Image Source: Ami.responsivedesign.is
Today's parents are always digitally connected in one way or another and to truly optimize how your customer experiences your brand, you really need to ensure that they have a consistent experience across all channels. The key to achieving this is to build an omni-channel strategy, which is the assurance of a seamless and consistent user experience of your brand across all channels and at all times. That means the design and tone of your brand should be similar on your desktop site, mobile site, email campaigns, social media, and any other associated channels.
In addition, it is important to ensure that your website has a responsive design, meaning that it is user friendly and similar in look and feel- regardless of device, operating system, and browser. Ami.responsivedesign.is is a free tool that you can use to see how your website appears on all devices. If you find that your website in not responsive, you can use a service like Cause Engine or Upwork to hire a freelance website designer.
Now without further ado, let's jump into how you can build an omni-channel strategy! Here are 7 simple steps to help guide you through this process:
Step 1: Identify whom your business' target audience is - For most of you, it's most likely parents but whomever it is, it's critical that you understand who your customer is and how they behave when making purchase decisions.
Step 2: Determine which channels you'll target - Do your research on where your audience is spending their time. For example, Snapchat probably isn't the best channel to invest in if you're targeting parents, since most of the app users are young adults.
Step 3: Define your brand's voice/look & feel/imagery by creating a style guide - It’s important to have what’s known as a style guide so that you, your designers, and your marketing team use consistent fonts, imagery, and overall tone and feel throughout your work. Here are some great examples of style guides of other brands.
Step 4: Set measurable goals or KPIs (key performance indicators) for your business, as well as for each campaign - Each campaign should be more successful than the last so it's necessary to track and measure the results of your efforts to ensure that your KPIs are continually improving over time.
Step 5: Build a comprehensive annual campaign/editorial calendar - Once you generate an editorial calendar, you can start to ideate on content for those campaigns at an early stage and have the time and bandwidth to prepare your creative assets for all channels involved. Hubspot has a great article on how to create an editorial calendar using Google Calendar or Excel.
Step 6: Begin your campaign - Ensure that you are meeting your customers in all relevant channels with a consistent campaign message that resonates with your audience.
Step 7: Analyze campaign results and refine your strategy - Taking the time to look back at each campaign and how it performed allows you to uncover opportunities for improvement as well as identify strategies that work and should be incorporated into future initiatives. It's all about lather, rinse, analyze, and repeat.
An omni-channel marketing strategy ensures a seamless, consistent, and user-friendly experience for your customers. We hope that this information helps you better connect with your audience and improves the overall success of your organization in a world where technology is constantly changing.
For more information on how to optimize your marketing strategy, be sure to check out Peachjar's webinar series for program providers! Our next webinar will focus on leveraging the power of video to better connect with your audience and drive more revenue to your business. Sign up here.