Omnichannel Campaigns: Creating Goals

This guide will explain omnichannel campaigns and help you set goals for your next campaign. 

Applies to: All Roles

What You Will Learn

• What is an omnichannel campaign? 
• What to consider when creating goals
• Examples of goals

What is an omnichannel campaign?

Omnichannel makes brands accessible across online and offline channels, however, it goes a step further to ensure an integrated, seamless experience across each one. As consumers move across devices and online and offline platforms, transitions are seamless and messages are informed by prior encounters. 

An omnichannel campaign typically includes some or all of the following:

• Website/landing pages
• Online advertising
• Direct mail
• Personalized email/calls
• Gifting/branded swag
• In-person/virtual events

Omnichannel Campaigns: An Example

Postal ran a campaign in the summer of 2022 to differentiate ourselves from competitors. This campaign included many elements, including a one-pager,  a note card, chocolates, and an 11-step sequence that came from our sales team and our SDRs with calls and emails.
 

What to consider when creating goals

• Larger business initiatives
  • First and most importantly, you have to understand goals across the business. 
  • Where can you make the most impact?
• Stretch goals
  • Set a goal that seems a little bit unattainable. This will set the stage for the full team that this will take a good amount of time and effort.
• Is it trackable? Can you prove ROI?
  • Make sure your goal is actually trackable. Do you have the systems and processes in place to see if your tactics are successful? This is important for two reasons:
    • Making adjustments as you go
    • Proving success and getting buy-in and budget for future campaigns

Example goals

Based on the three aforementioned factors, you can come up with a campaign goal that makes sense for your business. 

Here are some trackable goals for omnichannel campaigns:

• Revenue Dollars
• Pipeline Dollars
• % increase in win rate
• % increase in account engagement
• % of opportunities in later opp stages
• % decrease in average days to close