How to Use Audience Data in Omnichannel Lead Generation

Businesses that operate omnichannel lead generation strategies need to know exactly who they’re targeting by making the most of their audience data. Is your business? 

What is Omnichannel Lead Generation? 

Omnichannel marketing is a marketing strategy that’s focused on delivering exceptional customer interactions and touchpoints on multiple channels (email, social media, texting, etc.) but with one cohesive experience throughout. 

In digital marketing, dozens of companies are constantly vying for the attention of people and businesses, being able to effectively do this over multiple channels increases the chances of your company staying top of mind, increases overall engagement, and improves brand affinity.  

All of these combine to lead to more sales and a higher overall value obtained from customers.  

Omni channel customers have a 30% higher lifetime value over those who only use one channel 

What Makes a Successful Omnichannel Strategy? 

An omnichannel approach to digital marketing means giving your customers a better experience across multiple platforms both online and off. This shift of focus directly onto the customer gives a seamless experience while still following optimized buyer journeys. 

One of the keys to a successful omnichannel approach is to have the best technology available to marketers at every step. Do you have the latest tools and programs for analytics, tracking, social media management, and managing email campaigns?  

51% of marketers can effectively utilize omnichannel strategies due to tech limitations and 55% of companies have no cross-channel strategy 

Marketing technology is always evolving and having the best tech available is not only a necessity for modern marketing but also a massive advantage over competitors who lack it. 

Benefits of an Omnichannel Approach 

• Better User Experience: Because omnichannel approaches use multiple channels, your audience has a smoother, easier time engaging with you and getting what they need when they need it. 

Related: 6 Ways to Improve Your Customer Experience Strategy 

• More Cohesive Strategy: A seamless strategy that stretches across multiple channels requires a cohesive brand and identity to work successfully. When done right, an omnichannel approach can help create stronger, more aligned branding. 
• Increased Revenue: More engaged audiences are more loyal customers who spend more, come back more, and spread more good word of mouth. Customers who engage with multiple touchpoints are 30% more valuable to companies. 
• More Audience Data: Tracking more engagements gives businesses access to more accurate data and just more data in general. This helps build stronger customer journeys, better content, and improved campaigns in the future. 

How to Best Use Audience Data Within Omnichannel Lead Generation 

Audience data is a critical part of digital marketing because it allows marketers and businesses to understand their target audience and the specific types of people that are engaging with their content, visiting their website, and, eventually, converting into customers. 

Some forms of audience data that businesses can collect include: 

• Online interests from browsing histories and previous search queries 
• Purchase intent based on buying and research activity 
• Demographic information like gender, age, income, location, etc. 

• Activity on social platforms and participation on these platforms 
• Devices used most often 

All of this information is typically used to build buyer personas that are then used to construct ideal buyer’s journeys that are designed to efficiently pull people along from content, social posts, or website pages and onto conversion pages (gated content, forms, etc.), and eventually on to a salesperson or purchase page. 

During the attraction and engagement stages of the funnel, businesses can use audience information to continue to hone their marketing efforts, especially when it comes to omnichannel strategies.  

Because omnichannel strategies are so complex and involve many moving parts, it’s important that businesses know who to target and how to target them. That’s where audience data comes in. If you know your audience’s age, gender, interests, preferred platforms, you can target more specific people who are more interested in your content and products and can provide better ways for them to connect with you because you know what they want. 

Additionally, as stated above, using audience data to hone your omnichannel strategies can lead to more and better audience data as more users interact with your brand. This enriches your established data and creates a more holistic view of your audience. 

In Conclusion 

Using audience data is key in modern digital marketing and ensuring that omnichannel efforts are as successful as possible by targeting the right people on the right channels. Understanding who is engaging with your brand can open up a lot of doors to boost sales efforts and optimize marketing strategies going forward, it all depends on how you’re able to use that precious audience data.  

Learn how to get more use out of your data to derive insights and meaning that can lead directly to more success in your marketing efforts by attending Impact Optimize. Learn more about the event, and see what happened at our 2022 event.