HubSpot was founded in the 2000s, at a time when outbound marketing was still widespread. It was common practice for Weiland to use the watering can principle to address consumers with advertisements, calls and e-mails. That is why the content was not really relevant for anybody, empty others felt unstable in their routine.
Since that line of the Labeling retargeting because it did not yet exist, they also had to be bothered again and again by the same names that were irrelevant and therefore completely uninteresting to them.
Fortunately, a lot has changed since then.
Tailored advertisements through target group targeting
As part of an inbound marketing approach, marketers today have the opportunity to tailor labels precisely to the needs of their target groups - without neglecting their own goals.
Many marketers are following today Advertising strategiesthat are based on the buyer's journey of their customers and enable them to address interested parties and customers in every corner of their buying process with tailor-made content.
Targeting strategies are clearly more sophisticated today than they used to be and advertisements are much more subtle, informative and, above all, more effective. Or has it never happened to you that, through an umbrella, you became intensive with a product for which you actually had a good use and which you then ultimately bought of secondary importance - even though you would have practically neither or absolutely needed it ?
Examples like them show quite clearly how much advertising since then the center that has changed in the 2000s.
And while these changes resulted in few great new opportunities, of course, of secondary importance, they brought few new challenges.
Successful advertising through relevance and realization of your target group
In the age of digital marketing, internet users are almost inundated with content. And what used to be helpful is sometimes felt to be annoying again today. Where consumers were once shown two names for each new shame, today it is probably as good as 22. And anyone who wants to order groceries between a nearby restaurant now has so much quality that it is difficult to play.
Which developments have been exacerbated by the COVID-19 worldwide epidemic as more and more companies have their Sales and marketing activities in the digital area of application relocated. The resulting glut now prompts consumers to fade out content such as advertisements like clockwork, and this in turn means that the value for each customer acquisition increases - and the effectiveness of advertising decreases.
the Buyer's Journey seldom runs linearly today: Consumers now use a wide variety of devices, platforms and content to interact with companies and to find out more about them and their products - from laptops to smartphones and from websites to social media platforms on content from influencers. In this context, they expect a consistent, seamless experience across all devices, platforms and content.
For the benefit of marketers who are open to exactly one thing to their prospects and who want to assert themselves effectively against their competitors here, the keyword is "highest relevance“- in all aspects, from the content of which designation to the chosen platform.
Only with relevant content can you arouse the motivation of consumers, inspire them to interrelate and inspire them to take the next step in their buyer's journey. First of all, it is important that you make your target group the subject of exactly where she spends a lot of time anyway. More than four billion people currently work in the home office and that is clearly reflected in their purchasing behavior and their consumption of various content formats.
In the USA, for example, general motivation in the mass media increased by as much as 60 %. Statistics from the market research company Nielsen According to US consumers, they are currently deferring just under 12 payment periods per day consuming mass media. The potential is therefore wide - the only question is which of these media your specific target group now prefers. And finding that out is a crucial step pace, because which one brings you the most effective glider if it does not reach your target group?
Taking into account which buyer's journey enables tailor-made advertising
That first step is always to determine which one Platforms Your target audience mostly spends their time. As soon as you experience that, you can turn to the next challenge: creating appealing labels that are tailored precisely to the needs of your target group. And you succeed in doing that while you adjust the respective angles of the buyer's journey.
Because potential customers who are still on Origin of their decision-making process decide, are much more likely to interact with labels designed to bring your brand and value proposition closer to them.
Interested parties who, on the other hand, have been standing still for a short time before which purchase decision and are easily divisible by two here, to compare different products based on their respective functions, are more receptive to any designation that emphasizes the advantages of a certain method of their targeted product.
What sounds like clockwork, however, is neither so lightweight in which implementation, and many marketing teams have difficulties creating exactly the kind of tailor-made names with which the best results are achieved today. The reason for this lies several times in which one is used softwareMore precisely, the lack of interlinking of marketing, website and sales tools and the associated inadequate rapprochement between the various teams.
Because both and are circumstances that make it very difficult for marketers to experience which platforms their target group spends their time and in which corner of which buyer's journey certain potential customers are now located.
What information would you need, on the other hand, to use your designations in relation to personalize to be able to. Without them, however, they have little choice but to resort to the clearly more ineffective and practically outdated strategies described above.
In short: In order for you to be able to carry out effective advertising nowadays, you should have access to all relevant data collections and be able to use them effectively for the comprehensive personalization of your designations. Say you should be in what position, one CRM-based strategy to pursue.
What is CRM-based advertising?
A CRM-powered advertising strategy enables marketers to deliver more relevant and engaging advertising for three reasons:
- Comprehensive up-to-date information on contacts provides marketers with deep insights into theirs preferences and their progress in their decision-making process.
- There are meaningful reports that advantage to force individual labeling precisely.
- Automation tools ensure that interested parties and customers unintentionally based on their current angle in which buyer's journey can be addressed with relevant terms.
Guiding principle: This is how CRM-supported advertising works
Let's say you work for a business-to-business company and are responsible for generating demand. The competitive pressure in your industry is high and steadily increasing, which means that your advertisements are changing from month to month less qualified leads to earn. The question arises, how you can counteract this negative trend of the preferred solution. And this is where a CRM-supported advertising strategy comes into play. Because it allows you to personalize your designations more strongly and distribute them in a more targeted manner - and thus improve your results effectively.
In the first step you calculate different advertising campaigns for each angle of the buyer's journey, which makes it a good idea to “put on” one angle for each of the campaigns Lookalike audience to create. In this context, it is a target group that will only include people who are in accordance with the data collection in your CRM system are very homologous to their most satisfied customers. An important unique selling point of your product should then be at the center of your screen, for example a certain feature of your software.
Since you are with this Advertising campaign now specifically focus on your ideal clientele, the click rate will be relatively high. And the higher the click rate, the higher the percentage of interested parties who advance into the next corner of the buyer's journey, i.e. transform, which is of secondary importance.
As Incentive for this conversion You could, for example, offer an e-book for download here, in which you donate a more comprehensive introduction to your company and your range of products and / or services. Interested parties can then download this e-book while registering a form. And you can now use custom fields to design this so that you get exactly the information you need for each of your further nurturing.
Then you rigidly determine which sales employees should inadvertently be assigned the leads gained through their campaign. As long as your sales team is using the CRM system right away, you can now keep track of exactly who is interested in the next Lifecycle angle, such as "Product Demo", advance.
Which lifecycle phases will your Advertising accounts (to the guiding principle between Google or LinkedIn), so that you can unintentionally make potential customers a secondary topic in addition to these platforms based on their respective angles in which buyer's journey is the topic and specifically inspire them for the next conversion.
This means that you can target prospective customers who have been standing still for a short period of time before making a purchase decision and effectively inspire them to buy - for example while you intensively witness success stories of satisfied customers and thus the added value of your offer Provide social proof.
With the help of Attribution reports you can then trace back business deals precisely beyond individual designations and prove your superiors in contrast to the ROI (return on investment) of your CRM-supported advertising strategy.
Conclusion: A CRM enables tailor-made advertising for each desired target group
Gone are the days when outbound strategies were effective. If you want to advertise effectively today, you have to advertise highly personalize in order to provide interested parties and customers with tailor-made, relevant content at every contact point - and to assert themselves in the increasing competition of digital marketing.
With a CRM-based advertising strategy in composition with Software specially designed for this purpose, marketing teams have exactly the tools and information at hand they need to understand the needs of their target groups and to inspire interested parties and their customers with engaging, highly personalized content in every corner of the buyer's journey.
Cover photo: Chainarong Prasertthai / iStock / Getty Images Plus
Originally published May 4, 2021, updated May 4, 2021[ad_2]
Original source Hubspot