How Marketing Automation Can Target Your Audience and Why You Should Care

Getting customer targeting right is like trying to hit a bull’s eye with one of your eyes closed. You either get the customers you want, or you end up selling to someone far from your “ideal” customers. But you don’t have to play one-eyed pirate anymore; Marketing Automation can help you target your customers like a sharpshooter.

 

Find out why you should use Marketing Automation. See one of its functions in action and how you can use it for your brand.

 

The Three A’s (Automation, Audience, Awareness)

 

To Automate or Not to Automate?

 

One of the differences that you’ll notice with people who use Marketing Automation and those who do not, is the number of tasks each one has to do. Companies who don’t shift to automating some of their day to day task find that they need to do more.

 

Here’s an example:

 

Company A chooses not to use Marketing Automation instead they prefer to use their old manual method instead. Most of their customers are young mothers. Based on the general knowledge of what moms like, they structure their email campaigns to include parenting topics and baby stuff. They send their emails and hope for the best, thinking that their customers like the content.

 

Company B, on the other hand, uses a Marketing Automation tool.  They have the same target audience as Company A. With the tool’s help. They are able to customize each email sent to each customer, based on each mom’s preference. Through the tool, they find out that 57% of their customers like viewing makeup tips, 21% like news about pop stars, 12% like viewing cooking recipes, and 10% is into healthy living.

 

Using the data, they gathered they are able to send the right content, deals and discounts to the right person. They are also able to track if the emails they send are being opened or not. Another thing they learned is when to send the emails, like the time and day that the email open rate  is most high. Company B is able to gain more customer and keep those customers because they release content that’s relevant to their audience at the right time.

 

Both companies are dealing with the same target audience, but Company B is able to personalize each email to their customer’s liking. This approach produces more efficient and timely campaigns that pack more conversion power than the regular collective campaigns of Company A.

 

Marketing Automation and Your Audience

 

One of the myths people hold true with Marketing Automation tools is that they are similar to you sending the same message to many people. This is far from the truth. Marketing Automation lets you send personalized and custom messages to your prospects based on their behaviour.  In addition, the tools let you track your visitor activity very precisely.

 

Tracking Codes

Tracking codes are like tags the tool puts on your site visitors; you’ll be able to know where they are in your site, what they browse and download. Through the codes, you can get a clearer idea of what products they are interested in and how you can personalize your campaigns to meet their expectations.

 

Here’s an example. A user enters your site via a search engine. The user is given the tracking code 76809 and follows him or her around the site. User 76809 browses your men’s wear (let’s say you own a clothing store) particularly the T-shirt section, and clicks the “learn more” button to see other details about the T-shirts that you sell. Now User 76809 decides to subscribe, and you find out that his name is Josh.

 

You watch Josh’s behaviour on your website and sees that he visits your T-shirt section a lot, say once a day, going between your wool shirts and cotton shirts. You also find that he likes checking out your plaid shirt collection as well.

Using the information gathered by the Marketing Automation tool, you can then send out deals like the ones below to encourage him to buy something:

  • 5% discount on plaid shirts if he buys one of your cotton or wool T-shirts.
  • 5% discount on cotton or wool t-shirts if he buys today
  • Simple PDF of different looks you can rock with T-shirts.
  • 5% discount if he buys two shirts.

Your imagination is the limit to the possible offers you can send to him via emails. You can even personalize his browsing experience by showing him blogs, products and tips that would be useful to him.

 

Tell The World About Your Brand

 

Increasing people’s awareness of your brand can be hard especially if you’re in a very competitive industry, but with Marketing Automation, you can stand out without breaking your bank account. Through the information, you can gather using the tool, you’ll be able to create content that your customers and possible customers will like.

 

You can focus on making practical content that you know your customers need. Again, think of Josh. Using the tool, you found out that he likes cotton and wool T-shirts. You can then create blogs on how to create style using cotton shirts like:

  • Seven everyday looks you can rock with a cotton Tee.
  • How to spruce up your simple cotton shirt for a formal event

 

You know that Josh will read these topics because he browses your t-shirt section regularly. If your marketing team did their job, Josh would have bought at least three shirts from you already.

Share on Social Media

 

When you post blogs and articles that are targeted at people who are really reading your blogs, you won’t have to worry about views, because people will read them. You can ask for comments and ratings of your post. These contents of yours can then be shared in social media platforms to attract people with the same interests as your customers.

 

Your content doesn’t stop with just blogs; you can even do videos, podcasts, how-to’s which you can share to a bigger audience via Twitter, Facebook, Instagram and other social media sites and apps. Since your content is useful, you can expect your subscribers to share them to the people they know.

 

Encourage Referrals

 

Establish a referral system with your current buyers, by giving discounts and incentives for every customer they refer to your brand. Creating forum sections and pages in your site where your customers can interact is also a good way to foster communication and recommendations on your website.

 

Your current customer build trust that echoes into your future customer base.

 

Practice Customer Segmentation

 

According to Pete Blackshaw, author of the book “Satisfied Customers Tell Three Friends, Angry Customers Tell 3000”. A satisfied customer will tell three friends about your brand, while an unhappy one will tell 3000. But, you don’t expect to have a happy customer if you don’t close a sale first, right? The practice of customer segmentation is basically doing these three:

  • Separate the site visitor who wants to buy something and has the budget
  • Identify the  visitor who is not entirely sure about your brand and product
  • Pinpoint the casual visitor who is just checking out your site out of curiosity

 

Marketing Automation helps you do all these, through visitor tracking, clear information database and real-time accuracy. You know who is ready to head to the check-out section and who is not, you can give better customer service. You can identify who needs more convincing, more attention, and more helpful materials, which results in a better response rate.

 

Final Thoughts

 

Marketing Automation can help turn your long sale cycle into a short one by combining personalization, efficiency and real-time action. With a Marketing Automation tool, you can cut down costs on repetitive tasks while boosting your productivity by helping you reach more people and give better customer experience.  

 

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