Crafting an advertisement for a specific audience segment based on their online behaviors or past purchase history can result in an increase in the conversion rate.
Creating data-driven personalized marketing campaigns will also help you keep your customers engaged. In fact, a report by Super Office indicates businesses with strongest omnichannel customer engagement rate have an average customer retention rate of 89%.
Personalization tactics can be deployed in a number of ways but you will need to gather and utilize customer data in the first place. From website traffic analysis to customer’s online behavior, you need to collect all the data to improve targeting.
Let’s discuss the top ways businesses can leverage the information to create data-driven personalized marketing campaigns.
1 – Track The Right Data
As a marketer, you need to have more consumer information at your fingertips than ever before. But, what data? Apart from the basics (email, name, location, and demographics), you also need to have information such as their lifestyle, online behavior, and purchase history along with social cues.
Social cues are a great way to get deep insights into customer preferences and purchasing behavior. Gather real-time data such as their tweets, comments, or follows as it reveals a lot about their current interests and purchase intentions.
Use specialized analytics tools such as Finteza to enhance target marketing campaigns. Finteza helps you bypass AdBlock and increase your impression share, thereby making your marketing campaign a success.
Finteza helps you analyze audiences by parameters including visit sources, UTM parameters, page addresses, their operating systems, browsers, and the language they speak. This will help you create personalized ad campaigns and segment them into different lists.
2 – Go Deep With Segmentation And Sequences
Once you’ve collected the data it’s time to segment your audience list based on your business goal. However, targeting a group of audiences who fall under the same age range, location or income-level with the same message won’t help you in any way.
Instead, go deeper with the audience list to hyper-target them in an effective way. For example, if your primary aim is to increase sales, create one list full of people looking for products similar to yours in real-time while another list full of people who showed interest in your product but didn’t complete the purchase.
3 – Present Appropriate Content
Now that you have segmented your audience list based on your business goals, it’s time to present relevant content to each one of them. This will not only help create more satisfied customers but will also increase the conversion rate.
Another important factor to consider is the preferences of your audience. Do they respond better to blog posts or video content? Or how long do they like the content to be?
You also need to tailor your message based on where a customer is in their buying journey to connect deeply with the customer and increase the conversion rate.
4 – Choose The Right Marketing Channels
In order to create a successful marketing campaign, you need to run the ads on the right marketing channels. You need to know where most of your target audience spends most of their time.
Figure out where your customers are more likely to respond to your marketing efforts. Also, consider the strengths and weaknesses of each channel.
For example, Instagram is ideal for visual content (infographics and video content) but is not good for text-rich content. Evaluate the benefits and drawbacks of all potential channels along with your audience’s behaviors to get the most of your marketing campaign.
5 – Track The Right Metrics
A successful data-driven personalized marketing campaign requires continuous tracking of data throughout the campaign. It will help you figure out what is working and what is not.
Usually, the success of a marketing campaign is determined by the total number of sales, but a low conversion rate isn’t the reason for the failure of the marketing campaign.
Track metrics such as click-through rate, time spent on your website, the total number of people converted through your campaign, and the number of people who clicked on your ad but didn’t convert. You can then use the data to re-target customers and increase the conversion rate.
Creating data-driven personalized marketing campaigns will help you increase the conversion rate and customer satisfaction as well. However, you need to collect the right data and present appropriate content to the right segment of customers.
It is also crucial to select the right marketing channels to deliver the content to your target audience. Ensure that you track the right metrics to determine the success of the marketing campaign and use the data to further improvise your marketing efforts.