At emerging, tech-savvy companies, marketers must take advantage of all the tools at their disposal to gain an edge on the competition and stand apart from the countless marketing messages inundating buyers. Here are three tactics I recommend focusing on to help you meet your marketing goals:
1) Take advantage of the information you already have. Your database is your most powerful marketing weapon, but some companies keep their information twiddling away in its own private silos. Use your database to its full potential by integrating your various sets of information so you can execute real-time data updates or batch imports and exports, enabling you to effectively segment your lists, and personalize and dynamically assemble your messages based on that data.
2) Employ Web tracking to deliver more relevant content. A buyer surfed your site for laptops, and your first message highlighted super-sized desktop computers. Ouch. Monitoring your customers’ and prospects’ behavior on your site can give you valuable information about their interests—even before opt-in. Take advantage of this knowledge to identify a new subscriber with specific characteristics and send highly relevant messages following registration.
3) Build personalized landing pages and forms. With today’s technology, there’s no reason to send buyers to a generic, graphics-free microsite. Instead, maximize results by matching the landing page headline to the email’s call-to-action, immediately grabbing the buyer’s attention. Better still, continue the personalized approach you introduced in your messages with a graceful transition to a landing page that’s just as personalized. And boost relevance by using your list data to create dynamically rendered landing page content that’s customized for your individual visitors and tailored to their needs.
Today’s ultra-competitive marketplace demands relying less on one-size-fits-all broadcast campaigns and more on relevant messages triggered by customer behavior and targeted to individual preferences. Using the techniques above will help you reach new levels of engagement with customers—and drive conversions, revenues and company growth.
This post was written by Will Schnabel, vice president of business development at Silverpop. Schnabel is responsible for growing and driving deeper integration with Silverpop’s extensive ecosystem of technology and service partners, helping customers reach even higher levels of value through Silverpop’s marketing solutions. Previously, he served as the company’s head of international markets, overseeing Silverpop’s international operations and expansion strategy across Europe and Asia.
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