What Is Omni-Channel Marketing (Plus 4 New Growth Tips for 2022)
Omni-Channel Marketing – What is it?
The term “omni-channel” may be a marketing buzzword you hear thrown around in certain circles, but it refers to a significant shift in understanding of the complete B2B buyer journey from initial point of contact to activating them for referral business. You can use an account based marketing (ABM) approach, leverage the power of LinkedIn and post a thoughtful comment on a prospect’s company page, and then reach out to the decision maker to introduce yourself, and share something of value to build rapport.
This is a great icebreaker strategy that can and should be combined with other complimentary channels this decision maker uses daily.
This is the best way to build trust before the sales call takes place, which in turn will increase your close rates. Who cares about volume, when the quality is low? Omni-channel marketing campaigns are built less on volume, and more targeting prospects based on certain actions or behaviors, on specific marketing channels like LinkedIn, retargeting ads, emails, and so on.
Here are my 4 new growth Hacks for 2022 that take an “omni-channel” approach to enhancing your customer journey that you can implement today. For more info, apply for a call to chat about our omni channel marketing services by clicking here.
[Omni-Channel Marketing – Growth Tip 1]
If You Use Email, (Which You Should)…Warm Up This Channel First
Email is still very much alive and a critical channel we leverage of many of our omni-channel marketing strategies. But in 2022, SPAM filters will only become more stringent, and it’s only going to be more difficult to reach your prospect’s inbox. Email, done right, takes time. Especially if you are building a campaign from scratch, which is what we always recommend.
Two more points, of which the details require another post entirely, which we will happily do.
1 – Never send from your primary domain (you risk damaging sender reputation of a critical asset, and possibly impact SEO if your email campaigns are set up improperly.
2- If done properly, however, an effective outbound email campaign that reaches your prospect’s inbox is time intensive, and takes time to “age” the domain, i.e. building sender reputation. While you’re setting email up first, it’s also important to note this is the least expensive channel to A/B test your messaging and positioning, to find out what will resonate best with your target audience, before scaling to paid ads.
[Omni-Channel Marketing – Growth Tip 2]
It still shocks me that the vast majority do not have all major social networking platforms’ retargeting pixel, insight tag, etc installed on their sites. This is literally missing out on a significant amount of lost revenue, as it typically takes 10-15 touch points to convert a prospect to a customer. Even if you don’t market on these channels, at the very least you will be “maturing” the pixel so your target audience is easier to define on these platforms.
Click Here to learn step by step how to install your LinkedIn Insight Tag.
[Omni-Channel Marketing – Growth Tip 3]
Segment Your Audiences
Sales Navigator is only becoming more powerful, and is adding game changing new search criteria on a monthly basis. Sticking with the sniper vs. shotgun approach, you can target your target audiences into hyper segmented audiences, and adjust your messaging accordingly for a hyper personalized approach, ultimately leading to more conversions in your omni-channel marketing campaign.
LinkedIn as you can see below recently launched the “Technology Used” feature, a search criteria we recommend very strongly to be leveraged whenever possible in your LinkedIn searches.
Understand which data points are useful to you, and segment your audience accordingly. Which data points actually help you better understand your audience? Using marketing automation, you can capture this information to build very rich profiles about your customers and the customer journey – just make sure what we call ‘hard Call to Actions, or CTAs) like a connection request are moved further down the funnel of your omni-channel buyer journey, so you stay within safe limits, and connecting at the appropriate time.
Related Reading: Help, My LinkedIn Account Is Restricted!
This kind of rich data can be translated into customer use cases, and also used to build buyer personas. For example, male iOS users who work in the tech industry and are between the ages of 25 and 35 are more likely to buy based on technical specifications. If you discover you are marketing to that audience, you might highlight technical specs in your landing pages and nurturing strategy.
Omni-Channel Marketing in 2022 [Tip 4]
More Granular Lead Scoring
At B2B Insiders we recognize the obvious that no two client needs are the same. No two of your customers are the same, either. Thus, to try and sell a cookie cutter marketing service, or purchase one for that matter, and expect stellar results, is unrealistic.
Now that we can all agree no two customers are the same, how do you tell the most loyal brand advocates from the tire kickers? This is where advanced lead scoring is going to be a critical component to the growth of your business. Any and all action a prospect takes with your brand should be tracked, and responded to for as highly personalized of a buyer experience as possible.
Not just email opens or clicks, but how many emails did they open, which ones did they click through? Which forms did they submit, or view? All of these behaviors should lead to a part of the buyer journey that encourages them to take the next step of whatever track they are currently on.