Personalized Landing Pages: A New Way to Increase Conversions by 100% (At The Very Least)

You may certainly think that the figure of 100% was just made up. But it wasn’t. These results were really achieved during a launch of the new website for Sales Benchmark Index, a B2B sales & marketing consultancy service. Before the redesign, they have already attracted over 100,000 visitors monthly, but their conversion rate barely reached 1.5%. Such a rate is considered as low in comparison with an average of 2.35% across all industries. It needed an improvement, so SBI set 3% as their short-term objective.

How was it possible to increase their conversion rate by 100%?

 

The company decided to change the concept of their website and tailor it to the needs of their buyer personas. In other words, they decided to go personalized.

To create the individual user experience for each customer, SBI developed buyer personas and continued to keep updating them every two weeks. After that, they linked specific pieces of content to each persona and figured out how to come up with a relevant solution for each persona through their website. Finally, they built an individualized website that allows people to choose their role and receive the personalized content. This helped, and they easily reached their goal of 3% rate shortly after a launch.

However, this story shows us only one way to personalize your website among many others. SBI’s case study was completed in far 2015, whereas now we have more sophisticated marketing tools to take advantage of and reach a conversion rate of 5%, 7%, amazing 10% or even higher.

It worth noting, SBI personalized their website, not landing page. I’m clarifying this because there is no match for personalized landing pages when it comes to website promotion. Individualized landing pages often outperform 11.45% — the lowest result among the top 10% of companies among all industries.

Why and how website and landing page personalization may work miracles? Let’s review 5 benefits of this practice and explain why such an increase in conversions takes place. So, personalized landing pages:

Search Conversion Rate Distribution

#1 First of All, Respect Your Leads

We often fail to sell our product because we underestimate the power of the subconscious. The best marketers in the world were always good psychologists at the same time — that’s why there was no problem for them to pull the right strings in the customer’s mind without being noticed. One of those strings that can’t be ignored in online marketing is a need for respect.

Your leads not only want to see relevant content, they want to feel relevant and respected by themselves. Personalized landing pages satisfy their need by treating them as an individual, not as just another “lamb in the fold”. There’s how:

  • they include your name or politely ask how is it possible to call you;
  • are focused on the customer’s needs, not the needs of the company;
  • save your time spent on search engines by offering exactly what you want.

A well-built individualized landing page resembles a face-to-face talk between a brand and a customer. If generic display ads are comparable to the public speech of a political leader who stands in front of a megaphone on the square and speaks to masses, these landing pages are perceived more like a cosy talk with your fellow partner. More personal = more convincing.

#2 Eliminate Distractions

Personalized videos, websites, emails, messages in social media, etc. are probably the best ways to turn your prospect into your customer, excepting for one flaw. There is nothing they can do if the prospect gets distracted and moves on to your other page or simply goes away, forgetting about the initial intent. And that’s not your fault: there are too many interesting things on the web to discover.

An individualized landing page eliminates those distractions.

Whereas a regular personalized website page contains a lot of navigation buttons, links to your blog, third-party sources or even paid display ads, a landing page offers highly-targeted and concise content aimed at selling only ONE product or service. The only button on this page is a call-to-action. The prospect has two choices: to click on a CTA button or to close the page. If your personalized message is persuasive enough, he or she would likely go with the first option.

#3 Collect Valuable Information

Still remember the SBI story I told you at the very beginning? The cornerstone of their strategy was the development of buyer personas. Your personalized marketing strategy can be different, but you need to know your potential customer in any way.

To customize their website, SBI run an online survey to understand what’s really important to their prospects. You can do the same thing, but a personalized landing page can serve as a perfect tool to develop your buyer personas itself.

There are 2 ways to do that:

  1. If you already have a basic picture of who will convert and who won’t, build a landing page to sell your product right away. Personalize it drawing on the current needs of your customers and add a conversion form that requires some personal information to be provided. You can use this information to improve the relevance of your content.
  2. And what if you have no idea who are your buyer personas? Run a test landing page with a free offer of a high value. Your prospects can receive something for free but only after they sign up or provide some personal data. Also, a free offer can be designed as a pop-up notification on your regular landing page.

Make More Money Offer

This is a great example of the free offer from Writeworldwide, a community that distributes free and paid materials to improve one’s content writing skills. To engage a potential customer, they give out one educational material in exchange for your email address.

# 4 Give You More Control Over What’s Happening

When all necessary information is in your database, you control almost everything. You can build a dynamic landing page that automatically adjusts content according to the search query. For example, HouseKeep changes the location. This is how their main page looks like:

Book Your First Clean

And this is how it looks like if the prospect requests “cleaning in Leeds”:

Book Your First Clean - Leeds

Apart from the location, it’s possible to customize CTA buttons, value propositions, and other parts of your landing page copy depending on what your prospect is looking for.

#5 Complement Personalized Email Marketing and Chatbot Experiences

According to Aberdeen, you increase an email CTR by 14% and conversion rate by 10% while personalizing your message. Wrapping up everything mentioned above, you may imagine how it would be effective to include a link to a landing page instead of your website to an email. A personalized email with a personalized landing page inside is a laser gun that always shoots straight.

Email marketing is effective, but you can go beyond.

There is a new wave of the web personalization — chatbots. If compare these two marketing mediums, it’s a complete whitewash in favor of chatbots. They can boast of up to 60% CTR, while email’s average is only 21.9%. Moreover, they are based on AI and can automatically deliver personalized content to each user.

Let’s assume you have a brand that produces household equipment. You use a Facebook messenger chatbot to reach out to your prospects. It turns out that one young man is looking for a microwave, while another prospect — a middle-aged woman — is more interested in new washing machines. A chatbot can redirect them to a relevant landing page in a second. An email will never be able to do this.

Another way to boost conversions is to place a chatbot on your landing page. This allows your prospect to ask all questions before purchase in a conversational interface. Admit it, we all prefer asking questions before buying something. It’s important to be sure that we make a right decision. We need to justify our purchase, especially if the product is expensive. A chatbot answers frequent questions and justifies a purchase without involving consultants.

There is how personalized landing pages may benefit your brand — conversions are higher, deals close faster, customers are happy.

Also want to make your customers happier but have no idea what suits your brand better?

Ask our marketing consultants — we help businesses to incorporate best personalization techniques in their marketing strategies: personalized video marketing, landing pages, and chatbots. The next can be yours, all you need is to tell us a bit more about your brand in a single message. (Sent via chatbot, of course!)

Gearing Up for Future: Is Your Marketing Team Ready for the Millennials? (Part 2)

In the first part of the soon to be three part post, we discussed how millennials are redefining the rules of communication by introducing new triggers for smart marketing campaigns. Being a young generation which grew up with the Internet, makes them naturally addicted to social media. It’s a multifaceted cohort that lives mostly in urban circles, values authenticity, supports causes, and asks important questions.

With such a wide variety of unique characteristics on display, millennials often get a bad rap from ill-informed experts. You see, when big brands use audience research to understand what millennials prefer, their imagination is mostly limited to a tattoo-covered young individual who is constantly glued to social platforms.

The idea behind all of their research efforts is to find a single persona to create a marketing campaign that resonates with these millennials.

However, it’s difficult to limit such a large and diverse group into a single monolithic audience cohort. When the quest to find a stereotypical “millennial shopper” fails miserably, the so-called experts fill some gibberish in their persona reports…and that’s exactly where so many millennial MYTHS come into the picture. Something that needs attention right away.

If you’re looking to create an optimal marketing strategy, you need to examine these common myths and misconceptions.

With no single cookie-cutter plan for marketing to this unique group, millennials are often described in a very typical way with only a few supporting details in a profoundly distorted view. The time is right to address these common myths that lead to unsuccessful marketing campaigns. Better read up!

#1 – Millennials hate Television

There is no doubt that traditional media is losing its base to a certain extent. However, there are no concrete stats to prove that usage of television content among millennials has reduced remarkably.

With a considerable competition from high-quality streaming services on the internet, the quality of the TV content has to be top-notch. Millennials can only be engaged and involved if you showcase their values and talk about them in your video content.  So, if you’re looking to create a video ad or televised commercials, ensure that your content is in line with what the millennials like and appreciate.

Don’t do this yet

Television as a medium still works well. However, the material has to become at par with what is available on digital platforms – a challenge new-age marketing teams should address.

#2 – Millennials don’t follow brands anymore

Remember, millennials avoid checking out products in a shop.

In fact, when they first hear about a product or service, the reflex action is to Google more about the product and see if it’s worth it. Additionally, the physical shop has been successfully substituted by the e-commerce platforms. The specific recommendations from friends, family, and existing customers make up as the dominant “influencing sources” for purchase decisions of millennials.

With that in mind, maybe the brands (even big ones) are no longer relevant in a conventional sense. Even a known brand has to stick to their core values, and the marketing communication teams should try to generate a good buzz around their EXISTING customers.

For instance, the best way to remain relevant is to become a part of the customer experiences narrated by their friends, family, and acquaintances.

Don’t forget the influencers

Trust in a brand has become more important than brand awareness. That’s some serious food for thought for marketing leaders.

#3 – Offline shopping is dead

There are concrete reasons why millennials love e-commerce over offline shopping any day. One quick surf on any e-commerce platform and you can easily compare 3-4 products, all at the same time. We can look at the competition, read reviews, order within one minute and get the product in the 24 hrs. Honestly, that’s a hell of a lot of conveniences packed in one bundle.

If you carefully observe, successful e-commerce brands believe in creating an experience, a feeling of joy, and superb value at the point of sale. Something that good offline shops use to do for a very long time. It’s 2018, and if brands can offer the same (or even higher) level of customer experience, offline stores still work very well. 

We will still see this

#4 –  Millennials hate reading

Since the advent of the Internet, take a quick look at the nature of the media around millennials. You have websites, blogs, advertising campaigns, social networks, e.t.c. Even if they don’t want to, reading brand messages is become some form of compulsion. That’s why millennials have to grow up with a reading mindset. They are always looking for information that is intriguing, entertaining, and on the spot.

So the consumption of news and advertisements has certainly not stopped. Although, the medium has definitely changed. As a leader, your marketing messages should be interesting and suitable, offering all the necessary answers to your prospect. The marketing collateral should be top-notch (with a deep focus on every touch point.)

#5 – With social media, you get free advertising

Social media platforms offer a remarkable opportunity for targeted marketing communication. That’s precisely the reason why so many organizations have tried to take advantage of this connectivity and personalization.

There was a much simpler time when posting regular content on social media was enough for your prospects to take notice. However, with competition, the organic reach of platforms like Facebook and Twitter have continued to drop at a fast rate. This effectively means – a mix of paid and free advertising has to be the part of every successful marketing campaign.

If you’re looking to reach millennials, just believing in organic route might not bring the necessary ROI – something that a marketing leader should look into.

and Snapchat, and Instagram, and Reddit, and…

#6 – Millennials spend carelessly

Millennials live in a world filled with banners, online ads, and multichannel marketing campaigns. The culture of discounts, coupons, and loyalty cards is very much a part of the existing ecosystem.

57% of millennials respond to attractive offers like “buy one, get one free” from the direct mail. Coupons are still one of the most popular reasons for them to shift to another brand. Loyalty reward programs work well even today. Something that your marketing team should be aware of.

Millennials like any other human might buy something for stupid reasons. Additionally, a big chunk within millennials is known to be rather compulsive. Yet most of them are sensible with their money. Traditional marketing which helps them save money still works well (both in print and on digital!)

#7 –  Millennials don’t value settling down

Student debt is one of the most critical factors that have defined the 20’s and even 30’s of most millennials. The reason they did not invest in a great car or a lovely apartment is they simply can’t afford it.

That’s precisely the reason they’d like to save more money by purchasing online, another reason why e-commerce setups have developed that fast. Millennials also believe in “sharing economy” allowing their cars, apartments, houses to be shared. The only real purpose is to save more for their prime spending years.

So, the reason why millennials don’t value “owning things” needs a bit of research and a thorough inspection. This is probably one of the most common behavioral traits that most marketing teams miscalculate.

#8 – Loyalty from parents will be naturally transferred

Since millennials are well versed with a connected world and the powers of the Internet, they can often tell when somebody’s “marketing” to them.

They can also figure out a “forced” brand communication. Just organic messaging and unnecessary advertisements might not work.

So, a naive assumption that loyalty would automatically be transferred across generations is something that could lead to leaks in your marketing campaign.

Believe it or not, millennials are still a brand-loyal generation only if you engage with them directly and offer meaningful solutions. Hard-core selling techniques might have worked with baby boomers or the previous (read parents) generations. To get serious devotion from millennials, you need fresh content and direct engagement without sounding “salesy.”

#9 – Target: millennials  is a great idea

For some strange reason, even the bigger brands make a mistake of directly targeting the millennials with a customized “millennial offering.

For instance, car companies invest a lot of money to promote cars which are targeted directly to millennials. Most of the times this creates a doubt in your prospect’s mind, and they immediately feel that they’re being “ sold to”- a feeling they hate!

These offers become an instant turnoff for most millennials. It’s important for the teams to understand that marketing campaigns and advertisements shouldn’t be too direct. A good measure of subtlety is required. Just calibrate your marketing teams, so they avoid being too “in your face ” and salesy.

#10 – A common message should work

Using a single message is a common myth among marketing teams. It is widely believed that you can reach millennials across different platforms with a singular message. The idea is to hammer the message so many times that a millennial would recognize and respond with time.

Basically the same effect

…and that’s exactly what millennials despise. The thought of hearing the same message on every platform is an instant turn-off. This leads to content fatigue, boredom, and low conversions. Marketing teams should instead invest in personalized campaigns as needed on each platform. Make sure that touch points are personal and customized towards the exact needs of your prospects. More than 70% of millennials are happy to share their mobile usage data, only if you’re ready to provide more targeted experience to them.

Campaigns should always be designed keeping the audience persona in mind.

As a marketing team, you might need a resourceful group of writers, designers, and marketers to ensure that you have more than one message for all your prospects.

Concluding thoughts

Millennials are highly pragmatic consumers that demand serious value and high level of engagement. The digital and social space is their playground. If you’re planning to get attention in their turf, you need to be smart and vigilant.

Unfortunately, even when most companies have hired a “millennial expert” on their marketing team, it is surprising that most of these myths mentioned above are still being perpetuated. Marketing teams are still being lazy, devising campaigns that are based on age-old assumptions without understanding the nuances of the millennials.

The market is ready for you – provided you prepare to quash these millennial myths and gain the strategic marketing advantage that is much-needed in today’s competitive world. Only then marketers will gain the traction they desire with the modern millennials.

Since you have a fair idea about recognizing the crucial millennial patterns, and myths that are prevalent, it’s the perfect time to start thinking about the best marketing plans that work in the real world. Stay tuned for the third and final part of this series where we’re going to talk about the specific millennial marketing strategies.

See you then!

Gearing Up for Future: Is Your Marketing Team Ready for the Millennials?

Research and experience clearly indicate that old-fashioned ideas of marketing might not work in an age of social media. The approach towards marketing is going to need tweaking – or maybe even a total overhaul. If you’re preparing to market your offerings to the millennials, the first step is to understand the concept of generational personas. Recognizing these personas have helped marketers to divide their prospect-pool and focus on strategic groups rather than individuals.

Traditionally, a generation is defined by the amount of time between someone’s birth and when they become parents for the first time. For ease of marketing, it’s a good idea to divide the groups of prospects similar in age, behavior, attitudes into orderly groups – classified as generational cohorts. Dividing prospects into generational groupings is a common practice that helps you build sustainable marketing strategies. These categorizations represent the generational differences among your prospects. These minuscule differences impact everyone differently. For instance, the subprime mortgage crisis, had a different impact on someone was born in 1982, than on someone who was born in 1998, a fairly young age. Similarly, movies, educational styles, values, and differences in other environmental forces play a crucial role in shaping up five major generational cohorts:

1. Greatest generation – born at the beginning of the 20th century

2. Silent generation – born 1945 and earlier

3. Baby boomers – born 1946 to 1964

4. Generation X – born 1965 to 1978

5. Millennials – born 1979 to 1999

Why is it important to understand the portrait of a millennial?

The family life, educational and societal experiences for the millennials were startlingly different from what other generations had experienced. Interestingly, the beliefs and attitudes of millennials constructed a common persona that imported and celebrated all the differences, traits and perceived behaviors. For marketing teams, the very first step is to understand the systematic differences of millennials, when compared to other generational cohorts. The strategies that served well for previous generations don’t work with millennials, and it can mean the difference between success and failure of a campaign. Understanding how a common millennial persona is developed is probably the most crucial step for any marketing team looking to target them.

How have times changed?

Remember the 1980s advertisements – with vibrant colors, puffed up hair, and trousers belted higher than usual. Those ads were happy, filled with songs and jingles, portraying a specific culture across television screens and radios. If you think about it, those marketing styles describe the whole generation, exactly as it were at that time. That is how the marketers saw them. On the other hand, the style might appear a little weird to a person born after 1990. That’s an important point right there.

The marketing messages and advertisements from previous generations appeal to people ONLY from that generation. The same tone and style might not appeal to a millennial.

By contrast, the young people today are entirely different from those in the past. This effectively means the Generation X style, with all those colors, and positivity might not work with the millennial living in a contemporary world. The Generation X style was made up of messages highlighting the emotions. Millennials, on the other hand, are moved with storytelling across the digital mediums. There is a clear difference. Modern marketing teams need to focus on these changing dynamics. A new perspective based on data, facts, and experiences of millennials has to start right now. The mindset has to be strikingly different from previous generations.

Diving inside the mind of a millennial!

Millennials are a generation of extreme beliefs. It’s the generation that has no limits to creativity, thinking, and expectations. Technology is almost taken for granted. The only human generation where the mindset is not limited to a certain idea or any societal restrictions. Lamentably, millennials are often wrongly imagined just as a young person – a gross generalization that should be avoided. Millennials are a specific generational cohort which cannot be divided by a fancy demographic segment defined by someone’s age.

“In fact, a millennial will always have the same values and ideas, not restricted by any age range. It’s just the way they’ve been brought up. Thanks to social media, millennials are free, open, well-informed, and a global generation – systematically molded by the education system, media, technology, and communication around them.”

It’s 2018, and the paradigms of marketing have changed. Interestingly, a lot of today’s marketing C-level executives are part of Generation X. That’s why they often struggle to recognize the mindset of millennials. Fact is, there is a definite learning curve when you’re trying to sell to millennials. It requires a rewiring of mind.

Recognizing crucial patterns (the secret message from millennials!)

When creating campaigns for the millennials, it’s important to get involved in their motivations, while acknowledging the styles and daily habits and issues that drive them different. Here are four important patterns for you to consider:

#1 – Making comparisons to arrive at the decision

A product is mostly bought after millennials have talked about it either online, off-line, or both. They’d like to check out a few reviews, might look into popular social noise platforms like Twitter, Facebook, e.g. They might view a couple of YouTube videos about direct competitors. That’s why plain advertising will never be enough to influence the buying behavior of a millennial prospect.  Advertising is just one side of the coin. You need the support of user opinions and word-of-mouth to market and sell your product or service.

#2 – Offering top-notch value is not just an added option

You can never win by bombarding millennials with marketing messages. Being a technology-savvy generation, they’ll just switch over to another marketing channel, or activate ad blocking to insulate and fail your campaign. The age of interruptive advertising is over. For millennials, advertising is another form of content they ‘have to enjoy’ for it to be successful. As an audience, millennials are tough to please. Since they’re not ready to watch a boring message, you need to attract their attention by offering VALUE in each moment. The marketing messages have to be creative, appealing, and always offering value in some form or other.

#3 – Millennials can make you go viral!

Smart marketers do realize the importance of virality. Know that you can count on an army of generous millennials that can be the source of success for most profit-driven marketing campaigns. The only recipe is to offer top-notch value. Don’t waste time and press the right emotional buttons. The viral campaigns can give you global visibility through social networks. Millennials have a deep respect for great communication which promises quality content – video, audio, news, or anything else. As a marketer, you have the unique opportunity to break the stereotypes and use digital mediums to achieve tremendous ROI on your campaigns.

#4 – Context and Timing are everything

The Internet has changed the concept and definition of time. Depending upon the virality something can be short-lived or everlasting. Quality is a BIG factor here. The online reputation, reviews, interactive posts can vanish in a matter of minutes. The millennials have grown up in a world where advertisements and banner disappear forever if you don’t interact or click on them. This is an instant generation (instant delivery, instant messaging, e.g.), and maybe that’s why the impact in the present moment is far more important than what happens five years down the line. There’s a general lack of interest for an action that happens too far in future. The marketing teams should understand the overall context and give their best offer, right now! Put your best foot forward in the next 10 seconds. That’s the only thing that matters!

Concluding thoughts

Millennials have a tremendous market influence & they’re probably the most studied and researched generation ever. With the death of traditional offline marketing channels, millennials are redefining the rules of marketing communication by introducing new triggers for purchasing decisions. For modern marketers, the battlefield is competitive, and adjusting to the prospect demands will be an act of bravery. To understand the new requirements, you need some relevant pointers to create a more significant impact and better numbers. You have to be ready for the change. With that in mind, we conclude the first of the 3 part series on this subject.

In recent years, without any proper research, young millennials are often misunderstood and misrepresented stereotypically. As a marketer though, you need to be more vigilant and understand the actual pain points of the target audience. To have all of your ducks in a row we’re going to talk about the crucial millennial MYTHS in the next post. These are common misconceptions that lead to flop marketing campaigns. Don’t forget to check out the Part 2 of the series.

The real meat is yet to come so stay tuned!!

Personalization = Revolution? Video Marketing That Feels You

Skeleton whole body ant lat views

I couldn’t get what the hell advertising is when I was a kid. It seems to be a total absurdity: random men and women in a TV screen were falling over themselves to persuade me how great their products are. They were telling me that I definitely should buy those apartments located on the other side of my town or urgently get a massage chair which will heal my sciatica in a day.

No one in my family had sciatica and we have already had a great flat in a good place. I could go days before I spot something really relevant to me or my parents. It was so rare occasion, that I wondered: why should we see this? It’s not for us.

Skeleton whole body ant lat views
What the hell is sciatica anyway?

Fact: there is no ad targeted on kids. They can’t buy.

But a vision of childhood eyes clearly demonstrates how every adult feels like when he or she sees a pushy ad not meant for them.

Something like this

Thus, years have passed, but multi-purpose advertising is still annoying. Fake smirks, tattered plots, and a bunch of offensive clichés — all these things make a standard recipe for one-size-fits-all commercials. They don’t make anyone buy only forcing us to turn this off. But we know what does.

How Less Became a New More: The Rise of Personalization

Modern marketing is on the cusp of a tipping point. Old advertising methods don’t work anymore, so the leading companies start adopting new ways to attract customers. Chatbots, storytelling, growth hacking, SMM, and inbound marketing strategies are at the peak of their popularity. But what really can raise your company over the competition is personalization.

According to ImpactBND, 85% of marketers say their audience segments are too broad. Companies struggle to cover more people who can be potentially interested in their products, so they send tons of generic newsletters, put their ads on the billboards across the city, and waste a lot of money to be broadcasted on television.

But what if you send fewer emails, but make them sound more personal? Well, you will profit: they drive 6x transaction rate over generic emails as ImpactBND reports. So you can send 3x fewer emails and get 3x higher traffic. The same applies to other marketing channels: 86% of customers confess that personalization plays a big role in their purchase decisions no matter where they see the ad. Who doesn’t like when a brand literally reads your mind and offer you exactly what you need?

Therefore, it is not surprising that personalization makes your ROI go through the roof — it’s 5-8x higher than non-personalized marketing campaigns could ever bring. Thus, the new motto for far-sighted marketers might be: “Quality over quantity, personal over generic, less is a new more.”

The Future is MP4, AVI and MOV

No GIF? Oh, okay 😞

Let’s look at some eloquent statistics regarding online video content provided by Hubspot. 76% of surveyed marketers say video marketing helped them increase sales and traffic, while 80% reported that customers started spending more time on their websites after incorporating videos into their marketing strategy. 81% of businesses have already used videos. 99% of them liked the results and will continue.

Why are videos so effective? To answer this question, we’ll start with you. When was the last time you watched the video? Today? Yesterday? A couple of hours ago? Just now in the background? And yes, Instagram stories and Youtube vlogs also count!

An average user dedicates about 1.5 hours to watching videos. We all got hooked on video content without realizing. And we can’t get off this train: movies, clips, video ads, and Instagram stories will run the world until someone will invent something drastically new. But I see only the improvement of video content in the nearest future: VR, AR, Internet of Things, and other rising technologies are somehow related to the good old visual motion which is the essence of the video.

Experts say almost the same. Cisco reports that video will represent 80% of the internet traffic by 2021 (in the USA this number might probably exceed 85%). Moreover, we will have about 1.9B video users — that’s 24% of the global population.

Just take a look at your Facebook feed. Video much?

Video + Personalized Message = Success?

So what will happen if we blend two skyrocketing marketing techniques? We will get a very accurate, close-range weapon to win your prospect. The numbers from another Hubspot’s report confirm: personalized videos have 35% more retention rate than non-personalized.

Another evidence that this combination is indeed winning is the example of Adgreetz, the world leading SaaS service focused on the promotion of highly personalized or “smart” videos. Founded in far 2009 by Eric Frankel, it became a harbinger of the marketing revolution. Before setting up Adgreetz, Eric was working as a President for Warner Bros. selling thousands of commercial videos on demand. He actually finds a perfect way to win a customer.

Personalized videos make prospects feel that this particular video was made exactly for them. Adgreetz was the first company which has shifted the focus of ads from company’s goals to customer’s needs and desires. There are a few methods they used:

“How May I Call You?”

It’s sort of offensive when ads treat you as a man, woman, British, Japanese, mother, father, retired, etc. or even simply a “customer”. This suggests that you are only a pawn of the system without personality. In such a case, the following thought crosses my mind:  “Hey, I have feelings and individuality. You’ve just spoiled them, so I won’t buy anything from you”.

Adgreetz and its followers changed the game. Using the name, a personalized video gives you value and respect. And it doesn’t use this data in a creepy way, it politely asks “How may I call you?” and suggests to share your Facebook name or enter it by hand.

Smart Data Usage

Personalized videos are also called smart because they can recognize who, when, and where needs the product. You as a brand can collect such data as location, time of a day, pages viewed on your website, device information, and some other variables that tell a lot about user’s needs. It is so different from the strategy maintained during non-personalized campaigns when you are simply bombarding the roughly targeted audience with your ads.

Sharing and Recommendations

These ads are often built on the principle of a “friend or influencer recommendation”. The user can see the video where brand’s mascot or company’s representative says something like “Hey (name), your friend Joe told us that you always wished you had a VR headset/a washing machine/a BMW car/etc. We have one for you, wouldn’t you like to take a look?”.

Now a friend recommendation is more widespread, but previously Adgreetz used celebrities to create personalized messages to customers. People trust their friends of influencers more than messages received directly from the brand. Especially, when it comes to their inner circle — they will likely open and read/watch such a message urgently.

The results of Adgreetz’s endeavours? Flipkart got 3x increase in CTR and 2x increase in revenue. Disney boosted their open rate by 81% and CTR — by 74%. Toyota experienced 960% growth in opens and 79% increase in CTR. Does it sound impressive enough for you?

Then Stop Forcing and Start Feeling

Except for Adgreetz, there is a myriad of services that can embody your intention in life — SundaySky, Vidyard, Idomoo, and many others. The development of the custom video marketing strategy is no more just “another great option” to promote your brand, it’s a modern-day must.

First of all, you need to know your prospects deeper. Get away from your goals and plans for a minute and try to put yourself in the place of your potential customer. Brands use videos because they have more impact. Emotions are what drive people to buy, so you should consider this factor as the primary one while creating an influential personalized video.

Visualize. Personalize. Feel your customer.

deep feels
So deep

What’s Next?

To my mind, the next stage of personalization in video marketing is going interactive. Here you not only get personal but involve your prospect in a mini-game what makes your video more entertaining and engaging. The bright example of interactive videos are Instagram stories where you can add polls, links to your website, or even “shoppable links”, so the customer can buy a product right away. But I think it’s a wide topic that deserves a stand-alone article.

Let us know if you wish to learn more about interactive videos or whatever else you like in comments. We are open to any suggestions.

How to use personalized video throughout the customer journey

Video camera

In a fastchanging world of marketing, what used to work a few months ago isn’t generating same results anymore. With time and increased overall usage, marketers started creating a higher number of messages which were increasingly inferior. Naturally, this led to poor click-through rates or conversion rates. Plus with so much noise around, its harder than ever to stand out in the crowd. One quick look at your inbox & you’d realize that it’s full of unnecessary stuff that you have to compete with. Precisely the kind of noise that’s making the old marketing methods redundant...and this noise is what we’re up against as marketers.

Personalized video help you systematically grow your sales funnel
Personalized video help you systematically grow your sales funnel

The audience today expects genuine communication. Not scripted, boring generic messages. That’s exactly where well-crafted personalized videos could make us stand out. These videos are generated to educate and entertain, so our prospects could watch them with keen interest and engage. What’s important is that it helps us solve two major problems

You get audience attention amongst noise with a customer moving ahead in their buyer’s journey.
You could improve those pathetic 0.5-1.5% conversion rates – that we’re forced to become comfortable with.

 

The personalized video is a fantastic way to engage people on one to one level like never before. It changes the concept of communication letting you build trust, relationships, and credibility. With the advent of new tools, its the perfect time for marketers to push themselves to make deeper connections with the potential prospects throughout their journey. Let’s take a quick look at the process.

First, you need to think beyond the name!

A truly personalized video is more than just getting someones name right. The entire message must be crafted towards your viewer, and what interests them in the buyers journey. It’s their occupation, the phone number, their email, their interests, even a job title; you can customize a photo as well, a message wholly based on what they want to see. As a marketer, you are allowed to run your imagination. The possibility of customization is almost endless.

Video camera
Professional videos are worth it, but if you’re a bootstrapped startup, iPhone will do

and with groundbreaking technology, it’s much easier than it sounds. It allows you to imagine a video with content customized to the individual interests of the prospects. You could efficiently & strategically place the personalized elements at the right times on the video. The best part – everything happens even before your prospect comes into direct contact with anybody in your company. This’ll help you cut through the clutter and improve audience engagement at a mass scale. TargetMarketing™ does professional videos and animations alike.

That’s how Flipkart revived their fortunes

Flipkart, the Indian e-commerce giant, decided their ads cannot be same to all people. With that in mind, the higher management was prepared for a major shift!

Flipkart has an equivalent of what people call a Cyber Monday sale in the US, and its called Big Billion Days. They partnered with AdGreetz and replaced one big giant campaign ad with 100,000 personalized commercials, across 20 major metropolitan cities. The campaign relied heavily on customized video marketing based on what the audience has purchased, browsed, left in the shopping cart, etc. Result – Flipkart doubled their revenue from the five-day sale from $500 million to $1 billion.

That’s a perfect example of video personalization done right. All Flipkart did was to analyze the elements of customization considering the data of the recipients and utilize it with precision. As a marketer if you could replicate the same approach, your conversion is bound to get at least 4 to 5 times higher. Just set goals at each stage, and you can use it across the customer journey.

Depending upon the stage of the marketing funnel youre targeting, you can quickly determine the content and calibrate the right messaging for your prospects. It starts with the realization of the problem to the first interaction with your product/service, leading to the ultimate goal – the sale. These stages can be broadly classified into three categories – awareness, consideration, and decision. The idea is to add a personalized video to every step of the marketing funnel and help potential customers swiftly move through the funnel, bringing them closer to a decision to buy or convert. Let’s break the process into realistic goals and see how personalized video can help at each stage.

Awareness stage right at the top of the funnel

Your buyers are aware of the problem and looking for a solution. This is the first touch point, and you’re starting out utterly fresh with these potential customers. While creating the video, keep simple goals in mind – like brand recognition and advertisement recall. The aim is to get more views, a higher level of impressions, and repeated visits. Here are two kinds of video that could potentially work –

1. A well-crafted commercial can highlight your product or service while showcasing a story that directly impacts your prospect.
2. A detailed explainer video is used to break down difficult concepts for your prospects. If done well, the explainer videos have the potential to be distributed on social media platforms without any inorganic push. With the help of smart personalization, explainer videos can bring more engagement You have the option to bring your customers into the video. Maybe it’s their name, their photographs, their interests, or anything else you see relevant.

The goal here is to keep them engaged for a long time and increase your clickthrough rate. You are building relationships at this stage.

Consideration or the midlevel funnel stage

Now the problem is residing in the mind of your potential buyer. It’s fast becoming a pain they can’t endure. They are searching for ways to address this problem. Naturally, they search for this online as well. Assuming that you’ve had at least a single contact with your prospect (retargeting cookie), you have some data for the next step.

For example, if they’ve liked your video – you’re all set for retargeting. Remember, now you’re fighting for the attention and the need to convince your buyers that you‘re better than your competition. You have to stay on top of their mind. You have to remember they’re more likely to buy a product online after watching a quality video.

The goal at the consideration stage is simple. Whenever thinking about theproblem, the prospects should immediately associate with your brand and think like someone with a solution. This is a place where they become a lead since they are closing in towards your product/service. Some videos that make sense at this stage are

1. Testimonial Video can be used to add credibility and push them further in the funnel.
2. FAQ Video offers clear answers to their queries. You immediately become a rich resource to solve your prospect’s problem.
3. Product Review video showcases the complete procedure of how your product solves a particular problem.
4. Product tour video can help them visualize the solution and increase their connection with your brand.
5. Webinars help you tailor the content to each viewer by including the personal information of your audience. When you use their name, and personal details on each page, the whole message seems explicitly designed with them in mind.

Decision or Conversion stage (End of the Funnel)

You should already pat on your back since the prospect has made it so far. Although, they are yet to make a purchasing decision. Given the volatile nature of this stage, this is the right time to showcase your value. Create additional credibility through stats, case studies, coupon codes, incentives, and extended free trials. Your call to action also becomes crucial.

It’s like crossing the final line in a race – you’ll know when you’ve arrived. There would be an uptick in sign-ups, sales, clicks, etc. Some videos that will help at the decision-stage –

1. Process video – Show them the easy nature of using your product/service. It can be in the form of a tutorial video where you take them one step at a time towards the final solution they are looking for. When they view the whole process, there is a temptation to try out the product, and that’s where conversion happens. With personalization cues thrown in, the video could show how natural the actual process is. Theyll be excited to give it a try.
2. A customized personal videoUsing the user data, send an invitation to the prospects that appears it was entirely made just for them. Remember, getting the customization right is very important here. Something personal like a birthday coupon at the right time can be just the final push that is needed for the conversion. A ticket with your prospect’s name on it would work fine as well.

Post sale experience

Conversion or sales is not the last stage. You need to offer greater expertise and show your support after the deal is done. A personalized video at this stage can help reinforce your brand. For example, onboarding videos work really well. The idea is to offer something they appreciate, and your competitors don’t offer. It makes you deeply integrated into their memories. That’s how you create repeat customers and invite word of mouth strategy.

Concluding thoughts

Personalizing a video is far more comfortable than you can imagine. With better technology nowadays, it comes down to the quality of the data source – be it CRM, billing systems, trackers, manual databases and so much more. You just need to map your content marketing to the funnel. With advanced tools at your disposal, you are bound to see high ROI.

A word of caution here. A personalized video showcases your brands point of view. So, it’s important that you should not interrupt your prospects. Remember, your here not just to sell but to create a relationship. The video should not be intruding and should be relevant to what you’re offering. As a marketer, you have a responsibility.

The era of personalization started almost a decade back with e-cards that were customized for Valentine day. With access to tools and experts, it’s amazing to observe how far the technology has come. These videos have moved across different teams in your company and quickly getting integrated into your CRM. You could effectively talk to every prospect and have a unique conversation. Fact is, even within extremely modest video budget, you can get pretty creative with your solutions. All you need is to jump to the next step.

Don’t be late to this party or you will regret it!

Be sure to go to Target Marketing™ website to learn more and let us help you get more customers.

Why Chatbots are More Effective than Emails: 5 Proofs

Would you like to see an epic fight between chatbots and email marketing? You have such an opportunity right now. Read this article and find out who won.

Match: ChatBots vs. Email Marketing. Score: ? — ?

Welcome to the final match of the Sales Champions League! Today email marketing will compete with chatbots for the title of the world’s best marketing tool as of 2018. But first, let’s provide a short background on our nominees.

Email Marketing: a Salesperson’s Weapon of Choice

Email marketing is a multiple winner of the tournament. Many people believed that the focus on social media is a better marketing strategy, but email marketing still leaves SM far behind сontrary to expectations.

According to the McKinsey research, email marketing is 40 times more effective than social media including Facebook, Instagram, and Twitter. It is among the highest-performing marketing channels and the best tool when it comes to personalized sales.

Let’s back up our allegations with some relevant stats. 91% of consumers check out their email box once in a day. Social media can’t boast of such a success rate: Only 70% of Facebook, 49% of Instagram, and 36% of Twitter users use these websites daily.

Needless to say, email marketing brings more sales than TV, banner advertising, phone cold calls, etc. But today the king faces a very tough challenge. Our prediction: it will yield its positions and will be highly likely outrun by its rival.

Let’s figure out why.

ChatBots: a Breath of the Fresh Air for Digital Marketers

We are living in a golden era of the technology — artificial intelligence is in its prime, marketing automation is adopted by 79% of top companies, and everything is being connected to everything through the IoT. This combination of circumstances has bred the new marketing automation instrument — chatbots.

A chatbot is an AI technology aimed at automating sales cycle by acting as a smart medium between the company and its prospective clients.

Email marketing and chatbots have much in common. They both have the same goal — to walk leads through the whole sales cycle and make them eventually buy. Both instruments are based on precise targeting, personalized approach, and work only with already segmented leads, unlike the majority of marketing channels.

What’s the difference? Using e-mail, a salesperson should constantly check an email box and follow up with the prospect by hand. Using a chatbot, all you need is to link it to the data you have and provide your customers with insights based on his/her questions.

As you can see, chatbots are much more effective than chatbots due to… WAIT! Just look what happens on the field: chatbots have just scored a goal! What a wonderful hit, chatbots are in the lead.

1 – 0: 98% Open Rate Against 21.8%

An average open rate of email comprises 21.8%. This way, you lose over ¾ of your prospective customers because they are simply not interested in the emails sent by companies. We can take a look at even more eloquent stats provided by MailChimp, a world’s leading marketing automation service.

MailChimp determined an average open rate by industry. The most successful email campaigns are run by art (27.23%),  governmental (26.33%), and religious (26.46%) organizations. The businesses that prospered the least are dealing with e-coupons (15.22%) or operate in eCommerce (16.75%). This is not impressive at all.

Chatbots, on the contrary, demonstrated 98% open rate in the experiment conducted by Olyo, a direct marketing platform. These results inspired Olyo’s owners to scale their business further.

2 – 0: Much Faster Response

Yes, 91% of people check their emails daily. But how many incoming letters do they read? Answer honestly, how many unread messages do you have in your inbox right now?

For instance, the author of this article has 5124 unread letters in the email box, the majority of them are newsletters, notifications, and brand advertising. For comparison: the current number of unread messages in Facebook messenger is 15, and only 1 out of 15 is from the company. The situation in Instagram DM is even better: all messages were opened, read, and answered.

Most people read letters received via messengers immediately, no matter who sends them. According to ConvinceandConvert, 37% of survey respondents would use chatbots in a case of emergency or an urgent need for a quick answer. This suggests that they themselves would respond to such a message as soon as possible.

3 – 0: Higher Click-Through Rate

We mentioned above that 21.9% of those who received email will open it (on average) when CTR ranges from 1.8% to 4.7%. Chatbots got 98% open rate and CTR of up to 60% (it can vary from 15% to 60%).

Olyo in their experiment also used both channels, and the CTR was 12 times higher in a case of using chatbots.

Let’s look at the example of popular brands among which are Adidas, Just Eat, and HTC. Just Eat’s customers can use the company’s chatbot to seek food venues nearby in a fun way. Here you can just enter a keyword or even a food emoji to get the results. Just Eat has increased their conversion rate by 266% since they launched their chatbot in 2016.

4 – 0: Dialogue Instead of Monologue

When you send emails to your leads, you don’t know for sure if anybody will respond to your message. You don’t ask questions, you don’t receive questions, and you don’t answer questions. You just deliver some information to the other side. This is called one-way communication.

It resembles public speaking as well. One part of visitors listen to your speech attentively, the second part just came to hang out, and only the small part will interact with you at the end of your presentation.

Is it effective to dump all content on your prospect at a time? All we know that food is digested better when you eat small portions, but frequently. Brain food is no different: people perceive and memorize information better when you write less. That’s why Twitter became so popular.

A chatbot follows the same approach. It serves small portions of content, and what’s more important, do it on request. Chatbots always imply a dialog between AI and the prospect. Sometimes you can even confuse a bot with your friend in the next chat. Two-way communication obviously wins: it’s more engaging, more friendly, and more straightforward.

 

5 – 0: Go Interactive

Email is something stable and reliable. Like a Statue of Liberty, it’s standing enlightening the world of marketing. Everybody can see it, but nobody can interact with it.

Messengers are not so widespread and probably will not disclose themselves fully on old devices. But even though some features can be not supported by your phone or laptop, chatbots are way more interactive. Quizzes, virtual tours, how-to lessons, live videos — an average chatbot handles all these things. Such joint “activities” of brand and prospect establish better trust. Trust, for its part, is a key to the long-lasting brand-customer relationship.

Complete Whitewash

 

90 minutes passed, the game is over. The fifth goal performed by chatbots was the last jab directed at email marketing’s chin. However, there is no doubt they could score more if the time wasn’t up.

It seems we have just got a new champion when it comes to the highest-performing marketing channels. Of course, we don’t recommend to give up email-marketing campaigns in favor of chatbots overnight. The best strategy is to integrate chatbots with your business processes gradually and see what results they will bring to your company. We bet they’ll be anyway positive, but don’t just take our word for it — check it out for yourself.

How To Make Personalized Marketing Work

Overwhelming marketing

Benefits, Best Practices, and More

With low attention spans, exposure to multiple channels, and a general sense of oversaturation, the consumer response to traditional marketing is changing fast. The conventional monetization channels are becoming increasingly tougher for the marketers to tap into. Brands are in a constant war with each other to fight for the prospect’s attention. With marketing messages coming from all four corners, prospects today have more content options than ever. Plus, with norms around privacy changing with time, the competition has never been more difficult for marketers.

Overwhelming marketing
Overwhelming marketing

…and you can’t blame the prospects.

 

With an overwhelming volume of content that is bombarded on them all the time, there is a sense of irritability creeping in. Result – even the most perfect prospect is defensive towards innovative marketing tactics. This effectively means higher bounce rates, low conversions, and wastage of resources. The tough times that we live in!

 

As a brand, you don’t want to become just another name that prospects ignore. The quest is to remain relevant and keep your audience engaged while maintaining a high ROI on your marketing campaigns. Fact is, the audience today is looking for targeted online experiences that are completely tailored to their interests.

Impersonal
Impersonal

…and that is exactly where personalization comes in.

In broader terms, personalization gives you an option to customize your content and stay relevant to your prospects. If executed well, the prospect might feel that a particular advertisement, email, video or a newsletter was curated just for them. With a superior degree of involvement, you’ll see higher conversions, better results, and a branding opportunity –  the perfect recipe for remaining at the top of your game while creating long-lasting monetization channels.

The present state of personalization in marketing

The marketing industry has already lapped up the concept of personalization. If you haven’t, try and run a small pilot, and you’d be surprised to see the positive data points. The actual techniques of personalization can vary though.

To begin with, it could be something as basic as simply addressing someone by name in an email. A more advanced personalization technique would be to completely alter the prospect’s environment based on their preferences, previous behavior, and browsing history. The sole aim is to tie every personalization endeavor into a fully integrated cross-channel plan, leading the prospects from discovery to intrigue, and finally make them purchase a product or service.

 

Personalization brings its challenges like increased overall costs and a need for a better IT infrastructure. Also, with an unclear estimation of eventual ROI, marketers are often confused about the incremental gain they would get out from the process of personalization. No, they are not unwilling to spend – just worried about the lack of uncertainty about whether or not they’re doing it right and using the reliable metrics.

 

Personalization is a fairly common process now, and it comes down to a healthy combination of experimentation with the unknowns, learning from your mistakes, and creating a better plan for the next campaign. The analysis should be based on the overall impact the campaign might have on your best prospects. It’s a simple rule – the more you learn, the more effective you will be at personalized marketing.

Where do marketers usually go wrong?

Missing obvious cues to personalize

In some cases, it’s very clear what your customer is looking for, and you should “personalize ” to avoid missing an opportunity for conversion.

For example, a person visiting a personal insurance portal and using the online calculator listed on the site is surely looking for an insurance plan. It’s a disaster not to use this opportunity to offer a good insurance plan to the prospect.

Have you discovered the right intent?

Analyze the important user data to have a well-informed estimate of the “real intent ” of the prospect. If you don’t know the process, hire an expert and invest in a better behavioral tracking tool. This is especially important when you have multiple products or services on your website.

For example – TiVo decided to personalize their marketing campaign. The company noticed certain data and trend about a user and began making some serious recommendations. TiVo mysteriously assumed that their customer is looking for a particular kind of shows.

In fact, you don’t need to go far. One random Google search, and you’ll find numerous examples of e-commerce personalization gone wrong. Some of these examples are absolute nightmares. Consider this tweet and imagine the deep insensitivity from the local mortuary. Events like these make you think that companies operating in certain fields should be extra careful about personalization.

 

Getting too personal to soon might hurt

Some customizations could prove to be nerve-racking for your prospects. Remember the infamous Target personalization debacle wherein the retail behemoth tracked buyer’s early pregnancy based on their purchases, eventually leading to a big PR disaster for the organization.

 

Be extra careful when tracking the location

Using customer’s location is probably the most important and basic personalization tactic used for marketing and advertising. However, as a brand, you need to be extra careful when you’re prospect travels a lot. Someone who’s staying in London for 15 days might go back to their hometown in Canada soon. Once they’re back, chances are they no longer need offers from the restaurants in London. So, customize your campaigns with precision to promote relevant messaging, or it might lead to PR blunders on social media.

And when personalization goes right!

There is no doubt that personalization can be a boon for marketers, retailers, and even consumers. As much as 96% marketers believe in the power of personalization. The real challenge is to personalize in ways that it delivers genuine ROI without annoying the end user. Let’s look at a few examples that showcase the power of personalization in marketing:

  1. Barbell Apparel was able to sell more than 9,000 pairs of jeans by using a highly specific personal outreach campaign designed for the discrete media sites.
  2. People who love wine are very specific and have clear preferences. These choices are at the center of the personalization strategy of Naked Wines. Visit their website, and with a few clicks, you can rate every wine listed on the portal. Then allow the website to give you some personalized recommendations based on how your preferences compare with other members. This is a great approach as customers gain a better understanding of what they like and don’t like in the first place. It’s a great way to give them the power to choose.
  3. Remember the famous “Share a Coke” campaign in Australia (which they also brought to the US in 2014.) The whole project was designed to reach young millennials with every bottle showing the most popular first names from that particular generation.
    The campaign became quite popular and proved to be a great way to reach a whole generation. It lead to more sales and better ROI for the brand.
  4. Then we have the most common one – Amazon. Their recommendation algorithm is usually top-notch. When you visit their site, it’s too difficult to resist the temptation of not looking down the page and look for personal recommendations. They seem to know their users well and offer the right product depending upon the preferences. As a consumer, it often leads to unplanned purchasing decisions, but that’s not Amazon’s fault, is it 🙂

Concluding thoughts

“Just because you can, doesn’t mean you should.”

 

As an eager brand or an individual marketer, you might feel excited to provide your prospects with a personalized experience. The real question is – Are you ready to take it to the next level?

 

Do you have good prospect data?

Do you have the right tools, technology, and a willingness to experiment?

Do you have the in-house expertise to carry out the campaigns?

Do you have the right reason to personalize?

Do you know when to stop personalizing?

 

Every marketer is also a consumer. That’s why, when doing the personalization experiments, you need to think as a prospect and draw the line between creepy and professional. Since the consumers have come to expect it now, brings an extra responsibility on your shoulders.

 

Finally, you need to have an opt-out option for your customers as well. Knowing that they can opt-out of communication at any time creates a layer of trust. This step will make you appear flexible and secured. It will also keep you away from any blunders and help you maintain a positive and respectful image, even if something doesn’t work out with the prospect. They deserve that.

 

Personalized marketing is not complex. Try it out and make sure you’re doing it at the right time, in the right manner, and for the right reasons. What has been your experience with personalized marketing? Want to share some examples?

 

Do let us know in the comments.

Your customers aren’t all the same. So why is your ad saying the same thing to everyone?

Aha! A clue, Sherlock!

How to immediately increase your conversions and hold them

Focused attention is declining and, on the internet, is in free fall. Online marketers are in business of engaging people, and keeping them engaged. A single slip can make your customer leave the website — it only takes a split second to click that x mark and never come back.

3/4 of marketers only segment their users by “Customer” or “Non Customer”. No wonder customers feel bombarded with generic or irrelevant adverts, while companies are trying to out-yell each other, adding more to the noise.

Imagine this situation: You are standing in Grand Central Station and yelling “Where is the nearest Burger King? I need to know where the nearest Burger King is!” while 20 other people are yelling same things for whole range of fast food restaurants. If they disregard your potential psychiatric problems, maybe some passerby will approach and point you in the right way.

On the other hand, you can approach a guy with Burger King bag in his hand and ask him nicely to point you to the right place.

Aha! A clue, Sherlock!
Aha! A clue, Sherlock!

One of my principles is to try to distill signal from noise. There is just too much of it in this world, without each one of us adding more.

I will write here about the 3+ ways that can help you find that guy with a bag, and what to say to him, over the internet. Advantages are clear: higher conversion rates, upper hand over your competitors, and future-proofing your marketing strategies.

0. Market segmentation is elementary

Since that few marketers actually segment their customers I feel like I need to write the definition here:

Market segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers based on some type of shared characteristics.

Sure, if you’re doing Facebook/Instagram/Adwords, chances are that you are somewhat segmenting your potential customers. However, most of the readers of this article are still sending same generic Welcome email, serving same ads, and trying to reach customers through the same channels everyone else is using. In this day and age, that’s not enough.

You need that Burger King bag. Stop, listen and watch. You have better chances of finding it like that than randomly approaching everyone and asking them whether they have it. And you won’t lose your energy going after those people that think you are crazy for screaming intangible things on the train station.

1.Personalize your landing page
Where did someone come from and what does that tell us

You know your referrers. If a user comes to your website from StackOverflow, would you try to sell them your Advanced Marketing course? Chances are that it’s much better for them (and you), to show them that new tool you’ve built just for software developers.

But, if you’ve created aforementioned Advanced Marketing course for freelancers — designers, content writers, and software developers alike, it’s a good idea to offer them that one. However, if your typical software developer sees “This course has helped 5000 content writers write better copies”, chances are he’ll click away. He’ll leave, without knowing the fact that substantial percent of students are actually software developers, learning how to advertise and actually monetize their side-projects.

This is extremely actionable insight since using this approach forces you to have data-driven rethinking of your current offers. And if you have the data, you also have the ability to A/B test, measure your impact and give your staff more time to generate quality focused messages.

2. Personalize your offer 
Explore, enrich, improve, repeat

If you’re creating a unique experience for potential customers that come to your landing pages and following segmentation principles — congratulations, you are already doing better than your competitors!

Okay, so you know your customers come from focused Adwords ads and you respect the principle that each of your ad links has an equal landing page — in other words you don’t offer something completely different to users that click on your website. But there is still a lot room for improvement.

You need to know and analyze your customers’ behavior on your website, and “feel” the right moment when you make an offer. If you find yourself on a parking lot, strolling between cars and casually looking around at SUVs, does the salesman 5 seconds after you step into the lot scream at you “I HAVE THIS GREAT E-BOOK ABOUT HISTORY OF BMW, GIVE ME YOUR CONTACT DETAILS SO I CAN SEND IT”?

A better way to say thisOf course not. Even if you are genuinely interested in history of BMW, you wouldn’t give 2 seconds to that guy, let alone your home address. They wait for the right time to offer you something, they ease you into it, and when you are in the right state of mind, when you want to know about what he’s offering. So, why is this established practice on the internet?

You must wait for the your users’ right state of mind to make an offer. Quality before quantity.

If a user is binge-reading your articles, chances are that they love your content, and there is higher probability of converting if you frame it the right way. If they are only reading the ones about improving sales performance, you shouldn’t offer them a croissant. Context is of the essence here, and every company has its particular implementation.

In short, idea is to find out what your users are doing and act accordingly. Create unique experiences, enrich them through the (anonymous) data you’re collecting, improve it through testing and responses, repeat for profit.

Don’t forget or be afraid to ask your users!

Users can and will give you an invaluable insight if you just ask them. Strategy here is to offer them a dropdown menu instead of asking them for text input – it’s ready for segmentation because data is more consistent, and it’s easier for users. However, if you enrich users’ data from other sources, even though you can make it more personal, there is a high chance of creeping them out.

This is extremely important point because it can make or break your personalization strategy. Benefits are clear:

  1. you get to know and understand your users better, which leads to better service;
  2. you get quality and truthful data, not something you’ve guessed. Bad presumption early on can lead to completely different outcomes;
  3. they feel like they are getting to know you better and that builds trust in your brand;
  4. most importantly, it should help you evade the problems tied to creeping out your users. That leads us to the final point…

3. Don’t overdo it

Seriously, don’t.

2018 has so far proven to be a year of a personalized marketing boom. Many agencies in personalized advertising are popping up, and businesses want to improve their marketing strategies. Many of those agencies are eager and ready to test new things, try it out and see what works, and maybe they will be too eager.

Harvard Business Review had published an article about how the “too personal” ads are counterproductive. If users don’t know or don’t like how you got their information, they will be creeped out, and those campaigns can backfire.

Not only that, you must comply with new regulations regarding user privacy such as GDPR, Facebook updates to Terms of Service, Google stricter policies, and more. This is a thin line to cross, and you’d want to be as far from that line as possible.

Many companies are bound to get burned here. You want your company to last, not lose your customers’ trust, and not pay huge fines. But, many have also already gotten over 500% increased conversions using just some of the techniques mentioned here. The opportunities are huge, and with proper steps, you will reap the benefits.

I run a Consultancy business that can help you implement these things, and a lot more. If you’re interested, go to targetmaketing.co and find out more.

P.S. Since I’m writing this as a test and I don’t know whether people are actually interested in this topic, I would appreciate feedback immensely. I already have a couple of ideas for future articles in this series, so, If you’re interested or have idea of your own, please let me know.