Target consumers through these 8 marketing opportunities

Due to the growth of social media and inbound marketing, it has become a lot easier to target potential customers through a wealth of marketing channels.

There are traditional forms of marketing, such as direct mail, or telesales which are perfect for some sectors and some prospects, but these traditional forms do not allow for much personalisation – something that can seriously boost engagement.

And there are clever little tools that help marketers understand their consumers and prospects in much more detail to ensure great customer service is provided every time.

We will look at 8 marketing opportunities that you may not have considered, and you can personalise your messaging for an increase in engagement.

Email Marketing

1. Use their purchase history

An interesting fact for you: 42% of people said they would value a brand more if it remembered they buying or browsing behaviour, according to Axicom.

Segment your list based on the contact’s previous buying behaviour – are they a customer already, or are they still browsing. Split your list into two groups to drill down on their behaviour. You can then further segment and use dynamic content to change specific fields within the email, for example, you may say ‘Hi Cheryl, we saw you purchased boots from our store in Manchester, have you seen we’re offering 20% of other boots for this weekend only?’

Have you ever received email marketing from Amazon? Think about how they structure their email with their recommendations.

2. Segment based on satisfaction level

One of the best ways to further understand your is by surveying them. Offer an incentive so that the contact is more likely to take time out to answer your questions, for example, offer them 10% off the next time they shop with you.

Once you have your answer, split your lists based on their satisfaction level. For example, if you asked, ‘How satisfied are you with [Company name] on a scale from 1 – 10?’ Take the ‘unsatisfied’ customers, i.e. those in the 1 – 5 bracket, and nurture them to encourage them to love your company again. Send them free tools, eguides, special offers etc. Take the 6 – 10 group and encourage them to help you by writing reviews, providing a case study, promoting you on social media etc. – these people can become your advocates.

3. Use shopping cart abandonment

If a person adds products to a shopping cart on your website, and then abandons the page, consider implement triggered emails which will alert the user and bring them back to your site. According to a recent survey, 48% of consumers who have abandoned a cart will return to buy when remarketed to. Your ESP may provide this service as an add on. It’s a great way to target consumers who are at different stage of the buying process.

Social Media

4. LinkedIn Groups

LinkedIn is one of the best social media sites for finding business leads – if not the best. Join groups that are related to your industry to find leads, or why not start your own? As a generic LinkedIn user you can join up to 40 groups. Consider joining some broad groups, and then focus on specific areas of concern. For example, we may join an Email Marketing group, and then find a specific group dedicated to using segmentation in email for a more focused conversation.

5. Target your Facebook posts

Yes, you can target specific messages to specific groups of people on Facebook. For example, if you sell a product for men, and a product for women, you can display targeted Facebook messages to the correct type of people – this ensures that engagement is higher, and people are not shown messages which have no relevance to them at all.

Write a post in the normal way, click the location symbol, and you will see the option to choose a target. In the case of the retailer above, choose ‘Gender’, then ‘Women’ or ‘Men’ to ensure the right people see the right content.

6. Use Hashtags on Twitter

When I say use Hashtags on Twitter, you can of course use Hashtags on almost all social sites now. By using Hashtags you are increasing the chances of your message being seen by another group of people. If someone searches for a specific search term on a social media site, your message will be displayed as well.

Paid media

7. PPC

Use targeted landing pages as part of your PPC efforts. You are paying for your ads to be displayed because you want someone to click on them. If they land on a generic page, they will be disinterested in your brand and the product. Try to capture more information from them when they land on your site, if could be something as simple as a newsletter sign up form, or a short survey, but make sure your branding and messaging is consistent at all times.

Through your website

8. Use dynamic call to actions

This works in a similar way to dynamic content, in that different content will be displayed depending on the user. For example, if a regular customer comes to your website, they may be offered a discount, or similar products to those purchased. This then allows you to set call to actions based on their behaviour, such as ‘Buy now’ for existing customers, or ‘Sign up to our free trial’ for services that are not immediately purchased.

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