"Behavioral marketing is all about understanding what motivates your customers, what their interests and needs are, and using that information to create personalized experiences that resonate with them." - Neil Patel
Behavioral Marketing In The Digital World
The importance of Behavioral Marketing
Consumers today have more information, more access, and more choice than anytime in history. The top tier marketers in the world today are thriving not because they followed the rules, but because they rewrote the rules of customer relationships at every nook and corner they get to interact with their precious buyer. As marketers, we should do the same or more. Consider the media channels your customer engages with: radio, TV, email, social media, search engines, blogs, your landing-page, print media and retail outlets. What ever the media outlet is, where ever your brand is present, you are interacting with your customers.
Of course every business will not have to be in all of those media outlets, but what we have to aim at is to be at the right place, at the right time. The question is, where should you be? And how would you know to optimize your media selection? If you know your customer, where they hang out, what are their preferred media channels, then you could easily plan your marketing activities, and that is behavioral marketing. Behavioral marketing is the method by which companies target audiences based on their behavior, interests, intentions, geolocation, and other metrics using web analytics, cookies, search history, and other insights.
There is an aspect that goes hand in hand with behavioral marketing, that's customer segmentation. Take all your customer information whether it's from a data base, your contacts, in-store customer data, and any other method of collecting customer information and break them into smaller groups of profiles. This enables you to personalize your precious buyers' experiences. We need to engage with each customer when and where that customer prefers with content that is perfectly tuned and individualized to him or her. We can expect that, in return, customers will not only make purchases; they will offer their attention, their time, and their loyalty. The reason we need to remind ourselves about behavioral marketing aspects is because in digital marketing, we may tend to get lost in day-to-day mechanics of campaign execution and curating content, forgetting there is a living, breathing human being at the other end.
Behavioral marketing is a process that helps you understand your leads and customers better, and segmentation is how you categorize them based on the understanding you gain. It's finding the connection between customer behavior and conversion rates.
Implementation
"Behavioral marketing is not just about knowing who your customers are, but also what they do and why they do it. By analyzing their behavior, you can create targeted campaigns that address their specific needs and interests." - Steve Olenski
Bring out the Sherlock in you. What do they click? What emails do they actually open?
Which one's do they read? Analyze your website and see which page they stay on the most. What are the content they consume the most? If you could gather information, these are clues to a customer's behavioral pattern, and if you could segment all of them into smaller groups, you know what message you should deliver to your buyer, at the right place, at the right time. If you are the architect of your customers' experiences, and behavioral marketing will provide the foundation and the structure you will use to construct and deliver customer experiences.
Bring out the Sherlock in you. What do they click? What emails do they actually open? Which one's do they read? Analyze your website and see which page they stay on the most. What are the content they consume the most? If you could gather information, these are clues to a customer's behavioral pattern, and if you could segment all of them into smaller groups, you know what message you should deliver to your buyer, at the right place, at the right time. If you are the architect of your customers' experiences, and behavioral marketing will provide the foundation and the structure you will use to construct and deliver customer experiences.
How to Measure the Success of a Marketing Campaign
"Behavioral marketing is the art and science of identifying and targeting individuals based on their behavior, and then delivering personalized experiences to drive engagement and conversions." - Avinash Kaushik
Prior to selecting which metrics to measure and collecting the required data to gauge success, it is crucial for your business to define what success entails. Are you aiming to increase brand awareness, achieve significant short-term sales growth, or gradually build sustainable sales over the next year? What are the revenue targets that must be achieved? It is essential to be specific when setting goals, so take the time to strategize and assign achievable numerical values to each objective.
When it comes to measuring success for your business, it's important to have a clear idea of what you want to achieve. Are you looking to increase brand awareness, drive short-term sales, or build sustainable growth over the long-term? Be specific in setting your goals and assign realistic numbers to them. Don't get too caught up in vanity metrics like web traffic and social media followers - focus on metrics that really matter to your customers, such as conversion rate, customer retention, and customer lifetime value. By keeping your focus on these consumer-centric metrics, you'll be better able to track your progress towards building a successful business.
Incorporating these processes into your business strategy enables you to leverage behavioral marketing to attract and retain satisfied customers. Keep in mind that your objective should not only be to make a sale but also to ensure that your customers are delighted with their experience, so they become advocates for your brand and recommend it to others.
As a marketer, take a look at these steps.
"Behavioral marketing is about getting inside the minds of your customers and understanding what drives their decision-making process. By doing so, you can craft messaging and offers that are more likely to resonate with them." - Joe Pulizzi
- Define the interactions you want to track which will give you clarity on the data you gather.
- To implement tracking and gather data on user behavior, it's crucial to select a tracking solution that fits your specific needs. This involves finding the appropriate tool that can provide insights into user behavior on your website. Choosing the right tracking tool depends on various factors, such as the type of data you want to collect and your business requirements. Google Analytics is a popular tool that provides valuable information on user demographics, device types, locations, and user actions, such as clicks and conversions. Other tracking tools, including Adobe Analytics, Kissmetrics, Mixpanel, and others, offer different features and capabilities. Therefore, it's important to assess your needs and select a tracking tool that provides relevant data for your business. Overall, implementing tracking with the right tool is crucial for understanding user behavior, optimizing the user experience on your website, and making informed decisions that drive business growth.
- Examining user behavior on your website is a crucial step in understanding how customers engage with your brand. By gathering and analyzing data on their browsing habits, including page visits, duration of stay, actions taken, and purchases made, you can identify patterns and trends that inform your strategy and lead to optimization. Tools such as Google Analytics and other website analytics software provide valuable insights that help you make informed decisions to improve user experience, increase conversions, and drive business growth. With a data-driven approach, you can identify areas of friction or confusion for users, and make targeted improvements or redesigns to enhance the overall user experience. In summary, analyzing user behavior on your website is key to unlocking insights that help you optimize your website, better serve your customers, and drive business success.
- Leverage the information you have about your contacts to segment them effectively. By analyzing their behavior and preferences, you can tailor your communication to each segment and guide their actions towards the desired outcome. Use tools such as email automation, targeted messaging, and customized offers to communicate with each segment effectively. Throttling the behavior you wish to see from them involves nudging them towards specific actions and guiding them along the customer journey. By segmenting your contacts based on their behavior, you can provide a more personalized and relevant experience that increases engagement, improves conversions, and boosts customer loyalty.
- Leverage your segmentation strategy to guide customers through their journey with your brand. Whether they're at the awareness stage, considering their options, or have already engaged with your call to action, it's crucial to use targeted messaging and tailored offers to encourage them to take the next step. Even if they've added a product to their cart and left the site, you can still use segmentation to reach out and bring them back to complete their purchase. By using segmentation effectively, you can provide a personalized and seamless customer experience that helps move them along the funnel and ultimately increases conversions.
- By incorporating these processes into your own marketing strategy, you can leverage behavioral marketing to not only acquire customers but also ensure their satisfaction. Keep in mind that your objective is not only to make a sale but also to create a positive experience for the customer, so they become brand advocates and refer others to your business.
Conclusion
"Behavioral marketing is the art and science of identifying and targeting individuals based on their behavior, and then delivering personalized experiences to drive engagement and conversions." - Avinash Kaushik
While producing the best results in terms of overall sales growth and ROI for your business is the ultimate goal of any marketing campaign, other indicators such as brand awareness are also crucial for long-term success. That's why when launching a marketing campaign for a new product or service, a new target audience, or rebranding your business, it's essential to partner with a marketing agency that not only delivers your desired results but also monitors the campaign's performance and showcases your brand. At the end of the day, you want a marketing agency that can exceed your expectations and help your business thrive.
At BBD, we're committed to delivering top-notch marketing campaigns for our clients. With decades of experience serving small to mid-sized businesses in full-service marketing, we've gained valuable insights into what it takes to run successful campaigns and provide comprehensive analytics. Visit us at BBD.agency today to see how we can help you achieve a smashing success with your next marketing campaign!
BBD is a full-service advertising and digital marketing agency. We provide innovative online strategies internationally. We specialize in SMM, PPC Advertising, & SEO Services.
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