Imagine that you’re walking on the men’s section of a department store looking for a new suit to buy. Then, one attendant suddenly offers you a baby diaper on sale. How likely are you to grab that offer, very unlikely, right? You’ll most probably even be bewildered by the offer.
The situation above is comparative to digital ads that are not targeted correctly. But with behavioral marketing using email marketing automation software, you won’t be giving content which is out of place. Instead, you will be providing product suggestions, promotions, and contents that are appropriately based on the users’ behavior. As an example, with the situation above, a proper offer will be ‘tips on choosing a great fitting suit’ or a coupon code.
Behavioral marketing gathers information using surfing and searches data, IPs and cookies. This collection of data is used to create an exhaustive user profile, and then the marketing content is could be perfectly tailored.
If done right, behavior-targeting could boost email open rates by 56.68%, and it will ultimately lead to a boost in your sales. Amazon, for example, uses behavior data for their recommendation algorithm; which drives 35% of their revenue.
Here Are a Few Behavioral Marketing Strategies You Must Implement
- Use transaction history to recommend products
As mentioned above, recommendation drives a lot of profit for the biggest e-commerce companies today by using upselling and cross-selling techniques.
Cross-selling is offering products that complement the original item. For example, you can cross-sell a tripod to a customer who bought a camera or socks for a user that ordered shoes. By showing what the consumer needs at the right time, you increase your chance to get higher revenue.
On the other hand, upselling is providing a better version of the item your client is currently interested in. Upsell examples can include a version upgrade, customization, and an extended service period.
Both upselling and cross-selling are great for increasing your profit. But you don’t have to choose between the two. Always use them simultaneously. Using behavioral data, your upsells and cross-sells will can be on point.
- Monitor your visitor’s action using URL tracking
URL tracking is one way to assess and recalibrate your marketing techniques. If you know what visitors are exactly clicking on before making a sale, you can allocate your resources effectively. It also allows you to remove unnecessary links on your website.
Using this technique, you can arrange marketing campaigns to boost referrals. A unique link is spread across different platforms on the web; ads, social forums, blogs, emails, or socials media. The links are then tracked to see the quality and quantity of traffic from all sources.
Every time a visitor clicks on the link, he or she will be redirected to your destination page. Data about the source and location are then collected.
- Use online behavior to provide personalized content
The competition for a viewer’s attention can be won through personalization. But you can’t possibly personalize if you do not know your audience. Aside from transaction history as mentioned in number one, there are other online behaviors you can monitor. For your email subscribers, you can track what content they are opening, when, and for how long.
Though conversion is the end goal of marketing, it isn’t all about sales. You need to establish trust and build relationships. To do this, you must provide valuable content in different forms. The content will resonate most with your users if you personalize them using online behavior data.
- Implement retargeting to increase sales
Statistically, only 2% of users convert at their first visit. So are you going to let those 98% slip through your fingers? Fortunately, you don’t have to. You can use retargeting also known as remarketing to reach out to the viewers who have expressed interest in your product but they might not be ready yet.
This technique is a cookie-based technology which places a pixel on your site. Each time someone visits your website, the pixel leaves an unnamed browser cookie. When the user leaves your site, the retargeting provider will serve ads related to the content or product you have been browsing. Retargeting works effectively and efficiently because you will only spend on viewers who have already exhibited interest in your brand.
- Send offers guided by demographic data
Demographic data is basic but it shouldn’t be overlooked. Demographic data is a crucial indicator of someone’s behavior, needs, and interests. This includes gender, location, age, ethnicity, and marital status.
With demographic targeting, you can reach a specific group with shared characteristics. It prevents wasted impressions. For example, if you have an e-commerce shop with assorted products, you will show products according to gender stereotypes and social conventions (man’s or woman’s wear). In today’s PC era, it might seem inappropriate but it does boost sales.
Behavioral marketing is a sophisticated way to market your business online. You can leverage behavioral marketing by using transaction history, URL tracking, providing personalized content, retargeting, and sending offers based on demographic data.
Stop wasting your marketing resources with generic ads and content. You have all the tools you need like email marketing automation software and other behavioral marketing tools to drive your business to the next level.
Kimberly Maceda is a Content Writer for ActiveTrail. She writes for some top online marketing sites and blogging advice on email marketing and marketing automation. Activetrail is a leading provider of professional-grade email marketing and automation software for growing businesses.