Do you already use behavioral targeting? Adjusting your message to the interests and needs of your customers. Like sending different information to new customers than what you send to people that already know your products.
Behavioral targeting immediately improves your results. But there is a little extra work involved.
Different people
First of all you need to identify the different types of customers you are dealing with.
- new customers that don’t know (much about) your company or products yet
- experience users of your products
- customers that have a maintenance contract with your company, or not
- or customers that have a maintenance contract that is about to expire
- customers using product X but not product Y
- and customers using product Y and not product X
- customer near location A
- and customers near location B
- customers that are not so very loyal and also use your competitor’s products
- your advocates
- stupid customers that need assistance all the time
- bright customers
- customers with a large turnover
- and customers with a medium or small turnover
- customers that use your products for this application
- and customers using your products for that application
- customers that have price on top of their list
- customers that feel strongly about quality and reliability
and all the other customers you can think of.
You may not have all these different customers, but when you start making a list it will probably get longer than you anticipated.
Then you need to store this information in your CRM-system. Make sure the necessary tags are available that enable you to do segmentation. Two or three extra tags each with a few different standard options gives you already six to ten selection criteria. Which is enough to get you started.
Different messages
E-newsletters are very useful to do behavioral targeting. You are able to easily change the contents of your newsletter and produce different versions for different groups of customers.
But that does not mean you have to produce a lot of extra content. Write one message for one group of people and change that same message a little bit for another group of people. Changing a few lines or adding a piece of extra information is often more than enough.
Or you can of course send your news only to a selected group of customers.
Behavioral targeting enables you to much better connect to your customer’s needs. You have to do some extra work, but the results and effect of your efforts will improve.
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