Customised advertising campaigns, a modern website, and good customer service are the basis of every business activity. However, it is worth delving deeper into the topic of brand promotion in order to reach customers and involve them in the company’s operations. Find out a handful of valuable tips that will help you expand your business.
Focus on First Party Data and Zero Party Data
Valuable customer data should represent a priority for any business. In order to best match the message to the addressee, it is worth using various types of data obtained through advertising campaigns, as well as collected by the company from an internal source. In the second case, we are talking about First Party Data, i.e. data from the website, CRM system, or subscriptions (mailing lists and push notifications). Information on potential customers can be collected by examining user activity on your own website.
Thanks to Google Analytics, we will be able to analyse which subpages are browsed by Internet users and which products they mostly interact with. Another type of audience data is Zero Party Data. This is information that customers themselves provide when interacting with the brand – it is enough to listen to their opinions, analyse their needs and expectations. If we use the full potential of the audience data, we can gain a significant competitive advantage.
Personalise customer experience
The shopping path consists of particular stages that lead to the customer’s purchasing decision. With the Marketing Automation tools, we can track all customer activities related to the brand and create their unique experiences. Mapping the customer path, i.e. customer journey, is one of the most popular techniques that allows you to manage customer experience. In this case, it is concrete data that matters, not hypotheses.
The key is to understand the audience’s needs on the basis of the collected information and to adapt the offer to their expectations, interests, or lifestyle. Customising the advertising message enables effective activities in several channels at the same time, focusing on the individual customers’ needs. If your audience knows they will get exactly what they need from the brand, they are more likely to come back and become loyal customers.
Create contextual landing pages and notifications
Landing pages, push notifications or forms appearing on the website are some of the most effective ways to collect valuable data on potential customers. There are several factors to take into consideration when creating landing pages. These include the target group, the channel and the content used to redirect the user to the page and the stage the customer is at in the shopping path. By taking into account customers’ preferences, we will be able to adjust the advertising message and shape the user’s experience in contact with the brand.
Focus on relationship marketing
Relationship marketing is building a bond with the customer based on their experience, satisfaction, and loyalty. Thanks to a well-thought-out strategy, we have the opportunity to increase customer retention and lead to a constant increase in customer lifetime value. Customers who have once bought something and have had a positive impression of the purchasing process are more likely to return and perhaps increase the value of the shopping cart. Relationship marketing is based on the knowledge of the audience’s needs and interests.
One of the most effective ways to obtain customer data is to use modern marketing tools, such as Marketing Automation. The system not only collects information on customers, but also analyses the needs and reacts to actions from many independent sources. In order to have a clear picture of the situation and the stage which the users are at, it is worth using the synergy effect by combining Marketing Automation with the CRM system.
Create a variety of content
When implementing advertising campaigns, it is worth focusing on the types of content tailored to the interests of the audience. Content marketing should engage and deliver valuable content on appropriate channels, e.g. on social media or on a company blog. However, you should not only post your offer-related content in different channels. It is worth focusing on publishing tips, product usability and other valuable information that shapes a positive brand image as an expert in the sector.
Take advantage of social media
Social media marketing provides great opportunities to present your company’s offering. Sometimes the brand tries to appear in all possible social media. However, it is better to focus on selected channels relevant to your business and industry. In this case, you should consider where the target group actually is and adjust the advertising message to the interests of the audience. Social media gives the opportunity not only to show the offer or precisely target ads, but also helps build a positive image and brand awareness.
