3 Must-Have Back-End Marketing Strategies That You're Ignoring
Quarantine changed business forever. Brands are figuring out how to survive as direct-to-consumer vs. retail, ecommerce has seen exponential growth, DIY trends are soaring, and corporate offices are making remote work permanent. If your brand is also looking to pivot to online, these essential backend marketing strategies will help you maintain the momentum you may have gained during the lockdown period. They can also help you if your business levels have stayed the same or even dropped.
Strategy 1: Segmentation
In order to get started with back-end marketing, you need to divide your customers and leads into specific categories. By segmenting your target audience into specific segments, you are able to personalize their messaging even further than with marketing automation. This kind of personalization really speaks to your customers. It helps build brand loyalty and increase conversions when you show that you understand your customer’s needs and interests and send them messages accordingly.
You can create segments based on purchasing behavior, browsing behavior, age, location, VIPs who regularly spend a lot of time and money on your site, bargain hunters you never see except during a sale, window shoppers who visit all the time but never buy anything, casual customers who have spent a little money with you a few times but don’t seem to have a huge sense of brand loyalty... The list can go on.
Once you have your segments, you can send specific messages to each group as you see fit. Then you can move on to strategy 2 which is automating your communication with them.
Strategy 2: Marketing Automation
This is one of the easiest strategies to implement to engage with your new, existing, or even non active customers. Many entrepreneurs just send mass emails weekly or have a monthly newsletter. They might run generic retargeting ads or try to get new traffic with broad lookalike Facebook ad audiences. However, this undermines all the information that you have for your customer and seriously limits the touch points that will get you paid.
Marketing automation allows you to market more effectively by creating a variety of ads or series of emails that automatically send to specific customer segments when certain conditions are met.Like when you want to:
- Nudge abandoned cart shoppers
- Advertise similar products or upsell current customers based on past purchases
- Follow-up with people who browsed your site
- Get customers in your funnel with a specific product that has proven to result in repeat business
Automating your marketing allows you to send marketing messages to the right audience at the right time, which helps boost sales and keeps customers happy
Strategy 3: A/B Testing
A/B testing can help you test your instincts and ideas before rolling them out throughout your website or marketing strategy. The great thing about having a business on the internet is that it’s really easy to segment your customers in order to test a hypothesis you have about your business.
When you conduct an A/B test, you first have to decide what you want to test and what your goal is for the test. It could be anything from testing out a different placement of an “add to cart” button or different variations of an email subject line to see which is more effective. Once you decide what you want to test, you need to set the parameters of the test: what segment of your audience do you want to test and how long will the test run.
Testing allows you to ensure you are always optimizing for the best results and giving your marketing the highest chances of being successful.
With these three strategies, you will be able to crank your marketing game up to eleven. They’re easy to implement, easy to track, and will help you continue to grow your customer base as ecommerce and online shopping become a more important part of your revenue.