Five benefits of an omnichannel marketing strategy for small businesses

When I decided to start an online business selling wholesale and custom branded packaging, I could see the value in the approach that customers – not my brand – were going to be the core of my business. This meant that we were always ready to reach customers in any way that they choose, designed for their needs only.

Research shows that companies that prioritise customer experience generate 60 per cent higher profits that their competitors. An integrated approach to marketing that recognises that people spend lots of time online and offline is beneficial to small business, with little outlay and administrative time needed. 

Here are some of the benefits of implementing an omnichannel marketing strategy into your small business. 

1. Omnichannel allows you to showcase your brand on multiple channels to drive traffic and sales

The more potential customers see your brand, the more likely they are to convert to a customer. Commonly known in the industry as the rule of seven, it refers to a customer usually having seven interactions with your brand before purchasing. And, as long as you have an online presence, why not make extra money by selling online as well? Businesses can use omnichannel to connect with many marketplaces and online stores such as eBay, Amazon, MyDeal, Catch of the Day and more. The technology allows your inventory and sales generated from the platforms to sync in real time, so the issue of selling a product you don’t have in stock isn’t a worry. This allows your small business to feature on larger eCommerce mammoths that have a larger audience base and are more likely to appear in organic search results due to their ongoing search engine optimisation efforts. This not only builds trust with Google but also with new customers, as many marketplaces offer buyer protection if they have any issues and cannot resolve them with the merchant directly. 

2. Reaching new customers through marketplaces’ existing customers

Online marketplaces like eBay, MyDeal and Catch of the Day have huge customer bases that they can tailor their email marketing campaigns around. Facebook and Instagram opened endless opportunities for me to showcase my store to more than a billion people for free on a platform they trusted. 

3. Easy to use technology

Integrating your small business into these large eCommerce platforms is easy because of the many channels they offer. Even if your platform doesn’t have a native integration, there are many third-party apps that can be used to connect sites like eBay to your store. The technology is cheap and most of the work only involves syncing your product catalogue and orders in real time. Say goodbye to manual listings! 

4. Building trust with search engines and potential customers

Large-scale channels and marketplaces like Amazon have great SEO which makes visibility, reach expansion and connection to your target audience more effectively. 

5. You can take advantage of being small

Customers are looking for an experience where efficiency and real time access to support is important. Combined with an eCommerce omnichannel strategy, a small business can do what they do best! 

Lachlan Matheson, Founder and CEO, BOXXD

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