Omnipresent marketing means meeting your customers where they are across the mediums and platforms they’re on. This includes social media, retail stores, and online in general.
This particular type of marketing is best suited for retailers especially, although it is beneficial for multiple markets. Customers today expect instant gratification and for brands to be there for them at the click of a button. Whether they’re scrolling through their Instagram feed or strolling the aisles of your store, they expect you to meet them where they are.
Marketers using three or more channels in any one campaign earned a 287% higher purchase rate than those using a single-channel campaign.
Marketing this way can feel overwhelming. With so many various online platforms, what can small businesses do to keep up? The online marketing world is heavily oversaturated and competitive. So, today we’re going to walk you through the basics of Omnipresent marketing, the benefits of it, and how to implement it.
You’ll leave with a better understanding of this marketing strategy and concrete ways to make it work for you.
What is Omnipresent Marketing?
Omnipresent marketing is an approach to reaching prospective customers in a way that views them holistically, communicating with them across channels in different ways depending on how they interact with each channel– and how they’ve interacted with other messages from your company.
This type of marketing will look different for each company, depending on their target audience. If your audience is younger, you’ll likely be on Like to Know It, Tik Tok, Instagram, etc. Email marketing, Facebook, and LinkedIn may be more your arena if you’re reaching out to an older audience. The most important thing to remember is that it’s all about the customers you’re serving.
Why Use Omnipresent Marketing?
This strategy is effective because it spreads a wide net to pull in potential customers. Rather than hoping they will stumble upon your website, you want to catch them when and how you can.
As a small business owner, if you’re not available in all the places that your customers find themselves, you’re going to miss out on that opportunity to connect and sell. As we said, customers today expect instant gratification and easy access to your products and services. If they’re on Instagram, they want businesses to be there; if searching Google, they expect companies to show up there.
The more places you show up for your customers, the more chances you have to convert sales.
Benefits of Omnipresent Marketing
Omnipresent marketing offers a host of benefits. While this type of marketing isn’t something every brand or business may have the capacity to do, it’s important to know why it may be worth the extra effort.
1. Increased Brand Awareness
The primary benefit of being everywhere is you’re more likely to be seen. It’s like the one law firm in town that seemingly has rented every billboard in the area. You know who they are and what they do because they’re everywhere you are.
2. Building Credibility
Customers have more trust for companies that show up consistently online and engage with customers. The more they see you doing this online, the more professional your company will look. More than ever, customers expect brands to have a strong online presence and to be authentic and reliable online.
3. Increased Sales/Revenue
The more chances you give your customers to purchase from you, and the easier you make it, the more likely you are to make sales. When omnipresent marketing is done well, it has proven results. The statistics back this up. Purchase frequency is 250% higher on omnichannel vs. single-channel and the average order value is 13% more per order on omnichannel vs. single channel.
4. Happier Customers
Connect with customers by providing the information they need, when they need it, where they need it, and how they need it– they’ll definitely take notice. You’ll convert new customers and build deeper connections with current customers. People will admire the fact that you are engaging with them on their terms.
Omnipresent Marketing Best Practices/Tips
Like any other form of marketing, there are some best practices you should follow. Using these will help make your marketing efforts more successful and impactful.
- Be Consistent
Consistency is key in any successful marketing campaign. Customers want to see that your brand is trustworthy. Therefore, your messaging needs to be consistent no matter what channel customers are interacting with you on.
- Get Creative
As we said before, the online marketing world is oversaturated, and customers are being bombarded with marketing messages. Don’t be afraid to get creative and be unique. Standing out can be an effective way to catch customers’ attention. Think of brands like Poo-Pourri or the infamous KMart “I shipped my pants” marketing campaigns.
- Keep Up with Platform Best Practices
Every platform has best practices. Instagram and Tik Tok are mainly video-based and focused on entertainment. Facebook works well with products and articles. No matter what platform you find yourself using, make sure you understand what works best for that particular platform. This will help ensure your marketing messaging actually works.
- Leverage Your Technology
Today, there are so many fabulous tools to help you in your marketing efforts. Both scheduling tools and analytical tools will bring the strengths you’ll need. Analytical tools like Google Analytics and other more retail-specific tools will help you discover where your customers are coming from. Scheduling tools will help you manage and schedule your social media posts to keep things more streamlined.
As we’ve outlined above, if you take the time to implement Omnipresent marketing, you’ll surely reap the benefits. Of course, it does require a consistent commitment of time, energy, and talent, but isn’t anything worth doing?
The more you remember that marketing is truly about your customers, the more this strategy will work. Meet them where they are, engage with them in a genuine way, and be reliable across your platforms.
If you need assistance in maintaining your social media presence, your website, or your online store, remember you can get help. Our team at Fusion One Marketing is here to ease the stress of managing your omnipresent marketing efforts. After all, we’re here to help you get more calls and more business.