Online marketing can be precisely targeted.
This can be great for businesses, allowing them to reach more people than ever before. In addition to reaching more people, it allows them to reach “the right” people.
In this context, “the right people” means “those much more likely to buy, to become long-term customers/clients,” etc.
For example, the best lawyer SEO practices include precisely targeting those who want to know more about the law, could need a lawyer, and so forth.
That said, personalized marketing can go wrong, too.
As with just about anything else, there are potential pitfalls you know need to keep in mind.
By avoiding these, you can get the most out of your online marketing.
More Than Just Precision: Value, Honesty, and Openness
That’s what I thought of when reading this great piece from “Psychology Today.”
The five categories of “backfire effects” section was absolutely fascinating.
They serve as a stern warning to business owners and marketers who believe that precise targeting is the be-all-end-all.
Each of those could potentially turn off even the most committed customer/client/fan.
What I found especially interesting about that list is that, for a business, not every customer could be turned off by the same backfire effect.
A business owner/marketer has to keep each of those in mind.
However, there’s an easy way around each of those backfire effects: providing value while also being honest and open about what your company provides.
For example, the backfire effect of “unfair or stereotypic judgment” can be avoided by providing real value (as can “already known content” and “weak arguments.”) Give someone something they can actually use, and it will make up for so many other missteps.
Again, this doesn’t have to be much. It could be a coupon code, a raffle, a recipe, advice on how to use a product better, how to prepare for something, and so forth.
For “invasion of privacy” and “attempt at manipulation,” those can be avoided by simply being honest and open about your company as well as what it is you do.
Today’s customers (of just about any industry) are more conscious about where their info/data goes than ever. Be up front about what you’re doing with it and why (as well as what your customers can do about that).
Very few companies are going to be “perfect” in their marketing, targeting, or anything else. But, precious few ever go wrong by offering value, honesty, and openness as much as possible.
Agile Enough to Step Away
Since the pandemic began (and even before) we’ve been talking about how important it is to be “agile.”
As circumstances change, finding the right time for your company to “pounce” is important.
However, it’s just as important (if not more so) to know when it’s time to step back.
Or, alternatively, to give folks a chance to “step back,” too.
I thought of that when I read this article, about “The Case for Opting Out of Marketing Campaigns.”
You might read that and think: “sure, we always offer the option to unsubscribe.”
I’m talking about taking things a step further than that.
Consider giving your email base (or SMS list, or whoever else you target in your marketing) the option to opt-out of holiday marketing and so forth.
The author uses the example of “Mother’s Day,” considering how this can be “a sensitive time for some of us.”
You may want to do the same around other holidays that are family-based, too: Christmas, Thanksgiving, etc.
That doesn’t mean you have to eliminate them from your list. Nor does it mean that you should experience a precipitous drop in sales. Indeed, as the article goes on to say, many appreciated the gesture.
That’s one more way to offer honesty and openness (while providing the real value of being considerate).
For help with this or anything else related to growing your business, you can reach us at (888) 477-9540.