As a brand, you must use data and insights to understand your customers better. This includes their behavior, their needs, and preferences.
You can reach a wider audience with the correct digital strategy.
Did you know that, on average, customers shopping for a car will touch over 910 different touchpoints? The customer journey comprises these touchpoints and needs to be clarified.
To better understand the journey taken by the customer, companies can implement a 360-degree strategy for digital marketing.
What is 360 marketing?
A 360-degree marketing strategy is an integrated plan that targets the audience across multiple platforms and channels.
This strategy combines traditional marketing with digital marketing channels and is infused into the entire Customer Journey.
A 360-degree marketing strategy ensures customers have a positive communication experience, regardless of where or what device or devices they use.
On your way to the office, you might see an advertisement for Coca-Cola on a billboard. You may also see an ad on Facebook during your lunch break. You may know another promotion when you sit at home watching TV.
What are the main benefits of a 360 marketing campaign?
A 360-degree strategy is a powerful tool for brands. These are some of the most important benefits of this strategy.
Develop more strategic sales and marketing campaigns.
The 360-degree marketing approach can extend the reach of current marketing and sales staff.
Using current insights, your marketers can create more strategic campaigns and sales using this approach.
If you notice that your customer is interested in home décor, then your marketing team can develop a campaign to target that interest.
Understanding Customers and Their Behaviors
This approach helps brands understand their customers better, including their behavior and interests.
The same is true for healthcare professionals who can understand the medical history of their patients, as well as their behavior and habits.
Does the patient schedule wellness exams regularly? Based on the patient’s medical history, what preventative measures are possible?
Personalize Shopping Experiences
A 360-degree marketing approach that is personalized can help deliver more customized experiences.
Brands can use data to provide customers with a more personalized shopping experience.
Financial institutions, for example, have access to a wide range of information about their customers, such as their age. Once a customer reaches a period, the financial institution can send out retirement information and personalized plans.
How to build more strategic sales and 360 marketing campaigns
For your 360-degree marketing campaign to be efficient and effective, you need to incorporate a few key components.
Find out where your target audience is
You want to know who your audience is and where they live before you create your marketing plan.
Your focus should be narrowed so you can work with platforms where your audience is.
You can gather data from social media platform insights and collect data using Google Analytics and social media platform insights.
You can use this information to create a persona.
Use polls and surveys as a way to find out more about your audience.
Decide on Your Goal and Plan
After identifying the “where,” it’s time to decide the purpose of your campaign, you may want to increase brand recognition or introduce a new product.
It helps narrow your focus according to your budget and resources.
Defining your goals will help you to build a 360-degree marketing plan.
Plan your customer journey and touchpoints.
The contour platforms and strategies that you merely vary from stage to stage.
You need to know your audience and where they are at all times. You must first know your customer.
Consider the customer’s journey, from the moment they first become aware of your brand until they purchase it and then later when they may become brand advocates.
During the customer journey, the points of contact may change. You need to be able to communicate with your customers at each stage.
In the consideration phase of the buyer journey, for example, customers are looking for solutions to problems. Content should be ready to deliver to customers on platforms where they are more likely to seek additional information.
Set up the channels you’re going to use
You will need to list all the channels you can use to reach out to your audience as you develop your 360 marketing strategy.
Focus on all channels, not just digital or traditional. Consider all your options.
You may discover something new, even if you use only some channels.
This approach will help you offer consistent and relevant content that will guide your customer through the sales funnel.
Increase engagement rates on social media.
Social media is one of many channels you can use today to reach your audience.
No two social media platforms, however, are the same. Some people prefer Facebook, while others dislike it and prefer Twitter.
You must know where your audience is to adjust your posts. Your strategy on TikTok will be different than it is on Instagram.
Choose the most appropriate social media platform based on your research, create a calendar, and use social media management tools for scheduling posts according to popular times when your audience is online.
Remember that images and videos work well to increase engagement on social media. Use social trends in your favor.
Pay-per-click advertising can provide quick results.
Consider investing in Pay Per Click advertising if you want your message and products to reach consumers as soon as possible.
PPC uses text, display, social media, remarketing, and Google Shopping ads.
PPC is a great way to get quick results but it can quickly eat into your budget. Paid advertising is an integral part of a 360-degree marketing strategy. However, it shouldn’t be the only one.
PPC is a great way to increase brand awareness and sales, while SEO and social media are also gaining popularity.
Be sure the link your audience clicks on will lead them to a webpage where they need to take action.
A/B tests can help you get the best results from your PPC ads. You can see in real-time what’s working and what’s not.
Content marketing can help you to improve your strategy.
Content Marketing is a critical component of your 360-degree marketing strategy.
Brainstorm different types of content that will work well for your brand. Use that list to link content with your target audience.
Create various content, such as blogs, how-to guides, and infographics. You can also create video tutorials, ebooks, whitepapers, and videos.
It would help to have variety because you don’t know what will work best for your audience. Then, you can use the content to test and see what your audience prefers.
Content marketing is all about educating and empowering your audience. Content should solve customer problems or educate customers on the benefits of products.
This content should also motivate your audience to take action.
Make sure you use a mix of evergreen articles and articles that could be repurposed. It will reduce your future workload.
Working with content strategists and writers can help you get an early start in content marketing. Contact over 15,000 freelancers in the writer access market. Try the service for free.
Email Marketing is a great way to nurture leads.
Email marketing is a great way to reach out to contacts you’ve already built up.
Email marketing is a great way to nurture leads and gain the trust of your audience.
Segment your list so that you can tailor the message to the audience you are emailing.
Link your email marketing automation and CRM tools to improve your email campaign.
You can use A/B tests to identify what works and what doesn’t. This includes everything from the CTA to the images.
Face-to-face Marketing: Get Back to the Source
Face-to-face marketing can be a valuable component of your 360-degree marketing plan. It will allow you to better communicate with your audience and get feedback on your brand.
Trade shows, community events, conferences, and other means of reaching customers are all possible.
This type of marketing aims to spread your brand name and create trust among your audience.
Face-to-face marketing is more than a lengthy sales pitch and building customer relationships.
Make sure that all marketing channels are cohesive.
Your marketing efforts must be consistent across all channels.
Your target audience and customer touchpoints are well-known to you.
Use this information to develop your content plan. It is essential to ensure your message is consistent, no matter where it’s used.
It doesn’t matter if you use a billboard or if you send an email.
Track your results and conversions.
You need to track conversions and the source of those conversions.
You can monitor your metrics on some channels as frequently as once daily. This allows you to make the necessary adjustments quickly.
You can check your research on your audience regularly to see if it is accurate.
Remember to remain flexible as your audience’s needs may change due to the latest lifestyle, trends, etc.