Gone are the days of single-platform marketing and of reading reviews on only the seller’s website.
In today’s world, marketing is about influencers, social media, and search engine optimization. It’s about adapting to the consumer.
New technology allows for the ultimate consumer-directed marketing that promises to grow your sales exponentially.
Keep reading to learn all about adaptive marketing!
What is Behavioral Adaptive Marketing (BAM)
Do you have a Spotify account? Or maybe a Netflix or Hulu account?
Like 124 million other Spotify premium users, Spotify doesn’t just give us music based on our demographics. For example, when a 20-year-old woman uses the app, Spotify might first assume that she likes the top 20 pop songs. But as she begins to play other types of music as Spotify learns. It begins suggesting old country songs because she plays Billy Joel.
And that’s why Netflix, Hulu, and Spotify are so successful. They don’t just give viewers and listeners what they think they should like, the platforms learn and then give consumers suggestions.
What’s more is that we, as consumers, know and love that these platforms do this. If you’ve ever been kicked off one Netflix account and had to finally purchase your own subscription, you know the pain of going through and helping Netflix relearn what you like.
Behavioral marketing is an incredibly powerful tool and with an ever-changing and growing consumer body, marketing needs to adapt to meet this. It also allows brands to create more personal relationships with their individual consumers, similarly to how influencers have become so successful in creating brands.
Behavioral Adaptive Marketing for Non-Subscription Services
It’s one thing to understand how streaming services can use behavioral adaptive marketing, but for businesses that don’t sell subscriptions, it can be difficult to imagine the possibilities.
Consider this: a visitor enters your website where you sell kitchenware. They click through the blenders and utensils but they don’t stop to look through pans or other appliances. They do however join your mailing list in hopes of finding a discount code.
Normally, getting this information about what your visitor did and didn’t explore converted into an advertising email would take ages. Especially if you have a website with thousands, it’s simply not worth your time to try and craft a unique email for every potential consumer.
Enter behavioral adaptive marketing.
You can now use special technology to market to individual consumers based on their behaviors. You can gift a 10% off coupon specifically for blenders without having to go in and look at each individual’s data.
You can show specific videos to some consumers while you move others to a different email sequence because they’ve been unreceptive to your standard newsletter.
This all happens behind the scenes while you work on building a more successful business. Check marketing off of your to-do list!
Adaption in Marketing and Psychographic Branding Strategies
As a marketer, one of the biggest and most difficult questions to answer is how to market to the masses without becoming too generalized.
This is where psychographic branding comes in to play. Psychographic branding helps marketers predict how different types of people will interact with a brand and what it sells (its products and services).
This information then allows brands to create micro messages that are tailored to individual personalities. Even with basic information from free services like Google Analytics, you can ask questions like:
- How are people moving through the website?
- How did people arrive at the website?
- How long are people spending on the website?
- What kinds of people are visiting the website?
- What kinds of people are visiting certain areas of the website?
- What are people doing on the website?
This information was amazing several years ago. But consumers are smart and because many have websites and blogs themselves, they understand the method behind the madness that is marketing.
But with behavioral adaptive marketing, you can now ask “why”.
- Why did consumers choose to click on this link?
- Why did these consumers visit this page but not this page?
- Why did they leave the website?
- Why did they follow us on this social media platform but not this one?
And the best part about asking these questions is that you can create completely innovative and personalized marketing strategies while still abiding by privacy regulations.
Behavioral Adaptive Marketing Examples
Let’s take a look at some examples of how behavioral adaptive marketing works and can help grow your business.
One of the best ways to use BAM technology is through custom copy. When people visit your website, the technology will ask them to fill in a form with their name and email as well as their industry.
Let’s say that you have a cooking website and you give them these four options:
- Home cook
People in each of these different industries will use whatever they purchase very differently. So once they’ve submitted this information, the next time that they visit your website they’ll see web copy based on what their industry is.
So your cooking utensil page can market differently depending on whether the person is a chef or a photographer. A chef will probably want high quality and lasting set of knives, while a food photographer isn’t really looking for something functional as much as something that works well in their composition. You can even change what products people see based on their industry.
Reward Returning Customers
If you take a look at your numbers, you’re probably going to see that the majority of your sales come from returning customers. Reward those customers to keep them coming back for more!
Behavioral adaptive technology from Kartra can give you lead scoring. So every time that a customer purchases a product, they get points. For every email that they open or every social media post they like, more points.
Kartra lets you keep track of these points and rewards customers with a certain number. You can set your point values ahead of time and when customers reach a certain number of points they’ll automatically be tagged as a VIP.
Then, every time that they visit their website a banner or notice will pop up that tells them they’re a VIP customer because of their engagement with the company. Reward them with a coupon and you’ve got a cult-following for life.
A little appreciation for customers goes a long way and the extra engagement with your emails and socials will help to grow your overall client base.
Links are powerful.
So when technology is available that lets you use your standard links but make them personalized to visitors, why wouldn’t you use it?
For example, let’s say that you went to a cooking trade show and got a huge email list. Enter these emails into Kartra and tag them with “Trade show”. Send out an email blast thanking everyone and say how you enjoyed meeting them.
When they click the link your homepage, which is still your standard “cookingsuppliesname.com”, they’ll be greeted by a banner that replaces your standard home page banner information. Instead of introducing the visitor to the site, the banner can specify the trade show and offer a discount.
These new customers will be blown away that you redid your homepage banner and offered a discount just for them. The catch, of course, is that only they see that special banner and visitors who find your site through search engines will see your original banner.
How to Implement Behavioral Adaptive Marketing with Kartra
So now that you know just how vital behavioral adaptive marketing (BAM) is and how it can help grow your brand, let’s dive into the actual implementation.
The technology that we’ve been raving about is offered by the Kartra team. And don’t worry, you don’t need to know how to code. It’s literally offered as “push-button technology” so even businesses without a dedicated IT department can use it.
When you first log in to your Kartra dashboard, you’ll find a variety of modules to help you track your sales and conversions as well as any subscriptions and general traffic. There’s also a helpdesk module for customers to get in touch with you. You can create different helpdesks for different products, answer live chat, connect via Skype calls and have pre-written responses at the ready.
Start by making your profile to personalize your account.
The next step is to set up your customer list. You’ll want to segment them by different leads such as those who have already purchased products and services, those who have inquired, and those who have just subscribed for updates.
Next, you can setup Kartra so that customers can purchase your products or services. If you have other platforms that you use for business, you can also integrate them. Beyond behavioral adaptive marketing, Kartra is simply great as an all in one dashboard so you don’t have to keep logging into different accounts.
Create your products on Kartra to begin selling. You’ll be given an HTML code to paste into the body of your product’s landing page. This is where BAM starts because Kartra will track unique visitors and begin to implement a marketing strategy.
It’s widely known around the internet that emails are powerful. Collecting a large and well-organized email list can generate more leads and sales than a 500,000+ Instagram followers when used correctly.
Kartra has a huge range of beautifully designed campaign templates to connect email addresses and industry information (like we talked about above) that will be useful when you implement website copy based off of the industry.
Set Up Automation
Now for the fun part! The powerful automation are likely why you joined Kartra. Within your campaigns, click on automation. Here, you can define triggers and establish consequences.
In these sections, you’ll create paths so that when a visitor makes one move, Kartra will direct them to another page or event.
For example, you’ll see “If” and you can select one of the following options:
- Lead clicks on a tracking link
- Lead visits page
- Customer buys product
- Customer refunds product
- Customer cancels subscription
- Lead plays video
- Lead completes video
You’ll next select from a drop-down list of “then” options which could be anything from sending the customer to a thank you page or added a banner with a discount code for their next purchase.
Just from these options you can see how powerful this software can be!
Build a Membership Program
Kartra also has the remarkable ability to create membership subscription programs with different levels that can be completely managed via the Kartra dashboard. Within the membership module, you can create “If” “Then” automation as well as upload files for members, manage comments, create wikis, and more.
Keep Growing Your Business
Now that you have a better understanding of what adaptive marketing is and how you can use it for maximum business success, keep learning.
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