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Cookies used to be the main method of tracking internet users, but this method is slowly becoming outdated.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.
Cold emailing is not as awkward as cold calling, but it still can be a frightening thing to do. A well-written cold email could be the key you need to get into contact with employers, celebrities, speakers, and just about anyone else you want to contact. You might be trying to reach out to one particular person you want to partner with or you might be trying to sell your product to two dozen people you met at a conference. Either way, cold emails are a fast and simple way of communication.
Unfortunately, it is often very difficult to find a way to get somebody to notice your email amongst dozens of other messages. Most people have countless spam emails in their inbox that they never read and they might disregard your email in the same way. Here are some tips you can use to make cold emails work for you:
Keep it Short and Sweet
Busy people don’t have a lot of time and they’re not going to stick around to read an essay when they have 200 other messages to read. Make your headline direct and to the point. Avoid the fluff in your message and stick to the bare bones. You should be passionate, but avoid gloating too much over your love for the recipient’s work. The emails should be easy to read and respond to without the recipient having to dig up extra facts or ponder about what you were saying.
If you met the person before, make sure to indicate that. If they don’t know who you are, you must establish your credibility. Tell them what you do or what organization you are from. You can show them sample of your work, if relevant, but avoid piling on too much detail. A quick and easy way to establish yourself without taking up too much space is by linking to your website or LinkedIn profile. These links will explain everything you need to so that you can save time and space.
Remember that there are certain elements of your personality that you want to shine through: your professionalism, your confidence, and your passion. It’s much easier to decide how to display these things when you are behind a computer screen rather than when you are meeting with someone in real life. Avoid generic messages and let your personality show.
Make it Personal
You should know something about the person you are reaching out to. Personalize the message so that it meets their needs and expectations. People are far less willing to respond to what looks like a mass email sent to a dozen other people. Take the time to begin the email with the person’s name rather than “to whom it may concern.” If you are sending out a mass email, you can use certain software to automatically add the recipient’s name to the message.
See if you two have anything in common and use that to your leverage. Perhaps you picked them to speak at your conference because of their vast knowledge on biology. Maybe you reached out to them because you both graduated from San Francisco University.
You should also take into account who exactly this person is and why you decided to reach out to them. Let the person understand why you are reaching out to them and not anybody else and how they can benefit from it. Quite obviously, people are far more inclined to perform a favor if they can benefit from it in some sort of way.
Once you click “Send,” the message is gone forever so any mistakes you make will be loud and clear. Sure, you can always send another email with corrections, but that seems unprofessional. Proofreading doesn’t take that long and it always pays to double-check the details. Make sure that your letter to TechCrunch doesn’t say that you are writing to The Verge and make sure that any dates are accurate. You don’t want to send yesterday’s copy-pasted letter if it still has yesterday’s date on it.
It’s true that the vast majority of cold emails will never receive a response, but it’s always good to follow up if you haven’t heard back from them in a week or so. In fact, the recipient might have just forgotten to get around to answering your email because it got lost in their inbox. Make sure that you mention the first email you sent them so that you don’t come across as a complete stranger.
Getting someone to read a cold email is always a challenge since most people are natural adverse to opening up anything strange or unfamiliar. However, cold emails can become your business’s top way of reaching out to new clients, customers, and partners. If you want to find out more about how to utilize this, check out our done-for-you system.
Massive email marketing campaigns are a great way to get more eyes on your newsletter or website since you can reach thousands of people at once. However, your campaign won’t be successful if nobody opens your message. According to Madison Logic, over 122 billion emails are sent an hour, so knowing how to stand out from the crowd is important.
Your email’s headline is arguably the most important part of the message since it’s the part readers will see first and make a split-second decision whether opening the message is worth their time. Headlines that aren’t interesting will quickly be marked as read or deleted. In fact, copywriter coach Chris Marlow claims that studies have proven that headlines are responsible for 50-75% of an ad’s success.
Knowing just how much of your campaign’s success rests on the headline alone, it’s important that you really take the time to examine how effective your headlines are. Here are a few great tips to craft better headlines:
Personalize your subject line.
A study by MailChimp examined about 24 billion emails and found that subject lines with the recipient’s first and/or last name were opened more often than those without. The most effective emails had both the first and last name, though those which only used the last name were strangely more effective than emails that only used the first name.
The power of first name personalization varied based on industries. Personalized emails sent to those in the government were opened 92% more often than usual while there was 45% difference for the creative services/agency industry. There were positive effects in all sorts of industries such as software, art, retail, and entertainment, but proved to be ineffective in the legal industry with a -31% open rate.
Create a sense of urgency.
A headline that compels the user to read right away will surely be opened. Such a headline tells the reader that there is some important information within the email that needs to be read right away and can’t be put off until later.
The aforementioned MailChimp study found that the following words results in a higher open rate:
- Urgent: 79%
- Breaking: 68%
- Important: 55%
- Alert: 31%
Note that Adestra similarly found that “alert” lead to a 61.8% increase in open rates.
You could also give a deadline with phrases like “today only” or “last chance” to make sure that they know they must act now.
Make them feel special.
Much like how adding a first and last name to a subject line makes the email feel more personal, so too does adding phrases that make the email sound like it’s exclusively for the reader. Headlines such as “An exclusive offer just for you,” “For your eyes only,” or “A message for our dear customers only” makes the reader know that this message is just for them or their group of people.
Keep it short and simple.
Your subject line should ideally be 6-10 words, under 50 characters, and provide a description of what the reader can expect in the message. People are used to receiving an overabundance of emails and won’t want to waste any time on something that doesn’t immediately meet their needs. Subject lines that are too vague or too detailed won’t be opened very often.
Short headlines are especially important when considering that 40% of emails are opened on mobile and that longer headlines will get cut off. You can shorten your headline by using contractions and not spelling out numbers. (i.e. “don’t” instead of “do not” and “45” instead of “forty-five”)
Capitalize each word.
MailChimp found that capitalizing each word in the subject line lead to a 7% increase in open rate while only capitalizing at least one word lead to a -1% open rate. These numbers are small, but they shouldn’t be overlooked. If you have a very large mailing list, the small percentage points can translate to hundreds or thousands of consumers.
Use an A/B test.
You will likely reach a situation where you have multiple headlines you would like to use, but can’t decide which one is best. You should A/B test them by sending them to segments of your mailing list. Collect some data and then send out the winning headline to the rest of your list.
Make sure to keep as many factors as consistent as possible. For example, if you sent Headline A at 2:00 AM and Headline B at 9:00 AM, you shouldn’t be surprised if there’s a stark difference in open rates.
Using the right headline hacks can exponentially improve your marketing success. You should use MailChimp, Constant Contact, or another email marketing service to send out your emails, track statistics, and watch your numbers grow. You can find more useful marketing tips with our done-for-you service.
Whether they are inserted into the header or placed within the main body of text, images are an illustration of you contents core idea. Including simple images that relate to as wide an audience as possible will help maximize the work your content can do.
Where Can I Find Photos?
There are a number of places on the web you can find royalty free images that are free to download. Even more where you can pay to download. The easiest way to find the latest resources is to do a search for “Royalty Free Images.”
No matter where you go for images, it’s vitally important to give proper attribution when required. A good rule of thumb for attribution is to credit the contributor of the image and include the website where you found it, ie: “Photo Courtesy of ABCD from FreePics.com.”
The same goes for a registered trademark or trademarked product. For example, if Nike Swoosh or an actual Nike product is seen in the photo, include a statement like, “Nike, the Nike logo, and Nike Products are trademarks of Nike Inc., registered in the U.S. and internationally.”
According to most experts in the SEO field, Keywords appear to be the end all be all of SEO. Primary Keywords, secondary Keywords, Google “Keyword” and the list of sources of info will probably go on forever. With Image SEO the first location to use your primary keyword will be the image filename.
The right filename will let a search engine know what the image is about. This means if your image is a women’s top in a specific abstract design, the file name shouldn’t be DSC12345.jpg. Instead, you want to rename it “ann-monique-womens-top-abstract-v.” This gives the search engine spiders something to grab onto and take back to their part of the web.
Start a file name with a lowercase letter or a number and remove all spaces. For multiple words, join them with a dash.
Loading times can be crucial for websites to maintain traffic. The faster the site, the easier to visit it. Images can have a huge impact on this. Standard resolution for a screen image is 72ppi and most web pages won’t need an image to be more than 1000-1200 pixels wide. To put that into perspective, a typical smart phone camera today will give you an image at 72 ppi but the file will often be over 3000 pixels wide (or more).
There are a few online image editors that work quite well and often don’t cost a thing or have a minimal membership fee with added benefits. Two are PicMonkey and Pixl.
When uploading your image, you will often be given an option to add “alt text” or “alt tags.” This is also another good place to use your keyword placement.
In most e-commerce catalog pages, the product is shown in a specific place on the page that doesn’t overlap any other image or text. JPEG images are most commonly used for this. I’m adding this quick highlight in case a need arises for you to remove the background of a photo.
JPEG images include a visible background showing behind any curves or irregular lines. If you’ve taken the trouble to remove the background of the photo of a product but save it as a JPEG (JPG), you will still be stuck with a background color when you re-open it.
PNGs allow you to make the background transparent so it can be used over any color, texture or other text. This can be helpful if you decide to show multiple products in one virtual shot but don’t have the means to retake the photo.
GIF images are a much lower quality than JPEGs or PNGs. Best for small decorative images and icons it is doubtful you will have a reason to use them on a product page. Most often they are used to float basic logos over pages or header graphics since they can be saved with transparent backgrounds, like PNGs.
Even if it takes extra time to find just the right image for a post, the increase in SEO and lead generation make it worth your time.
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 our done-for-you system.