If you’re in marketing, you’ve no doubt heard the term “targeted marketing” often enough by now. It’s the hot new term in marketing, and there is ample reason for this; when done right it can be incredibly effective for your brand.
What is the marketing cloud?
The marketing cloud is a central resource through which you can manage most of your interactions with customers. From personalising mobile interactions through SMS and push notifications, to publishing content on social media and handling your email.
All of this links back into your Salesforce CRM tool, meaning that all levels of the business; sales, marketing, commerce, IT and advertising can access the same ongoing data and profile of each customer and all their interactions with the brand.
This powerful tool means that it’s possible to have genuine 1-to-1 interactions, or ‘targeted marketing’ with each and every customer, and that in turn leads to a 23% increase in marketing ROI when using Salesforce (according to Salesforce’s own data).
How Salesforce-based targeting marketing helps your business?
There are six critical benefits to targeted marketing that other approaches to marketing struggle to replicate:
1. Perfect the timing of your messaging
Really understanding your customers by building a cloud-based data picture of their every interaction with your brand means you can engage in effective lead nurturing. Rather than sending out an irrelevant email blast to everyone, sending emails relevant to their interests, at the time that they’re most likely to read and engage with them, is a key benefit to targeted marketing.
2. Make the messaging targeted and platform agnostic
Email will always be a valued communication tool, but it’s not the only digital outlet the modern business has access to. With automation and the timing that we previously referred to, a brand can know whether an email or SMS or pushed message from an app would be more effective. Or a customer could start an interaction with a brand over the phone and then seamlessly continue the discussion on social media if that is more convenient for the customer. That level of personalisation has been listed as the most significant benefit of automation for 66% of marketers.
3. Provide information 24/7
Your staff might be switched off for the night, but the power of social media scheduling is such that you can schedule new posts to go live at any time. Measure the success of these posts and the times that they go live, and then use that information to further optimise future social messages, and you’ll find that your brand starts to become habit-forming for your customers, because they find themselves interacting with you at all times.
4. Make good use of dynamic content
It’s not just emails that you can tailor to the individual. It’s possible to also dynamically optimise the products, services and information that an individual will see when they view your website. Dynamic content helps to ensure that your customers stay highly engaged with your brand at all times.
5. Collect more information over a longer period of time
One of the best advantages of being a Salesforce partner and using it as a marketing platform is that it can collect a lot of information on your customers without overwhelming them. No one likes to fill out dozens of questions in a form, every time they want to make purchases or sign up for an email service or loyalty program. But progressive profiling presents visitors with different forms each time they use the website, which over a period of time results in far deeper and more complex data profiles to better tailor the marketing message with.
6. Custom redirects give you even more data
The value of custom redirects simply can’t be overstated. Through them you know exactly which links are being clicked on, and by who, and which are being ignored. You’ll know exactly what content isn’t resonating with shoppers, and this data can be used to tailor future campaigns, and even adjust product and development strategy – after all, now you’ll have a better understanding of not only which products are selling well (via raw sales figures), but also why they’re selling so well.
“Automation” has cold connotations, since it sounds robotic and metallic. It’s also not a great work that marketers want associated with them, as it sounds very much like a machine that spits out spam. In reality, it’s the opposite, since it leads to the targeted marketing that we discuss above.
True 1-to-1 relationships and communication with your customers is actually a surprisingly old-school way of doing marketing; it comes from a time where businesses would have fewer customers, but try and turn each and every one of them into a true friend to the business. Now, with Salesforce cloud, you can do that at scale, to the entire world.
For more information on managing your Salesforce investment, capitalising on the opportunities that automation provides your business, and approaching both sales and marketing from a more strategic perspective, contact the expert team at Blue Star DIRECT. We specialise in assisting brands make the most of their digital marketing spend, and their online presence, and with Salesforce being such a core part of the CRM systems of so many modern businesses, we’ll help you make the most of that investment.