By Ezequiel Arredondo, Contributing writer
The companies that have seen the most success in gaining and retaining customers have been those who incorporate their customers’ needs into their marketing. This is not a coincidence. According to Segment, 71% of consumers who have an impersonal shopping experience are unlikely to follow through on a purchase. Especially following the events of 2020, shoppers are more keen than ever to do business with brands that understand and fulfill their needs.
Powersports dealers can boost shopper satisfaction by personalizing the buying process for each and every prospect. Instead of presenting overly aggressive sales messaging to the masses, you can drive long-term value that catches shoppers’ attention and keeps them engaged with your business.
If you are new to the idea of personalized marketing and aren’t sure how to gauge and fulfill shopper needs, you may find that behavior-based marketing is the right solution for your dealership.
What is behavior-based marketing?
Behavior-based marketing tailors your marketing content to your audience according to their online behaviors. While many businesses take a one-size-fits-all approach to marketing their services, behavior-based strategies identify which powersports enthusiasts are most likely to make a purchase and sends them tailored messages.
How does behavior-based marketing improve your sales opportunities?
• Better lead quality: Every shopper is on their own journey, and some are more ready to buy than others. Behavior-based marketing uses browsing habits and search history to identify the leads that are most interested in your dealership.
• Specific locations: Many people prefer to shop close to home, which makes local search an important asset for your dealership. You can set a specific radius so that your online advertisements only appear to consumers in your area, instead of several towns over.
• Flexible approaches: As demonstrated by 2020, people’s shopping habits can pivot quickly. Because your marketing is based on shopper behavior, your strategies can adjust accordingly and continue driving results.
What’s the key to tapping into shoppers’ online habits?
Targeted Digital Advertising (TDA)
TDA is a champion of behavior-based marketing. It creates an audience list of your ideal customer based on factors such as:
• Online browsing habits
• Keyword searches
• Previous website visits
Using this list, TDA can ensure that shoppers who fit your ideal criteria receive paid ads that match their interests. According to Accenture, personalized messaging increases the likelihood of purchase for 91% of consumers. Through TDA, you can alert purchase-ready leads that your dealership carries the brand they want and encourage them to contact your sales team.
When you tailor your marketing to the specific needs of your audience, you increase the value of your brand messaging and boost your sales opportunities. Personalized, behavior-based marketing creates significant results on many different platforms, from search engines to video streams to social media. Furthermore, by accruing data on your customers’ online behavior, you can prepare an equally personal in-store experience when they are ready to visit your dealership.
Ezequiel Arredondo is VP of Operations at Dealer Spike.