Marketing strategies have shifted throughout the years from mass marketing to extremely targeting marketing. Today, effective marketing is about delivering personalized and timely messages to prospects and customers, or in other words, customer engagement marketing.
Yet most of today’s big brands are still talking to their prospects in the same way, with the same single message. All of your customers and prospects are not the same! Some are in the beginning of the sales funnel, others may be further down. By segmenting your network and personalizing your content, you will have a much higher conversion rate than a blanketed marketing approach.
Here are 5 tips on how to effectively transition your marketing efforts to customer engagement marketing.
#1: Get personal
To convert someone who might buy one time into a valuable, loyal, long-time customer, it’s best to create message streams tied to very specific buyer personas in order to create an emotional response that drives them to take action. If an advertisement tugs at a prospect’s heartstrings and helps them connect to your brand, they are more likely to buy your products time and time again.
#2: Know what your buyers want
By managing the customer experience to understand the issues that drive different buyer behavior, you can deliver specific messages, images and call-to-actions that yield the highest returns. To understand what your buyers want, first look at their behaviors, not just their demographics. How are they interacting with your brand? What topics or products are they engaging with?
#3: Take a multi-channel approach
The market today is looking for customer engagement marketing to deliver relevant, personalized and timely customer interactions across all channels. The goal is to create one-to-one customer experiences at every touch-point.
#4: Use data to advance personalization
Develop buyer personas and messages with internal and external data analytics, using both behavioral data with traditional demographics to much more closely define “who you are.” You are not just married. You’re married with a child of a certain age; live in a city; and have specific purchasing and online behaviors.
#5: Build loyalty with one-to-one conversations
With customer engagement marketing, personalized marketing techniques are used to maximize results, and enable you to turn a stranger into a long-term, loyal customer. Personalization helps your messages rise above the clutter of the hundreds of communications that people receive every day. Customer engagement marketing is just that – the process of personalized marketing.