As we’ve done a few times in the past, we’re digging into the newsletter archive to find tips and advice that wasn’t previously available to the public.
Today, we’re going back to a question from 2015, but it’s more relevant than ever. The more marketing messages your prospects face, the more strategic – and specific – you have to be.
QUESTION: “Charlie, I’ve heard you talk about a dynamic marketing experience and I’m not sure I know what that means, can you explain?”
– Josh
ANSWER:
Hi Josh,
Great question!
Dynamic marketing was a strategy I began creating, testing, and deploying in 2014 with my coaching clients… And it’s resulted in nearly doubling our conversion rate!
But it’s not easy.
It takes a lot of hard work… And you need a software program like Infusionsoft to make it happen.
Essentially, one of the biggest mistakes marketers make is the assumption that all customers are created equal…
And in turn, they communicate with all people in the same way, regardless of where they are in the buying process, what they’ve purchased in the past, or how they’ve responded to your current marketing.
Dynamic marketing (the way we structure it) is the process of making everything as personalized and relevant as possible.
For example, if you’re a general prospect entering your email address on our website – with no previous relationship with us – we’ll take more time educating you on the features and benefits of our services and what makes us uniquely suited to serve you.
How often you open our emails and take the actions we want you to take (like click a video) will determine how often we email you.
Now, let’s say there was a particular action (like clicking on a link to see a special offer) that I wanted you to take. If you clicked the link and didn’t buy the product, you’d get an email from me (possibly 60 minutes later) recognizing that you clicked the link but didn’t buy, and reminding you of the benefits.
If you didn’t click the link, I’d send you an email 24 hours later reminding you to click the link, followed by compelling reasons why it’s important to you. And of course, if you did buy, you’d start the customer nurturing process.
Here’s another example:
Say I’m running an online promotion for a widget, and I have customers who purchased a wide range of SKUs from us…
Each customer would be placed into a separate funnel and receive similar (but unique) communication referencing their prior purchase, and how this new widget can further enhance the results they expect to achieve with us.
Are you following me so far?
In other words, all of our communication is relevant to the customer – based on his or her past purchase history, their expressed interest, and the actions they are taking.
One more example…
I once designed a webinar event (rooted in dynamic marketing) for a client, which is systematically and automatically ran for quite some time.
Not only did we track the clicks and sign ups – we also tracked who:
- Did not register
- Registered but did not show up
- Registered, showed up, and left before they saw the offer
- Registered, showed up, and saw the offer
- Registered, showed up, and purchased
That’s 5 different buckets – 5 different levels of communication – all geared toward creating a personal experience that gives people what they need based on where they are in the process.
Again, it’s a lot of work – but lots of people overlook this stuff, it’s providing us with a competitive advantage (and superior conversion numbers) that have us smiling all the way to the bank. Big time.
Hope that helps!
In your corner,
Charlie
