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In our first webinar in the Summer Marketing Series – we talked about how to acquire more customers on channels such as PPC, SEO and social Today we will talk about the next step in engagement – once you get those new names or customers – how do you engage with them to make them profitable for you?
Which is why marketing is changing In many companies these days, marketing is transitioning from awareness to becoming the steward of the customer journey According to a survey we did with the Economist, CMOs expect a drop of 50% of people dedicated to ads / branding And an increase of 62% of people dedicated to marketing strategy & planning
All marketers, irrespective of the type of company they work for, have the same quest: How do I acquire new customers faster? How do I grow their lifetime value? And, how do I convert as many of them as possible to become advocates? In other words, create an unstoppable virtuous cycle of customer success. And as Marketers, we are stewards of our customer journeys and have the eyes, the ears, the brains, to understand customers as strategic asset. We call this stewardship Engagement Marketing.
Engagement Marketing lets us nurture customers through the buying process by killing mass advertising, and by stopping the batch and blasting of our customers.
At the simplest terms, we want our customers to buy stuff, but the journey still must include relevant content with a proper cadence to stay top of mind.
And for marketers that offer services or subscriptions, they want to continuously nurture their members for them to see value and renew each year.
And build those ultimate advocates, the evangelists that believe in us and are our loudest supporter. Nurture them with content to build trust, allow them to easily share their enthusiasm, and refer new customers.
Let’s now jump into some specific ways to personalize. Lizzy?
We are going to go over four ways you can personalize with your audience. First, let’s discuss where you can personalize on the different channels you might use. Web Personalization – this includes your own website Email Personalization – personalizing the content and even the layout for your audience Social – personalizing the ads your consumers see on facebook or even through retargeting with google Mobile – if you audience is on mobile (chances they are), you can use this channel to personalize content they see on their mobile device
Once you establish where you can personalize, you also have to this how you will personalize or segment no matter which channel you are using. Segmentation can be separated into two different buckets – behavioral - based on what they have done and demographic – based on who they are.
Here are some examples of how you can personalize based on behaviors:
Stage – purchased? not purchased? loyalty? past purchases? Engagement – visited website? added item to cart? attended event? Clicked a link on an email? Activity – when is the last purchase the person made? Non-activity – hasn’t been to your website in x amount of days?
And finally demographics. Are you going to segment your database or change your content based on how old are they. Will you audience – no matter the age appreciate the same offer? When you are marketing a vacation – your older audience is probably going for a different reason than your younger audience. This should be reflected in how you approach them Same with location. If you are having a location-based deal or store opening – you can segment your audience based on where they are. For gender, you can tailor your offers and language based on males and females. For example, in retail, I am going to prefer to see ads that have women’s shoes, not mens shoes. Another way to segment is based on interest. For a car company, such as toyota – I might be interested in the prius by visiting the pricing page for the prius. By telling toyota I am interested in a prius, I want to be marketed to about the prius, not the highlander. And finally a fun way to market is by birthday. Sending personalized birthday offers to your audience is a great way to personally engage with them. Now that we know where to personalize and how we can personalize, let’s get into some examples.
The first and probably one of the most important places you can personalize is on your website. No matter what your industry – whether it is retail, travel, ecommerce, financial services, etc… or what your marketing looks like, you most likely have a website. Even if you aren’t doing email, paid search, social, etc – you probably still have a website. Personalization on your website is a great place to start. At Marketo, our website is one of the highest converting sources for our customers. By personalizing the experience for our customers on our website, this will help increase engagement and conversions. It can also help speed up the customer lifecycle. By suggesting relevant content or items to buy based on the interest of your buyer, you are more likely to convert them faster. Amazon does an amazing job of personalization on their website. Here is a screen shot of my home page. At the top, it shows the status of my recent order. Then it shows me my recent orders – offering me to look at items similar to what I bought in the past. And finally, it is showing me a list of books. I mostly buy nail polish and books on Amazon, so they are doing a great job of marketing these two items right when I go to Amazon. I am much more likely to consider buying these items because it feels like Amazon knows me and is listening to me based on my previous purchases and responding by giving me very accurate suggestions. Fortunately, personalizing your website doesn’t have to be hard. There are tools out there with marketing automation that can make these types of personalization really easy for marketers.
Fortunately, personalizing your website doesn’t have to be hard. There are tools out there with marketing automation that can make these types of personalization really easy for marketers. In this example – the top home page is the main page. But in this example – this jeweler sells all types of jewelry from engagement rings, to necklaces to gemstones, etc… Here is an example of where you can personalize based on interest. Depending on your customer, they could be interested in purchasing an engagement ring or gemstones and you want the website to reflect that. If I am interested in gemstones and the company knows that since I have clicked on an email about gemstones or searched gemstones on their website – the home page I am going to see will be different than the home page someone sees who has been searching for engagement rings.
Here is an example of a company, Bazaarvoice who generated 15-20% increased click through rate and a massive increase in content identified for their recommendation engine using personalization on their website.
Results Achieve >20% click-through-rates on RTP campaigns Content Discovery Module automatically identified >180 assets for recommendation engine Views tracked to identify which content delivers highest ROI
Another channel you can personalize is on email. Here are 3 ways you can personalize with email is with dynamic content, tokens and nurture. I will go into this further next.
First is dynamic content. What is dynamic content? Dynamic content is where you can create a single email and make changes within the single email for each segmentation. The great thing about this is you only have to create one email and just switch out the image or maybe the offer for each segment. In this example we are segmenting by age, but you can also think about it based on motivations. Each age group has different preferences when it comes to going on a vacation even if they are all going to the same place. For the younger crowd, they might be interested in the spring break activities and adventures. For the middle aged group, they are more interested in family vacations and adventures you can go on with kids. And finally for the older generation, they could be more interested in relaxation. Though all three of these groups are getting the same offer – the reasoning behind the offer is different and you can use dynamic content to build these out and segment your database.
Another way to personalize an email is with tokens. Tokens pull in specified information from your database and use that information to personalize an email. In this example, we are personalizing by the customer’s name, pet type, % discount and food brand. Easily personalize any email with tokens. The more personal, the more engagement. Especially in the subject line. Here it could say ‘Hi Lizzy, We hope you are enjoying your pet fish. For a limited time we are offering a 50% discount on the super fancy fish food…’ I would definitely be more likely to go spoil my new fish after receiving this personalized email.
Not only can you personalize emails, but you can also personalize the journey you put your customers on with those emails with customer nurturing. Customer nurturing is the ability to automate ongoing campaigns, which is constantly listening for behaviors to send the most relevant content. By using customer nurturing campaigns to interact with your buyers and understand their interest and behavior, you gain deeper insight into their buying intent. In this example, we are creating separate streams for consumers who haven’t purchased, purchased once or a repeat customer. Something to note here, you can add multi channel personalization in your nurture strategy include mobile notifications and direct mail.
Facebook personalization Most Marketers have utilized Facebook one way or another. In addition to generating content on your company’s Facebook page, you can advertise to your Facebook page followers. But the magic of Facebook advertising really comes alive when adding marketing automation and segmentation to the formula. Consider this: not all of your customers follow you on Facebook. So how can you reach them? Well you can easily send any segmentation in Marketo to Facebook to advertise to them. For example, a travel company might identify a list of customers that have been active customers in the past, but haven’t purchased any hotel rooms in the last 60 days. The company could send them a very specific Facebook ad with their preferred destination for that time of year. This helps the company stay top of mind, and the customer is more interested because it’s personalized and highly relevant content. In fact, studies show that when marketing automation is coupled with Facebook ads, when a customer is reached with Facebook ad, the email openers were 22% more likely to purchase.
Now let’s move into retargeting. As a quick overview to how retargeting works.
As an example of personalized retargeting, when a customer visits a car page, an ad for that specific type of car can show up on other websites the customer visits. This helps remind the customer the come back to the site, or offers additional selling points to why they might be interested in the product.
Web + Ads
Design mobile app notifications – either push notifications or in-app messages – that can provide timely and personalized messages or offers for your customers. You can deliver these messages based on the actions your customers take inside your app or on other channels. ensuring customer engagement You can also personalize the cross-channel campaigns that respond to your customer’s actions. For example, send a push notification to someone who hasn’t opened your email or deliver an in-app notification to someone after they’ve been to your website
Mobile story – more devices than people in the future, the majority of your customer touchpoints will be mobile But imagine the opportunity that creates! To know your customer so deeply to listen and respond in all places
We have just gone over how you can personalize content on each channel for your marketing programs – and guess what? There’s more! The next step is to create your campaigns cross channel.
Let’s see what this looks like:
But it’s not just about a multi-channel campaign guiding buyers on the journey – it can also be about preference in how they are contacted. . We are talking about a world where literally every one of our customers – dozens or hundreds of millions – are on these personal, individual arcs. WHAT is said is personalized to them, WHEN and HOW is personalized for them and it’s all at SCALE
So now we have gone over how to personalize each channel and how to communicate on all of those channels based on a buyer’s journey and even on preference But wait there’s more!! The final step to incredible engagement is tracking all of those engagements your buyers have and responding appropriately.
Let’s see what this looks like:
Today’s digitally-empowered buyer is channel-agnostic. This new buyer has become the undisputed controller of her relationship with your brand. Now, more than ever, your customer is in charge.
As a Multi-channel marketer, you’ll need to do two things- • Listen: Pay close attention to buyer behavior across all channels so you have a single, integrated view of the buyer persona. • Act: Manage, personalize, and act on conversations with buyers across channels. A conversation you start in an email must continue when the buyer navigates to your website, and shouldn’t skip a beat when she jumps over to your Facebook page.
Some of the channels to consider are: Email, Web, Retargeting, Direct mail, Social media, Mobile( SMS/MMS)