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Behavioral targeting is a marketing technique that segments audiences based on behaviors rather than just demographic parameters. Know the behavioral targeting strategies to fuel conversions.
Consider that 86% of companies with high marketing return on investment spend over a fifth of their marketing budget on behavioral targeting tactics.
This is because behavioral targeting gives marketing teams keen insight into how customers behave so they can tailor their campaigns to resonate with that target audience.
To do this, you need to collect data to analyze your audience’s behavior, so you can pinpoint the behaviors that lead to higher conversions.
But what do you do with this data? How do you target your customers based on their behavior?
Follow this guide for the most effective behavioral targeting tactics that boost brand awareness and fuel conversions.
What is Behavioral Targeting?
Behavioral targeting is a marketing strategy that analyzes audience actions and interests to identify the behaviors that lead to higher conversions.
Using this information, marketers can personalize marketing campaigns to appeal to high-converting groups based on their interests and behaviors.
Marketers do this by analyzing existing customer data to identify key performance indicators (KPIs) that affect campaign performance. By measuring KPIs, you can start to identify the behavioral patterns that lead to the success of your marketing goals.
Using this information, behavioral targeters segment their target audience based on their interests, demographics, and behaviors.
Marketing campaigns are personalized to appeal to each segment.
Behavioral targeting is popular because personalized marketing works. In fact, 93% of businesses with an advanced personalization strategy see a growth in their revenue.
6 Behavioral Targeting Tactics to Drive Conversions
If you want to amplify your profits, behavioral marketing not only helps to boost conversions, it prevents you from wasting resources on marketing campaigns that don’t work. Using behavioral data, you can tailor marketing campaigns to get straight to the heart of your audience.
Here are six behavioral targeting strategies to help rally your audience and fuel conversions.
1. Segment your email list
Segmentation is the number one tactic used by email marketers to boost engagement.
Remember, your email recipients have already expressed an interest in your products and services by giving you their email data. This means you need middle-of-the-funnel marketing tactics to nurture this audience.
Personalization is the key to effective nurturing. That’s why personalization is the top tactic marketers use to improve email performance.
Segmenting your email list makes it far easier to personalize email content to a user’s interests and behaviors.
First, try segmenting your email list at the lead capture stage.
In your lead capture forms, ask leads to choose options that match their behaviors, roles, or interests.
Look at how business consulting firm Work the System does this.
By asking leads to choose the most relevant option, Work the System segments its audience into three categories.
Following this, you can further segment your audience by behaviors.
Analyze email open rates and click rates to understand which content appeals to whom.
For example, you may run a weekly email that offers advice alongside a monthly email that offers promotions. If some audience members click on the promotional email more than the advice column, segment this audience into its own group and personalize content to offer more deals.
2. Post on social platforms at the right time
One behavioral metric to hone in on is timing, especially in relation to social media.
Social media users tend to congregate on different platforms at particular times. Think about when you browse social media: on your commute to work, during your lunch break, when you’re bored in the afternoon at work, etc.
Bear in mind, though, behavioral patterns vary from platform to platform.
On Instagram, for example, it’s best to post on Wednesday and Friday mornings. But on Facebook, it’s better to post late on Wednesday morning and early on Wednesday afternoon.
That said, social media timings also vary by industry.
Take Instagram, for example. Users browsing consumer goods are most engaged on Wednesdays at around 3 p.m., while those looking at educational profiles are most engaged on Fridays at 10 a.m.
It’s smart to monitor your own analytics to see how existing users behave as well.
By tracking the times at which your followers engage most with your posts, you can design a better social media schedule to release content at times of high engagement.
Look at EarlyBird, a financial gifting company for children, for instance.
The post above was released on a Thursday and saw a high engagement of over 40 likes.
Compare this to the post below released on a Tuesday.
This post had far lower engagement rates, with only 15 likes.
It goes to show that Thursdays are far more popular for EarlyBird’s followers than Tuesdays.
3. Leverage retargeting ads
Retargeting advertising is a marketing tactic where you follow users who bounce off your site by sending them targeted ads on other platforms.
So if a user views a certain product on your website, a retargeting ad will show them similar products as an advert on Facebook, for instance, or as a banner ad on another website.
If you’re considering where to focus your advertising efforts, retargeting is a winning campaign since retargeted ads have a click rate 10x higher than regular advertising.
Here’s an example of a retargeting ad by sports brand Jack Wills.
After visiting the sale section of the Jack Wills website, you’ll be shown an advert like this in your Facebook feed.
4. Send cart abandonment emails
Out of all the shoppers who put items in their cart, only 40% buy.
However, cart abandonment is an odd behavior.
While it can be tough to convince customers to commit to a purchase the first time around, cart abandonment emails offer you a second chance to net these customers. And it works.
When given a second chance, many browsers convert to buyers.
In fact, cart abandonment emails have an open rate of 4% and a conversion rate of over 18%.
To convince potential customers to convert, 31% of abandonment emails include an offer.
For example, look at this cart abandonment email from baby brand Silver Cross.
Short and sweet, this abandonment email reminds the recipient that they left an item in their shopping cart and offers an extra 10% to convince them to complete the purchase.
5. Write Targeted SEO content
Your target audience will search Google when trying to solve problems. Capitalize on this behavior by providing targeted SEO content that helps solve these issues.
This content will demonstrate expertise and value to your potential customer. It also gives you a chance to offer up a lead magnet or call-to-action (CTA) button.
Use a tool like Ubersuggest to research popular keyword searches that relate to your brand. Target these keywords by creating expert blogs that educate your audience on how to solve these issues.
When researching which keywords to target, SEO experts agree that keyword relevance is most important, swiftly followed by high search volume. In other words, you need keywords that both resonate with your audience’s issues and get searched for often.
Remember, though, nearly 65% of marketers actively use SEO tactics to find leads, and 50% of all clicks go to the top search result. This means there’s a lot of competition for popular search terms, especially since 90% of keywords get no more than 10 monthly searches.
In this sense, it’s smart to target long-tail keywords that relate to questions your audience may have.
Take this article by online tutoring platform Preply as an example.
Focusing on the long-tail keyword ‘how to learn English,’ Preply directly targets its key persona — English learners.
Notice how Preply draws in its target audience with this super handy guide and then offers up a CTA button alongside a discount offer to convince readers to convert.
Another great example is an automated workflow software called frevvo. Check out their keyword-rich landing page:
Notice how they repeat “workflow” and variations of “automation” and “software” throughout the page. This helps search engines like Google crawl the page easier when searchers look for an automated workflow software.
6. Use a click-tracking tool
Get a feel for the way your audience uses your website with a click-tracking tool like Redtrack or Hotjar.
These tools show you the hot zones on your website as well as the flow of activity on the screen. That way, you can better design your website to match the behavior of your visitors, making it easier for them to succumb to impulse purchases.
By understanding where users look and click most, you can add CTA buttons, promotions, and important information to the most active sections on your website.
Behavioral targeting is a smart way to understand exactly what your audience wants and how to deliver it to them. By understanding how your audience behaves, you’ll be able to create marketing campaigns that resonate better.
To do this effectively, you’ll need to measure and analyze the behavior of your audience on each platform, including your website. Make sure you find tools that help you to do this easily.
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