Everyone (well, most people) wants to be noticed, loved, accepted and validated. It’s human nature. So many marketing efforts forget this very important fact when they are building out their strategies and campaigns.
Put YOURSELF into your CUSTOMERS and PROSPECTS shoes. It’s the Golden Rule – do unto others. When clients ask me if something they’ve done is good, or if it will work, I ask them what they would do if they were one of their customers and THEY got that email, saw that billboard, saw that ad? When they tell me their response – I say “exactly” – good or bad.
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So, what are top brands doing to increase engagement and conversion? They are getting deeply personal.
- Know your data, your audience, and their actions. You don’t need a multi-billion dollar budget to do this – you just need a system. It’s important that you are looking at your email open rates, your Google analytics, and your social engagement on a consistent regular basis. Know what’s working and what isn’t. More importantly, you want to SEGMENT out your DATA. Find the highly engaged followers or readers and give them more, more, more of what they are looking for. Next, you want to do a deep dive on who those high engagers who convert to clients are – what is their demographic? If you find commonalities, you are building your TCP – your target client profile.
- Personalize your delivery. From simply adding a first name or company name within an email marketing campaign to redirecting email and social media campaigns based on behaviors and actions taken, to highly personalized website experiences based on previous actions or their demographical makeup. Artificial intelligence will play a big part in all of this over the next 5 years – in fact, big brands are already using it.
- Be real. Once again I’m preaching authenticity. Your customers want to know that you “get them” – the only way to do that is to be on their level and connect with them. You won’t appeal to everyone but you will appeal to those who love love love you – and don’t you want them as clients versus the ones that could give a rat’s ass about you? Enough said on that subject 🙂
In the end, you have to connect with your clients and prospects on a deeply emotional level. Heart and soul, transparency, storytelling, BFF personal kind of level. When you do – the magic happens. Try to constantly be pitching and making assumptions – rarely works.