Collecting data about each user, smart segmentation and targeting - combo marketer for 2016
Your business is growing, as is your customer base. However, do not forget about the personal approach to each client. By sending the same letter to all your customers, you will not achieve anything but alienate the user.
All customers are completely different. It is logical that your marketing strategy should not be tailored for one type of client ..
How to achieve a personalized approach? Just use user intelligence and automated marketing in combination. For example, in the Carrot Quest service, you collect key information about customers (their profiles in social networks, actions on the site, referring sources, which letters the user has read, etc.), set up automatic scripts for working with them, collect statistics and get the result .
Personalization Decides Everything
Customers love a personal touch. Research has shown that 75% of US customers value individualized offers. Do you think our users are different from foreign ones? Yes, you are right, they almost do not differ, because everyone expects (desires) an individual approach to themselves.
Your business exists in order to satisfy someone’s needs, that is, your customers will appreciate an individual approach.
Personalization is not just about contacting the user by name at the beginning of the letter. Personalization is the compilation of an individual (relevant) message for a user or a narrow segment based on his behavior on the site and in general on the Internet. To learn more about your customers, you need to hear and see them, but not in the traditional sense.
Collection of user behavior information
Profiles on social networks, actions on the site, referral sources, data on email newsletters - all these are “beacons” by which you track the path, needs and interests of the client. Service Carrot Quest combines the collection of information about users and automated marketing.
By combining data from several beacons, you can use this information to create incentives to engage your user in a purchase.
Get versatile information about your users:
- the source of the transition to the site (in order to know where the client came from, from contextual advertising or from a PR article);
- city and region;
- information about profiles in the social. networks;
- actions that the user took on the site (for example, registered, added the product to the basket, subscribed to the newsletter, paid for the subscription twice, did not return to the site for 14 days or came again, and any other action);
- data that they left on the site (mail, names, dialogs with employees, etc.)
- loyalty and willingness to buy (scoring users by points);
- the amount of money that the user brought.
Here's what a portion of the collected data looks like in each user's card: Imagine how your efficiency improves and your work becomes easier if you know who your customers are. Now you are segmenting the audience not in classical marketing, as you did before (gender, age, marital status, etc.), but you can see the hidden motives and interests of each segment, which will help to make the most relevant proposal for them. In essence, build profiles of all typical characters (segmentation from the sphere of content marketing).
Users differ in a number of parameters, at least they are all at different stages of the purchase (someone just found out about your product, someone has been comparing you with competitors for a month, someone has bought repeatedly 5 times already, etc. ) Agree, it will be ineffective if all these users are sent the same offer.
Data is collected automatically. According to the collected data, you can carry out point segmentation, select completely different groups of people. About it further.
By segmenting customers and potential customers in detail, you send out more individual messages that are suitable for a particular group of people. If you are trying to send the client information that interests him, this is personalization.
For example, you create a list of visitors who have watched a video about your service, you can send them a message with an interesting case on your service. Along with the promotion of the service, you are answering possible questions that may arise with the client regarding the product. In fact, drive it through the sales funnel. And since he is interested in the content that you sent, he will not throw it in the spam folder.
You can segment users by the data that you collect about them. Here are some examples of segments:
- Users who have not completed registration;
- Came from a webinar;
- The segment of those who subscribed to the blog and read 2 articles;
- New leads;
- Users from Moscow;
- And etc.
Important! You can compose your segments from completely different parameters. It all looks like a constructor. For example, why not single out such a segment: new leads that are in Moscow and have not yet completed registration.
You can save all segments and continue working with them. Here's what it looks like in a service: These are just a couple of segmentation examples. By dividing your customers by their behavior, you can identify individual segments of your market and create content whose goal is to satisfy the information needs of the client. Important: when communicating directly with any user, you immediately see which segment it belongs to (this is relevant for operators, support)
Target your users
After segmenting, you can prioritize segments and choose the best solution for a particular category of customers. Thoroughly preparing your letter for one particular group will be a much more balanced strategy than thoughtlessly sending out the same identical information to everyone.
For different users, not only the content itself will differ, but also with the help of which tools you deliver it to the user (when and where he sees it).
In Carrot Quest, after selecting the segment you need, you can contact it using 3 tools (chat, pop-ups, email newsletters). At the same time, your actions can be either automated or manual.
So, how to prepare a personalized letter? It depends on your goals, but there are several error-free options :
1. Drip marketing is a great way to heat leads and gradually bring them to sale. Users step by step receive letters in which solutions to a particular problem are proposed, and gradually they get used to you and begin to trust you.
Here is a case for drip email newsletters, which had a tremendous effect (2.5 times increase in incoming applications)
2. Using activation letters can also bear fruit in working with new customers. For example, you sell SaaS services, but first offer a free trial.
Trigger mailing, which offers users on the trial the necessary information about the operation of the service, can increase the addiction to its convenience and ensure future sales.
Earlier, we sorted activation letters on the shelves and how to use them effectively .
3. Discounts, recommendations and promotions are excellent and long-used marketing moves. Just double-check the targeted audience of the same stocks - why send a person a coupon for the purchase of a T-shirt, if he already bought it?
Surveillance and control
Everything that we discussed sounds cumbersome, but don’t be afraid, the combination of collecting customer information and automated marketing provides a large and useful base. Such accurate information allows you to focus on those places where your traffic is sagging, or you need to tighten something.
This is not the type of service that “installed yes forgot”. The process of work in Carrot Quest must be controlled and monitored in order to obtain an increase in efficiency. By collecting customer information in the database, you personalize and automate your communication with them, all of which will increase the conversion and attitude of customers to your brand (which will increase the average check and LTV).
Right in the service, keep track of your changes, how this or that newsletter influenced sales, how your operators work and whether you selected the right course.
You will understand the usefulness of these actions as soon as your monthly income creeps up.
With pleasure, the Carrot Quest web marketing automation service team .