Omni-Channel Marketing

What does this buzz word “Omni-Channel Marketing” really mean. Looking up some definitions, I found this one to be most appropriate for the financial services industry: The multi-channel sales approach provides the consumer with an integrated shopping experience. The customer can be shopping online from his/her desktop, on a mobile device, via smart phone, telephone or face to face and the experience should be seamless.

The term multi-channel is an operational term where consumers can complete the transaction in a seamless manner. An example would be completing an application, changing address, beneficiaries, etc. The omni-channel is extremely similar to a sales cycle. Let’s explore…

I view omni-channel as a customer experience. They are able to investigate, compare, and start to make decisions even prior to speaking to the advisor. But we need to provide the information they want and not just what we want to show them. We need to walk a mile in their shoes and really immerse ourselves in the consumers thought process. We’ve all heard the phrase that “content is king,” and that is really true in this type of marketing approach. The content we provide the consumer must be helpful and not just hype. It needs to be delivered on a regular and timely basis. The content needs to provide the consumer with potential solutions to the concerns that are keeping them up at night. How do we deliver? Let’s look.

This content needs to be accessible via desktop, laptops, and personal devices, such as a tablet and cellphone. Your CRM can provide you with a wealth of information that will allow you to target messages and offers to those that are more likely to be interested. We need to get personal and provide info that is timely and helpful. We have been very successful in providing consumer leads via this process… and we are still experimenting with other approaches. We write the content and provide the advisor with a top notch website with great content. Now, we don’t have all the answers, far from it even, but we continue to work on new options.

Ladies and gentlemen, this new world is providing the advisor with new opportunities in the acquisition of new clients. You just have to get started, and baby steps are fine. No, do not stop what you are doing but please know that the change is happening. There will not be a time, in my opinion, when most consumers choose to finish their sales process with a quality financial professional. So, start the year and experiment. Talk to one of our marketing consultants and they will provide you with real life success stories.  Then, if you haven’t already, you will find out why agents continue to refer to us as… a different experience.

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Until next time… good selling!
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Raymond J. Ohlson
Founder & Retired CEO
Ohlson Group
​1-877-844-0900