Marketers will be the first to admit that real time marketing has the potential to get clunky — really quickly. We’ve all visited websites that target us with obnoxious, aggressive messages. We’ve also been distracted by irrelevant messaging that derails us from our research processes.
In this day and age, these types of mistakes are almost embarrassing.
Today’s digital audiences are extremely sophisticated, with a low tolerance for fluff. These empowered buyers are information-driven and in complete control of their research processes. Not to mention, they’re time-strapped, overloaded with information, and highly skeptical about brands are telling them.
It’s this reason why brands need to get their real-time marketing just right. Here are 3 less-than-obvious yet extremely impactful ways to transform a low performing or lackluster campaign into a relationship-building mechanism that audiences will love.
1. Language that reinforces trust and respect
Every marketer has come across pop-ups with nonsensical, awkward, or downright condescending messaging. We’ve probably been guilty of writing this fear-based content ourselves (I’ll be the first to admit that I’ve done it, so don’t be embarrassed if you fall into this category).
One of the simplest ways to dramatically overhaul your real-time marketing strategy is to change your messaging. Choose language that is empathetic to your audience’s needs, empowering, and inspiring. By making this connection — and giving your audience the respect that they deserve — the more comfortable and enthusiastic they’ll feel about engaging with your brand.
2. Information that makes the buying process less confusing
Distractors are the norm rather than the exception online. Even something as simple as a checkout process can get complicated — fast.
Real-time marketing can play an important role in simplifying these processes and getting information to audiences in the moment when they are likely to feel overwhelmed or be confused.
You can get started by looking at your analytics data to identify points in your conversion funnel where audiences are dropping off. One way to figure out what’s going on — for instance, to distinguish between people being confused, disinterested, or even a technical problem — is to talk to some of your customers.
You can develop a real-time solution based on this quantitative and qualitative research. Pre-empt confusion by targeting people with messaging when they’re most likely to feel confused.
3. A personalized offer that someone is likely to use
In the last few decades, marketers have figured out that people love free stuff. In the world of online marketing, these ‘goodies’ take the shape of whitepapers, offers, coupons, or free items.
The thing about ‘freebies’ or ‘lead magnets’ however, is that people don’t necessarily want them. Consumers’ email inboxes — and physical mailboxes — are already cluttered enough, and it may be easier to say ‘no’ than ‘yes’ to what you have to give away.
That’s where personalization comes in.
Instead of targeting audiences with a one-size-fits all offer, give people something personalized that’s likely to give them value — a promotion for an item or service that they’ve been eyeing or an upgrade for something that they’ve been interested in buying. This level of thoughtfulness will make your customers feel valued and connected with your team.
What these three tips share in common is that they’re relatively straightforward to implement and can ‘fit into’ any real-time marketing model, at any level of scale and budget. If you’re not sure how to get started or are struggling to figure out what to implement, just talk to you customers. Gain a stronger understanding of the challenges they’re tackling, and the problems they’re looking to solve. Empathy will be your asset.