Have you ever purchased something and received an email thanking you? Perhaps you have received a birthday email from a company with a special offer on it? Or maybe after hitting the slopes for the first time this year, you received a message thanking you for your first day shredding the gnar. What all of these campaigns have in common is that they are hitting the customer with the right message, at the right time.
Using behavioral marketing as part of your overall content strategy will not only help increase engagement, but also provide relevant content and timely messaging to your most valuable audience. Behavioral marketing uses a customer’s actions to trigger specific marketing campaigns. Whether that is making a purchase, registering a product, or simply joining a company’s email newsletter list. The time to talk to your customer is after they have made a direct interaction with your brand, and automated behavioral campaigns make that possible.
The best thing about an automated campaign is once it is set up, it is running until you decide to make a change. The hardest thing about these types of campaigns is deciding what content to put within them and making sure that you are collecting the right data to make that possible. If I have skied five times this year, I don’t want to receive an email asking me how my first day was but would rather get an offer for 10% après ski on my next visit for being a loyal customer. Making sure you have the right data is the first step in creating successful behavioral campaigns.
We Know We Have the Data – How do we use it?
Determining what message to send can often be the hardest part of the entire strategy. There are a few things you can ask yourself when starting to think about your automated messages.
- Are we talking to customers or prospects?
- What audience are we wanting to talk to?
- What are the goals of the campaign?
Talking with customers vs prospects is completely different messaging. Customers are aware of your brand, they know you, and you already have a relationship. Take the time to build upon that with loyalty messaging and truly try to get to know them better. Prospects on the other hand, might have heard about you, but there is something that has kept them from becoming a customer. Maybe they don’t know what you offer, perhaps they don’t know a reason why they should buy from you. This is the time to educate them and prove why you are better than the competition.
Hitting a specific audience allows you to tailor your messaging to their behavior. Did they just run a race at the event you were holding? Great, congratulate them and offer them an incentive to do another. Maybe they just signed up for your email newsletter, send a welcome email thanking them for joining the family and telling them the perks they get for having done so. Knowing your audience allows you to send relevant information to them and in turn, means your messages will be read.
Is there a specific goal that you are trying to achieve by sending the email? Possibly you have heard a lot of complaints about not knowing where to go for your ski lesson? Create an email that will send to them the day before their arrival with all of the information they need to know! Keep in mind that not all messages should be pushing a sale. Often the message should be centered around building brand awareness and product loyalty. Having a goal in mind can help you decide what the best message is and when to send it.
Having an overall view of who your customer is and what their behavior is will allow you to create a marketing strategy that is right for your company. Once you have the knowledge of your customer base, meet with your team to think through content, strategy, and where you will see the most increase in performance. Meet with your Ascent360 Account Manager to create a plan and put together a timeline. Not a customer of Ascent360? Maybe you should be. Ask for a demo here!