Leveraging omnichannel for your marketing messaging

When it comes to marketing messaging as a business, there is a lot to consider. For starters, not all channels will even allow you to send batched marketing outbound communications. That doesn’t mean you should write them off all together. It’s 2019.

The days of brick and mortar may be dwindling. But if you think of your potential consumer base as passing traffic to your virtual storefront, then every channel you open is a door for more business to come through. 

In this article, we’ll talk you through how taking an omnichannel approach to your marketing messaging leads to an increase in both efficiency and revenue generation. We’ll also look at what you’ll require from your messaging API provider to make your new marketing strategy, a reality.

Marketing messaging channels for campaigns

There are three main channels to consider leveraging for your marketing campaigns. Each with unique advantages.

Facebook Messenger for marketing messaging

Whilst Facebook Messenger does not support the sending of outbound marketing communication at scale (via an API or not), it can still be used for marketing in several ways. One of the most popular is to make the call-to-action on existing Facebook ads campaigns a ‘message us’ button. Prospects can use this to enquire with your agents further. This then opens a 24-hour window in which customers can be marketed to by the company. Another way is to include a QR code in print or display campaigns. This will then trigger the customer’s Facebook Messenger app open with a direct channel to the business. For example, a campaign could advertise a discount and encourage users to message to see if they qualify.

What you’ll need to implement:

A reliable API provider with strong ties with Facebook, a system to manage inbound communications, and an easy integration process.

WhatsApp for marketing messaging

Like Facebook Messenger, WhatsApp has the same limits when it comes to outbound marketing. This also means it allows the same 24-hour marketing window following an inbound message. This conversational style of commerce is becoming increasingly popular with consumers. It also sees higher rates of conversion due to better customer experience. This is because the user feels better served due to the informality and immediacy of the channel. As WhatsApp is now the fastest-growing communication app with 1.5 billion users worldwide, this isn’t a door you can afford to keep closed.

What you’ll need to implement: 

A reliable API provider with strong ties with WhatsApp, a system to manage inbound communications, an easy integration process.

SMS/RCS for marketing messaging

With an open rate of 98% and no restrictions on outbound marketing, SMS is a great way to communicate with an audience who have opted-in to receive marketing messages from you. The crucial step will be to gain these opt-ins legitimately at the point of capture. You can achieve this from marketing campaigns that encourage the user to text in a keyword (still a low-effort and therefore highly successful call-to-action). Or, you could seek them for cross-sell or upsell purposes at the point of registration.

Further to this, RCS, the next generation of SMS coming soon to Europe for most Android users, will boast the same level of engagement with SMS, but with all of the rich features and functionality as OTT chat apps (Messenger, WhatsApp, etc.). This will include smart reply buttons, the sending of images, video and other files, website preview, and more. dotdigital is an early access partner with Google who is spearheading RCS globally. We’ll, therefore, be able to provide it as a channel as soon as it is available.

Furthermore, our Branch technology means you will be able to send with predefined fallback options. All this means is that you will only have to do one send for your communication, and the consumer will either receive it on SMS or RCS, whichever one is available to them. This, of course, eliminates the need for multiple sends and cutting the cost of a campaign dramatically.

What you’ll need to implement: 

A reliable API provider with strong ties with Google and all global networks, a system to manage inbound communications, an easy integration process.

Pre-sale enquiries

Thanks to the internet, today’s consumers are more empowered. They typically tend to retrieve research independently before making key buying decisions. In addition to marketing campaigns that drive consumers to the channels mentioned above, there are additional channels to consider for pre-sale enquiries.

These are from prospective customers who have entered the sales funnel at a later stage in the buyer decision process. While your website may answer some your prospects’ questions, given the breadth of information that would be needed to catch all, this would put the onus onto the consumer to locate it. Alternatively, creating a seamless and friction-free way for consumers to retrieve answers creates a better experience and increases the likelihood of conversion.

The most relevant channel for this would be web chat. Your chat agent leveraging this channel would essentially be able to act as an information concierge and serve the customer, engaging, supporting and converting. If the customer is in one of the wrong web spaces, the chat agent using dotdigital’s live chat solution would be able to easily transfer them to the correct place. This then creates the ideal friction-free user journey, instead of directing them elsewhere, nudging them outside of the funnel, possibly to never re-enter.

The other advantage of using dotdigital’s live chat solution is the unified customer view. You would have the ability to store information in a centralized data profile in order to better serve the customer with information that is relevant to them. Data fields can be customized but may include first name, age, geographical location, device type, and more. These can either be integrated into a CRM via API or pulled from a CRM using webhooks.

Encouraging inbounds

Consumers have increasingly varied communication preferences. And as we’ve mentioned, companies should view each channel as a point of entry for the customer. By providing more doors (or channels), more customers will enter and engage, increasing the likelihood of conversion. A contact page should, for this reason, have a variety of communication options for the consumer. This could include SMS, Facebook Messenger, Twitter, email, WhatsApp, webchat, email, RCS and Apple Chat.

You may think that managing the inbounds from this may be tricky. But this doesn’t have to be the case with the right provider. In fact, with dotdigital, you have two options available to you. You could utilize the centralized data store of information and dotdigital’s chat solution. Or, you could integrate the One API into your existing platform.

With either option, agents will be able to reply to inbound communications from one place. No matter the channel they are received from. The benefit of the One API is a single integration process. This means you can choose which channels will work best for your business now. And be ready for any more in the future.

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