Across all channels, platforms, and devices, an omni-channel marketing strategy uses similar language, images, and positioning statements. It ensures that your brand is presented consistently across platforms, giving customers a consistent brand experience.

Remember that omni-channel marketing initiatives benefit your sales and service departments as well. Why? Customers will anticipate a similar experience for their buying and customer care experiences if you show up on all of the channels and platforms they use.

1. Start with the basics: Your website and social media channels.

It takes time to develop an omni-channel experience. You don’t have to be everywhere at the same time; you’ll be OK. Begin by perfecting your website and social media channels before going on to other platforms. Make sure you’re posting regularly and responding to users who contact you through those methods.

They’ll notice if you routinely communicate with folks on Instagram but don’t respond on Facebook. If you concentrate on one while ignoring the other, your brand will appear inconsistent and unprofessional.


2. Create an app if needed.

This step may or may not be required depending on your industry and product. Consider developing an app if you sell consumer products or provide a SaaS solution, or if you would profit from having one otherwise.

You can employ a freelance developer to design an app if you’re a small business. Just make sure you have a good rationale for launching an app and that you thought through every feature.


3. Seek to solve for the customer every step of the way.

When you introduce a new channel to your omni-channel strategy, make sure you do so with the client in mind.

It’s not only about increasing your company’s visibility or increasing sales, while those are certainly real benefits of implementing an omni-channel approach. It’s also about ensuring that your customer enjoys a simple, problem-free experience. Your messaging on each channel, as well as how you communicate with people on those channels, should be guided by the purpose of solving for your customers.

3. Seek to solve for the customer every step of the way.

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4. Use the same messaging across channels, but beware of using boilerplate content.

Use the same messaging across all mediums to offer a consistent experience. If you’re running an ad across many social media sites, for example, you’ll want the messaging to be consistent. You can tweak the wording as long as the overarching message remains consistent.

However, avoid utilizing boilerplate text in excess. You can run into duplicate issues, which could result in search engines and social media platforms penalizing you. Don’t just copy and paste everything from one place to another. Instead than employing the same phrases over and over, develop a consistent brand voice that allows you to vary your messaging without appearing inconsistent.

5. Give customers a device- and platform-appropriate CTA.

You should end every interaction with customers on particular channels with a CTA, whether it’s through an ad, an organic post, a private message, a phone call, or an email. Of course, the CTA should be device and platform suitable.

For example, a social ad should direct users to your mobile website rather than your desktop one. Instead of triggering an automated app installation, you should finish your email with a link to schedule a meeting (your customer may not be using a mobile device to check their email).

Make sure the CTA doesn’t throw the customer off and instead adds to the already smooth experience.

If you’re looking for some ideas, there are lots of businesses that have already implemented amazing omni-channel user experiences. Let’s have a look at some of them.

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