Omnichannel Lead Generation

Omnichannel Lead Generation uses the infrastructure and reaches the target audience wherever they are, whether online, in-store, or at work.

What is Omnichannel Lead Generation?

Omnichannel Lead Generation attracts potential customers from multiple channels, both online and offline. The Omnichannel approach connects all channels like phone, email, in-app, website, store, and more. It creates a seamless experience for customers across all touchpoints. As a result, it provides a personalized experience that meets the needs of each lead, resulting in higher engagement and conversion rates.

Omnichannel Lead Generation is a strategy that businesses use to generate leads and sales from multiple channels, both online and offline. By reaching potential prospects through various channels, businesses can increase their chances of converting leads and improve the overall customer experience.

When choosing an Omnichannel solution, consider factors such as integration with other tools, multi-channel marketing, automation, personalization, lead capture, and nurturing capabilities, user interface and ease of use, customer support and training options, and pricing and contract options.

Omnichannel Marketing Strategy

Omnichannel Lead Generation is part of a larger marketing strategy that creates a cohesive brand experience that makes it easy for customers to engage with a business. Within that approach, the Omnichannel Lead Generation uses the infrastructure and reaches the target audience wherever they are, whether online, in-store, or at work. The goal is to generate and warm up leads.  

omnichannel marketing dryseo

drySEO's Experience in Omnichannel Marketing B2B

When applying the Omnichannel Lead Generation in business-to-business (B2B) we target other businesses as potential customers. This means we use more specialized channels, such as industry-specific audiences and networking groups. Because the sales cycle in B2B is often longer and involves more decision-makers, so lead nurturing and relationship-building are crucial components. Our experience shows that the important aspect of B2B Lead Generation is aftersales, which perfectly fits into B2B Omnichannel Marketing. An Omnichannel seamless aftersales process maximizes the percentage of loyal customer retention. This adds up to marketing strategy success and creates the opportunity to enhance brand value.

Successfully implementing a B2B Omnichannel Lead Generation provides a better user experience by removing friction. According to an Omnisend report, Omnichannel campaigns convert customers 250 percent better than single-channel campaigns.

Key elements to a successful Omnichannel Lead Generation strategy

Key elements in the Omnichannel Lead Generation are personalization, automation, and optimization. Personalization creates targeted and relevant content that resonates with potential customers. Automation engages with audiences and improves customer experience. The optimization based on metrics tracking improves the process and makes it perfect. By incorporating these 3 you can increase lead numbers and their conversation rates.

Content Personalization Strategy

One of the most critical aspects of the Omnichannel Lead Generation is aligning content with the buyer’s journey. It includes three stages: awareness, consideration, and decision-making. Creating content that caters to customers in each of these stages is essential for guiding them through the path and ultimately converting them into paying customers. For example, a customer in the awareness stage may be looking for general information about a product or service. In contrast, a customer in the decision-making stage may be comparing different options and looking for specific details about pricing and features.

Creating Engaging and Valuable Content

 To stand out from the crowd, produce content that is relevant, informative, and entertaining for the audience. One way to create such engaging content is to use storytelling. Storytelling is a powerful tool for connecting with the audience on an emotional level and making the content more memorable. You can also use humor, personalization, and interactive elements to make your content more engaging.

Leveraging Different Content Formats

Using different content formats is another essential aspect of a comprehensive content strategy. Different types of content appeal to different types of customers, and using a variety of formats helps to target a broader audience. It also keeps the content fresh and interesting for the audience, increasing the likelihood of sharing and engagement.

Some popular content formats include:

  • Video: more and more customers prefer to watch videos rather than read text. Use video to showcase products or services, provide tutorials or demonstrations, or share customer testimonials.
  • Blogs: allow to provide in-depth information about products or services. They can also be used to share industry news, provide tips and advice, and answer frequently asked questions.
  • Social media posts: for sharing short, snappy content that is easy to consume. Use social media to share updates about products or services, share industry news, or engage with the audience.
content marketing for leads

Omnichannel Marketing Automation

Automation is the heart of Omnichannel. The large number and variety of communication channels require automation software to create a real-time customer journey. The below examples are possible thanks to Omnichannel Marketing Automation:

  • browsing a product on a brand’s mobile app, adding it to their cart, then complete the purchase on the brand’s website using their desktop computer.
  • collecting a social media coupon for a product, then going to the brand’s physical store to see it in person before making the purchase on the brand’s website.
  • receiving a personalized email with recommendations based on past purchases, then going to the brand’s physical store to try on the recommended items before buying them in-store or online.

These examples showcase how Omnichannel Marketing automation can involve multiple channels, both online and offline, and create a seamless experience for customers as they move between them.

omnichannel automation

How to implement Omnichannel Automation?

Omnichannel automation requires software, which is often referred to as Omnichannel stack or combo. The combo software typically includes various tools to support customers on various platforms such as live chat, website, mobile, and social media.  Some popular examples include Salesforce, HubSpot, and Marketo. These stacks typically include a customer relationship management (CRM) system, marketing automation software, live chat, social media engagement, email, SMS, web push, and popups. In addition programs such as Salesforce Marketing Cloud can use data from Google Analytics to further maximize customer experience on their online journey.

How to Automate Lead Nurturing?

To automate lead nurturing with an Omnichannel approach, you can use software tools such as Salesforce’s Marketing Cloud Journey Builder. Here you can find an outline for How to Develop an Omnichannel Marketing Strategy for Lead Generation with Salesforce.

Is it important to use data to segment and target your leads?

Yes, it is important to use data to segment and target leads. Collecting and analyzing data on leads allows us to better understand their needs, preferences, and behavior patterns. This information can then be used to create targeted and personalized marketing campaigns that are more likely to resonate with the individual lead. By targeting the right message to the right person at the right time, you can improve lead conversion rates and ultimately increase sales. Additionally, using data to segment and target leads can help you to identify the most valuable leads and prioritize their sales efforts accordingly.

target group selection

What are the most effective channels?

Email marketing is the most effective channel in the Omnichannel Lead Generation. According to the Direct Marketing Association, email marketing has an average ROI of 4,400%, making it the most cost-effective channel. However, social media platforms like LinkedIn and Facebook can also play a significant role. Phone calls can also be effective for generating leads when personalized and targeted. We recommend using a combination of channels to reach a wider audience and achieve higher conversions.

Chatbots

Chatbots are a newer tool for generating leads and improving customer experience. By providing quick and accurate responses to customer queries, chatbots can help to build trust and encourage potential customers to engage further with the business. Chatbots are available 24/7, which means that businesses can capture leads even outside of traditional working hours.

Social Media Marketing

Social media marketing involves using social networks to engage with prospective and existing customers. This helps to build brand awareness, increase engagement, and drive traffic to your website.

Omnichannel SEO

Search Engine Optimization (SEO) is an important part of Lead Generation. The number and variety of channels where SEO is applied define the concept of Omnichannel SEO.  Nowadays SEO adjusts the content of web pages, videos, images, emails, or social media posts to the requirements of search engines.  This increases brand visibility and helps to generate leads which are the most prominent goals of the Omnichannel Marketing Strategy.

Paid Advertising

Paid advertising involves using paid platforms like Google Adwords or social media ads to promote your products or services. This helps to increase visibility and bring relevant traffic to your website.

Offline Marketing Tactics

Offline marketing tactics, such as direct mail, billboards, and events, are still relevant in today’s digital age. These tactics can be useful for targeting local customers and building brand awareness in the community.

lead generation analytics

How to Use Analytics to Optimize Omnichannel Lead Generation?

To use analytics to measure the Omnichannel Lead Generation success, you need to follow these steps:

  • Define your key performance indicators (KPIs): Identify the metrics that are most important to your business goals. These could include website traffic, conversion rates, sales revenue, customer lifetime value, etc.
  • Set up tracking: Use tools such as Google Analytics, Salesforce, or HubSpot to track your KPIs across all channels. Make sure to properly configure your tracking codes and integrate your data sources.
  • Analyze your data: Review your analytics data regularly to identify patterns and trends. Use segmentation to understand how different channels or campaigns are performing, and compare against your KPIs.
  • Optimize your campaigns: Use your data insights to identify areas for improvement in your campaigns. Experiment with different messaging, offers, or channels to see what resonates best with your audience.

Why Omnichannel Lead Generation Works?

Omnichannel Lead Generation works for several reasons:

  • It allows businesses to reach their target audience across multiple channels, increasing the likelihood of capturing their attention and generating leads. By using a combination of online and offline channels, it can reach potential customers wherever they are and in the way they prefer to engage.
  • Second, an Omnichannel approach provides a more personalized experience for potential customers. With the ability to tailor messaging and content, it can build stronger relationships with potential customers and improve their chances of converting leads into customers.
  • Third, using an Omnichannel allows businesses to gather more data and insights about their potential customers. By tracking engagement and behavior across channels, businesses can identify which channels and messaging are most effective, and adjust their approach accordingly.

Omnichannel Lead Generation Software

Omnichannel Lead Generation programs use data to segment and target leads, automate lead nurturing, and personalize the buyer’s journey. As a result, the software increases engagement and conversion rates. At drySEO, we’ve been testing various combo Omnichannel platforms, here are some of them:

  • HubSpot: an all-in-one inbound marketing and sales platform that offers a range of features for generating leads, including email marketing, social media management, landing pages, and lead capture forms.
  • Salesforce Marketing Cloud: a powerful marketing automation platform that offers a range of features for the Omnichannel Lead Generation, including email marketing, SMS marketing, and social media management. Its Journey Builder tool allows for complex, multi-step lead nurturing campaigns.
  • Marketo: a marketing automation platform that offers a range of features for attracting leads, including email marketing, landing pages, and lead scoring.
  • ActiveCampaign: an all-in-one marketing automation platform that offers a range of features, including email marketing, SMS marketing, and web tracking.
  • GetResponse: an email marketing and automation platform that offers landing pages and lead capture forms.
  • SalesManago: a marketing automation platform that offers a range of features for Lead Generation, including email marketing, web tracking, and lead scoring.

Omnichannel Pricing

When choosing an Omnichannel pricing plan, there are several factors to consider:

  • Features: Look for a plan that offers the features you need for your specific business needs. Consider lead capture and management capabilities, multi-channel marketing capabilities, automation and personalization capabilities, integrations with other tools and platforms, reporting and analytics features, user interface and ease of use, and customer support and training options.
  • Scalability: Consider whether the pricing plan can accommodate your growing business needs. Look for a plan that can scale up or down as needed, without incurring significant costs.
  • Contract terms: Consider the contract terms, including the length of the contract and any penalties for early termination. Look for a plan with flexible contract terms that can accommodate changes in your business needs.
  • Pricing structure: Look for a pricing structure that aligns with your budget and revenue goals. Consider whether the plan offers a flat fee or a usage-based pricing structure, and whether there are any hidden fees or charges.
  • Customer reviews: Look for customer reviews and ratings of the pricing plan. This can give you an idea of how other businesses have found the plan to be effective and useful in their Lead Generation efforts.

Omnichannel Lead Generation: Key Takeaways

  1. Omnichannel Lead Generation is a subset of Omnichannel Marketing that focuses specifically on generating leads and sales from multiple channels.
  2. The Omnichannel approach is effective because it allows businesses to reach potential prospects through various channels and tailor their approach to each individual, leading to a higher conversion rate.
  3. When choosing an Omnichannel solution, consider factors such as integration with other tools, multi-channel marketing capabilities, automation, and personalization capabilities, lead capture and management capabilities, user interface and ease of use, customer support and training options, and pricing and contract options.
  4. Using analytics involves tracking and analyzing key metrics such as conversion rates, lead acquisition costs, and customer lifetime value, and using this information to make data-driven decisions and optimize the Omnichannel Lead Generation strategy.