Hunting and Fishing Digital Marketing | Customer Profiling for Greater Customer Engagement
By Jeremy Flinn, Chief Marketing Officer
Every day your target customers are bombarded with hundreds, if not thousands, of digital advertisements. Whether via website ad space, email marketing, social media ads, or AdWords, the irrelevant nature or broad generality have made that outdoor industry consumer nearly numb to the delivery. If you have run any ads like this you often scratch your head at the mass number of impressions and nearly pathetic click thru rates – usually way south of 1% (unless you’re talking about fat-fingered mobile ads). If you do get clicks, like with social media ads or AdWords, your analytics will often tell the story of high bounce rate and low time on site – meaning lack of quality visitors. With all the digital noise, you have to prepare your brand and product to stand out from the rest. The best way to do that is to present an ad of extreme relevance. Sure, the visual aesthetics and call-to-action (CTA) matter, but at the end of the day, if it’s not relevant, it’s not getting engagement. Delivering effective digital advertising is much more than buying run of site (ROS) display ads or throwing a “Don’t Miss Sale” email together. It takes an extremely strategic and refined plan of action to not only deliver the advertising, but get the engagement you are looking for whether that’s website visits, content delivery, contest entries, or direct sales. That’s where customer profiling becomes incredibly effective.
No, this isn’t the profiling of old where you get sold onto 50 different lists or receive 100 credit card applications in the mail because you are a managing member of one LLC. Actually, a major driver of our business is customer profiling not for the business, but for the consumer. Why? You do not want customers to waste precious seconds of the day engaging or searching aimlessly for something they need. By delivering hyper-targeted advertisements, you not only make advertising more effective for the business, but also the customer. For example, why would you send an ammunition ad to someone who is only a bow hunter or target archer? Those might be wasted ad dollars if you are on CPM impression-based model. Or why advertise your brand of “deer minerals” for someone to click, only for them to find out it contains molasses (a food) and is illegal in many states during some or all of the year? Customer profiling is a much more effective way to reach the right customer for your brand, product, or service. The days of bulk/mass targeting are over. It hemorrhaged budgets, and generated extremely poor results (if you forgot, look at a run of site click thru rate on display ads again). So how do you begin to customer profile?
It all starts with an email address. To me, and email address is their name. In fact, it’s also their location. With that one line that includes the @ symbol, I not only can know the person, but can deliver a message. The email address is the foundation of customer profiling and should be targeted long before you begin to build any information on that customer. Without the email address, the rest of the information is irrelevant. Why? How can you utilize the information gathered if the person is just a random visitor to the website? Retargeting code through Google AdWords is not going to separate them out very well. No, this requires special attention. The email will begin to build a database, in which you will grow the profile and begin to understand the consumer in much greater detail.
Once you have the email, acquired through any of several “moral” internet methods, you can begin to build the profile through questions and surveys. Why moral? The days of bulk buying email list will shut down your mass email account, like Constant Contact or Mail Chimp, so fast your head will spin. If you consistently get more than 1 spam report per thousand emails sent you can be subject to account suspension. If you bought a list, I can guarantee this will happen as those customers signed up for something that may be related, but is not specific to your brand or products. Building the profile will require a well thought out strategy in the email blast. This could be as easy as a contest, or as blended as great content and a survey or poll that lets a sportsman speak their voice. Either way, it is a great opportunity to target what is happening now. For example, you wouldn’t poll a deer hunter about what their favorite rut call is in the middle of turkey season. Odds are the response rate will be low as they aren’t thinking about that activity. You will often only get one chance to ask that question. Timing and presentation are everything so don’t throw out a 20 question survey unless you are offering one hell of a prize opportunity for those that complete it.
As you begin to collect customer profiling information, store it in a secure database that you can revisit, sort, and extract relevant contacts. That’s a lot of information to put into an email account management tool and sort through, so doing it in Excel and importing the target emails for a particular topic can be much easier. Once you have started to reach the targeted lists, study the analytics like open and click thru rate or even the sales derived from the eblast, as compared to those untargeted in the past. You should see significant increases in the KPIs you are most interested in. This is a great way for TV Shows looking to please sponsors, as they can show powerful and extreme targeted numbers for specific products. Again, why send the next best whitetail grunt call out to everyone when half your list lives mainly in western elk country? The choice is yours, but if you make a customer’s life more streamlined, your success will often follow the same suit.