Why you should implement “Omnichannel” outreach right away
Modern marketing is a complex process based on analytical data and creativity. Capturing the attention of a potential client is becoming increasingly difficult and marketers are forced to implement new strategies and develop ways of finding new clients. That is why the so called “omnichannel outreach marketing” has become so prevalent in marketing meetings.
So what’s all the fuss about?
What is omnichannel marketing?
The ability to offer your clients a seamless and integrated experience across multiple devices and communication channels is what omnichannel marketing means.
With the advent of social media, paid advertising and the increasing use of big data, marketers today have a long list of potential channels to utilise in their campaigns but also improved methods of existing ones. Moreover, they have the technology to combine them together for a better result. That is the goal of omnichannel marketing automation.
But can you really deliver your message though different channels with the same purpose?
Omnichannel marketing was indeed a good strategy across social media channels, emails, messages, website and landing pages. All combined should’ve deliver what the potential was looking for. However, speaking indirectly to a potential client, doesn’t reveal it’s intention every time with a 100% accuracy.
What if you could use the same omni-strategy across your outreach outlets? Directly reaching out to potentials and conversing about their intentions sounds even more convenient than delivering what you think you should, doesn’t it?
How to implement an omnichannel outreach opposed to omnichannel marketing
For a successful omnichannel outreach you need to focus on two things. Firstly, make the client’s experience as seamless as possible. The channels that you use must be interconnected carefully. Secondly, the content should be relevant and the intent of your message clear and consistent.
Customer journey centric
Clients decide how and where they want to use your service. That is why it is important to catch their attention step by step. For instance, today most people rely on their smartphones and tablets for private and business use more than their laptops and computers. A fact that only a few years ago was considered unlikely.
Omnichannel outreach focuses on the client’s journey and their needs. Knowing how the process through which your potential becomes a client is important. Analyse how a potential client goes through the buying process and make sure there are no bumps along the way.
How did they find you?
Do they fit your ICP?
What are they looking for?
Are they ready to buy?
Knowing all this can benefit you and your sales strategy greatly. Which brings us to the other point.
Strategy, Personalisation & Segmentation
Data is key. However how you utilise that data is also important. The more data you have on your potentials the better your targeting will be. You can apply that data to three key points of the omnichannel outreach process.
Carrying out a good marketing strategy relies on knowing as much as much as you can on your potential clients. On the other hand, the omnichannel outreach is a possibility to directly focus your efforts on delivering your message exactly to the person you are targeting.
Split your potentials into separate groups. Based on types of company they work for, demographic they belong to or geographically where they live. The point is for all in a group to have common needs and interests.
You can also further split each segment by hyper-segmentation. For example, separate them based on their buying potential.
The most important step in the omnichannel marketing approach is making your content personalised and the message you are sending more appealing to every potential individually.
Personalisation improves the effectiveness of your email outreach.
The Omnichannel outreach needs automation
It’s not a typo. An omnichannel approach implies a cohesive system across multiple channels and multiple teams, however. Your sales team needs to be in the loops in case your potential is ready to buy but having second thoughts. They’re hesitating about a pricing plan and you can see the heatmap on your pricing page light up. Perhaps a call from your sales team with a discount offer might be just the thing they were looking for.
Don’t rule out your customer success team as well. A client finds your website, likes your service and has a couple of questions. A small notification in the corner lights up and it is a good thing you have a reassuring customer agent ready to answer all questions and to give them a quick tour of your service and how it can benefit them.
As you can see, it is more than a marketing strategy, but a system that needs careful implementation and optimisation.
Omnichannel outreach automation with one tool
You may ask yourself how all of the above applies to the Sales.Rocks platform and the Email Drip Campaign module.
That’s an easy one.
Having a platform hub ready for your marketing plans is key to the process of omnichannel outreach automation. Instead of using multiple services across several platforms, you have a unified service with multiple channels for your marketing and sales teams. Key aspect is the analytical power you have to track the success of your campaigns and being able to make adjustments accordingly.
In addition to email outreach, you can take advantage of LinkedIn, WhatsApp and direct calling functionality.
To give you an example, if you want to target potential clients for your product. Based on their interest, you can segment them into two groups and personalise the messages to apply pressure on their pain points. Then based on their action, a different sequence of messages will be sent.
If they show more interest, one of your sales representatives can contact them on LinkedIn to establish a conversation and if they are ready to buy, give them a call.
Here’s another one. During the current pandemic, most of your clients may be working from home. For that reason they are not available through the regular channels like their company number and they are not answering on LinkedIn which usually means they are not interested. This presents a great opportunity to send them a thoughtful email while directly addressing the possible difficulties they might be facing in terms of adjustment. You offer assistance with the application of your service or simply make reassurances.
Even though omnichannel outreach sees an increase in implementation and growth hackers agree that is a must have sales strategy, a sizeable portion admit that they still haven’t implemented into their marketing plans. Most cite budget reasons and lack of expertise, as an integrated outreach channel approach takes careful planning and execution.
With that in mind, a sales automation platform as Sales.Rocks is key if you want to utilise an omnichannel outreach campaign. By offering both a hub for your sales activities and an email drip campaign system capable of omnichannel outreach.