Behavioral marketing collects client data to help you communicate more effectively with your target group. Use marketing tactics such as dynamic website content, tailored calls-to-action (CTAs), and retargeting.
Through proper segmentation and behavioral targeting, this behavioral data allows you to design more decisive marketing campaigns. As a result, your digital marketing activities will be more successful since you communicate with the right people at the right time.
What is Behavioral Marketing?
Search history sites visited, click-throughs, sign-ups, downloads, scroll depth, cursor movement, duration on the page, and other indicators are collected by behavioral marketing. Marketers can glean this information from analytics software or first-party cookies.
Demographics and geography may be included in the data. You can also choose the day of the week or time when they will act. You can even differentiate between new and returning site visitors.
Connect these behavioral patterns to the customer journey to customize marketing and communications based on the perceived buyer funnel stage.
Automatic behavioral marketing triggers can be created using marketing automation software or dynamic links. Alternatively, provide self-segmentation possibilities to initiate behaviorally tailored consequences.
Combine behavioral data with audience segmentation to optimize marketing strategies after collecting it. Then, A/B test your campaigns and optimize them to improve performance.
Behavioral Marketing ROI
Behavioral marketing is effective because it is a marketing strategy that prioritizes the audience. The consumer only sees content and advertisements that are relevant to them.
Because of this enhanced audience segmentation, the marketing they see is always relevant to the problem they need to address and the stage of their customer journey. Not only that but remarketing elevates your brand’s visibility.
Types of Behavioral Marketing
Behavioral marketing can take many forms, including dynamic website content and personalized recommendations. Here is a list of the most frequent types of behavioral marketing.
Dynamic Website Content
Dynamic website content (also known as adaptive content) changes based on the behavioral triggers of those who view it. Individuals’ digital activities or indicated interests are used to tailor the content to them.
Using UTM codes, for example, you can display different messaging to various organizations that reply to your email campaigns. A more focused message can deliver greater relevance, deepen engagement, and promote action.
Call-to-Actions (CTAs) Elements
The conversion optimization software is an essential component of digital marketing because it assists you in converting site traffic into leads and customers. You may use the program to set up a variety of CTAs on your website to activate your site visitors’ digital body language and activities.
Brands frequently utilize automated software to display a CTA based on the site visitor’s scroll depth or time-on-page, as these behaviors represent more robust engagement and receptivity to related content.
CTAs can be configured in various ways to re-engage, drive depth of attention, or retarget users. For example, you can display a CTA when a visitor has been idle for a set period or has ignored an earlier CTA.
If they are interested in a topic, you can provide options for further in-depth, relevant information. If, on the other hand, they leave your site but return later, you can send them quite different CTAs.
Retargeting
Retargeting ads frequently employ first-party data, such as products viewed on your website, to display personalized advertisements relating to that product (or topic on the page) when they spend more time online. Similarly, search retargeting serves adverts to people based on their search history.
Presenting an ad in a person’s social media feed after they have visited your website is known as social media retargeting.
AdRoll, ReTargerter, Criteo, Google, and Facebook are examples of popular retargeting solutions (to name a few). They employ behavioral data to show relevant adverts to the target population interested in that specific product, service, or topic.
Email Promotion
Behaviorally segmented emails. Examine your customers’ website behavior and send them emails accordingly. Assume you are in charge of an e-commerce site. What if a customer adds a product to their shopping cart but abandons the purchase?
You may use this real-time data to send them relevant content, such as a discount voucher or a reminder that they have things in their cart right now. A consumer may require an extra nudge to finish a transaction.
Sending an email based on page visits is another example of behavioral targeting via emails. Assess each stage of the client journey with trigger pages such as “Latest Trends,” Book a Demo,” or “Pricing.”
When a consumer sees one of these sites, your marketing automation platform can send a relevant and helpful email to follow up with them.
You can even utilize behavioral marketing to expand your email list! If a user views a product, you might offer them a discount code in exchange for signing up for your email list. You might then remind them to use their discount codes on the product they were looking at.
Product Suggestions
Amazon receives a gold star for product recommendations. They use their knowledge of consumer behavior and trends to recommend things others have purchased in conjunction with the item you’ve added to your cart.
Assume I have refurbished my backyard and want to add a can of paint to my Amazon cart. The platform may then recommend a few different types of colors. Product recommendations boost the value of a shopping cart and hence increase sales.
Customer loyalty is also increased as a result of the recommendations. They achieve this through a seamless consumer experience in which the website appears to read the visitor’s mind. The algorithm, behavioral trends, and buying habits determine suggestions. Thus they are relatively accurate!
Behavior Marketing Segmentation
Marketing segmentation based on behavioral data is critical for providing clients with a customized experience. It also guarantees that clients see content that is relevant to them. As a result, it aids in increasing customer lifecycle retention and purchase behavior.
But what personal information should you gather to ensure accurate behavioral segmentation?
Visitor’s Data
Keep track of your visitor metrics and set up a scoring system. What gadget will they be using? What country are they from? What pages do they look at? Which products are they most interested in? You get the picture.
Geolocation
Geolocation is an essential client segment for location-based businesses and live events. For example, if you handle marketing for a restaurant chain and use location to target ads, someone in their car looking for a place to eat on their phone will see your ad if they are within a geofence near one of your restaurants.
Geolocation is also beneficial in retail.
If you are marketing for an outdoor clothing company, you can track locations to offer weather-based adverts. When it’s pouring in Vermont but sunny in New Hampshire, you can run advertisements in Vermont promoting waterproof socks and boots while running sunscreen commercials in New Hampshire.
Buyer Interest
Demographics and location metrics provide information about your consumers’ wants, but they need to tell you how likely they are to buy. Instead, segment your audience based on buyer intent to enhance your conversion rate and sales.
Examine their search history, engagement amount, or the pages they’ve visited. Have they tried on your clothes in your virtual, interactive fitting room? Did they use your recommendation engine? Or join your online community?
Have they attended any of your B2B lead-generating webinars? Have you interacted with your online chat? Or have you signed up for a demo?
Transactions
You already know that selling more products to existing clients is less expensive than gaining new customers. This is why lifecycle marketing is critical.
You can fine-tune your marketing efforts by scoring your site visits based on the number of transactions, order value, or frequency of purchases. To boost client retention, send them emails, show them materially, and present them with personalized offers based on their previous purchases.
Engagement
When customers become fans, you know you’re on the right track. Engagement is an essential indicator for identifying your brand’s great supporters. You can find them through engagements on social media, email click-through rates, and website interactions.
Engagement can take many different forms. Examine previous activities across many touchpoints that show buyer interest or intent. For example, the number of pages visited, the length of the visit, downloads, sign-ups, queries asked, social sharing, return visits, and so on.
Conclusion
Behavioral marketing tactics let you stay in touch with your target audience. Better data collecting enables you to understand client behavior better and create more detailed user profiles. As a result, your efforts will become more tailored, increasing brand attachment.
You will earn consumers’ confidence and business by providing them with non-disruptive, smooth opportunities to reconnect with your brand.
