Customers don’t like to be ignored, but nor do they like to feel stalked by their favorite brands. Once you’ve started to understand them as individuals – in a segment of one (which is the ideal goal of segmentation, automation and behavior marketing) – you need to start to interact with them in that personalized framework.
Which means engaging them on a conversational level. Talking to them, in other words. Whether through email, social, SMS or in a store – every interaction is part of this ongoing dialogue.
For example, they click on a few pages of your website. A few days later – not too soon to appear NSA style creepy, but not so far apart from the trigger event that they have forgotten – you send a relevant content based email. They open a general, seasonal email, and get all the way to basket, then discard. Find out why.
One thing you need to remember, before engaging in this dialogue, is they know as much about you as you do about them.
Looking for more results from your email database? Attentively helps brands and organizations predict how customers will behave in the future – even what they might do or buy – from social data. Sign-up for a live demonstration here.
Forrester Research found that ‘buyers are often between 70 and 90 percent of the way through the sales process before they ever engage.’ Digital opens the door both ways. They will have heard what their friends have said about your brand, they will have done independent online research to verify, they could have been thinking about this purchase for weeks, maybe months. Whether they go through with it depends on how you engage them.
This is where social media listening plays such an important role. Word of mouth, which is often written online these days, carries a lot of weight. Whether a customer will purchase is a lot more dependent on what a friend told them, than what your content is saying.
Nielsen found that ‘more than 84 percent of people will trust and act on a positive customer referral.’ How you approach an interested customer can be tailored according to what you can find on the social web: if they are surrounded by positive referrals then your content should be fairly straightforward. If they are skeptical, due to others bad experiences, then you have some work to do.
It comes down to the content you create, in order for them to have a positive experience through the buyer journey. Content which should be automated and tailored as best as possible around the customers individual actions and needs, rather than taking a one-size-fits-all approach.
Implementing automation and behavior based marketing takes time. It is an investment, both in terms of ensuring internal assets and teams are in place to implement an evolving strategy, and with the software you will need to subscribe to in order to make it all work. But, once you have done all of this, the returns will accumulate and grow, until you will scarcely believe you managed without this type of marketing. Your customers will be grateful you took the time and effort to understand them personally.
Attentive.ly is an easy to use tool for companies and organizations to send highly-targeted , triggered communications (email + social media) based on the digital body language of customers, supporters and prospects across the social web. Attentive.ly has been used to identify and track 5 million+ influencers on the social web by over 100 companies and organizations.