Effective retail marketing addresses customers’ needs. The challenge is that, no matter what you are selling, your customers will have different needs. A pet store sells to owners of cats, dogs, birds, and more. A CD store caters to clientele with vastly different music tastes. So how can one marketing message speak to all their leads?
The answer is, of course, that it can’t. But now technology has made it easier than ever to send many different messages to groups that have similar needs through the use of segmenting and dynamic content.
Segmenting Content Marketing for Better Results
Segmenting is exactly what it sounds like: breaking your customers up into groups based on certain criteria. This can include everything from basic demographics such as age and family size to psychographics such as interests and attitudes. Then you can use this information to generate dynamic content, which is a fancy way of saying that your content on your website or email will change depending on which segment the lead is in. You can use this to drive your leads to the right content marketing in order to convert that lead into a sale.
One of most effective ways to segment for retail is to identify the buying stage. But how do you identify what buying stage each lead is in?
Ask. It’s unlikely that your customers will know if they are in the Awareness Phase or not, but there are many other questions you can ask that can help you figure that out.
For instance, if you are selling baby products, knowing the age of your customer’s infant can go a long way towards determining her buying stage for particular projects. For example, a parent of a baby who is ready to start solid foods is likely in the Decision Phase for bowls, spoons, and bibs, but may just be entering the Awareness Phase for the next stage in their baby’s development.
Give your customers incentives to answer questions, such as free information or a discount on products. Then you can use the information to tailor their entire experience from your web page to your email marketing campaign.
Mine the data. You can also determine the buying stage by assessing your leads’ past behavior, such as:
- Responses to Emails: Which messages did they open? What links have they clicked on?
- Actions Taken on Your Site: What pages have they visited? How long did they spend on each page?
- Commercial Interactions: Have they purchased from you before? If so, which products and services?
For example, if a customer purchased the first installment in a DVD series and then logged on to your site to give it a 5-star rating, you can use this information to presume that he may be interested in the sequel and send him a targeted email message promoting it.
Expect an Increased Conversion Rate
The use of segmenting and dynamic content takes more time and effort upfront, but the pay-off can be huge. Here are just a few results reported from case studies involving dynamic content:
- Hewlett Packard reported that implementing this strategy for their e-newsletter resulted in 300% higher open rates and 600% higher clickthrough rates.
- Image Beauty reported a 15% increase in opens, 27% lift in read rates, and 41% increase in click through after implementing dynamic content for their email campaigns.
- Savings.com sent deals tailored to subscribers’ preferences via email, resulting in an 88% boost to clickthrough rates.
- Sprint instituted dynamic content in their newsletter and found that the personalized image was the most clicked-through link each month.
By speaking more directly to their customers’ needs, your content marketing will not just reach your audience but move them to take action – resulting in more profit for you.
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