How to Create an Omnichannel Marketing Strategy That Engages D2C Buyers
Map Out Your Customer Journey
For example, when you create an email campaign announcing a new product, you can target specific customer groups and tailor messaging accordingly, rather than blasting it out to your entire database with a more generic message. This drives more engagement and sales from those you target and leaves room to send more relevant communications to the groups that weren’t the right fit for that particular message.
To get started on your customer journey:
- Analyze your data and identify patterns and similarities.
- Develop three to five customer personas that embody the most common patterns/similarities you see.
- Create persona profiles that enable everyone from marketers to product managers to customer success specialists to“see” who they’re speaking to/building for/assisting.
- Develop touchpoints across channels that mirror how each persona engages with your brand. Optimize each touchpoint to encourage a specific action, such as:
- Connecting on social media
- Reading a piece of content
- Visiting a pre-sell page
- Watching a video demo
- Clicking a product in an email
- Clicking a promo link in an SMS text
Remember, the content, videos, emails, and texts you create should always reflect the goals and needs of the customer segment at hand. Lean on your customer personas and CDP outputs to help you send the right message to the right people every time.
Ensure the Strength & Consistency of Your Brand