As digital-first approach tactics dominate the marketing world, it’s paramount that businesses understand the dos and don’ts of applying these methods to drive sales. By understanding how to use behavioural marketing tactics that are tailored to target customers’ digital behaviours, firms can optimise their marketing strategies to increase sales and generate more leads.

In this article, we'll examine the best practices for utilising digital marketing techniques to capture consumer attention and encourage conversions.

Behavioural marketing is a strategy that involves collecting data about the behaviour of individuals, analysing it and using it to personalise marketing campaigns. This approach relies heavily on understanding customer preferences, buying habits and other consumers’ marketing behaviours.

In today’s competitive business environment, driving sales is essential for success. One way to achieve this is through the use of behavioural marketing. By understanding customers’ behaviour and preferences, businesses can provide the right message at the right time, increasing the likelihood of conversion.

To create an effective behavioural marketing campaign, you need to divide your target audience into subsets based on different criteria, such as demographics, behaviour patterns and interests. Segmenting your audience enables you to tailor your messages more effectively and reach out to people who are most likely to respond positively.

One way of segmenting your audience is by creating buyer personas. This means developing profiles of the typical customers that you want to attract. You can identify these personas by analysing data from various sources, including customer feedback, website traffic and social media interactions.

Consumers are bombarded with generic ads and promotions on a daily basis, so tailoring your message to their specific interests can make all the difference. By analysing consumer behaviour and preferences, you can craft targeted campaigns that appeal directly to them and increase conversions.

You can personalise your messaging through the use of dynamic content. This involves changing certain elements within an ad or email based on the individual's past behaviour or demographics. For example, if a customer has previously purchased women's clothing from your website, you can personalise future promotions by showcasing similar products or offering discounts on related items.
 

Social proof refers to any evidence that others are happy with your product or service, which can help convince new customers that they too will have a positive experience. There are many different types of social proof, including customer reviews, testimonials, case studies and even celebrity endorsements.

You can feature customer reviews prominently on your website or product pages. You could also create a dedicated section of your site for customer testimonials where you showcase real stories from satisfied customers. Another option is to leverage influencer marketing by partnering with influential bloggers or social media personalities who can promote your brand and products to their followers.
 

Triggered emails are automated messages sent to users based on specific actions they take on your website or app. For example, if a user abandons their shopping cart without completing a purchase, you can trigger an email with a reminder about the items left behind and incentivise them to complete the transaction.

Another way to use triggered emails is by sending personalised recommendations based on a user's browsing history or previous purchases. By analysing their behaviour, you can offer suggestions for products or services that they may be interested in and increase the likelihood of repeat business.

DO optimise your website for conversions

By creating a website that is designed to convert visitors into customers, businesses can increase their chances of driving sales.

One key element of website optimisation is ensuring it’s user-friendly and easy to navigate. This means having a clear and intuitive design so customers can easily find what they are looking for. Another essential element of website optimisation is creating compelling and relevant content. This means ensuring that the messaging on the website is consistent with the customer's behaviour and interests and that it provides value to the customer.
 

DO analyse and track customer behaviour

You can track customer behaviour through the use of cookies and other tracking technologies. This allows businesses to monitor how users interact with their website or app, what pages they visit most frequently, what items they add to their cart or wishlist and how long they spend on specific pages or sections. Based on this information, you can provide personalised experiences for customers based on their interests and preferences.

DON’T be too intrusive

Bombarding customers with too many ads and pop-ups is a surefire way to turn them off and even drive them away from your website altogether. Instead, focus on providing value through personalised recommendations and offers that are relevant to their interests.

DON’T send too many emails

Sending too many emails can be detrimental to your brand's image and lead to unsubscribes or even being marked as spam. Consider implementing an opt-in frequency preference option for subscribers to choose how often they receive emails from you.

DON’T ignore customer preferences

Ignoring customers' personal preferences can lead to an ineffective marketing campaign that fails to resonate with the target audience. To avoid this, marketers must invest time and resources into understanding their customers' needs, desires and purchasing behaviour.

DON’T ignore data privacy laws

Since data breaches have become more common and there are concerns over how companies are handling personal information, many countries have implemented strict laws to protect their citizens' data. Ignoring these laws can result in hefty fines and a damaged reputation for your company.

One way to ensure you're following data privacy laws is by being transparent about what information you collect from customers and how you use it. This includes having a clear privacy policy on your website and obtaining consent from customers before collecting any personal information. Additionally, keeping customer data secure through encryption and regularly monitoring for potential breaches can help prevent legal issues.

Boost Your eCommerce Business with Miint

At Miint Marketing, we offer a range of ecommerce digital marketing services to help businesses achieve their marketing goals. Whether you're looking to optimise your website for conversions, create targeted email campaigns or implement a social media strategy, our team has the expertise and experience to help you succeed.

Contact us today to learn more.