A seamless customer journey with an omnichannel marketing strategy
Most consumers today research the product or service they intend to buy before a purchase decision is made. Therefore, to interact with a brand across multiple channels is a natural and inevitable part of the customer journey today. The fact is that it is most rare that a customer today would walk into a store and buy something without researching the product first. The modern customer journey could be summarized as looking up a product or service online, researching it, walk into the physical store to check up the product, and then in the end buying it online.
Omnichannel marketing is the process of creating seamless, meaningful, and integrated customer experiences both online and offline. In order to succeed with this, brands need to understand how the customer interacts with the brand throughout the whole customer journey. Omnichannel marketing is a shift towards customer-centric marketing, the focus should be to have the customer at the heart of the business at all times.
Another interesting aspect is that customers no longer want to get marketing messages pushed in their faces all the time. Customers instead want to get answers exactly when they are looking for them and in the right places. An omnichannel marketing strategy gives the customer the power to choose exactly when and how to interact with the company.
Embracing your omnichannel strategy with Google My Business
Your Google My Business (GMB) profile is an excellent tool to improve your omnichannel experience. With your Google My Business profile, your physical store gets a digital storefront. The profile allows you to take charge of your digital percentages and to help your customers find your physical store in a seamless and smooth way. Your optimized and managed Google My Business profile creates an enhanced online experience for customers which on the other hand drives customer loyalty. Further, an optimized profile builds trust among your customers, which makes the likelihood of a purchase increase.
Lastly, your Google My Business profile creates micro-moments for the customer. Micro-moments are intent-driven decision-making moments that shape the customer journey. To truly battle for the customer’s heart, mind, and money, you need to manage the micro-moments extraordinarily to stay ahead of the competition. . Consumers constantly shape their attitudes and preferences towards a brand. In order to succeed a brand needs to understand and meet the needs of the customers in these micro-moments.
An important part of an omnichannel strategy is to stay consistent with the brand throughout all the platforms where it is present. Your customers should always be able to recognize your brand, and this applies to your Google My Business profile as well. Make sure you have control over all of your online profiles.
The mobile customer journey is everything
Another very common sight today is that people constantly scroll their smartphones while walking, waiting in line, driving, traveling by train, or plane. The goal of an omnichannel marketing strategy is to close the gap between your physical store, mobile, and desktop. When referring back to the statement that you need to be found by your customer at any time and in any place, means that mobile should be at the center of your strategy. Customers today expect to be engaging before, during, and after a purchase is made with your brand. Customers are jumping between offline touchpoints to online touchpoints faster than ever before. Hence, they expect consistent information at every touchpoint.
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