Marketing is all about reaching people and all marketers want to find out how to reach the greatest amount of people with the smallest amount of effort. This often means sending the same generic message to hundreds, if not thousands, or people. However, everyone is unique and therefore has unique needs. What is relevant to one person might not be relevant to the next. It’s hard to be that brand that appeals to everyone since each person is so different. This is where people-based marketing comes in.
What It Is
People-based marketing represents the original promise of digital and internet marketing; it allows you to replace your broadcast with personalized messages and experiences that the consumer wants to see. It allows brands to establish a marketing system centred around the individual consumer and utilize plenty of data to track that person’s behaviour and spending habits. People-based marketing strategies revolve around the consumer and all marketing efforts are aligned to fit their needs.
One company that utilizes people-based marketing very well is Spotify. Users stream music for several hours a day, often depending on their mood. Listening habits change when the user is relaxing, driving, or exercising and Spotify tracks all this data.
Spotify’s algorithms help create customized and personalized experiences for its users. It will recommend new releases that the listener might enjoy, create personalized playlists based on listening habits, and even remind users of music that they haven’t listened to in a while. These features make users feel like Spotify is tuned into their specific wants and needs.
The best way to utilize a people-based marketing strategy is by paying attention to the three main elements:
This is the first and most important part of people-based marketing. Without any identification, everyone you’re trying to target might as well be a nameless and faceless person.
Cookies used to be the main method of tracking internet users, but this method is slowly becoming outdated. More people are using multiple devices, especially smartphones, to connect to the internet and much of this information cannot be tracked using cookies.
One of the main ways to identify people is with deterministic targeting which targets users based on accounts and email addresses. For example, Amazon can track what someone doing whether they’re using a desktop browser, mobile app, Kindle, or Alexa since it requires them to use the same account for all platforms.
Another strategy is called probabilistic targeting which uses data analysis to link devices based on things like location and IP addresses. For example, if a computer and a smartphone are both connected to the same home Wi-Fi address, it’s a possibility that both devices are owned by the same person.
You want to find out the most you can about your consumer by collecting data. You can use identifiers such as email addresses to dig up all sorts of information about their habits. This includes, but isn’t limited to, what devices they use, what they like and share on social media, who they follow on social media, what they’ve purchased, what product reviews they’re read or written, which products they’ve looked at, and how often they spend.
Lastly, automation is what will make your life easier. You probably have received several automated marketing emails in your life, many of which were tailored to your personal needs. Common automated emails you might’ve received are:
- Telling you events or products you might be interested in based on your history
- Telling you that your shopping cart isn’t empty
- Telling you when an item is restocked
- Asking you if the product arrived on time
- Asking you if the product was in satisfactory condition
- Asking you how much you liked the product
- Asking you to leave a review
People-based marketing is the future of marketing. You should strive to aim for individuals rather than masses for a more effective marketing strategy.
One easy way to do this is to use an identity resolution service like LiveRamp IdentityLink which helps identify consumers and track their habits. You should also utilize digital marketing platforms to keep a database of consumers and track their unique habits.
It’s not a stretch to say that people-based marketing can completely transform how your company reaches out to consumers and makes sales. If you’d like more access to invaluable marketing strategies, check out our done-for-you system.
With the over whelming success of the Digital Marketing Age, you may think that the concept of a marketing funnel is now defunct. And, yes, what used to be a fairly direct route from drawing in leads to converting them into clients has now exploded into a multitude of micro processes.
However, the concept of a Marketing Funnel is still a good way to create a marketing plan that needs multiple levels of engagement to convert leads into clients. Today, in this era of social media and smart phones, we are definitely in a (sometimes) brave new world of marketing plans. Even when we’re ready to run screaming from our computers after trying to make sense of all the rapid changes that have evolved.
If you use a marketing funnel plan, there are probably some adjustments that could be made to your process that will help you see even better results in lead generation and subsequently converting those leads into paying customers. Here are a few procedures to improve your marketing funnel and provide even more successful results quickly.
Carefully Research and Develop the Stages of Your Buying Process
Outlining the steps of the potential client’s process needs to be very specific. How you define a potential client gives you an idea of what key information can help you continue to perfect your marketing plans.
By converting your definitions to relate to buyer stages, your emphasis focuses on where the buyer is in the process. Using care when forming these definitions can be crucial so that the data you receive is actually what you want to know.
Utilize Coding When Tracking the Lead Process
The information your team gathers as customers progress through your marketing is crucial. This habit is a valuable resource, allowing you to follow what stage the buyer is in, where the lead originated, and which campaign produced the lead. Using detailed and accurate coding techniques to accomplish the tracking will tell you at the end of a campaign exactly where leads did and didn’t grow. Additionally, they will inform you what factors successfully lead a buyer through all the stages of the funnel to a positive outcome.
Create a Process to Separate Your Quality Customers from the Rest of the Herd
Although it would be a bad idea to refer to your customers as a herd of cattle, with the wide range that initial lead capturing plans cover, it’s important, as the stragglers weed themselves out, that you are able to start recognizing high-quality clients.
On the flip side of that idea, be aware of clients that may have a negative effect on your business. These are the ones you will probably prefer not to do business with in the future.
When ranking your potential and actual clients, be sure to include definitions of what the mediocre and trouble clients may be like. This way you can determine where they came from and decide if you should you remove your efforts from those venues to prevent more issues from coming up later.
Run Additional Metrics Reports When You Make Any Changes
Usually, key metric reports can be done only once a month, however, when changes are made you’ll want to get an immediate idea about how effective the changes are. During this time, it’s best to increase the reports to once a week.
Monitoring the social media marketing landscape is vital to your success. If you’d like to have access to even more powerful marketing tips, as well as a way to generate conversion-ready Internet marketing prospects each month, click here to learn about ourdone-for-you system.
Having a corporate blog is an important digital marketing strategy. It helps with SEO, gives your customers and clients important information, helps educate new customers and clients, and is a great platform to talk about what you do and how you do it.
Undoubtedly you spend a fair amount of time curating the content for your blog. You come up with ideas, write the content, optimize it for your website, and more. After it’s written, you want to make sure that people actually read it.
One of the best ways to get your blog content out there is to post it on your social media channels. Facebook is an especially powerful tool for posting your blog content and having people read and share it.
There are a few tactics that you can use to your advantage when you post your blog content on Facebook. Here are the ones that work the best:
Share your blog on Facebook
First thing is first, you should share your blog on your corporate Facebook account fairly soon after publishing it on your website. This ensures that the content is timely and lets people know that you published a new blog.
As an added bonus, sharing your blog on Facebook is totally free and it has the potential to spread far and wide. Encourage people to share it. Share it with your friends and business associates. The more eyes that see your blog post on Facebook, the better.
Boost the blog post on Facebook
Using Facebook’s boosting options is a great way to get your blog content to the right people. When you boost a post, you choose who it goes to and can see how many people it can reach with a certain budget.
You can choose to pay per click, per 1000 impressions, or per engagement. This allows you to customize your boosted blog post to garner the action you want from your readers. Boosted posts can not only help ensure that your current customers and clients see your new blog content, they can also help new people see your blog and learn about what you do.
Use great headlines
When you post a blog on Facebook, the headline is one of the first things people see. In fact, almost 80% of people never even make it past the headline. Because of this, you want a powerful headline that encourages people to click into and read the whole blog post.
Keep the headlines short and to the point. Tell readers exactly what they should expect to get out of the blog. If there are any important or eye-catching numbers or facts, those can be great to incorporate into the headline.
When you publish a blog post on Facebook, it is important to add an eye-catching image to make the link stand out in the newsfeed. Stock images are okay, but images that you take or create are better.
Whatever you choose to use, make sure all the images are high-contrast and colorful. That helps them pop in the hectic and crowded space of someone’s Facebook newsfeed.
Write top-notch copy
While there are some tricks and tactics that can help your blog get attention on Facebook, nothing can beat solid copy. You can have the best headline and imaging and people still may not click on your blog post due to weak or uninspiring Facebook ad or post copy.
Those 140 or so characters that you write to describe the blog post in the Facebook post or Facebook ad are vitally important to getting people to read your blog. Make the copy stand out.
Use testimonials, ask questions, give a solution to common problems, use a clear call to action, appeal to people’s emotions. You need to capture people’s attention with your copy to get them to read your blog.
Facebook can be a powerful tool in promoting your blog content if you want to learn more about how to make it work for you, check out our done-for-you system.
The world of digital marketing is constantly changing, especially when it comes to search engine optimization or SEO. SEO is one of those cornerstone practices for digital marketers that make the difference between a good online presence and a great one.
Because SEO changes what seems like almost daily, the most effective SEO practices are always changing and evolving. These changes mean that SEO practices are continuously becoming outdated as we learn more about the internet and search engines change their search algorithms.
In order to make sure that your website stays on top and current with SEO, there are a few SEO practices that you should permanently retire if you are still practicing them. To help you out, here are 4 of the top outdated SEO practices that you need to stop doing now.
Focusing on Keywords and Not Clicks
This may sound totally counterproductive to SEO, but you have to stop focusing on keyword density instead of clicks. Having all the keywords on your webpage or in your articles may seem like the best way to get a higher ranking on search engines, but if they aren’t drawing clicks, the keywords don’t matter.
Having the right raw keywords is still important for SEO, but it’s not more important than getting the click. If you want to rank higher, your webpage and articles need to have the proper balance between keywords and clickability.
Take the time to write and create engaging and interesting content that will draw the click and work the keywords in as you do that. It is important to note that we are not condoning clickbait titles and descriptions, but you should take a hard look at what is drawing the clicks and how to apply that strategy to all your pages and articles.
Too Much Anchor Text on Internal Links
It use to be that heavy anchor text on internal links would improve your SEO value. This is no longer the case. Search engines are now taking into account pages and articles that are inappropriately using anchor text to manipulate their SEO ranking.
Make sure that you are using anchor text appropriately. If the internal link is in the header, footer, site navigation, or sidebar, add appropriate anchor text. If you are using it simply to manipulate search engines and it has no other value, get rid of it to ensure that you penalized by search engines for bad anchor text use.
Creating Pages for Every Keyword Variation
Creating new pages for each variation of a keyword is still a very widely used tactic with SEO specialists and digital marketers. This use to be a highly effective tactic to ensure that search engines would rank your page for a keyword regardless of which keyword variation a person searching used.
Google has since gotten savvier about this tactic. It is now suggested that keyword variations are sprinkled into a single page in an appropriate manner instead of having multiple pages for each keyword variation. This signals to search engines that your content is designed to be helpful and useful instead of just to manipulate SEO rankings.
Paying for Links
When companies started to realize the SEO value in link building, companies started to appear that offered to sell links in large directories to help boost SEO value. This worked for a while. Search engines tracked these links as link building activities that signaled that the website being linked to was an authority and this boosted their SEO value.
Google and other search engines have since realized that companies were paying for these links to just boost SEO value and started pushing websites that were using them by downgrading their SEO rank. They recognized that these directories were not a credible source and wanted to discourage the link building manipulation.
As a general rule of thumb, it is advisable for companies to not pay for any links unless it is part of a legitimate partnership. For example, paying a blogger to write about a service of yours that they use and then have them link to your site is okay and helps boost your SEO value, but paying a random site directory to list your link is bad.
If you are interested in learning more about outdated SEO practices and how to make sure that you aren’t using them, check out our done-for-you system to improve your digital marketing.
Email marketing is a huge task for digital marketers. Emails are the way you communicate with people about company updates, sales, special offers, press releases, newsletters, and more.
It’s one thing to have a healthy subscriber list and open rate, but it is another to have people actually engage with your emails. Getting those subscribers who open your emails but don’t do anything once they are open can cause a lot of problems for digital marketers.
You want to get those sleepy subscribers to reactive with your emails and do more than just open them and a reactivation campaign is just how to do that.
What is a reactivation campaign
A reactivation campaign is when you create a strategy around those sleepy subscribers. You want them to get back to opening your emails and engaging with them. This can help improve sales, click-throughs, website traffic, and more.
A successful reactivation campaign involves a few steps. To help you build the best reactivation campaign ever, we have outlined those steps below.
Isolate the subscribers who aren’t engaging.
The last thing you want to do is waste time and energy sending a reactivation campaign to people who are already engaging with your emails. Additionally, if an active emails engager gets a reactivation campaign, they could become annoyed and unsubscribe altogether.
You’ll want to isolate your sleepy subscribers depending on how frequently you send emails. If you send one almost every day, pull out people who haven’t engaged with an email in 90 days. If you send less frequently, increase that time to 120 or 200 days.
Once you have that data, create a separate email list and start building your campaign.
Test everything from copy to content
Reactivation campaigns are unique in that you’ll need to perform a few A/B tests to see what will drive people to re-engage. A few things to test: subject lines, tone of voice, photos, video, offers, links, buttons, and more.
Keep in mind that you will want to do some segmentation to have successful tests. Segment your sleepy subscribers by persona, shopping behavior, demographic, location, age, gender, and/or email service.
Email service is a particularly important one. Each email service filters emails differently, so you will want to account for those differences in your reactivation campaign.
Reactivation campaigns are not a one time task
In order to be successful with reactivation campaigns, you need to be constantly executing them. Subscribers stop engaging in emails all the time. If you are always scrubbing your email lists for those who aren’t engaging, you will have more luck reactivating them.
Being proactive about your reactivation efforts also helps your email health and reputation. When customers stop engaging in emails, they can start to go into spam and if you keep sending emails to subscribers who are not engaging, your emails could be blacklisted.
Staying on top of email reactivation is vital for overall reactivation campaign and email marketing success.
Make sure people have a way out of your emails
Hiding your unsubscribe button or making it more difficult than necessary for people who want to unsubscribe hurts your email marketing in the long run. Don’t send emails to people who don’t want them. It saves your email reputation and keeps your lists up-to-date.
When you give someone the easy option to opt out of emails, they are less likely to mark the email as spam. Companies that have too many emails marked as spam get blacklisted by email clients and have to spend lots of money and time getting off those blacklists.
Additionally, unsubscribe buttons give you the opportunity to spend less time on reactivation campaigns. People will let you know themselves that they want off your email lists, meaning that you won’t have to spend time and money trying to reactivate them.
If you want to learn more about reactivation campaigns, check out our done-for-you system today.
The digital world is pretty saturated with content. Digital marketing is the way of the future and every single business, whether they are direct competitors or not compete with each other for digital space.
People have online content flung at them everywhere. From their email inboxes and social media feeds to display ads on their favorite websites, ads and content are everywhere. It’s really easy for your content to get lost in the shuffle.
When you create content, you want people to see it. You have invested a lot of time and money into creating ads, articles, videos and more. The last thing you want is for it to get ignored. Here are four tactics that can help your content stand out and get the attention it deserves.
Establish a solid angle
When you create digital content, you are telling a story with it. Your story needs to be relatable and have a solid angle that can be identified right off the bat.
The angle you choose can mean the difference between content that resonates and content that is forgettable. You want to choose something that will stick in people’s minds and get them to remember your brand.
Your angle should connect with your brand. For instance, if you are a personalized gifts company, gift guides for the major holidays are a great angle that will resonate with your readers and help them solve a problem: gift giving.
A few other angle ideas: explain some important research your company has discovered, answer a question on a topic your company is an expert in, and /or tell people why they should care about something.
Delight with your photographs and video
Images sometimes speak louder than copy. Photos and video can immediately grab someone’s attention and pull them into your content. They tell stories visually that sometimes don’t translate well into copy. Use that to your advantage.
Every single photo or video you choose to upload in your content has to be stunning. You want to elicit an immediate and powerful reaction from the audience. This helps them remember you and engage with your content.
When you are creating videos and photos, consider everything. Look at the lighting, angles, colors, perspectives, shadows, focus, sets, and setting. Each aspect of a photo or video is important, so don’t forget the tiny details.
Use your expertise and your network
You are an expert in your field and you know other people in your network who have done very impressive things in your field. Use that to create great content.
When you pool the collective expertise of both you and your network to create content, you are delivering value to the people who see it. When you share your expert knowledge and lean on the expert knowledge of others, your content gets better and better.
The people who see your content notice its value. When you show that you are using the added expertise of other people, your customers and new customers notice and your content stands out.
While it can sometimes be a drag to stay on trend, it is important for digital marketers to keep their content trendy. Staying up to date on the latest fashion, viral cat video, and buzzwords makes your content more relatable.
When you ignore trends, people notice. What’s more, they care about it. If you are not on trend people are likely to gloss over your content. You want to stay current so your content stays relevant.
Make sure that you are following Instagram stars and popular culture blogs. Read the newspaper and stay updated on Twitter. All of these things matter when you are creating content that stands out.
Creating great content that stands out can sometimes be a struggle. Want to make it easier? Check out my done-for-you system today.