The ‘Omnichannel Experience’ Strategy
First, I want to thank someone who I deeply respect and appreciate in the industry. Her name is ‘Charli'e’, and I worked with her at Kabam. Charlie is probably one of the most brilliant marketers I’ve ever had the pleasure to work with and get to know. She was a shining light at Kabam and truly knowledgeable about our industry.
She also was the one who taught me the term “Omnichannel Experience”, before I had met her, I called it bouncing. A term that was used by two of my other marketing mentors. I was in a meeting with Charlie, explaining my logic and how I wanted our social media channels to better serve our players and how to better support the website (as they were planning and going through a massive upgrade). Unknown to me I had been describing the omnichannel experience, which got her excited. After some nerding out on some overall social media plans I was wanting/needing support on, she sent me articles to help provide the support I needed.
The biggest reason why you need to be creating this experience is for your community and customers to get what they need/want from you in the simplest and most efficient way possible. Building an omnichannel experience meant to give your company consistency, which we know is another important thing to customers in order to build trust.
Utilizing your social media channels properly is easily the most important part of this process. If you’re simply copying and pasting all your content to every social media channel (also known as cross-posting), you’re not utilizing the omnichannel experience. You’re actually doing a lot of damage to your overall social media presence. 👉🏼 Remember, not all social media platforms are created equal, each has a set of social media optimization that needs to be performed in order to work effectively.
Your strategies for each social media will vary and the goals between each will also look different. I know that it can be daunting to create all that content, however, if you’re doing your strategy properly there is nothing wrong with you repurposing your content. When you do this you can properly churn your community members and ultimately get them to go where you want them to do. Usually, this means your website or the link in your bio. Whatever it is, it’s meant to drive traffic to a deeper interaction with you.
If you have a website, you can (and should) implement something called UTMs. These allow you to get an in-depth look at your audience’s journey on your website, you will be able to see how long they stayed and how they are converting. This will help you figure out what needs to be adjusted, either on your website or social media channels.
Even for restaurants and breweries, with this in-depth implementation, you will be able to see if your community members have more specific questions or interests. Maybe they want to know what events you’re going to be at this season, or where to find your products outside of your brick-and-mortar establishment. This is the kind of information that can be discovered through proper implementation of an omnichannel experience and data analysis.
