How to Build an Omnichannel Marketing Strategy for Higher Customer Engagement

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For Chief Marketing Officers (CMOs), building an omnichannel marketing strategy is key to creating a unified and engaging customer experience across multiple touchpoints. In an omnichannel approach, every channel—whether online or offline—works together seamlessly, allowing customers to interact with your brand in a cohesive and consistent manner. This increases customer engagement, loyalty, and ultimately, conversions.

This guide will walk you through the steps to create an omnichannel strategy and how to measure its success.

Steps to Create a Cohesive Customer Experience Across Multiple Platforms

Understand Your Customer Journey

Unify Your Marketing Channels

Leverage Data to Personalize Experiences

Create Consistent Brand Messaging

Optimize for Mobile

Incorporate Cross-Channel Customer Support

Understand Your Customer Journey

Unify Your Marketing Channels

Leverage Data to Personalize Experiences

Create Consistent Brand Messaging

Optimize for Mobile

Incorporate Cross-Channel Customer Support

An omnichannel strategy ensures that no matter where or how your customers engage with your brand, they have a consistent experience. Here’s how to build a successful omnichannel marketing strategy:

Understand Your Customer Journey
Start by mapping out the customer journey—how customers interact with your brand across various channels, from initial awareness to post-purchase follow-ups. Identify key touchpoints where customers engage, such as email, social media, website, in-store, and customer service.
Example: A customer may discover your brand on Instagram, visit your website for more information, sign up for emails, and later make a purchase in-store.
Unify Your Marketing Channels
Ensure all your marketing channels work together to deliver a consistent message. Create integrated campaigns that tie email marketing, social media, website content, and in-store experiences into one seamless experience.
Example: Launch a campaign that spans multiple channels—an email announcing a sale, supported by social media ads and in-store promotions, all delivering the same core message.
Leverage Data to Personalize Experiences
Use customer data from all touchpoints to personalize interactions. CRM systems and marketing automation platforms can help you collect and analyze data to create targeted, relevant messaging. Personalization makes customers feel valued and improves engagement.
Example: If a customer browses a specific product category on your website, send them a personalized email with related product recommendations or a discount.
Create Consistent Brand Messaging
Consistency is key to an omnichannel strategy. Ensure that your brand messaging, tone of voice, and visual identity are uniform across all platforms. Whether customers interact with your brand on mobile, desktop, or in-person, the experience should feel seamless.
Example: Use the same branding, colors, and tone in your email newsletters, social media posts, website, and in-store displays to maintain a cohesive brand presence.
Optimize for Mobile
With the majority of customers interacting with brands on their mobile devices, ensure that your website, emails, and ads are fully optimized for mobile. This includes responsive design, fast loading times, and mobile-friendly user interfaces.
Example: Make sure your website adapts seamlessly to mobile screens and that emails are easily readable on smartphones with clear, clickable buttons.
Incorporate Cross-Channel Customer Support
Offering consistent customer support across all channels enhances the customer experience. Whether it’s live chat on your website, direct messaging on social media, or in-store assistance, your customer support should be unified and responsive.
Example: If a customer starts a support conversation on social media, they should be able to continue it via email or phone without losing context.

Understand Your Customer Journey
Start by mapping out the customer journey—how customers interact with your brand across various channels, from initial awareness to post-purchase follow-ups. Identify key touchpoints where customers engage, such as email, social media, website, in-store, and customer service.
Example: A customer may discover your brand on Instagram, visit your website for more information, sign up for emails, and later make a purchase in-store.
Unify Your Marketing Channels
Ensure all your marketing channels work together to deliver a consistent message. Create integrated campaigns that tie email marketing, social media, website content, and in-store experiences into one seamless experience.
Example: Launch a campaign that spans multiple channels—an email announcing a sale, supported by social media ads and in-store promotions, all delivering the same core message.
Leverage Data to Personalize Experiences
Use customer data from all touchpoints to personalize interactions. CRM systems and marketing automation platforms can help you collect and analyze data to create targeted, relevant messaging. Personalization makes customers feel valued and improves engagement.
Example: If a customer browses a specific product category on your website, send them a personalized email with related product recommendations or a discount.
Create Consistent Brand Messaging
Consistency is key to an omnichannel strategy. Ensure that your brand messaging, tone of voice, and visual identity are uniform across all platforms. Whether customers interact with your brand on mobile, desktop, or in-person, the experience should feel seamless.
Example: Use the same branding, colors, and tone in your email newsletters, social media posts, website, and in-store displays to maintain a cohesive brand presence.
Optimize for Mobile
With the majority of customers interacting with brands on their mobile devices, ensure that your website, emails, and ads are fully optimized for mobile. This includes responsive design, fast loading times, and mobile-friendly user interfaces.
Example: Make sure your website adapts seamlessly to mobile screens and that emails are easily readable on smartphones with clear, clickable buttons.
Incorporate Cross-Channel Customer Support
Offering consistent customer support across all channels enhances the customer experience. Whether it’s live chat on your website, direct messaging on social media, or in-store assistance, your customer support should be unified and responsive.
Example: If a customer starts a support conversation on social media, they should be able to continue it via email or phone without losing context.

Understand Your Customer Journey
Start by mapping out the customer journey—how customers interact with your brand across various channels, from initial awareness to post-purchase follow-ups. Identify key touchpoints where customers engage, such as email, social media, website, in-store, and customer service.
Example: A customer may discover your brand on Instagram, visit your website for more information, sign up for emails, and later make a purchase in-store.
Unify Your Marketing Channels
Ensure all your marketing channels work together to deliver a consistent message. Create integrated campaigns that tie email marketing, social media, website content, and in-store experiences into one seamless experience.
Example: Launch a campaign that spans multiple channels—an email announcing a sale, supported by social media ads and in-store promotions, all delivering the same core message.
Leverage Data to Personalize Experiences
Use customer data from all touchpoints to personalize interactions. CRM systems and marketing automation platforms can help you collect and analyze data to create targeted, relevant messaging. Personalization makes customers feel valued and improves engagement.
Example: If a customer browses a specific product category on your website, send them a personalized email with related product recommendations or a discount.
Create Consistent Brand Messaging
Consistency is key to an omnichannel strategy. Ensure that your brand messaging, tone of voice, and visual identity are uniform across all platforms. Whether customers interact with your brand on mobile, desktop, or in-person, the experience should feel seamless.
Example: Use the same branding, colors, and tone in your email newsletters, social media posts, website, and in-store displays to maintain a cohesive brand presence.
Optimize for Mobile
With the majority of customers interacting with brands on their mobile devices, ensure that your website, emails, and ads are fully optimized for mobile. This includes responsive design, fast loading times, and mobile-friendly user interfaces.
Example: Make sure your website adapts seamlessly to mobile screens and that emails are easily readable on smartphones with clear, clickable buttons.
Incorporate Cross-Channel Customer Support
Offering consistent customer support across all channels enhances the customer experience. Whether it’s live chat on your website, direct messaging on social media, or in-store assistance, your customer support should be unified and responsive.
Example: If a customer starts a support conversation on social media, they should be able to continue it via email or phone without losing context.

How to Measure the Success of an Omnichannel Strategy

Track Customer Engagement Across Channels

Monitor Customer Retention and Lifetime Value (CLV)

Evaluate Cross-Channel Attribution

Measure Customer Satisfaction

Analyze Customer Journey Data

Track Customer Engagement Across Channels

Monitor Customer Retention and Lifetime Value (CLV)

Evaluate Cross-Channel Attribution

Measure Customer Satisfaction

Analyze Customer Journey Data

To understand if your omnichannel strategy is working, it’s essential to track key metrics that measure customer engagement, retention, and overall satisfaction. Here’s how to measure the success of your strategy:

Track Customer Engagement Across Channels
Measure how customers interact with your brand on each platform and look for cross-channel behaviors. Tools like Google Analytics, social media analytics, and email marketing platforms provide insights into how well your messaging is performing across different channels.
- Metrics to monitor: Email open and click-through rates, social media engagement, website traffic, and time spent on site.
Monitor Customer Retention and Lifetime Value (CLV)
A successful omnichannel strategy should lead to improved customer retention and higher lifetime value (CLV). Analyze how many customers are returning to make additional purchases and how much they are spending over time.
- Metrics to monitor: Repeat purchase rate, average order value, and CLV.
Evaluate Cross-Channel Attribution
Determine which channels are driving the most engagement and conversions by using cross-channel attribution models. This will help you see the path customers take before making a purchase and which touchpoints are most effective.
- Metrics to monitor: Multi-touch attribution, conversion rate by channel, and assisted conversions.
Measure Customer Satisfaction
Track customer satisfaction through surveys, Net Promoter Score (NPS), and feedback. Happy customers are more likely to engage across multiple channels and stay loyal to your brand.
- Metrics to monitor: NPS, customer satisfaction scores, and survey feedback from various touchpoints.
Analyze Customer Journey Data
By tracking how customers move through the sales funnel across multiple channels, you can identify potential drop-off points and areas for improvement. Understanding the customer journey allows you to optimize and streamline the experience.
- Metrics to monitor: Funnel conversion rates, average time to purchase, and drop-off points between channels.

Track Customer Engagement Across Channels
Measure how customers interact with your brand on each platform and look for cross-channel behaviors. Tools like Google Analytics, social media analytics, and email marketing platforms provide insights into how well your messaging is performing across different channels.
- Metrics to monitor: Email open and click-through rates, social media engagement, website traffic, and time spent on site.
Monitor Customer Retention and Lifetime Value (CLV)
A successful omnichannel strategy should lead to improved customer retention and higher lifetime value (CLV). Analyze how many customers are returning to make additional purchases and how much they are spending over time.
- Metrics to monitor: Repeat purchase rate, average order value, and CLV.
Evaluate Cross-Channel Attribution
Determine which channels are driving the most engagement and conversions by using cross-channel attribution models. This will help you see the path customers take before making a purchase and which touchpoints are most effective.
- Metrics to monitor: Multi-touch attribution, conversion rate by channel, and assisted conversions.
Measure Customer Satisfaction
Track customer satisfaction through surveys, Net Promoter Score (NPS), and feedback. Happy customers are more likely to engage across multiple channels and stay loyal to your brand.
- Metrics to monitor: NPS, customer satisfaction scores, and survey feedback from various touchpoints.
Analyze Customer Journey Data
By tracking how customers move through the sales funnel across multiple channels, you can identify potential drop-off points and areas for improvement. Understanding the customer journey allows you to optimize and streamline the experience.
- Metrics to monitor: Funnel conversion rates, average time to purchase, and drop-off points between channels.

Track Customer Engagement Across Channels
Measure how customers interact with your brand on each platform and look for cross-channel behaviors. Tools like Google Analytics, social media analytics, and email marketing platforms provide insights into how well your messaging is performing across different channels.
- Metrics to monitor: Email open and click-through rates, social media engagement, website traffic, and time spent on site.
Monitor Customer Retention and Lifetime Value (CLV)
A successful omnichannel strategy should lead to improved customer retention and higher lifetime value (CLV). Analyze how many customers are returning to make additional purchases and how much they are spending over time.
- Metrics to monitor: Repeat purchase rate, average order value, and CLV.
Evaluate Cross-Channel Attribution
Determine which channels are driving the most engagement and conversions by using cross-channel attribution models. This will help you see the path customers take before making a purchase and which touchpoints are most effective.
- Metrics to monitor: Multi-touch attribution, conversion rate by channel, and assisted conversions.
Measure Customer Satisfaction
Track customer satisfaction through surveys, Net Promoter Score (NPS), and feedback. Happy customers are more likely to engage across multiple channels and stay loyal to your brand.
- Metrics to monitor: NPS, customer satisfaction scores, and survey feedback from various touchpoints.
Analyze Customer Journey Data
By tracking how customers move through the sales funnel across multiple channels, you can identify potential drop-off points and areas for improvement. Understanding the customer journey allows you to optimize and streamline the experience.
- Metrics to monitor: Funnel conversion rates, average time to purchase, and drop-off points between channels.

Ready to Build Your Omnichannel Strategy?

An effective omnichannel marketing strategy increases customer engagement by providing a consistent, personalized experience across all touchpoints. By integrating your marketing channels, leveraging data, and focusing on customer needs, you can enhance the customer journey and boost conversions.

Need help developing your omnichannel marketing strategy? Let’s connect to explore how Bloom Consulting Group can help you create a cohesive, data-driven approach that delivers results.

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