In any marketing campaign, the main goal is to send the right message to the right audience. Marketing is centered strictly around the customer and their needs, and in this era, it is even more competitive to gain the attention spans of your audience. With this in mind, you want to be able to send your message using the appropriate tool at the right time. This is the truth behind “contextual marketing”. Here’s an overview of strategies to keep in mind to help you better connect with your audience.
What is Contextual Marketing?
Contextual marketing is a form of online marketing where advertising is delivered to people based on criteria that are related to them. Some examples of that criteria include browsing history, custom preferences, keywords, demographic information and more.
For a customer, this form of marketing enhances the overall customer experience by providing relevant product information and content based on data-driven results that suit an individual’s situation and needs, which is a significant shift from old-school marketing tactics. Customers are more likely to trust and engage in a brand they align themselves with and who they feel understands their needs upfront.
For your business, contextual marketing can deliver a significant reduction in costs with a low amount of investment. There’s an avenue of CRM tools available for small businesses on a budget, which means more time spent connecting their customers. When ads are well thought out and strategically positioned at the time of a customer purchase, your business can achieve higher conversion rates, and boost in sales figures.
How Does It Work?
Contextual marketers are some of the top experts at learning their audiences’ situations, goals, needs, and behaviors, in an effort to influence their buying behavior. Their aim is to recognize their customer and engage them actively and responsibly. If you’re getting started on a contextual marketing strategy, here are a few things to keep in mind to help connect with your audience.
Master Your CRM
Your CRM tool will be essential setting up segments that can help you determine the context from which to base your strategy. Tools like Salesforce, Hubspot, or Google Contacts can allow you to manage a huge audience and provide helpful insights about where your customer is in their buying journey. Analyze your highest performing and engaged contacts through customer data cleansing, a process you can perform on a monthly or quarterly basis (depending on the volume of leads and subscribers).
It’s important to keep your CRM database healthy to ensure proper delivery of messages to your audience, as well as accurately allocating them in their stage of the buyer journey. When these lifecycle stages are set, you can easily filter who in your database is ready for the next step forward.
Define Your Buyer Persona
Buyer personas represent your ideal customer. Based on your industry or niche, define a single or multiple sets of buyer personas that contain information such as the customer’s challenges, problems, needs, wants, and plans. With more detail involved, you can engage with your audience with a better set of information to get them with the solutions they would need.
Check Your SEO
SEO evolves every day, as new techniques and trends come up changing the competitive nature of the technology. Optimizing your site for search engines based on your select keywords is crucial to gain an advantage in the pages of Google’s algorithms. SEO that affects a specific target audience or buyer personas isn’t as easy as just fluffing your content with keywords. But effective keyword rankings can help search engine spiders and crawlers sift through content more appropriately.
Highlight Top Performing Content
For your industry or niche, you want to maintain a level of consistency with your top performing content, which can indicate what your users and target audience actually need and want. Viewing the higher performing web pages and blog posts may indicate that the information you share is relevant to your target audience. Once you identified which types of pieces and what formats are popular, you can shape a content strategy that revolves around that theme and method.
Analyze Ad Placements
For the realm of advertisements, Google AdSense is an ideal platform for contextual ad placements. AdSense allows you to place an image, video, and text ads on web pages listed in your Google campaign and enables you to put dynamic content in front of people who aren’t necessarily searching for you. You can even affect Youtube ads through Google’s ad system, which gives you even more opportunity to place appropriate material, like a viewing a short video of an agency service right before a marketing tutorial plays online.
For contextual advertising, base your material to display on customers long-term interests, whether or not they’re in the purchasing sphere of your sales system, or previous business interactions. Since this is also based on user engagement, these ad placements can be easier to track to help maximize clicks, conversions, and ROI.