Business Strategy – Riley & You

Omni-channel Marketing: Aligning Your Message Across Channels

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Hands with a tablet and omni-channel icons around.

Your business is probably used to multichannel marketing because you have a variety of marketing tools: a website, a blog, social media, direct mail, maybe even radio or tv spots. And you have become really good at using these platforms to engage your audience and connect with customers. But is the messaging consistent? Does your customer have a seamless experience while interacting with your brand?

According to Hubspot, “All omni-channel experiences will use multiple channels, but not all multi-channel experiences are omni-channel.” Multichannel is more about operations and having the tools, but omnichannel marketing is how you use the tools. It forces you to focus on the customer experience to make sure that it is seamless, integrated, and consistent no matter where they encounter your brand.

John Bowden, Senior VP of Customer Care at Time Warner Cable shares, “Omni-channel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand-offs’ between channels must be fluid for the customer.”

In today’s market, customers engage with your brand beyond the traditional brick and mortar store. For example, research shows that 80% of customers have used their mobile phones to research products while physically in a store. Omnichannel marketing means that the customer’s online experience and their in-store experience are in alignment.

In our omnichannel campaigns for clients, we use direct mail, online collateral, and social media to deliver the same message at the same time. This means that no matter where your customers encounter your brand, they receive the same messages, making it easier for them to recognize your brand and build trust. And omnichannel thinking should go beyond campaigns to the daily operations of your business, like ensuring that the types and styles of products on your website align with the products in your store and your overall objectives for growth.

At Riley & You, we can create and implement a strategy that provides a cohesive experience across channels. Contact us today to find out how to use our expertise to help you create an omnichannel marketing strategy to reach your objectives.

How Brands Adapted their Online Presence during A Global Pandemic

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Hands holding various smart devices with coronavirus alerts on their screens.

At this point in time, the coronavirus has taken over conversations, news feeds, email, and article content for months. Most brands have at least acknowledged the current state of affairs and had to adapt their marketing as well as their social media content. Some have taken a bird’s eye view and adjusted their entire social media strategy. We’ve put together a round-up of a few of the brands that have inspired us the most.

The National Cowboy Museum (Oklahoma City)

An employee at the National Cowboy & Western Heritage Museum was delegated the responsibility of updating social media accounts for the organization when its doors closed due to the pandemic. He introduced himself in his first Instagram post:

“Hello Friends, my name is Tim and I am the head of security for The Cowboy. I have been asked to take on the additional duty of social media management while the museum is closed. I’m new to social media but excited to share what I am told is called “content” on all of The Cowboy’s what I am told are “platforms” including the Twitter, the Facebook, and the Instagram. My team and I will also continue to protect and monitor the museum and grounds. Thanks, Tim We are required to smile in our official photos. Send.”

His subsequent posts are equally entertaining and always good for a chuckle. Fans have appreciated the authentic and likeable content, and the museum’s social media following has multiplied 10 fold in just 2 months.

Nisolo (Nashville, TN)

While many companies were sending out emails with safety and health measures related to the virus, the ecommerce brand known for prioritizing fair trade, living wages for all employees, and crafting high-quality leather goods took it a step further. At the onset of the stay-at-home orders, they sent an enewsletter that felt a little more like a friend touching base to check up. “We’re with you. Nisolo means not alone for a reason.” they state, then outline how they are helping to slow the curve and recognize that some may not want to be receiving emails from the fashion industry. So, they offer an email subscription pause to those who need that. They also offer resources: advice for working remotely, binge-worthy recommendations, and a link to a yoga workout. They ask what readers have been into lately and then… they gently lead into their new product launch. The email brings a strong sense of unity and hope from an unexpected source.

Domino’s Pizza

One tool that has exploded in the last couple of months is the video meeting app, Zoom. Domino’s embraced this trend and shot an entire commercial using Zoom footage, and was one of the first major companies to do so. It features various employees in their work environment, on Zoom, recruiting people who may have lost their jobs.

Walmart

As a large corporation with deep pockets, Walmart took a simple, genuine approach and called on employees to contribute content to the Walmart Facebook page as well as a recent ad to thank front-line workers. It is heartfelt and relatable, giving a face and a voice to many. They relay the message that Walmart is “Here for you.”

Around the world, brands, companies, and organizations are tailoring their message to current times. Many are thinking ahead, and considering how this will affect business long-term. It is this forward-thinking and adapting that will help some businesses stand out and stand strong during the pandemic. From remote working to cooking at home to online social gatherings, consumers are embracing a stay-at-home lifestyle, and that will continue to affect businesses of all kinds. Have you taken the new future of your brand into account? Have you adapted your online presence and marketing strategy? At Riley & You, we’re poised to steer your company toward an effective marketing strategy and fresh social media presence.

5 Ways to Keep Calm & Thrive in Uncertain Times

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Everything seems uncertain right now during COVID-19, and you’re not alone if fear has occasionally crept in. You may be worried about what will happen to your business. You might feel like you need to pull back or even completely stop your marketing. But if you can press on and maintain a sense of order while engaging in a solid – albeit altered – marketing plan, you’ll be in a much better position when we come through on the other side of this crisis.

Here are five tips for managing your marketing strategy during uncertain times:

Don’t make knee jerk decisions.

The news is changing daily, and you have to be flexible and willing to adjust your business strategy. But that doesn’t mean making rash, last-minute decisions that are out of character for your business or your brand. It’s important to remain consistent and maintain a sense of calm. Others will take notice. Some things to consider include:

Adjusting your marketing campaigns and content schedules to better reflect the current situation. You might need to rethink topics you already had planned or adjust them slightly so they acknowledge the situation we all currently find ourselves in.
Review your imagery and language for all communications. While bringing a sense of lightness and hope is good, a lot of humor might land flat right now.
Focus on informing and communicating as opposed to hitting the panic button. Share information with your audience that is informative, helpful, and positive, all while keeping in context of COVID-19.

Whether you feel like you’re going into a war zone or you suddenly have too much time on your hands, practice agility.

Stay connected.

You want your customers to know you care, and you don’t want them to forget about you. Most people are home and devouring any content they can get their hands on, whether in regards to COVID-19 or their personal interests as an escape from the current crisis. Can you provide content to meet their needs right now? Blog articles are a great way to do this, but email marketing is the quickest and most direct way to connect. Remember that email marketing delivers the best ROI for small businesses.

Get creative.

How can you pivot? Now is the time to rethink your marketing strategy and think outside the box. Is there a new service you can offer? Can you meet with clients through video appointments? Can you offer contact-free delivery? Curbside pickup? Maybe there is a new, applicable product you can launch. Now might be the time to take your idea, build it, implement it, and then market it. Some industries can make more obvious adjustments than others and have already shifted to reflect the current social situation. You may not have a clear direction, but if you look hard enough, there’s likely something you can change or reframe in the way you do business during this time.

Don’t capitalize.

COVID-19 is a pandemic, not a marketing event. Your marketing needs to present a calm front. You don’t want to be an alarmist in your messaging, and you shouldn’t fall into panic mode. Also, don’t offer a “COVID-19 Special” or use something like “coronavirus” as a coupon code for an online offer. Mind your tone and avoid writing in a tactless or offensive voice. As mentioned, stay connected but avoid bragging or downplaying the situation too much. Emotions are at an all-time high and customers appreciate empathy.

Focus on the road ahead.

We are not running a sprint; this is going to be a marathon. Once the quarantine and social distancing are over, there will be major changes in our economy, lifestyle, and even buying habits. The businesses that will come through this stronger on the other side will be the ones who are able to adapt quickly, while also continuing to be true to their brand, stay connected with customers, and remain focused on their long-term goals.
We hope you’ll consider these ideas to navigate our constantly changing world. If you find yourself feeling overwhelmed or perhaps directionless, call us. Our team at Riley & You can help you with a marketing strategy that is appropriate and effective during this pandemic.

An Elevated Holiday Shopping Customer Experience

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Holidays are approaching, and shoppers are ready to make purchases. You need to be on your A-Game and be prepared to give your customers a great shopping experience, whether that’s online or in a brick and mortar retail store. It’s not all about holiday deals, for many shoppers it’s the overall experience that can make or break a sale. We have some great pointers that will elevate your customer experience this holiday season.

First Impressions
The tone is set the moment a shopper walks into your store. Now is not the time to make your sales staff do double duty as salesman and door greeter. They need to focus their energy on the additional customers that appear this time of year. Hire greeters to free up your sales staff. They make sure each shopper that walks through the door receives a warm welcome. They help direct the customer to the proper person or area within the store and can alert shoppers to new products, sales products, demos or events you may have going on in your store.

From an online perspective, chatbots take the place of in-store greeters and salesmen. They can be programmed to answer questions regarding products, holiday deals, warranties, shipping, and more. This makes the online shopper feel they are getting a personalized experience.

Gratitude & Appreciation
Your customers could have shopped anywhere, but they chose your store. Show them you appreciate them. Thank them verbally for stopping by whether they bought anything or not. Make sure your greeter thanks everyone who leaves the store. Consider a pre-printed thank you card that you give shoppers with their receipt. The card can do double duty if you include a discount offer for the next time they shop with you, tell them more about your after-sales services or include other messages you’d like shoppers to know about. This translates easily to online sales by including a thank you and discount offer email after their purchase.

Spread Holiday Cheer
These days, a lot of your customer base is shopping online and never sets foot in the store. Use that as an opportunity to get personal across your social media channels. Extend friendly holiday greetings, share end-of-year deals, and market gift ideas through social media. Tag brands that your store carries to reach more people. Make sure your website is updated with available products, deals, and holiday banners.

With the above tips, you should be set to make a memorable impression on your customers and have an amazing holiday sales season. If you’re not sure how to implement An Elevated Holiday Customer Experience or need help with your holiday sales strategy or promotional items, we’re here to help, so just contact us.

Client Dashboards: Understanding Your Data

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If you don’t know your data, you may not be making good business decisions. You may have access to your data, but do you understand what it means? Andrew Ansley from Raven.com states, “The key to effective marketing is to have a solid handle on the data. If you’re not paying attention to how your various marketing channels – organic, paid, social media, and email – are performing, you’ll end up wasting time and money, losing potential customers in the process.”

At Riley & You, we couldn’t agree more. We want our clients to have a handle on their data, and our Client Dashboards provide an organized, simple, clean home for that. Our team works with you to develop and adjust a marketing strategy based on the data. Here are a few points to keep in mind:

Data Drives Decisions. You can’t make good business decisions without good data. Just like a business owner can’t run a successful business unless they pay attention to their sales data, you need to pay attention to your marketing data too. It tells you who is looking at your product and what they are buying. Data is the key to improving your ROI on your marketing dollars.
Data Points Matter. In this digital age, there is no shortage of data that is available to you. But do you know which data points actually matter? The ones that are important to you might not be important to another business – it all depends on your objectives. Riley & You customizes our approach to your data because we know which metrics matter the most to you and will help you achieve your goals.
Dashboards Display Data Effectively. A Marketing Dashboard is like a dashboard on your car; it gives you all the important data you need in one accessible location. For Riley & You clients, we create a custom dashboard page that displays data in a way that’s easy to understand with graphs and charts. We customize it to fit your goals and tracks your KPIs. You have access to this dashboard any time and can even track the money you have spent in online marketing.
We Utilize Your Data. Having all your data in one place is ideal. But having someone you can call to help you understand, review, and evaluate the data is even better. Best of all is knowing that your marketing team is utilizing that data to make adjustments to your marketing plans so that you continue to get the most bang for your buck.

At Riley & You, we use dashboards as a reference for our clients to understand what’s going on “behind-the-scenes.” When you understand what all the data means, then you can make informed decisions about your business, your marketing plan, and your budget. Call us today to let us get started creating a dashboard for your business!