Improve Your Sales with Behavior-Based Marketing
You don’t determine the value of your product; your consumer audience does.
As such, when marketing your product, you need to anticipate the needs and desires of your base for your advertising campaign to pay off. If you don’t, your overall sales will suffer.
Businesses that take advantage of behavior-based marketing can assess consumer behavior through data tracking. That data enables businesses like yours to segment consumers based on the amount of time they spend on your platform, what areas of your site they migrate to, and other key performance indicators, or KPIs.
Outlining Your Behavioral Goals
Before beginning a behavior-based advertising campaign, consider why the practice appeals to you.
- Do you want to personalize your brand based on consumer needs?
- Are you seeking to draw more eyes to your website?
- Do you want to generate a repetitive consumer base – a base that buys from you frequently – or do you constantly want to be introducing your product to new consumers?
Building Your Data Foundation
With a goal in mind, you’ll be able to determine what specific data you’ll need for your campaign. You can use Google Analytics to start building a database for yourself. Use Google Analytics to determine what pages of your site are the most effective at drawing attention, and to determine your content’s average CTR.
You can also use tools such as Mouseflow to track the location of consumers’ mice on your site. Discovering where users have been clicking can help you understand what elements of your site’s architecture garner the most attention.
Segmenting Your Audience
You’ll also want to start segmenting your audience with Google Analytics or a similar tool. Segmenting enables you to analytically divide your audience based on where they’ve clicked on your site, what platform elements they’ve interacted with, and whether they’ve visited your page before.
Once you’ve segmented your audience, you’ll be able to use HTML, CSS, or tools provided to you by the platform of your choice to display different points of interaction to each segment of your audience.
Newcomers to your site may see a pop-up offering them a discount on one of your products. Repeat visitors may see coupons, or free shipping offers. How you sweeten the deal is up to you; recognizing and reacting to usual consumer behaviors puts all the power in your hands.
This individualization makes your consumers feel as though their experience with your platform is more personalized. The more personal you can make your consumers’ interactions, the more likely it is that the empathy they generated for you and your business will translate into a stable revenue stream.
Image attribution: adiruch na chiangmai – stock.adobe.com