The Board of Directors of the American Marketing Association define Marketing as the “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
The essence of Marketing is to develop a meaningful relationship with your client so that she trusts your brand and prefers it to others. Whether you’re a banker or a bakery owner, successfully marketing your business entails personalizing your message. The recipients of your marketing message need to feel that you are talking to them one-on-one. When you think about the 4 ‘P’s of Marketing (Product, Price, Place and Promotion) make sure you include an element of personalization at every stage. Luckily advancements in technology allow us to send personal messages to a mass market.
With call tracking and dynamic number replacement you have the option of associating a number with a particular marketing channel or campaign. So you can segment your market based on traditional characteristics such as geographical location, age as well as behavioral characteristics. In fact a “whisper” message could be used to alert you of a call from a very important client even before the client gets connected. That way you personalize your message down to the minutest detail and it is right on targeting for the person whose calling you.
Another great way to personalize your message is through a keyword level analysis. A keyword transcription report can tell you exactly which words appeal to your target audience and you can use this information to personalize your products and your marketing messages. For example, if you manufacture and sell toys for children, and you find that 80% of your callers want “red teddy bears” then you can tailor your ad copy and landing pages to target your audience looking for red teddy bears.
You can also listen to your client’s call recordings with their permission. This will give you unique insights into how your buyer thinks and acts. You can use this information to train your customer service and marketing staff to further personalize your offering. Using the example of the toy manufacturer, you may find that gift-wrapping is an important product feature that you could use to differentiate your product from others in the market.
All in all, if you want to capture the heart of your clients, use the personal touch. We, at AvidTrak, practice what we preach. So if you have a particular requirement, do tell us about it.
