As a customer, have you ever had a great checkout experience? One where you’ve walked away from the store glad you bought something. Not because of the product, but the person who sold it to you. It probably comes down to the fact that people who are great at sales are excellent listeners. They listened, they connected with you, and you walked away happy.
Marketing and sales are both trying to achieve the same goal: to make the customer walk away feeling happy, after having purchased something they need.
The key to both is listening, and the only way to do that with marketing tools is to interact with them in an ongoing dialogue. What are the three key ingredients for a campaign that drives conversions?
1) Automation tools,
2) Segmentation, and
3) Engaging content.
Segmentation equips you with the actionable knowledge needed in order to create content which will have a positive impact on customers and prospects. It can make them feel unique, instead of one among thousands.
The Value of Segmentation
It all depends on what data you have, how easy it is to access, store, and crucially, use. What segmentation shows us is a more in-depth view of our customers (who they are, what they buy, how often, and what they read and across which channels). Without this you can’t create content campaigns which are more uniquely tailored to their needs.
Once you have that information the next step is knowing what to do with it.
The next step is to use it to create assets and marketing materials which align your brand as closely as possible with the wants, needs, interests and aspirations of your customers.
It will no longer feel like they’re getting hit with the same message as a million other people: instead, if done correctly, you’ll be sending a message which will make them feel valued, at a time when they are less likely to ignore it.
Just try not to be creepy. You may, thanks to automation, have the ability to send a message after a customer browses your website, but no one wants to feel like they’re being stalked. The NSA has taken care of that for all of us.
Why does 86% of email go unread? Think back to the last email you received that was irrelevant to you. Did you read it to the end? Check out this Case Study on how to re-capture your audience’s attention in your own campaigns.
3 Key Components of Value Added Segmentation Campaigns
1. Engage in their time.
Respond and react in real time, if you can, rather than sending customers spray and pray message blasts on your timescale. This way you can be sending them information when it is a good time for them to react.
For example, busy parents could be reading about fun things to do with their kids on their tablets, after the children they’ve gone to bed on a Wednesday evening, when they are starting to think about the weekend, instead of 11:00 on a Tuesday morning when they’re at work.
2. The ROI is cumulative
Hearing the same message multiple times across multiple channels has a positive impact. Provided the right customer is getting the right message at the right time. Which is where segmentation comes in.
The more relevant a message, in line with their needs and where they are in the buying journey, the more likely it is to have a positive impact. The greater chance of generating conversions.
3. Campaigns fit within the customer’s lifestyle
People are no longer tied to a certain screen at a certain time. Between Smartphones and tablets, social media and email, it is possible to engage with the customer around the clock. We live in a world where multiple screens serve as a point of interaction at various times of the day. This puts the consumer in greater control. It also does the same for our marketing strategies. You no longer have to worry someone will miss the message because you have greater control over how and when they interact with your brand.
For too long marketing has been about the big numbers. Top line statistics and bottom line growth. With segmentation it should be about the only number that matters: the individual. Once your customers feel engaged on a personal level they will start to feel like brand advocates, instead of just buyers. Making your job that much easier. One customer at a time.
Attentive.ly is a social behavior platform for modern marketing teams. We help brands and organizations predict how customers and supporters will behave – even what they might do or buy – from social data. It has been used by over 100 companies and organizations to improve thousands of email marketing and social media campaigns.