Omnichannel Marketing Strategies for Brick + Mortar Locations

Aug 17, 2021

Omni-channel marketing strategy visualization

When marketing your brick-and-mortar locations, you likely use multiple channels to distribute information. But are you using a Multi-Channel Strategy or an Omni-Channel Strategy?

The difference? Multi-Channel Strategy means you use multiple channels but do not use them as a cohesive campaign. Omni-Channel Strategy is taking all of those channels and creating cohesive campaigns with integrated communication.

Multi-Channel Marketing Strategy - When the Channels Are Not Integrated
Omni-channel marketing strategy visualization - when channels are connected

The clear winner – Omni-Channel Marketing. So how do you do it?

Maintain consistent branding across all channels.

Make sure your logos, colors, and writing style are consistent, so people can identify your brand no matter where they see or hear about it.

Keep the messaging consistent.

Make sure you use the same messaging across all channels so that people can easily understand who your brand is and what service/product you provide. Consistency helps build trust and makes you a reliable source of information.

Make sure your messaging provides value to the channel.

It is possible to keep your messaging consistent while also offering the right content in the right place. For example, on Instagram, people expect to see images – make sure you present your message in an image. In an email, people expect to see text, and more context, with relevant links. 

Use data to make decisions.

Who are your customers? Where do they collect information? Be sure to use all data available to you to market to your customers in the right place, with the right content and message.

Make it easy for customers to take action.

And use other channels to support that action. If you are advertising a promotion, make it easy to redeem. Promotions are a great thing to advertise on social media but are even better to promote in a place that creates a redemption process, such as in a text message or email – or both. Don’t forget that an Omni-Channel Strategy relies on multiple channels working together.

Omni-Channel Strategy in Action – Example: Restaurant Online Ordering

  1. Restaurant implements online ordering through their website.
  2. Announces online ordering on social media – links to the website.
  3. Sends an email to their email database with online ordering information, linking to the website.
  4. Right before lunchtime, the restaurant sends a text to their text database showing them their lunch specials for the day and lets them know they can order online. Text links them to online ordering.
  5. The text message includes an incentive to organically share the daily specials and online ordering information via Facebook, Messenger, Twitter, or text. If the share results in a new opt-in for the text club, the person who shares gets a promo code to redeem on their next online order.
  6. Place stickers on to-go food alerting customers about the new online ordering offering, and hang up-promo material in the store to promote online ordering.

The result?  An Omni-Channel approach delivers a consistent message across multiple channels – and ROI and sales for your business!

Want to use text as part of your Omni-Channel Marketing Strategy?

Book a demo with our team to learn more today and get started on driving revenue through text!