The most successful marketing campaigns are the ones that target the right customers and engage with them on a personal level. Most marketers are good at reaching a specific age group or a certain demographic, but they struggle when it comes to engaging people on an individual level. That’s a big problem because consumers want a more personal interaction with a company and if you can’t offer that, your marketing campaign won’t be as successful as it could be. There are a lot of simple opportunities for targeted marketing that you might be missing out on, and they could massively improve your campaigns if you introduce them. These are some of the best ways to target your marketing campaigns and reach customers on a more personal level.
Social Media Analytics
We all know that social media is one of the best marketing tools that you have at your disposal, but are you really doing it as well as you could be? Chances are, you’re not because you aren’t reaching people on an individual level. The key to social media marketing is engagement; you need people to comment on your posts and share them with friends if you’re going to expand your reach and build a strong online brand, but that is quite hard to achieve unless your posts are reaching the right people, which is where analytics come in.
You’re collecting a lot of information about people on social media but a lot of businesses struggle to make sense of it all because there is just so much of it. But if you invest in social listening tools, you can gather all of that data in one place and create reports that are a lot easier to understand. You can see exactly who your posts are reaching and whether people are engaging with them or not, which makes it a lot easier to take positive action and connect with people on a more personal level.
Personalized Email Marketing
Email marketing is a great strategy for reaching a lot of people with fairly little initial investment and it’s particularly good for staying in touch with existing customers and convincing them to make further purchases. The thing is, people hate spam emails and a large percentage of the emails that you send out are going to be deleted before they’re even read. That’s just part and parcel of email marketing and it’s something that you have to deal with to some extent, however, if you personalize your emails more, they’re more likely to be opened. If you send out blanket emails that start ‘Dear valued customer’, then people are more likely to discount them. But if you use the customer’s name instead, it opens a more personal dialogue and humanizes you a little.
Including past purchases is another simple tactic that you can use in your email marketing. Consumers like to feel that they are valued and they’re not just another number on a screen, and including past purchases that they’ve made in your emails to them is a simple way to demonstrate that you value them. That’s why things like Amazons suggested items list works so well because you’re giving the customer a personal recommendation tailored to them, rather than sending out blanket emails to everybody.
This is a great way to deal with cart abandonment as well. So many people add products to their basket and then decide against the purchase. But often, it only takes a simple email to remind them that they were browsing and they still have items in their basket. You can get that personal connection with them and encourage them to go through with the purchase at the same time.
Targeted Pay Per Click Landing Pages
Pay per click ads are an effective strategy as long as you do it right, which a lot of businesses don’t. They’re great if you’re working to a budget because you’re only paying when somebody clicks the ad, however, getting somebody to click on the ad is only half the battle. Your investment is wasted if none of the people that click through to the site actually convert and make a purchase. The best way to make sure that happens is to target your landing pages to the ad. If you have different ads about different products, but they all go to the same generic page, a lot of people are going to be disappointed and probably leave the site fairly quickly. Instead, you need to tailor different landing pages so people are shown the same product that they saw in the ad.
If you’re not taking advantage of these targeting opportunities in your marketing, your campaigns won’t be anywhere near as successful as they could be.