention marketing.
To concentrate on retention marketing, I believe you should divide your audience based on their behavior and interests, and then build focused campaigns that apply to their demands. You may also use data to identify clients who are at risk of leaving and develop customized retention efforts for them.
Matt Magnante, Director of Content and SEO, Fitness Volt
Integrate Email Marketing
Email marketing is a powerful tool that allows you to address your customers and prospects, and it can be integrated with other channels such as social media, mobile, and in-store experiences to create a cohesive and personalized customer experience.
Start by segmenting your email list based on customer behavior and preferences, such as purchase history, engagement level, and demographics. Use this information to create personalized email campaigns that apply to each segment and provide value to your customers.
Next, integrate your email campaigns with your other marketing channels.
Finally, track and analyze the results of your email campaigns and use this information to refine and improve your omnichannel marketing strategy. Look at metrics such as open and click-through rates, conversion rates, and revenue generated to identify areas for improvement and optimize your campaigns for maximum impact.
Jason Moss
President and Co-founder, Moss Technologies
Ensure Seamless Customer Experience
One way to grow a small business using omnichannel marketing is to create a truly seamless customer experience across devices and platforms. When customers can interact with your business through multiple channels, they are more likely to engage with your brand and make purchases. By providing a cohesive and consistent brand experience across all sales and marketing channels, small businesses can build customer loyalty and increase sales.
Brenton Thomas
CEO, Twibi Digital Marketing Agency
Use Paid Advertising
Paid advertising is another option for a small business to attract new audiences and boost traffic to its website. Small businesses can reach their target audience and market their products or services by using paid search ads, display ads, and social media ads. I believe that retargeting advertisements can also contact clients who have already visited their website or interacted with their brand.
Adam Garcia
CEO, The Stock Dork
Provide Incentives for Engagement
To boost brand loyalty and sales, I think it’s a good idea to offer incentives for customers to interact with your business in various ways. Customers that subscribe to your email list, follow your social media channels, or download your mobile app, for example, can receive discounts.
To increase the effectiveness of your incentives, I believe you should segment your audience based on their behavior and interests. This enables you to build targeted incentives that are more likely to resonate with your target demographic and drive conversions.
Edward Mellett
Co-founder, TestHQ
Prioritize Mobile Optimization
More and more consumer traffic is coming from smartphones, as customer habits show that the preferred method of research and buying is shifting towards mobile rather than desktop.
Gen Z, in particular, has been shown to rely much more heavily on social media for shopping inspiration, so prioritizing your mobile optimization is a simple decision. Ensuring you’ve got the same seamless UX and UI is a vital part of omnichannel marketing for growing your business.
Dragos Badea
CEO, Yarooms
Employ Location-Based Marketing
I think location-based marketing is an effective strategy for bringing customers into your store. You can target clients with personalized offers and messaging based on their physical location by employing geolocation technology.
I believe that in order to employ location-based marketing effectively, you must design offers that apply to your local audience and use targeted ads to attract people who are within a particular distance of your store. You can also boost your presence in local search results by using location-based services such as Google My Business.
Gerrid Smith
Chief Marketing Officer, Joy Organics
Create a Consistent Brand Experience
Creating a seamless and recognizable brand experience across multiple channels is one successful strategy for growing a small business using omnichannel marketing.
This means making certain that your brand messaging, visuals, and customer experience are the same across every medium through which you communicate with your customers. That includes your website, social media, email marketing, in-store (if applicable), and any other relevant touchpoints.
Using this strategy can cause higher brand awareness, customer loyalty, and, ultimately, business success.
Kelly Chan
Marketing Manager, Accountant Online
Map the Customer Journey
One way to grow a small business using omnichannel marketing is to map the customer journey. This involves understanding and analyzing the entire customer experience across all touchpoints, including online and offline channels, to identify pain points, opportunities for engagement, and areas for improvement.
By gaining insights into the customer’s interactions, preferences, and behaviors at each stage of their journey, businesses can optimize their marketing efforts to deliver personalized and relevant messaging, offers, and experiences.
This holistic approach ensures a seamless and consistent customer experience, enhances customer satisfaction, and drives customer loyalty, ultimately leading to business growth.
Simon Brisk
Director, Click Intelligence Ltd
Conduct Preliminary Research
Omnichannel marketing is only as useful as you allow it to be. If you jump right in without doing some preliminary research, you could waste a lot of time and effort with omnichannel marketing. You need to find out what channels your target audience uses so you can best provide a useful marketing strategy.
Creating a profile of a potential buyer and sending out surveys can help you figure out what channels customers might use. Once you know more about your audience and what channels they interact with, you can then focus your efforts on creating more relevant marketing strategies.
Allen King
CEO, Fun Join
Submit Your Answer
Would you like to submit an alternate answer to the question, “What’s ONE way to grow a small business using omni channel marketing?”