Pull in More Prospects with Personalized Marketing
Written by Dealer Spike
Does it seem like 99% of your marketing content is ineffective, almost as if you’re advertising to a brick wall? If you aren’t achieving a good ROI on your marketing campaign, it’s time to consider who is seeing your content, and whether your marketing is personal enough to the needs of your customers.
Companies that adopted a customer-first approach in 2020 have been able to mitigate the economic impact of the pandemic. According to Segment, 71% of consumers feel frustrated when they have an impersonal shopping experience, and they are less likely to purchase.
Personalized marketing gives brands the ability to create a more enjoyable experience for shoppers, rather than intruding upon their online browsing with overly aggressive sales messaging. By personalizing their marketing, brands can create long-term customer value and gain a competitive edge that lasts far beyond the lifecycle of the pandemic or any other crisis.
What is the fastest way to personalize your marketing? Base it off your prospects’ online behaviors!
What is behavior-based marketing?
Behavior-based marketing tailors the brand content that specific audiences see according to the interests they have demonstrated through their online browsing. Instead of creating marketing content and posting on your website or social media for anyone and everyone to see (or not see, if they aren’t already aware of your dealership), you can target your audience based on their likelihood to make a sale.
Benefits of behavior-based marketing include:
- Quality: Behavior-based marketing increases the quality of your leads by reaching potential customers who have already demonstrated a strong interest in the types of services and brands you carry. This could be based on their search entries or visiting a competitor’s website.
- Location: You can funnel leads by location, ensuring your content is only seen by local consumers who are more likely to pay a visit to your dealership.
- Flexibility: People’s daily routines have changed in the last year—behavior-based marketing allows you to lean into these changes and adapt your marketing to consumers’ new habits. As a result, you can reach shoppers at key moments in 2021.
So, what can you do to launch a behavior-based marketing strategy?
Consider Using Targeted Digital Advertising (TDA)
TDA is the most well-known strategy for behavior-based marketing. It’s a highly effective marketing tactic that pushes paid ad content to shoppers who seem most likely to buy.
Accenture reveals that 91% of consumers are more likely to purchase from brands that personalize their offers and recommendations. TDA provides the ability to tailor your paid ad content based on factors such as:
- Keyword searches
- Online interactions
- Previous website visits
By using behavior-based marketing tactics to personalize your marketing, you can identify and get in front of shoppers who are excited and ready to make a purchase. Additionally, the data you accumulate from shoppers’ online habits can help you better understand their interests and preferences—valuable information that you can leverage to optimize other areas of your online marketing.
About Dealer Spike
As an industry leader in digital marketing strategy, Dealer Spike provides custom responsive websites and a suite of additional marketing services to accelerate online leads for your dealership. To learn more, please visit www.dealerspike.com.