From the Influencers

Ann Handley Talks Omnichannel Marketing

October 10, 2017

On this week’s episode, David talked to Ann Handley about her many accomplishments, focusing on her use of omnichannel marketing.

Ann Handley is the Chief Content Officer for MarketingProfs and is also the author of Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, which happens to be a Wall Street Journal bestseller. She is a co-author on another bestselling book, Content Rules: How to Create Killer Blogs, Podcasts, Videos, eBooks, Webinars (and More) That Engage Customer and Ignite Your Business.

What Is Omnichannel?

Ann’s qualifications aside, she has worked hard to develop the best possible way to interact with customers and landed on the concept of omnichannel marketing, a fancy buzzword used by marketing professionals. But what is it?

Ann described omnichannel marketing as a way to focus on customer experience through every interaction with your company. Whether it be in person, on the phone, through social media or any other platform, using omnichannel marketing means that the customer’s experience should be consistent.

In traditional marketing terms, this is usually considered “eCommerce play.” However, Ann Handley likes to think of omnichannel in a much broader sense. Instead of simply focusing on desktop and mobile experience, overall brand experience, no matter the medium, should be considered specifically through the eyes of the customer. This includes in person, online, on the phone, or through any other channel.

Omnichannel Pizza

Seamless customer experiences are the key here. Ann gave an account of Baking Steel, a company that sells high-quality baking sheets for authentic pizzas that can be made at home. This is the center of their business, but the company offers many other positive ways to interact with them besides simply buying the high-quality baking sheet.

They have decided to make a story that goes beyond this one product. They have given home chefs a chance to share incredible, home-made pizza with family and friends. They have taken to publishing recipes and articles for finding the best cheese, therefore empowering home chefs to enjoy pizza just as the founders of Baking Steel have. Every interaction with this company is intended to reinforce their story, that sharing homemade food with people you love is truly enjoyable. 

Edited by Mandi Nowitz

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