Want to know how to leverage social media to create an engaging omni-channel strategy for your brand?
The concept of omnichannel marketing refers to leveraging various channels to provide a seamless user experience. It has become increasingly important because people are now more connected and have more control over their buying process than ever before.
As today’s consumers are omnichannel consumers, it makes sense that omnichannel campaigns are the most successful. The channels they engage in include traditional ones, such as physical stores and websites, but most people can be best reached and inspired to act through social media. Thus, businesses need to find ways to leverage social media to create and reinforce their omnichannel strategy.
1. Compare your business objectives with the objectives of your social media marketing
Regardless of what kind of business you run, social media can be leveraged to your advantage. For example, if you want to increase your brand visibility or customer engagement, then social media is the way to go.
2. The value of social listening
Knowing what your potential customers need and understanding them is crucial to your success. That’s where social listening comes into play. It can help you find out which products or services your prospects are actively looking for and what channels they are using to do so. Also, you can check out your competitors and trending news to determine what your target market is talking about. Listen to what people are saying about your brand, and proactively work on improving your service on other channels.
3. Social media supports content marketing
Your content is what speaks for you. Repurpose your existing content or create fresh stuff for social media. The content should be valuable, informative, entertaining, and support your business purpose. If you’re running a promotional or freebie offer at the store, create and publish content that informs your followers about it. Of course, you’ll need to determine the channel combination you want to use because not all channels work well with every industry and culture.
4. Use a different persona on each social channel
On websites, you’re expected to be easy-to-use and transparent. At the storefront, you should be helpful and serious. On social media, being young and playful usually resonates the best. The brand image and message must stay the same across all channels, but the way you convey your message should adjust to the requirements of each social channel and audience.
5. Merge your data
In an omnichannel strategy, social media impacts other marketing channels. When marketers fail to see that, they segregate the data from social media, online store, and physical store. But if a person dissatisfied with a mobile app or website may hesitate to request brand assistance on social media or vice versa. It can be very harmful to your company, which is why you should monitor data and merge data points to be able to identify the source of the problem.
6. Measure results
In most cases, marketers fail to integrate social media into their omnichannel campaigns because of the wrong combination of channels. Measure the benefits of this integration always to know whether the social media campaign needs to be adjusted or not.
Hiring a creative agency to create a social media strategy and integrate it into your omnichannel approach is the best thing to do if you run a startup or SMB and cannot afford to hire an entire marketing team to take care of it all. The experts at NUEX Creative can take your brand further by helping you leverage social media to create an omnichannel strategy and attract valuable customers.
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John Sanders is a branding and advertising guru, as well as a PMP certified Program Manager. He has worked with top companies and startups to improve their branding and advertising.