How can I get more clients? At some point, this is a question most entrepreneurs ask themselves. The truth is that getting new clients is essential for the growth of any business, yet there is no one-size-fits-all solution. That’s why the best thing you can do is explore various strategies and determine what yields the best results.
As you probably know, the effectiveness of a message depends not only on its content but also on the context in which it is presented. Hence, information has the most impact when it reaches:
- The right person
- At the right time
- And in the right context.
In this article, we outline context marketing best practices that help you reach the right audience with relevant messages, to help you improve the effectiveness of your marketing efforts.
Best practices for context-based marketing
Personalized emails
Did you know that personalized content customization in email marketing can significantly increase your campaign performance? This is one of the most effective context-based marketing tools. It allows you to provide leads with content that aligns with their interests, buying behavior, and their history of interactions with the brand. This way, you can not only increase audience engagement but also raise the open rate and boost conversions.
Let’s say you have a customer, we’ll call her Anna. She lives in Warsaw and regularly buys sports shoes on an online store’s website. The system analyzes her purchase history and notices that she recently browsed for running shoes but didn’t complete the transaction. At the right moment – for example, in the evening, when Anna most often opens her e-mails – she receives a message with the following content:
Subject: Anna, your favorite shoes are now on sale!
Hi Anna,
We noticed that you’ve been looking at running shoes on our site lately but haven’t added them to your collection yet. We have a special offer for you – today only you can take advantage of a 15% discount on your dream model!
The Women’s Day is coming up – it’s the perfect moment to make yourself a gift and enjoy your new, comfortable running shoes.
Don’t delay – the offer is valid until midnight!
Buy now!
P.S. Since you are from Warsaw, you can take advantage of free delivery to a pick-up point in your area.
Such a message is effective because it:
- Uses the recipient’s name, which increases engagement
- Refers to her past activities and abandoned carts
- Adjusts the shipping time to her online habits
- Takes location into account and offers free delivery
- Uses the context of an event (Women’s Day) as an additional motivation to purchase
Dynamic web content
What if you could use content automation to tailor the website experience to a specific user – their preferences, location, or browsing history? What if every visitor to your site saw content that is meaningful to them? Surely, you could maximize engagement and improve conversion rates with this approach, right?
If you want dynamic content on your site to be effective, you need to collect relevant user data. The most commonly used data are:
- Browsing history – analyzing pages visited, time spent on the site, and clicks.
- Geolocation – customizing offers and content based on the user’s location.
- Purchase history – matching product recommendations with previous purchases.
- Site interactions – tracking how they engage with content, such as by clicking buttons, filling out forms or subscribing to newsletters.
Suppose you run a travel agency. A user who frequently searches for vacation deals in exotic destinations hits your travel agency’s website. By analyzing previous interactions, your site automatically adjusts the content displayed. When they enter the site, they will see last-minute offers to tropical resorts, as well as visualizations of a paradise beach with palm trees. Dynamic content can take the form of recommendations, interactive banners or pop-ups.
Automated marketing
Imagine marketing that works like a well-programmed mechanism – responding to customer behavior at the right moment, without having your team to manually manage each step. This is what automated marketing does to make communication with your audience smooth, effective, and above all – tailored to their needs. So, by using the right technology and software, you can automate your marketing campaigns. This innovative solution helps save valuable time and contributes to increased sales.
This means that you no longer have to manually send emails or recommend personalized products to your audience.
For example, let’s assume you run an e-commerce business. A customer adds products to the shopping cart but for some reason, doesn’t complete the purchase. Before they forget about it, they receive a personalized message – a subtle reminder or maybe even a discount offer that effectively encourages him to complete the transaction. That’s how well-planned marketing automation scenarios help companies regain lost customers and increase conversion as well as the loyalty of recipients.
Multi-channel campaigns
Gone are the days when campaigns were based on a single sales channel. Today, the more channels you use, the more customers will see your product or learn about your brand. Multi-channel marketing allows you to maximize benefits by being present on different platforms. Users can perform conversion anywhere, anytime, with your company having the opportunity to reach them in various ways.
For example, in the morning, while browsing Facebook, the user may come across your ad. During the day, they will see a personalized recommendation on your website, and in the evening – while relaxing and shopping – they will see a push notification. The more often a user interacts with an ad, the greater the chance that they will decide to place an order.
A streaming service provider decides to launch a multi-channel campaign to promote a new season of a popular series. A customer who regularly watches the series receives an email informing them of the new season’s release. Then, on the day of the premiere, they get a WhatsApp notification reminding them to watch the new episodes. Finally, on their social media, the same customer sees a trailer ad with a link leading to the platform. With a multi-channel campaign, they are is in constant contact with the brand, which increases the chance of their engagement.
Wrapping up: Use contextual marketing with iPresso
Contextual marketing is an effective tool in attracting new customers by matching communications to their needs and behaviors. Let’s wrap up and see how you can use it to get more customers:
- Personalized emails: Tailored offers and reminders about abandoned shopping carts encourage leads to complete the transaction.
- Dynamic website content: Personalizing website content based on location, purchase history, and user preferences increases engagement.
- Automated marketing:Automated responses to customer actions allow you to quickly and efficiently recover abandoned transactions and increase conversions.
- Multi-channel campaigns: Being present on different platforms makes customers more likely to notice your offer, resulting in higher conversion rates.
Are you wondering how contextual marketing can boost your business? We have something right up your alley. Start a 30-day free trial period today! Just click here, fill out the form, and we’ll take care of everything so you can see our marketing automation platform in action!
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