What's Omnichannel Marketing and Why Should I Use it?
The first step is being where your customers are, the second is creating alignment for a stronger ROI
Omnichannel marketing – it’s not just another buzzword. This approach to marketing is a significant shift in the way that consumers expect to be interacted with, and the way that businesses need to serve customers to stay competitive.
When I first started out in the vacation rental industry, most companies would send out a postcard once a year or rely on word-of-mouth to acquire new owners. And – while I still believe in the power of a personalized postcard– this alone no longer cuts it. The reality is that as technology has advanced, the line between our real life and online life continues to blur. As this line blurs, people’s behaviors, habits and expectations change, which means that sales professionals and marketers need to change their approach.
So what is Omnichannel marketing?
It’s an approach that creates a seamless brand experience and drives better relationships with potential buyers.
HubSpot, one of my favorite inbound marketing companies, defines omnichannel marketing as: “a multi-channel approach to marketing, selling, and serving customers in a way that creates an integrated and cohesive customer experience no matter how or where a customer reaches out.”
So what does this look like?
The first step, which some companies have started to embrace, is being where your customers are:
- Responsive website
- Email marketing
- Social media, including: Facebook, Instagram, Twitter, etc.
- Mail, including: postcards, personalized letters, etc.
While you absolutely need to be where your customers are – just using these channels alone is multi-channel marketing, not omnichannel.
Omnichannel marketing isn’t just being on different platforms and devices – the key is ensuring that your messaging, goals and objectives are aligned across each channel and device. It’s by creating this alignment across the channels that you will enhance your marketing and sales approach, ultimately leading to a much better ROI.
Not yet using an omnichannel approach? Don’t sweat it – we’ve got your back!
To get started using an omnichannel approach, you need to look at your business through the eyes of your customers. At Vintory we spend time understanding the different personas of the homeowners you want to target. Next, we refine your competitive messaging and flush out your unique selling propositions (USP’s). Then we build out your ominchannel marketing program.
Our omnichannel marketing system is a seamless experience for the homeowners that you want to target to join your rental network. From their first interaction with your brand, to every step that follows, they will know the features and benefits for your rental program.
An arsenal of marketing assets
We’ll deliver an arsenal of marketing assets including customized and handwritten direct mail, branded landing pages, explainer videos, pay-per-click display ads, lead generating ebooks, email templates, custom pro formas, brochures, infographics and more – all targeted at acquiring your ideal owners.
The heart of our program revolves around building great content – the content that homeowners are searching for, in the right place, at the right time. By using interactive, targeted and responsive technology we leverage the best channels to deliver your messages and capture leads. Every touch point is driven by data and delivers data back, which we use to fuel your feedback loop and strengthen your program.