In this blog, we’re taking a look at omnichannel marketing. Using a coordinated strategy across multiple platforms, you can effectively be everywhere people can find you. Although many people don’t know the word for it, today’s internet-savvy audiences expect omnichannel marketing.
Unsurprisingly, 90% of customers expect a seamless, consistent, up-to-date message wherever they find you. Therefore, most people expect your business to put effort into providing that experience.
Furthermore, they expect content that’s easily navigated, informative, and leaves a good impression. Any failure to live up to these expectations can lead to frustration. Unfortunately, that sends them to a competitor –within seconds.
Does it sound a little daunting to be needed everywhere at once? Well, it can be, but with help from the pros, you can focus on what you love most: helping your patients get beautiful smiles.
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Multichannel Marketing
First, we’ll look at what sets multichannel marketing apart from omnichannel marketing.
In the not-so-distant past, most new patients came from word-of-mouth referrals, a good ole’ printed phone book (what’s that?), and phone calls.
Today, people will look for you on social media and the web. Often, they will examine you closely across multiple channels, including your website, social media, reviews, videos, and more.
Consequently, almost every business takes part in multichannel marketing.
These channels include things like:
- Multiple social media platforms
- Blogs
- Retargeting
- YouTube
- Google Ads
- SEO marketing
- Email marketing
- Printed ads
- Digital advertising
- Websites
- Affiliate marketing
- Third-party review sites
With channels like these, patients have numerous ways to learn about you and your services.
Are You Sending Mixed Messages?
Consider this: What if your content distributed across all the platforms above isn’t consistent?
Incredibly, as many of 55% of companies don’t have a cross-channel strategy in place. Notably, that’s where omnichannel marketing becomes a lifesaver.
Most of all, an omnichannel strategy means your audience gets an integrated user experience. Consequently, it leads to greater satisfaction. In return, your audience is more likely to choose you out of a sea of competitors and become loyal, return patients.
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Omnichannel Marketing
When thinking about omnichannel marketing, the word “omniscient” comes to mind. It’s about being “all-knowing” about your customer’s experience across platforms.
Once you know expectations, you can work to make their journey as easy as possible. Whether they find you on a desktop or mobile device, they get a seamless, positive experience.
Importantly, omnichannel marketing puts your customer’s priorities first. Thus, it’s essential to understand their needs using the best available data.By understanding what target audiences seek, you can respond quickly, accurately, and with no hassles. At the same time, you respond to needs in a personalized way that people will appreciate.
For reasons like these, Ortho Marketing implements omnichannel marketing in all that we do.
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Cutting Through the Sea of Clutter
Today, people are bombarded by information on the web. Ortho Marketing President Dean Steinman notes it can be as many as 5,000 ads each day. (see video below)
In this sea of clutter, cohesive marketing strategies help you stand out and build recognition.
By keeping all the moving pieces in motion, you can continue to build brand trust, interest, and loyalty.
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Accurate, Current, Responsive Content – Everywhere!
Wherever people find you online, the information must be accurate and up-to-date. The information should have a consistent tone and message and look good across all platforms.
Without taking an omnichannel approach, people may find contradictory information. Critically, this affects the ways people reach out to you. For example, if people contact you through a webchat, they might look for help elsewhere if there’s no immediate response.
When people find you online, they expect all links, such as email, forms, and websites, to work properly. If they click on a link that leads to nowhere, what does that say about your business? Possibly, they may get the wrong idea that your business isn’t reliable.
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For reasons like these, your business must use an omnichannel marketing strategy. At Ortho Marketing, we’re here to help make sure no matter where people find you, they like what they see and reach out.
Then, you can focus on helping your patients without worrying about being everywhere at once.
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See Ortho Marketing’s Dean Steinman discuss Omnichannel marketing below:
