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We all know how important is to really understand your customer and you may feel very confident that you truly know your customer base. You know that you are able to list of the average age, most common work industry, location, and many more categories that your customers fall into. You know that you can even predict where your future customers will fall within these categories. This is all good information to know, but there is more.
Demographic data gives a good idea of what your customers might be interested in and you can target them accordingly. Behavioral data shows you what your customers are actually interested and can give you a stronger predictor of what decisions they will make in the future. This data will allow to use Behavioral Targeting which can assist in increasing email open rates, page views, purchases, and more.
An example of Behavioral Targeting are the Facebook ads you see when you scroll through your feed. Ever wonder how all of a sudden an ad for the company that you just made an online purchase from has shown up on your Facebook page? Your digital behavior is being tracked. While this may sound a little unnerving, for someone running a successful business, tracking your customers is necessary.
You may not have the traffic that Facebook does, but here are some examples of Behavioral Targeting that can be used by any sized business:
Where did the customer navigate to our site from?
What keywords did they search to find our site?
How long did they stay on a specific page?
Did they navigate to multiple pages within the site?
Did they reach our website through a paid ad or organic search?
Which email did the customer open/not open?
Did the customer click the links provided in the email?
What type of email do they respond to the most?
Which email caused the most subscriptions?
Social Media Tracking
Which posts did the customer like?
Which posts did the customer share?
Did the customer navigate to my website from a social media site?
Keeping track of Behavioral Data is extremely valuable. Pay attention to your analytics. Social media sites make this tracking easy by notifying you of post likes, shared posts, and the increase or decrease of page likes. Including trackable links into your email newsletters will show you what percentage of your readers actually took action.
Behavioral Targeting not only gives you a deeper understanding of your customer, but it will provide you with stronger indicators of how to lead your customers to engage with your business.