“You don’t earn loyalty in a day, you earn loyalty day by day” – Jeffrey Gitomer
One of the toughest challenges for corporates in the matter of customer engagement is having the right content, for the right user, at the right time. It is very common that folks often know very little about who they are engaging with and even less about their stage in the buyer’s journey. If there is a lot of mismatch of content to persona type and stage of journey it might result in a jarring experience for the buyer.
Say for example if someone is in the research stage, presenting them with an incentive to buy, or even a proposal, that is clearly a mismatch. On the other end of spectrum, if someone is ready to make a decision, you don’t want to be presenting them with content that will send them down a rabbit hole and delay that decision.
The challenge really is in identifying where people are in the buyer’s journey and getting them to the right content to keep them moving, rather than sending them backwards or putting them in the freeze mode.
Now let’s move on to targeting – if you have plenty of marketing budget and you don’t know how to spend it then go do a Super Bowl ad. But none of us have enough budget, so the more you can target that budget, the better you are going to do. To start targeting, you should ask yourself where and who are your demographic? Where do they hang out on the internet and how do you reach them? You need to look through your customer list and find out who your best customers are and see what they look like, then ask where else can you find customers who look like these people. Where are they hanging out? And then you target them.
On the flip side of targeting is re-targeting. People don’t do nearly enough re-targeting. You have already got people on your list and you've got people on your website. Re-targeting is how you continue to engage and remain in front of them and in their memory while they journey all over the web.
For example, prospect visits your website and you have a cookie tied into that site. That cookie is tied into an Advertisement network on the web. This allows you to follow that person around for the next five, ten or thirty days with display ads. You in a way are re-marketing yourself to that person who first hit your website and you retain brand presence. The customer is saying. “Wow, this is a big company. They must be credible with a real brand.” This is a very cost effective way to spend money.
Hence engagement through targeting and re-targeting is the way to win the heart of your customers. And as they say, follow your customers around like a love sick teen.