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    Plan your omnichannel marketing strategy

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    5 min read

    Set your omnichannel strategy goals

    Your omnichannel strategy is only as strong as its foundation. Start by understanding your brand’s target customer personas and current goals. Once these factors are aligned, you can build a solid action plan for growth.

    Your strategy is only as solid as your original plan

    As Jessica Totillo Coster, Founder and CEO of eCommerce Badassery, says: “The biggest challenge I see with brands that want to launch an integrated marketing campaign is a lack of organization and processes.”

    Let’s review 4 key questions to answer right now before diving into omnichannel marketing:

    Where am I now?

    You are nowhere without a plan, and planning begins by auditing your current marketing efforts.

    Document what tools and current tactics you use to power your marketing.

    Beyond that, write down:

    • What works well?
    • What doesn’t resonate?
    • What have you not yet tried but wish you could?
    Woman looking at computer.

    Who else should be involved?

    Once you know what your current state looks like and consider your business goals for the year, let’s get rational.

    Consider your team’s budget, bandwidth, and the level of control you have over the full omnichannel experience.

    While you may own email marketing, a different department or team member may be in charge of SMS or social media marketing.

    Compile the following:

    • A budget you must adhere to.
    • Stakeholders that should be looped into your plan.
    • Access to each tool and integration involved.
    Two people shaking hands.

    What do I tackle first?

    A strong omnichannel strategy can be (let’s face it) overwhelming to take on at once. Start by identifying the biggest gap (i.e., leakage) in your marketing funnel:

    • Top of funnel (Acquisition):
      Do you struggle to get new website traffic and grow your list?
    • Middle of funnel (Conversion):
      Do you need help turning website visitors into real, paying shoppers?
    • Bottom of funnel (Retention):
      Do customers shop once, but fail to return again after their first order?
    Image of a customer placing an order on their phone.

    When have I accomplished a goal?

    Finally, the success of your omnichannel strategy hinges on your ability to demonstrate tangible results.

    You must:

    • Align your goals with specific, quantifiable key performance indicators (KPIs).
    • Track impact over time, as you roll out new omnichannel initiatives.
    • Document your current performance, benchmark goal, and real-time outcomes.
    Two people looking at and pointing to screen.

    Use the SMART framework to craft your goals

    “SMART” goals are: specific, measurable, attainable, relevant, and timely. As a result, forming a concrete SMART goal for your marketing strategy will ground your approach in something tangible, attainable, and relevant to your brand. Creating SMART goals early can help you not only grow your brand with omnichannel marketing, but also prove the impact you have made internally.

    SMART goal example: “Enhance brand loyalty by launching a tiered loyalty program and increasing repeat purchase rates by 10% within 1 year.”

    For a breakdown of how each SMART component contributes to the overall framework, refer to the tabs below.

    Specific

    Each of your company goals should be specific, meaning that you get down to the most granular element of what you want to improve and track.

    For example, set a goal to increase your click rates by 0.1%. In contrast, setting a goal to simply increase your click rates is not specific.

    Measurable

    Goals should be measurable, meaning you know how to evaluate, or measure, the success of your goals in advance.

    Consider if the goal you are setting is something you can track with your current analytics strategy. If not, review what Klaviyo tools enable you to track the data you need:

    • Current (baseline) performance, vs.
    • Performance at key milestones (e.g., after a day, month, quarter, year, etc.)

    If you’re wondering what “good” looks like as you set goals, head to any of the resources below to find omnichannel benchmarks:

    Attainable

    Goals must be attainable and realistic for your brand. This doesn’t mean they can’t be ambitious, but consider your ability to achieve them within a set timeframe.

    Don’t set yourself up for failure. Instead, carefully consider your capabilities, team bandwidth, industry benchmarks to gauge success, and more.

    Relevant

    Goals should be relevant to you, your brand, and your customers. You need a deep understanding of your current tech stack and the state of your marketing strategy today.

    For example, if you're in a season of growing your list and building awareness of your brand, then you may set goals around this topic; say, collecting a set number of leads in the next quarter with a new tool within your team’s marketing budget.

    Time-bound

    Goals should be rooted in a specific timeframe, so you can:

    • Identify milestones for when to check in and report out wins or areas for continuous improvement.
    • Have a clear deadline that will drive your team and strategy towards an end goal state.

    Set up ongoing reports that monitor progress over time, automatically sending your team relevant data at core milestones that demonstrate progressive growth. You can do so with a variety of tools, which we will cover at the end of this certificate.
    Set your omnichannel strategy goals