How To Leverage An Omnichannel Marketing Strategy To Reach Your Audience Wherever They Are

by John Hall, Senior Contributor,
I write about topics that will help companies grow and learn.

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The data shows that omnichannel marketing strategies have power. When implemented successfully, they increase ad-driven store visits by 80%. With consumers relying more on their mobile devices and expecting tailored, seamless experiences from brands, failing to embrace omnichannel marketing seems like a wrong turn. Omnichannel strategies can boost sales, personalize the customer experience and increase retention rates.

Another positive is that using multiple channels to deliver individualized messages lets you reach audience members wherever they are. Whether they’re using their smartphone in your store, opening their inbox or browsing social media, your messages get seen. And ultimately, they bring your audience closer to making a purchase. But omnichannel marketing involves more than simply blasting your content onto every available platform. Here’s how to do it with thought and effectively increase your reach.

Amplify Your Content

Amplifying your content doesn’t mean simply making more of it. That strategy could backfire if you’re not talking about what’s relevant to your audience. Sometimes less is more when you can use what you already have in different ways.

Repurposing your content is something Casted, an amplified marketing platform, recommends for reaching customers more effectively. Think about the channels your ideal buyer uses and modify your content to fit each channel’s mold. Amplifying your content library can also include returning to topics you’ve talked about before. If something resonates strongly with your audience, they’re probably hungry for more. You just have to dig deeper, expand and adapt.

Say you have a high-performing blog post. It brings people to your website and pads your lead-gen results. But search engines aren’t the only place your audience hangs out. You can take the same post and turn it into a video on TikTok, a social snippet on Instagram or an infographic on LinkedIn. If there’s potential, you might turn the topic into a series by involving more than one subject matter expert.

The key is to extend your efforts beyond a single format or channel. That said, you’ll need to be strategic about it. Look at where your audience is, what formats they respond to best and what topics draw them in.

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Walk In Your Target Consumer’s Shoes

Before someone buys something, they’ve likely seen multiple ads and pieces of content about it. They’ve also probably interacted with your brand in person and online through different channels. Marketing touchpoints are no longer…

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