Omnichanality is a unified system that links together the various channels of communication with the client.
Sales funnel, as it is usually painted - in the spirit of came, saw, bought - is far from reality. Especially it concerns:
- B2B spheres.
- Complex goods and services.
- Products with a long sales cycle and a large check.
In practice, the client does not go that way. He jumps from stage to stage, goes to competitors and returns, goes to the site many times and from different channels. Therefore, it is desirable to use them to the maximum.
The main principle of omnicanality is an integrated approach. When the focus is on the client and user experience, and not on any particular interaction channel or traffic source.
The importance of omnicanality in examples
If you start conducting in-depth interviews with clients to compile CJM, you can find out interesting. For example, there are many points of touch and factors influencing decision making.
Three life examples:
1. The entrepreneur received 100% prepayment for a large order, and for this it was necessary to use more than one channel. Here is how it was:
- 2 weeks before the payment, the client came from contextual advertising and left the lead - ordered a callback.
- Almost immediately, the entrepreneur sent a price list and began to communicate in WhatsApp - to answer questions about the installation of equipment, its maintenance, etc.
- A week later, the business owner was at a trade show in Moscow, and there the potential buyer came in person - to talk and see samples.
- After an offline meeting in about a week, the deal was closed.
It is difficult to say that here a channel was more efficient than another. Advertising, website, instant messenger, offline activity - everything played a role.
2. A marketer addresses a copywriter: orders text at a good price. For the sake of curiosity, the author decided to find out exactly how the customer found it. It turned out that three things affected:
- His publication in a popular blog.
- Colleagues recommendation.
- Portfolio on personal page in "VKontakte".
That is, three channels worked: content marketing, SMM and referral marketing. Cooperation would hardly have happened without one of the components.
3. Freelancer decided to improve their skills and master a new profession - to become an Internet marketer. During black Friday sales, he bought a training course with a big discount.
However, it would be wrong to count the sale only on account of this share, as previously a potential buyer:
- For months, I read the blog, newsletter and social network training center.
- Repeatedly attended open classes, took free online courses.
- I compared prices / programs / reviews on the market and was convinced of the advantage of this particular company.
That is, the freelancer was going to this course anyway: the sale served only as the last push.
Multi-channel in web analytics reports
It is easy to see how multichannel works, if there is a more or less visited site and web analytics systems are connected: Google Analytics and Yandex.Metrica.
By default, their reports show the conversion of the last click, that is, they do not take into account the user's previous visits. Although the sources of those transitions also contributed to the conversion.
How to look all the way:
- In Google Analytics: "Conversions" → "Multichannel".
The sequence of actions is well shown in the report “Basic Conversion Ways,” and thanks to “Time to Conversion,” you can track the speed of decision making.
Google Tutorial on multichannel
- In Yandex.Metrica: Standard Reports → Sources.
To objectively assess the effectiveness of the channel, it is necessary to change the attribution model.
The “first transition” shows the sources from which these very multi-channel sequences began. "Last significant transition" - cuts off internal transitions and direct visits.
Yandex representatives on how to search for initial sources of internal transitions and direct visits to the site
Principles of omni-channel implementation
To be clear, immediately consider a specific example.
Given: business of producing and selling equipment for beekeeping. Features: seasonality, long purchase cycle, large check. Used tools: contextual advertising for landing.
Tasks: formation of demand for equipment of this particular manufacturer, receipt of applications out of season, increase in the average check and sales (including repeated ones).
Decision: to increase loyalty, fuel interest even out of season and increase traffic to the site - you need to use more channels. Contextual advertising works well only in a season and only for some targeted requests.
Indicative strategy for introducing new channels:
1. Messenger marketing.
What for: operational advice is an important component of customer focus and, therefore, the formation of loyalty. Customers will be happy if they can ask questions (for delivery, payment, etc.) in any messengers. They can also be used to promote content (news, articles, etc.).
How to implement: make accounts in popular messengers, teach the manager to work with them. In order not to do everything manually and separately, use the ready-made service - one of the messenger marketing platforms. If it makes sense to also distribute content in messengers, then you need to make a plan of publications, a way to attract users (in public chats, channels, etc.).
How to evaluate the effectiveness of: by the number of calls to instant messengers, the coverage of posts, the growth of subscribers, etc.
2. Content Marketing.
What for: blog with high-quality content - articles, manuals, collections (books, resources, etc.), recipes, business tips. Shows the expertise of the company, attracts search traffic for targeted and related queries.
How to implement: first pick up search queries and develop a content plan (including by analyzing the content on competitive and thematic resources), then draw up TK to copywriters and start preparing and publishing materials.
How to evaluate the effectiveness of: on search traffic, transitions from articles to product and service pages, engagement (likes, reposts, comments) and readability (can be tracked through Yandex.Web Viewer).
What for: A "live" platform where you can chat with colleagues and share experiences is a great option for professional growth and a pleasant pastime. Here you can just go a little different way - to make a bet on UGC, the formation of a community.
How to implement: study the features of work in social networks (for example, VK and OK), create pages / groups there, make a content plan and start posting. You also need to lay the budget for paid promotion (through targeted advertising and paid posts in other communities that have already been promoted).
How to evaluate the effectiveness of: on involvement (likes, reposts, comments under posts), social traffic to the site, appeals to personal messages of the community, etc.
4. Email marketing.
What for: Target audience - practicing beekeepers and those who are just planning to start - will not refuse to receive a useful newsletter. In the letters you can give expert advice on the care of bees, maintenance of hives, etc. Email marketing will show the company's expertise, and will also smoothly lead to the purchase.
How to implement: Start by preparing an email strategy (think through all the options for collecting the base, determine the placements for the subscription forms, choose the type of future mailing, etc.), then go directly to the development of layouts, text, etc.
How to evaluate the effectiveness of: on the dynamics of subscriptions / formal replies, openability and clickability of letters.
In the case of your business, there may be another combination of channels. In the table - a crib for each.
Some features of adding a channel
What to measure (except for the contribution to the conversion on the site)
Internal Content Marketing (blog)
Before you write and publish articles, you need to study materials from competitors and on thematic resources, collect search queries, prepare a content plan.
Time on the site, bounce rate, search traffic, readability, number of backlinks, etc.
"98 articles for self-study content marketing"
"Content Strategy Implementation Guide"
External content marketing
It is necessary to carefully select external sites, as well as to study their material requirements and available publications.
Traffic from external articles, involvement (likes, shores, comments), number of views of materials, etc.
"External content marketing: why, about what and where to write"
"5 stories about how content marketing helps in life and work"
YouTube Video Marketing
In order to not waste time and energy on YouTube, it is important to know the factors of video ranking, pay attention to trends, and also monitor engagement.
Likes / dislikes / comments, clicking on the link in the description, viewing time, etc.
"How to promote a YouTube channel: a complete guide for beginners"
"Guide to creating video content: conquer YouTube with a zero budget"
SMM / messenger marketing
It is necessary to carefully examine the target audience and follow the changes in the algorithms of social networks. You should also be sure to lay the budget for paid promotion, without it there will be no normal start.
Even if you do not distribute content in social networks and instant messengers, it is important to take into account the features of each platform. You also need to think about automation - pick a service that simplifies communication with users.
Likes / shares / comments, coverage, growth dynamics of subscribers, the number of requests through social networks / messengers, etc.
"Everything about SMM: 112 articles and videos that will make you a pro."
"Promotion of the community in social networks: from creating a concept to achieving profit"
"How to use instant messengers to advertise"
"How to stop sending spam and start to do instant messenger marketing"
Contextual and targeted advertising (on site)
For the context, it is important to properly collect the sya, and for the target, to know the ca. But before leading users of search engines and social networks to the site, it is necessary to optimize the landing page and the resource as a whole. It should be adaptable and convenient.
Cost per click (CPC), clickability (CTR), bounce rate, etc.
"Target audience: why know your client"
"How to order the maintenance of contextual advertising: a reminder for the advertiser"
Send letters to a couple of dozen people = work at a loss, so email marketing should start with a base collection strategy, retaining subscribers, etc.
The number of formal replies, discoverability, clickability, etc.
"Email Marketing Strategy: Development Instructions + Checklist"
"How to build email marketing: we draw conclusions on the example of 50 mailings"
For everything to work, you need to thoroughly think about the bonus system. It should be profitable for business, attractive to referees and referrals.
The number of orders for promotional codes, referral links, the amount of money earned through recommendations.
"Referral marketing: how to attract customers with the help of customers"
Channels can be introduced both sequentially and in parallel, if there are enough resources. The main thing is to set up web analytics systems at the very beginning and use UTM tags.
CRM and coltraking can be connected not immediately, but with an increase in the number of channels, traffic, bids and deals. If you want to save and refuse to use these tools, remember - you can make wrong decisions without taking into account phone orders, actual sales and returns of goods / services.
However, in some niches this may be uncritical.
How omni-channel is used by the bank, media and agency
Let's look at three examples from different industries to understand how a business uses omnichannelity (and how you can use it in the future).
1. "Tinkoff Bank".
Let's start with a modern digital bank that uses a maximum of various interaction channels and traffic sources.
Subscribers (rounded for convenience)
Page in "Classmates"
And this is not counting the site (18 million visits on SimilarWeb), offline advertising and email distribution, as well as other projects: Tinkoff Insurance, TJ, etc.
Tinkoff Magazine, for example, has its own: separate subdomain, newsletter, YouTube channel, representation in social networks and instant messengers. And the audience of these two projects almost does not overlap, judging by the VK communities.
The formats of these two projects are also different. If on social networks, on YouTube channel and in the Tinkoff Bank mailing list there is direct advertising, then T-F is a purely content project. There is only very native advertising banking products.
By the way, it is very convenient that in social networks and instant messengers you can read posts and ask questions to bank employees. And get the answer, which is important.
Now some observations on the work of the bank with its channels.
In social networks "Tinkoff Bank" can be seen uniform posting during the day, 4-6 times. The exception is Instagram (posts are rare, only contests and direct advertising) and YouTube channel, there is non-uniform and irregular content. In T-F, on the contrary, with Instagram and YouTube everything is good and clear.
Formats of Tinkoff Bank posts: announcements of new products and promotions, useful videos (from YouTube channel) and links to articles (from T-F). The text is illustrated with gifs (apparently, made by SUPA or a similar tool for creating videos for social networks). There is no gif in social networks "T-F", just use the cover of the publication with a signature.
Email: Tinkoff Bank has advertising (like “invite a friend”) and trigger (credit card statements, etc.), and information about the magazine (review of new publications, important financial events for the week).
In order to get large coverage, effectively capture the attention of the reader and interest potential advertisers, the media must work through multiple channels. The site (even with 32.5 million visits on SimilarWeb) is clearly not enough.
Subscribers (rounded for convenience)
1 200 000
Page in "Classmates"
In addition, the "Medusa" has separate channels / publics on the news and the big top, as well as evening email-distribution and podcasts (about life, money, books, etc.).
Now some observations on the work of the publication with the channels.
Unlike the bank, the media can not afford a measured and planned posting - events and news appear constantly at different times. A standard post is a short unique description or several fragments of text + a branded picture (a photo from the material or just a title on a black background with a note about the reliability of the source).
In Telegram, FB, Twitter, VK, OK announce a variety of materials: news, longrida, tests, podcasts, etc. Judging by the involvement, entertaining content and strong reports come better.
On Instagram and YouTube, it makes no sense to throw out all the news, so only the most important and interesting gets there. For Yutuba, Meduza makes short video cuts (mostly up to 1 minute), and on Instagram, as a rule, merry-go-rounds from branded slides (event photo + descriptions and video).
In the mailing list - standard: a brief summary of the published materials with links to the site.
Interestingly, almost all the links - from the list, social networks, instant messengers - supplement UTM-tags, but only rarely shorten the URL.
Despite the popularity of the blog on Internet marketing (attendance texterra.ru on SimilarWeb - 1.5 million visits), we are actively developing other channels. Of course, the numbers are more modest than those of Medusa and Tinkoff Bank, but for a niche project, this is normal.
Subscribers (rounded for convenience)
Also talk a little about working with channels.
We post about the same in Telegram, Facebook, Twitter and VKontakte: write a unique announcement, insert a link to the site, attach a video. Time choose the most active audience.
Best of all is the involvement of powerful longrids (manuals, selections, etc.), entertainment materials and contests. The more valuable the prize is, the greater the interest.
On the YouTube channel we publish short (usually up to 5 minutes) training videos, as well as recordings of webinars (they already run from 1 hour). In Instagram, as in the above examples, we use a completely different approach - there are more jokes and sketches from the life of the agency.
Email distribution is not just a summary of the latest materials like Tinkoff and Medusa (although there are links to blog articles too). It contains the experience of the agency itself: all the letters are unique, the topics are important, there are a lot of cases and observations. The authors of the mailing list are the managers, marketers and editors of Texterra, no external authors.
There may be questions
- How to analyze the effectiveness of the channels?
Suppose we have such a multichannel sequence: search advertising → direct access → social network → internal transition. The easiest way to estimate the contribution of each channel to a conversion is to divide it equally, without taking into account direct visits and internal transitions. То есть в данном случае каждому каналу - контексту и SMM - присвоить по 0,5 конверсии.
Однако можно оценивать первый переход дороже (например, с двойным коэффициентом): все-таки без него не было бы всей этой цепочки.
- Если канал неэффективен, надо ли от него отказываться?
Не нужно торопиться с выводами.
If you take content or email marketing, it takes time: from 3 months to six months or even a year, it's a long story. There is no result from paid advertising in social networks or on search - then you should experiment with campaigns: change the creative, differently target, try other keywords, etc.
- Do you need large budgets for omnichannel?
It is not necessary to spend millions, but you should not count on a super-cheap implementation either.
In general, there is no single price: it all depends on the type of business and the needs of its customers, the volume of applications and sales, the number of channels and the speed of their integration, etc.
- Do everything yourself or trust a contractor?
Each option has its pros and cons.
Independent introduction and development of omnicanality is 100% control, but also full responsibility: there is a risk to make critical mistakes, to lose money and time. In addition, hiring a team in an office can be more expensive than delegation to a contractor.
Cooperation with an experienced agency is work on KPI and contract, but a large minimum check and a fairly lengthy approval process. Attention, monitoring and expertise will also be needed, especially at the initial stage.
- Where omni-channel is not needed?
In a business where there is a small check, there are no repeat sales, decisions are made quickly and almost all conversions can be obtained using 1-2 channels. For example, this is the sale of HYIP goods (spiners, talking hamsters, etc.), urgent services (making keys, breaking locks, etc.). Often you can do without multi-channel in the B2B segment, because it is enough to get a client once, and then only hold it.
In 2007, we started only with content, and at the moment we took omni-channel as the basis for promotion. Both for themselves and for customers.