To keep a business running, you’ll have to keep bringing in customers. Unfortunately, this is never easy when you’re a solopreneur as you don’t have the benefit of a team to help you devise marketing strategies. With the prevalence of social media and its users’ ever-changing habits, it’s important to be flexible—and keep up with the trends.
Omnichannel marketing is the new buzzword in retail because it focuses on customer experience to accommodate modern consumer behaviors. For solopreneurs that need to expand their marketing approaches, this might be the strategy that you need.
What is Omnichannel Marketing?
Much like multichannel and cross channel, omnichannel marketing connects both the digital and traditional touchpoints in a company. But whereas multichannel involves different channels that compete with each other, and cross channel involves channels that communicate with each other, omnichannel marketing connects multiple channels to work seamlessly together.
This means that instead of having different channels operating with different goals, you now have multiple channels working towards the same one. Think of Barnes & Noble’s use of online channels to support their physical stores and give customers a fully integrated online and offline experience.
Omnichannel marketing primarily relies on the principles of today’s so-called “Marketing 4.0” to address the shifts directly linked to technology. In his book Marketing 4.0, international marketing professor Philip Kotler defines the approach as an integrating digital and traditional channels to accommodate the new consumer, Consumer 4.0. These consumers are well informed and decisive, having complete control over their purchasing decisions and wanting to feel involved in the customer experience.
The Importance of Omnichannel Marketing for Solopreneurs
For solopreneurs, omnichannel marketing ideally takes the form of having multiple digital channels, while still having an offline presence. In addition to having multiple online platforms, you can show up at events—such as conferences or bazaars—where you can meet potential customers. If you have a more expansive scope, then you can make use of livestreams that can get your customers involved.
The key here is making sure that all of your channels complement one another so that your market gets to know your business well.
Reaching new customers
Solopreneurs do things alone, which means that you have to reach new customers by maximizing your channel options. Using already existing online marketplaces and establishing a presence on social media lets you benefit from the traffic coming from already established platforms. You can also explore more novel, easily digestible mediums that can capture the audience’s attention. Our blog post ‘What Are the Top 5 Digital Marketing Trends for 2021?’ counts short-form content, videos, and personalization among the most effective ways you can do this.
Convenience and satisfaction
If you’re working solo, you need to be as efficient as possible. Having multiple channels that are all interconnected allows customers to engage better with your business. They can choose from more platforms to explore your business based on their convenience. It also allows you to maximize customer satisfaction through real-time customer support, direct communication, and the collection of customer data.
In his book Building a StoryBrand, New York Times bestselling author Donald Miller explains that the best way to connect with your customers is by crafting a story for your brand that they can relate with. This is especially true for Customer 4.0, whose purchases are strongly dependent on knowing that the companies they’re supporting aligns with their own personal values and goals. As a solopreneur, building trust is integral and it’s made easier when you have an omnichannel presence that is able to reinforce your story.
You can also read about our review of Donald Miller and his content here.
In a fast-paced world, working solo shouldn’t stop you from fostering connections and building your business. As a solopreneur, understanding your consumers’ needs and meeting their demands through omnichannel marketing can be your best partner for a flourishing business.
This article was written by Alicia Warren and submitted exclusively for Powerful Digital Solutions.
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