What is Omnichannel Lead Generation? - A Complete Guide

Did you know that, on average, companies with an effective omnichannel customer engagement strategy retain 89% of their customers compared to a 33% retention rate for companies without such a strategy? That's why it is vital for all businesses to strategically focus on establishing a comprehensive platform. 

Omnichannel lead generation can spread information about your company through interactive and creative channels and provide the opportunity to build stronger connections with the target audience. Through this method, you can expand your market reach and create an engaging experience that keeps users coming back time and time again.

This comprehensive guide will take you through the fundamentals of omnichannel lead generation and how to leverage it to hit your growth goals.

What is Omnichannel Lead Generation?

An omnichannel strategy can employ all available platforms to provide customers with one seamless experience. This includes in-store interactions, digital advertising, social media, website software, and more.

A proper omnichannel stack should contain elements such as:

• A CRM (aka customer relations management system)
• Marketing automation software
• Live chat features, and
• Various social media outlets

Studies show that companies that successfully implement an omnichannel strategy retain more business/ To set an example for this, research by Think With Google suggests that omnichannel strategies have charitably helped businesses to generate almost 80% of customer in-store visits. This figure shows that 74% of customers research online before visiting a physical store. 

One ideal example of Omnichannel Marketing is Apple. Let’s look at how Apple leverages the best of Omnichannel sequences.

Example: Apple’s 3-Step Omnichannel Approach for Global Business Scaling

Apple's omnipresence has been an inherent part of the company since its inception, as we saw with its debut online store launched in 1997 by Steve Jobs. This was due to their adoption of advanced microservices, which allowed them to craft a highly efficient headless eCommerce platform capable of generating massive sales. Every facet of the website, mobile applications, physical outlets, and social media sites were constructed to create a unified user experience.

Apple has divided its omnichannel marketing into three distinct areas:

1. Acquisition: For Apple, acquisition involves creating and positioning content to attract potential customers. This includes optimizing their product pages, creating engaging website copywriting, and launching social media campaigns that create an aspiration about their product even before its launch.

2. Conversion: The second objective for Apple is to turn users into paying customers through conversion tactics. This includes exchange offers in barter of the old gadget for new, use of coupons, targeted emails, and targeted advertising campaigns to convert users into paying customers.

3. Retention: The third objective for them is whole-solely about retaining customers by providing them with extra add-ons and services that will encourage them to keep coming back for more. Here Apple uses loyalty programs, personalized experience, upsell and cross-sell products, and exclusive content like Apple Music subscriptions to reward loyal customers to drive repeat sales.

By leveraging the power of omnichannel marketing, Apple has created an even more unified user experience across its channels. This has allowed them to reach new customers better, convert those users into paying customers and retain them through loyalty programs and personalized experiences. Therefore, Apple's use of omnichannel marketing has been key to its success in business scaling.

How does Omnichannel Lead Generation Work?

Enhancing a customer's shopping journey from start to finish; omnichannel is the source of a seamless, rewarding experience for customers on each channel where they interact.

Studies demonstrate that offering an omnichannel strategy for engaging buyers boosts conversions by 250% compared with single-channel initiatives. Therefore, businesses looking to effectively reach their customers should invest in an omnichannel approach as it allows increased customer access no matter where they are— online, in-store, or while on the move.

Some of the integral ways in which omnichannel lead generation works are:

1. Through SEO and Blogging

When clubbed together or independently, SEO and blogging are two of the most powerful tools for omnichannel lead generation. SEO helps customers discover your business through search results, while blog writing allows you to communicate more effectively with your audience and nurture leads. 

When strategized correctly, these two techniques can significantly increase website traffic and attract potential customers to your business. An ideal example of SEO and Blogging is Hubspot. Look how Hubspot doubled its website traffic via these two essential tools.

Example: How HubSpot Double Its Website Traffic via SEO and Blogging?

HubSpot defines omnichannel marketing as: “a multi-channel approach to marketing, selling, and serving customers in a way that creates an integrated and cohesive customer experience no matter how or where a customer reaches out.”

HubSpot's SEO and blogging strategy is integral to its omnichannel marketing approach. 

• They prioritize keyword research, on-page optimization, technical audits, and link-building to increase visibility in the search engine result pages (SERPs). 
• Along with SEO practices, HubSpot publishes blog posts (in ample numbers) regularly to serve its target audience with relevant content. 
• These blog posts are optimized for search engines and readers by including relevant keywords and easy-to-understand language.
• Additionally, HubSpot leverages social media channels to amplify its content reach and drive conversions. 

By combining all these elements into one cohesive marketing strategy, HubSpot effectively reaches its desired audience by doubling its traffic through different channels at every customer journey stage

A Topic Cluster Image featured on Hubspot Editorial Calendar

2. With content marketing and social media

Utilizing an omnichannel approach through content and social media marketing tools can be an effective strategy to ramp up a business's lead-generation efforts. With this method, businesses can leverage multiple channels to reach out to current leads and create new ones. 

Companies can strategically curate targeted content that performs best on social channels like LinkedIn, Twitter, Facebook, and YouTube to capture more leads. As a result, businesses can improve overall customer engagement, which drives more conversions and boosts ROI. 

Example: How Pipedrive Used Content Marketing to Ramp Up Lead Generation? 

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Pipedrive, a cloud-based customer relationship management (CRM) platform, leveraged an omnichannel marketing strategy to ramp up its lead generation efforts. They combined various channels, such as SEO, content marketing, and social media advertising, to reach their target audience.

1. Firstly, they revamped their content strategy for organic search and created a blog with informative and helpful articles about sales.  This content was optimized for search using relevant keywords.

2. Pipedrive also invested in social media campaigns on Twitter and Facebook to boost their reach and visibility. 

3. They focused on creating valuable content such as webinars and how-to guides that help their customers learn more about sales and customer relationship management topics. 

4. As a result, they saw a dramatic increase in website traffic and conversions. By creating helpful and targeted content that is optimized for search engines and social media platforms, Pipedrive was able to reach more potential customers and drive more leads for their business.

3. Paid Ads

Businesses can reach customers more quickly and effectively by developing a comprehensive approach to paid ads across multiple channels. This strategy allows companies to use the newest online advertising methods, such as:

• Social media
• Email campaigns
• Display ads, and 
• SMS messaging

Combining these different platforms creates a synergy that helps to attract new leads faster and more efficiently. Furthermore, omnichannel lead generation also simplifies tracking data from each platform, allowing business owners to make informed decisions about their marketing strategies better. 

Example:  How Dropbox Used Paid Ads to Reach New Customers?

Dropbox, a cloud storage provider, used a combination of paid ads and organic content marketing strategies to reach new customers. They invested in Google Adwords, LinkedIn Ads, YouTube Ads and more to reach their target audiences. Additionally, they created helpful content such as tutorials and ebooks on how to use their services.

1. They developed compelling ad campaigns with customized landing pages for each platform they used. 

2. Dropbox also used social proof on these pages, such as customer reviews and testimonials, to build trust and convert more leads. 

3. To maximize their efforts, they set up retargeting campaigns that could capture potential leads who had previously interacted with their brand.

4. The combination of paid ads and content marketing allowed Dropbox to reach new customers quickly and effectively, increasing conversions and ROI. 

4. Webinars & Free Ebooks/Guides

Webinars and free ebooks/guides simulate personal conversations and help build relationships between the company and potential customers. For example, a webinar can help you showcase your product or service in greater detail than possible through an ad or blog post while providing a real-time platform for people to interact with each other. 

Similarly, offering free educational content such as ebooks and guides provides additional value that prospects will likely appreciate while also helping them familiarize themselves with your brand and its offerings engagingly.

Example:  How Trello Used Webinars & Free Ebooks to Drive Lead generation?

Trello, a cloud-based project management platform, leveraged webinars and free ebooks to drive lead generation.  By providing educational content such as how to best use their product and project management tips, they were able to educate their target audience and build trust with potential customers.

1. Trello used webinars as a way to provide helpful information about their product while also engaging with potential customers through Q&A sessions. 

2. They created free downloadable ebooks and guides to help new users learn the ins and outs of the project management software.

3. Trello also leveraged its existing customers by hosting customer story webinars and blog posts to showcase the success of its product. 

4. By providing both educational and engaging content, Trello was able to reach new leads and increase conversions.  

5. Youtube Channel

Harnessing the power of YouTube can be an effective way for businesses to generate leads. Companies can increase visibility and create meaningful connections with their target audiences using video content, various optimization strategies, and targeted advertising campaigns. In addition, companies can make their YouTube journeys smoother by following omnichannel lead generation tactics to ensure that they are optimized for success in the long run.

This means taking a unified approach to maximize reach and acquire more leads. A report by Mckinsey suggests that omnichannel strategies and personalization are a go-to on retailers' radars due to the benefits they reap from multiple channels.

Example: SEMrush’s go-to marketing strategy is Youtube, and they Ace it

SEMrush has embraced YouTube as a core piece of its digital marketing strategy. The team utilizes audience segmentation and personalization in their campaigns to ensure success. They also leverage video storytelling to build strong relationships with their target market and create engaging content that resonates with viewers.

• To begin with, the team at SEMrush centers around the topics that need to touch the knowledge base of their audience.
• They use this information to develop videos tailored to the audience’s needs and interests. This helps capture people’s attention and maximize views.
• The SEMrush Youtube channel has educational content, tutorials, and more. The team also runs video ads regularly to increase brand awareness and drive conversions.
• They use YouTube analytics to optimize their campaigns and track the performance of each video. This helps them gain insights into what works, what doesn’t, and how to improve in the future.
• The team at SEMrush actively engages with their audience on YouTube by responding to comments and answering questions. Doing so builds trust with viewers and allows SEMrush to gather valuable feedback and insights from its target market.SEMrush is an excellent example of how businesses can use YouTube marketing to scale their business and reach new markets.

By creating tailored content for their audience, utilizing video storytelling, running video ads regularly, and engaging with viewers, the team has been able to grow their business and continue to meet the needs of their customers. 

Why Should Any Business Invest in Omni-Channel Campaigns?

Omnichannel campaigns allow businesses to reach their customers wherever and whenever needed. Brands can use this approach to create a seamless customer experience across all customer touchpoints, increasing engagement and driving repeat business, but there are also other benefits, including:

1. Better User Experience 

With an omnichannel approach, businesses can create a shared and consistent experience across multiple networks and devices, improving customer satisfaction by providing better user experiences. 

For example, a business with a website and mobile app can sync audiences across both mediums, enabling customers to move freely between the two product outlets. Additionally, omnichannel campaigns allow businesses to tailor their marketing strategies based on customer behavior and preferences, which helps to drive better conversions and increased sales over time.

2. More Cohesive Strategy 

Implementing the same message through multiple channels ensures a cohesive approach that allows consumers to understand the brand easily. An omnichannel approach also gives companies more control over how their message reaches their desired customer. This allows them to create opportunities for cross-promotion and more effective use of resources. 

For example, if a company wants to promote a new product on social media, it could link it back to an email they've sent out or pair it with an ad on television. Doing so creates a unified, powerful message that encourages people to engage with the product and eventually convert into buyers or loyal followers of the brand.

3. Increased Revenue

Omnichannel marketing campaigns can help leverage the customer experience and expand the footprint of a company's product or service. Take Nike as an example. Through omnichannel campaigns over the ages, they more effectively connect with customers online and offline with their website, emails, store visit notifications, app notifications, and targeted advertisements, pitching inter-sport legends who forecast motivation and aspiration to the audience. The omnichannel approach is resolute with the brand identity, i.e., wherein the brand sells inspiration and not just a series of products.  

In addition, companies have reported spending less on digital marketing when using an omnichannel approach due to multiple discounts/promotions available on different mediums. Therefore, it is a smart investment for any business looking to stay competitive in today's market.

4. More Audience Data

By utilizing omnichannel, businesses can take advantage of audience data. Not only will they have a better understanding of their customer base, but they'll also be able to determine which channels are most beneficial for reaching them. 

For example, if a restaurant discovers that many of its Facebook posts get high engagement rates. In contrast, its Instagram stories remain largely unnoticed; it may channel more effort into the former. By making data-driven decisions like this, companies can increase their profitability and make smarter investments for the future.

Building the Perfect Omnichannel Lead Generation Approach

The process of creating an effective omnichannel lead generation approach is simple. Here is the step-by-step technique for it.

Step 1: Establish Clear Goals for Your Omnichannel Lead Generation Strategy 

Establishing clear goals is essential to creating a successful omnichannel lead generation strategy. These goals should be well-defined, measurable, and relevant to the needs of your business. 

E.g” A goal might entail significantly increasing the number of leads generated from social media or website traffic within 3 months. Another is maximizing the percentage of leads that convert into customers within a certain time. 

Knowing exactly where you want your efforts to take you will ensure your team can create an effective plan for achieving success with your lead generation strategy.

Step 2: Utilize Data to build buyer personas

Knowing who your buyers are and how they interact with the market is essential for any successful business strategy. The most effective way to build this knowledge is to create buyer personas that encapsulate the characteristics of a group of customers.

Data should be mined from customer surveys and research and from analyzing customer information such as purchase histories. These sources of data provide valuable insights into what motivates customers, what interests them, and how they want to be communicated with. This can help you understand buying behavior individually, helping you produce tailored marketing strategies for each persona.

Step 3: Determine Different Channels for Reaching Your Target Audience 

Once you've settled on your target audience, the next step is to figure out how to get your message in front of them. Again, there are a variety of communication channels available; which ones you choose should be based on where and how your target audience will most likely encounter them.

Social media is ubiquitous today, so consider whether creating a social presence would effectively reach your crowd. In addition, it's important to identify the correct mix of channels depending on who and where your target audience is — if you advertise solely via print ads in a major city. Still, all your customers live elsewhere, so it won't have the maximum impact.

Remember, too, that each platform can reach different types of people with varying levels of influence, so make sure you're using the right approach for your brand and goals.

Step 4: Design an Engaging User Experience Across All Channels 

Step four of a reasonable digital strategy is designing an engaging user experience across all channels. A well-designed user experience will provide a consistent and enjoyable experience, regardless of how customers connect with your business or what specific device they use. 

Insights taken from analytics and customer feedback will drive decision-making around optimizing all channels best, as each platform or device can vary slightly in how customers interact with them. This approach ensures users remain engaged with your brand, leading to greater customer retention and better results.

Step 5: Integrate all your Marketing Channels

With an effective marketing strategy in place, integrating all marketing channels is the final step to finding success. Consistency across all available platforms should be key and will help you reach the right audience with a seamless message. Companies can gain a competitive edge by building unified strategies and executions for every element of their digital marketing campaigns.

Integrating data analysis when considering user behavior, interactions, and preferences can help them create more tailored content and receive more meaningful results from their efforts. Ensuring all your digital platforms work harmoniously is the best way to ensure efficient customer engagement and a successful business venture.

Step 6: Analyze Data Collected From Each Channel  

Once you've collected data from each channel, it's time for the analysis phase. A good way to start is by creating a spreadsheet that helps you identify trends across channels. For example, this could include two suggestive categories.

• Pitting different marketing strategies against one another, or
• Determining which sales-driving tactics are the most successful.

For example, certain keywords in web ads drive more visitors to your site while others generate more sales or longer engagement periods. In that case, you can use this insight to modify your ad copy and drive better results. In addition, by properly analyzing the data you collect, you'll have a much better understanding of where and how to invest marketing resources for maximum effectiveness.

Step 7: Measure Results with KPIs & Optimize Strategies Regularly    

Lastly, once all the aforementioned steps are said and done, measuring the success of business strategies becomes imperative to learning which ones are worth keeping and which need improvement. This is where Key Performance Indicators (KPIs) help to quickly assess how well campaign initiatives are moving towards established goals. 

For example, a business implementing a new customer loyalty program could monitor outcome metrics like customer retention or increased return visits to gauge its effectiveness. By regularly assessing these KPIs, company executives can either expand upon successful strategies or adjust failing ones, keeping their marketing plans up-to-date and their overall efforts optimized for success.

Final Takeaway!

RevenueHero is a powerful platform that can help you optimize your lead-generation efforts by providing data-driven insights into customer behavior. With Revenuehero, you can garner detailed information about user interactions on all your channels and create targeted campaigns to drive customer engagement. In addition, the platform provides many distinct features like instant scheduling, custom meeting distribution, conversion reports, account matching, distribution reports, personalized templates, lead and meeting distribution routing analysis, meetings dashboards, and more.

Whether tracking leads generated through multiple channels or automating outreach efforts by generating personalized emails to potential customers, RevenueHero allows businesses to maximize their marketing campaigns' ROI. Stay on top of performance metrics while seeing where leads come from. So Schedule a Demo with RevenueHero now. And stay ahead of the competition.

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