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Partner Marketing and Data-Driven Hyper-Personalization

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Partner Marketing and Data-Driven Hyper-Personalization


When it comes to the modern e-commerce landscape, customer experience is everything. Your customers now expect seamless service across all platforms as more businesses move to integrated data. On top of that, customers want to feel valued as individuals.

Until recently, this personalized experience was only viable with audience segmentation. Breaking down customers into groups like age, likes & dislikes, or income bracket. 

Now, with advancements in AI, data processing, and storage, we can get insights into each individual customer. We call this hyper-personalization, enabling your contact center to experience customer interactions on a deeper level. 

As e-commerce trends go, hyper-personalization seems like it’s here to stay. This article will cover everything you need to know about hyper-personalization. We’ll focus on how to use it to boost your partner marketing strategy. These tips will help you whether you are an established business or a new company just dipping your toe into the water.

What is Partner Marketing?

You’re probably familiar with partner marketing, at least in some way. This is any marketing you do through third parties. Whether that’s your affiliate network, partner businesses, influencers, or even customer referrals. These are a few types, but partner marketing could include:

  • Loyalty/reward programs
  • Influencer marketing
  • Content-based marketing
  • Distribution partners
  • Authorized resellers
  • Sponsorships
  • Product/brand licensing
  • Development partners
  • Referral Marketing
  • Product placement

It’s an exhaustive list, but most online marketers will focus on the following four key areas for partner marketing.  

Affiliate Marketing

Affiliates can be other businesses or individuals with a solid online presence. You give them personalized links, which they repost via their social media channels or blog. Then, you pay the affiliate a commission every time someone uses those links to buy from you.  

This works best for brands that strongly associate with the influencer or blog owner’s audience segment. For example, a business software blog would be a good affiliate option if you sell contract management solutions to B2B clients. 

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Referral Marketing

Referral partners are a bit like affiliates. The difference is that these partners have personal experience with your brand, and recommend it only to close contacts. Referral marketing can happen on social channels but involves personal, not brand, accounts. 

The advantage of this type of referral is pre-engaged traffic. The referral partner only recommends your business to personal contacts with an existing need. This means they trust the partner’s opinion and are highly likely to convert. It’s a low-volume, high-quality, approach.  

Channel Partners

This is a wide bracket of third-party businesses that help market your product. Specifically, channel partners help you reach new markets, either geographically or demographically. It could be suppliers, distributors, resellers, brokers, or any business you work with. 

This kind of partnership requires a pre-existing relationship with a third party. It also needs an established marketing strategy that your partners can follow. 

Strategic Marketing Partnerships 

These partnerships involve working with a separate business towards a single goal. Often, your business values or objectives will align in a non-competitive way. This gives you opportunities to cross-promote to each other’s audience. You can look at startup trends to further your research.

For example, consider EE offering Apple TV and music as part of their phone plans. It’s a selling point for their network, bringing in more subscribers to Apple’s ecosystem. Both businesses benefit.

There are many ways that strategic partners can work together. Joint sponsorships of events, partnering on community initiatives, or shared subscriber benefits. These are a few ideas you could pursue. 

Casting A Wide Net  

The issue with a lot of partner marketing is that your business has little idea who the audience is. Sure, you can target businesses and influencers in specific demographics. Yet, as individuals, you have little to no idea about their habits, and preferences. 

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Using data-driven hyper-personalization can overcome this barrier. This will allow your business and your partners to reach your audience on a more personal level.  

What is Hyper-Personalization?

We’re talking about tailoring content, marketing, or even pricing, to each individual. It sounds like a monumental task for any large business, but using AI-assisted data analysis makes it achievable no matter your scale. 

Regarding partner marketing, you’ll need a robust data collection, storage, and analysis process. You need to accommodate your partners’ data, too. This will require automated data collection and AI-driven processing.

Deloitte’s recent whitepaper study shows how you can use personalization at every stage of your buyer’s journey.

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The Data-Driven Approach to Personalization

These advanced AI computing networks use neural network processing to sort vast amounts of customer data. They analyze it and provide usable output in the form of reports. You can feedback the resulting data into your system to optimize content.

The AI can identify trends in customer habits, and preferences right down to the individual level. That’s what makes this strategy work. 

Cloud storage technology also helps enable these collaborative efforts. Your business and partners can remotely collect data in the same non-physical location. This just wouldn’t have been practical with traditional separate systems. 

The Benefits of Using Personalization & Partner Marketing Together

You might be wondering how all this data helps you connect with customers. Now you have individual data like channel preferences, engagement, and activity habits. This means you can dynamically tailor your messaging, offers, etc., to that customer’s tastes. 

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Using AI-driven automated systems means you can deliver individualized content seamlessly. Marketing techniques like dynamic ads, and push notifications only make this easier. Even when customers know their ads are being personalized, 90% prefer it

Thanks to recent technological advances, many cloud technology Instance Types are affordable even for smaller businesses. It means there’s little to no extra cost to incorporating your partners’ data into the network. 

Final Thoughts: Personalize to Optimize Your Customer Experience 

In the end, it all comes back to enhancing your customer experience. The whole point of personalizing a user’s content is to deliver them the best experience possible. Customers want to feel valued, listened to and engaged. 

You can achieve these three critical customer satisfaction points no matter what your product or service is. Data-driven insights will let you get to the core of your customer’s needs, and behaviors. 

It doesn’t matter if you’re signing customers up for a Netflix subscription or giving B2B clients an exploratory testing example. You can still design your content around their needs, pain points, and interests. Using the right data insights will equip your business with the knowledge needed.  





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5 Social Media Advertising Tips to Nail Your Efforts and Get Your Expected Results

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5 Social Media Advertising Tips to Nail Your Efforts and Get Your Expected Results


Do you want your social media advertising efforts to succeed?

Of course, you do. 

According to data, brands saw 33% more purchase intent from exposure to LinkedIn ads.

The figure highlights how ads are more than just one of the social media marketing trends of 2022

With the right strategies, social media ads can help you raise awareness, boost website traffic, generate leads, and grow your sales. 

Jumpstart your efforts to optimize social media advertising with the five tips below. 

Let’s get right to it. 

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1. Set Clear Social Media Advertising Goals

Reaching your goals is challenging if you don’t have a clear set of objectives to run your social media ads. 

You need to know what you want your social media advertising efforts to achieve since this will shape and inform your strategy. 

It can also help you choose the right tools, audiences to target, and the best platforms to run your ads.

For example, if your goal is to boost your engagement rate, you could run ads with trending or popular quotes on TikTok

It’s one way of drawing more eyeballs to your ads while engaging audiences with familiar content.   

Your social media advertising goals can include the following:

  • Raise awareness
  • Expand your brand’s reach
  • Drive traffic social traffic to your website
  • Boost your engagement rate
  • Generate more leads, clicks, and downloads
  • Increase your conversions and sales 

Once you’ve identified your goals, you can start looking for the best-fitting tools to help you implement your ad strategy and reach your targets. 

Consider platforms such as Vista Social. 

The social media management platform helps you plan, organize, prioritize, and schedule your content posting with its content calendar and auto-publishing features. 

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Image source: vistasocial.com.

Identify your social media advertising objectives to determine how to best implement your strategy. 

Your goals can also tell you what metrics to track and measure to assess your ad’s performance. 

2. Understand Your Audience and How They Spend Their Time Online

Get the best bang for your buck by targeting audiences who need or want your products, services, and offers in your ads. 

After all, you’re not likely to achieve your social media ad campaign goals if you advertise to the wrong audience. 

For instance, running ads about your UI/UX software to people looking for reliable security testing tools won’t get you conversions. 

Know your target audience by developing personas (or refining your existing ideal buyer personas). 

It can help you understand the people and segments to target and focus your social advertising efforts on. 

Use Facebook Audience Insights to get an overview of your target audience demographics, interests, liked pages, activities, etc. 

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Understanding your ideal buyers can help you to tailor your social media ads to their pain points and needs. It can increase the chances of your audiences clicking on your ads and acting on your offers. 

It also helps to know how your audiences spend their time online, including the social media platforms they frequent. 

Doing so gives you a good idea of the social media channels you should focus on and the content types that appeal to your potential customers. 

For instance, most younger audiences (teenagers to early 30s) are on Instagram. Visual elements such as images and videos work best for running ads on the platform. 

Determine your ideal buyers’ preferences, main interests, and the platform on which they’re most active.

Use the information to create social media ads that cater to your target audience’s needs, making your content irresistible. 

3. Learn About Your Social Advertising Options

While casting a wide net by advertising on multiple social media platforms can have certain benefits, it can also be tedious and resource-draining.

The key is to focus on at least three social media platforms to run your advertising campaigns. It can help you avoid stretching your team and resources too thin while getting results.  

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Run ads on the following platforms depending on your social media advertising goals, target audiences, and campaigns.

  • Facebook. You can run various ad formats on Facebook, including videos, photos, and carousels that display on users’ news feeds. Other FB advertisement options are Messenger and Story ads. 

Facebook also offers the Lookalike audiences feature that lets you create targeted ads based on your known audiences or existing customers.  

Image source: mention.com
  • Instagram. Instagram offers similar ad formats and audience targeting features as Facebook under Meta Business.

For example, you can run an IG Story ad on how customers can buy SEO articles as part of your efforts to promote your SEO marketing services.

  • Twitter. Select or create a tweet that you want Twitter to show people who are not following you to advertise on the platform. You can choose audiences to target based on user behavior, demographics, interests, and who they follow.  

The Twitter Promote option can advertise your tweets with a monthly charge. 

  • TikTok. You can run TikTok video ads with brand filters and branded hashtags. TikTok also provides an automated creative optimization feature. It tests combinations of your video, copy, and images to the ads that work best for you.  

Focus on running ads on the social media platforms that make the most sense for you. 

Follow content writing time-tested tips to help you create compelling ad copies and Calls-to-Action (CTAs). 

4. Test Your Social Media Ads

Test your various social media ads to assess and improve their performance. 

Start A/B testing several ads initially with small audiences. It can help you determine the ads (and ad elements) that work best and use the top-performing ad in your main campaign. 

You get instant feedback with social media, so you can learn what ads work (and don’t) for your brand faster. 

Use a reliable social media ad analytics tool to test your ads and make improvements efficiently. 

For instance, Facebook offers a built-in A/B testing feature for your ads.  

Image source: hubspot.com

A/B testing takes away the guesswork on what ad element or variation you need to tweak and improve to get better results. 

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5. Track and Measure Social Media Ad Results and Performance

Tracking and measuring your social media ad performance can tell you if you’ve reached your targets. 

You’ll know whether your social media ads perform well (or not) and what aspects worked and didn’t work. It gives you the information you need to improve your ads moving forward. 

Measure your results to get reliable data about your ad’s value to your company, such as leads and purchases, and prove Return on Investment (ROI) or Return on Ad Spend (ROAS). 

Develop a well-thought-out content tracking strategy to help monitor and assess your social media ads’ performance and returns. 

It can also help you determine if your ads contribute to your entire social media marketing efforts. 

Nail Your Social Media Advertising

Social media advertising isn’t as easy as pie, but it’s not rocket science. 

Kick off your efforts with this guide’s social media advertising tips to set you on the path to success. 

Continue learning, testing, and improving to run effective social media ads that help you reach your targets and get the results you expect. 

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