Why An Omni-channel Approach – Last year you spent two months running Facebook ads with no results. The year before, you tried Google AdWords for a month without seeing any sales. You’ve tried running ads on YouTube, sending emails and more with minimal success. What’s the reason for this when other companies are seeing strong results? Could it be your content or budget? Possibly, but the main issue may actually be the fact that you’re trying these platforms instead of using them to work together.
Successful companies utilize an omni-channel approach for their digital marketing strategy. They understand that no single platform can generate results alone. Let’s use an insurance agent as an example. They can advertise to users on Facebook but the issue is they cannot target people who are in need of insurance.
That means the only thing they can really do is run a branding campaign. The only way to target consumers based on need is search engines where you can advertise to them based on what they are searching for. However, the challenge there is the cost to run the ads and also the fact that you’re shown among several of your competitors.
Streaming ads and email marketing are also options that will get you plenty of impressions but not results. After learning this, most business owners give up. The ones who succeed are the ones who not only do not give up but adopt an omni-channel approach. They understand that each platform has its strengths but also its weaknesses.
Why An Omni-channel Approach Is The Only Way To Market
The same insurance company starts focusing on SEO to generate organic traffic rather than just running ads on Google. It takes longer but the effects last longer as well. Once a consumer who is looking for insurance visits their site they are shown retargeting ads via Facebook. These ads are affordable and focus on brand retention. Once the consumer is ready to get more information they head back to Google where they want to learn more about the agency.
The information created and displayed by the marketing team builds trust in the consumer who then provides their information, including their email. The agency then sends monthly emails, not promoting their services but instead offering free advice to increase engagement.
By now the consumer is committed to your brand even if they aren’t aware of it and there’s little chance that they will not sign up with you soon; as long as your pricing and quality of service is on par with the competition. Results come from smart and versatile marketing, not one hit wonders.