Marketing Muscle

How Omni-Channel Marketing Can Help Your Agency

 

 

 

Today’s customers have a variety of ways to interact with your firm. They can use touchpoints such as mobile phone and email or use multiple channels like your social media and website, but they expect technology to be seamless, personalized, and connected.

 

Because of this, it’s time to prioritize omni-channel marketing. You need to reach customers wherever they are — whether that’s on social media, on your website or at a physical location. Your customer should receive the same consistent message from each channel without interruption. And prioritizing each one will ensure the customer journey is simple and unified — no matter what channel they’re interacting with.

 

Need more convincing? Omni-channel marketing will help you increase revenue, cultivate loyal customers and boost brand awareness. When all of your channels are aligned, you’ll create a customer-centric marketing approach that leverages touchpoints and moves consumers closer to your brand.

 

How do you do it? How do you create a stellar omni-channel experience?

 

Prioritize mobile. Roughly 76% of adults buy things online using smartphones. Optimizing their mobile experience is critical. If your website isn’t mobile friendly, work with an app developer to make it accessible. If you don’t have a healthy mix of online reviews, ask your longtime clients to post their opinions. For many consumers, this is the first impression and the introduction to your firm.

 

Data is your friend. You have more power at your fingertips than you think. You need to leverage the knowledge you already have about customers and identify pain points, untapped market potential and optimized interactions. Develop a strategy for that data. For example, use names, mail and email addresses to personalize communication. Expand the collection of data to include age, profession, gender and transaction history to improve your direct marketing campaigns.

 

Make it personal. Think about it from the consumer’s standpoint. They’re looking for a solution that addresses their individual problems, their needs, and their concerns. Employ the customer data you’ve collected, being sure to make it as customized and transparent as possible. Try investing in a social media listening tool that identifies trends and key words to track customers' interests and questions. This information can be transformed into automated email marketing campaigns based on consumer social media behavior. Create content that suits the various needs customers may have and use automation tools to drive specific customers to specific topics.

 

Synchronize. Your channels must mesh together. To create active synergy between them, you’ll need consistent engagement and integrated technology. Your customer’s experience should mirror the website, social media, mobile and physical office. For example, a discount offered or highlighted online should still be available when they walk into the office. Doing this will also help you keep track of customers in regards to what they have and haven’t done or heard.

 

Long story short, you need to blend your marketing channels together to create a responsive and intuitive experience for your customers. Stop putting each channel in a bucket and instead pour them together to create a consistent, genuine brand. Embracing omni-channel marketing will give you a leg up on competitors and show consumers you are prepared to create a personalized, responsive insurance experience. Here are some specific tools and customer journey examples to help you get started.