As technology advances, B2B buyers’ approach to purchasing products and services is changing drastically. They are now self-directed and tech-savvy. They are active on multiple channels, which allows them to gather a wealth of information about what a business can offer while differentiating it from a competitor that presents the same products and services. That’s why most B2B marketers are now integrating account-based marketing (ABM) in their project planning, as they see this as the most efficient and profitable marketing strategy to date.
An ABM is a B2B marketing approach that targets specific accounts through a highly-personalized content. It requires collaboration from the marketing and sales team to engage best-fit accounts and turn them into lasting customers. Hence, using the omnichannel approach is beneficial in helping you achieve sustainable growth.
B2B buyers nowadays demand an experience-led eCommerce platform to achieve a seamless experience when shopping online. With omnichannel, a company can provide an integrated and cohesive customer experience on all channels, platforms, and devices. But what exactly are the benefits of omnichannel in marketing and sales strategies? How can you make omnichannel ABM effective? Fortunately, we’re here to help.
What Are the Advantages of the Omni-channel Approach?
The omnichannel approach provides unified messaging and consistent visuals when promoting products and services across all channels, devices, and platforms. Adopting this approach in your marketing strategy will give seamless cross-channel marketing to your customers while delivering a successful brand message. The advantages also include:
Wide Customer Reach
Through the omnichannel marketing strategy, the customers no longer have to search the internet to find you because you are reachable in the channel they are always active in using. Regardless of email, phone call, or direct message, your team is always one click away.
Increased in Profits
Customers will find it easier to purchase products or renew their subscriptions to your company whenever they are ready because you are available in multiple channels. It ensures an easy retail experience that can lead to lasting customers.
Boost Customers’ Satisfaction
Providing multiple methods wherein your customers can reach you not only for the products and services you offer but also for providing solutions to their concerns helps boost their satisfaction. A seamless experience ensures that your customers will return to you for their every need.
5 Effective Omni-channel ABM Strategies in Marketing Campaign
Build on Your Social Media Channels and Website
If you’re starting to apply omnichannel in your campaign, it is better to build on your social media channels and website before heading on to other platforms. Remember that creating an omnichannel experience for your customers is not easy and quick. So be consistent in your social media PR and website content and engage with them whenever they reach out to these channels.
Also, ensure that you’re responding to them on every channel and not focusing on one. Otherwise, it will make your brand look inconsistent and unprofessional.
Create an App
Before applying this step, assess if your industry and product need it. However, if you sell consumer products, you could benefit from creating an app. Just make sure that you create an app for a legitimate reason and has a functionality that will be an advantage for both customers and the company.
Seek to Solve Customers’ Concerns
One of the main objectives of an omnichannel ABM strategy is to provide solutions to customers’ concerns in every channel and platform. While it also allows companies to get more visibility to promote their products and services, it is also essential to ensure that your customers have a seamless and issue-free experience whenever they interact with your business.
Use a Unified Messaging Across All Channels and Platforms
Using a unified message when introducing your brand creates a consistent experience for your customers. Whether the content differs on your website from various social media channels, it still has the same messaging and consistent approach. Also, create a brand voice in your marketing campaign. So, you can mix the wording without changing the message you want to disseminate.
Provide a Device- And Platform-appropriate Call-to-Action
Remember that every time you interact with your customers on specific channels and platforms, you always need to end it with a call-to-action. And not just any CTA, but should be device- and platform-appropriate CTA.
For instance, you are running an ad on Instagram. The website they will click on should be the mobile version, not the desktop one, since most people use their Instagram on their phones. Your goal when providing a CTA for your customers must extend the seamless experience you already provided.
The omnichannel ABM strategy allows marketers to create a consistent experience whenever customers interact with their brand, regardless of platforms and channels. The primary goal of this strategy is to provide a unified conversation that will drive customers towards building a deep connection with your brand. Embracing this mindset will not only reward you with tangible benefits but will also help strengthen the trust and loyalty of your customers.
source by: Luke Craig