Exante Strikers II: Execution that Achieves the Multi-channel Effect

The objective should be clear – deliver one experience across all channels. Exante calls this the
“Multi-channel,” or “Omni Effect,” a unified journey that transcends platforms. Customers see your
message in one neat packaging.

A detailed intelligent plan makes half the battle –
but execution is the other half that guarantees your win. One of the most common problems for brands and organisations is that their audiences and customers have wildly differing experiences from the online platforms to company representatives.

The objective should be clear – deliver one experience across all channels. Exante calls this the “Multi-channel,” or “Omni Effect,” a unified journey that transcends platforms. Customers see your message in one neat packaging. 

The gist of Omni Effect is easier to implement if you are working with a Predatory Marketing approach. So how does one create the ideal Buyer’s Journey with the Omni Effect?

 

Have you received complaints or observations from your customers that they are surprised when talking to your sales representatives after their visit to your website? 

 

Chances are – yes, with 40% of salespeople saying that getting a response from prospects is getting harder, according to a 2018 study. When your market is seeing or hearing your sales teams different from the image they get from your platforms, there’s a disconnection in their experience, and may lead to losing leads and sales.

 

Therefore you make sure that your execution leads to one journey, and channel the Omni Effect on all your outlets. Starting from the point of creating your content up to their implementation on your website, social media accounts, and other outlets, you should align them with specific objectives and direction.

 

Not everybody gets it correctly the first time, and you should continually adjust until the Omni Effect is achieved. Make a step-by-step approach through these simple points to apply the Omni Effect to your content. 

GOAL 1

Optimise for Strategic Strength


Before you get a hold of the prize

– the ideal customer journey or the “Omni Effect”
What is Omni Effect

you must first have the ideal business model for your brand or organisation, one that will work for your leadership, sales, marketing, and creative production team.


To have the ideal strategic strength, build the following:

  • Business Model – It seems daunting as a first task, but it is necessary. The way you structure your business flow relies on an efficient business model. This will dictate
  • Value Proposition – Do you have in-depth knowledge of your products? Study what they can contribute to the happiness of customers instead of how their sales can benefit the business.
  • Prep your creative team – The next step is producing quality content and you better gear up both your leadership and creative teams to make sure business objectives and content align with each other.


Once you have that and the ideal value proposition to attract your market with, you will have the Strategic Strength to plan your next steps.

Once you have that and the ideal value proposition to attract your market with, you will have the Strategic Strength to plan your next steps. With Exante, you can discuss with us your objectives, current strategies, and execution methods and we will reveal to you which ones would work best for your business. We can also figure out what you need to change to adjust your strategy for the future.


According to studies, about 72% of marketers point out that a major key to their success was having a good content strategy – and that should be your next step to take. .”


striker_goal_1

Goal 2:

Hold a Content Strategy assembly

Assemble the relevant teams and create your Content Strategy.

Explore Content Strategy

If you have formulated one through Exante’s Strategy Building with a Predatory Marketing Approach, then you can skip this step and proceed to the next. If not, then by all means it will be vital that you assemble your leadership, marketing, sales, and business matter experts to create a new Content Strategy.


To create one, you must first identify your organisation’s core working principles, creative direction, and relate them to the questions or solutions your potential buyers are asking or looking for. From here, you should align your teams to identify what is good content that will match your objectives, maximise the ROI for all teams, and know what tactics you can use that will result to sales.



Here are some factors to consider in creating an effective Content Strategy.

  • Review content style and technical accuracy for all materials
  • Lead your team to agree to a single path or direction for your strategy
  • Create a strategic approach in producing content
  • Discuss how to launch the content in your existing media channels and the best time when they will complement each other for visibility
  • Acquire tools that will help you gather data after implementation or execution of your strategy

Remember that your Content Strategy will be the basis of the customer experience, and it is important that the result will be a seamless journey that will encourage them to not just buy into your brand but also share the experience with the people around them.

striker_goal_2
striker_goal_2

Goal 3:

A Apply a singular communication culture across all departments

The trick to convincing your market with your content is by first convincing your own teams with it: the leadership team should be the first to buy-in, and cascade down to all relevant teams. This is what is called a Culturally-Conditioned team:

Culturally Conditioned

When all members are purposely singular in communicating the directives and striving to achieve the set goals in a friction-free manner and cooperating with each other, making each individual a building block for the company’s success.

Exante can help you with an in-depth 2-day session on Cultural Conditioning to help organise your team. We can customise the session according to your company’s needs and goals.


You can also do this on your own if your teams are small enough.

Your team should prioritise the following:

  • Aligning leadership, sales, and marketing teams
  • A polished marketing and content strategy to work with
  • Improve relationships with team members and customers
  • Study the changing needs and behaviour of customers and align with them


Once you are confident with your teams going all-in, it’s time to drive them to success.

striker_goal_2

Goal 4:

Implement unified Content Strategy on all channels
Workshops

With more than 50% of all internet users saying they follow celebrities or influencers on social media, you definitely want to make sure your message is heard across in the most convincing way consistently across all channels. With a sound Content Strategy and a Culturally-Conditioned team, you can now deliver the true Omni Effect to your customers.


This will ensure that your loyal customers can trust you and become evangelists for your products and services – providing not only testimonials but also word-of-mouth promotion, becoming influencers of their own.


A popular example from the hospitality industry is the Marriott Group of hotels. The international hotel chain is popular for defining sophistication with tailored customer services with assured quality that remains the same across all its branches and sub-brands. Customers laud it for its consistent delivery of a luxurious image and top-notch services, which are consistent from its website to its sales points, resulting in its huge growth and new acquisitions through the years. The company had a total of $20.75 billion in revenues in 2018.



In the same way, your website, social network accounts, sales representatives, as well as your leadership and marketing teams communicate your value proposition on all channels.

striker_goal_2

Goal 5:

Monitor and adjust to polish the Buyer’s Journey

Once the content has been launched, you must learn to use social listening and other data gathering tools. This way, you can monitor the results of your new content and strategy and how effective it has been to generate sales for your business.

NEED TO TALK

This is also a great time to gather feedback from your customers and see how much their Buyer’s Journey has improved, or if you need to make tweaks to your strategy.


Most social media platforms have built-in social listening tools, which let you gather insights and other valuable data from your visitors such as demographics, psychographics, and potential buying habits. They also include performance data for your posts and content, so you can track which ones generate the most traffic or lead to sales.


There are also third-party apps or services from agencies that can help you collect data for future use. Exante can provide you monitoring services with a detailed breakdown of your data and supply you with valuable insights so you can continually adjust your content to your market’s preferences.


Likewise, you can use Customer Relations Management (CRM) tools to supplement your marketing and sales teams’ outputs, improving after-sales and facilitating high-engagement and long-term relationships with customers.


striker_goal_2

How Much Does It Cost?

Get into the fast-paced aggressive growth approach and sign up for the Exante Effect program at a competitive rate. We give better value for your money compared to other providers.

Ask us and we’ll send a quote for you right away.