What Is Behavioral Marketing? Types, Segmentation, & Examples

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Fortune 1000 selling executives are obsessed with personalization. And for bully reason: behavioral selling outperforms generic targeting successful each way.

147%

Behavioral targeted emails person a 147% higher click-through rate

Marketo

71%

71% of consumers expect personalized marque interactions

McKinsey

78%

Personalization makes customers 78% much apt to acquisition again

McKinsey

Behavioral selling draws from assemblage interests, truthful each run you motorboat delivers much worth and builds deeper relationships.

In this article, I’ll explicate however you tin leverage lawsuit behaviour information to amplify show crossed your entire selling mix.

What is behavioral marketing?

MARKETING
TERM
DEFINITION

Behavioral Marketing

Behavioral selling is the process of targeting circumstantial assemblage segments based connected past interactions, intentions, oregon geolocation to present much relevant, personalized content.

Have you ever been served a wholly irrelevant selling connection and thought, are you adjacent listening to me?

Behavioral selling prevents this disconnect by keeping web pages, content, emails, ads, and messaging relevant.

With behavioral marketing, you stitchery lawsuit information to pass with your people assemblage much effectively. To that end, usage selling techniques specified arsenic dynamic website content, customized calls-to-action (CTAs), and retargeting.

This behavioral information enables you to make amended selling campaigns done close segmentation and behavioral targeting. As a result, your integer selling campaigns volition beryllium much palmy due to the fact that you’re talking to the close radical with the close connection astatine the close time.

Behavioral selling successful action

Here’s an illustration of however behavioral selling works alongside aggregate customer interaction points:

Bob needs a caller mattress, and helium recovered your website erstwhile helium Googled “best integrated mattresses.” Your blog station ranked fig 1 (good job!). So helium clicked connected it and work your article. When helium reached the bottommost of the post, your tract dynamically offered him a quiz astir sleeping habits.

Bob finished the quiz and astir exited your website erstwhile you automatically served him a usher with sleeping tips.

Because helium has occupation sleeping, helium downloaded the guide. In parallel, you administer a bid of emails to him astir what to look for successful an integrated mattress.

He yet clicks connected a CTA to cheque retired integrated mattresses connected your merchandise pages. Although helium places a mattress successful his buying cart, helium holds disconnected completing the transaction.

He past leaves the website completely.

Here’s erstwhile your retargeting run kicks into gear. The behavioral information you gathered powers ads for integrated mattresses wherever helium browses online, perpetually reminding him of your store.

Spoiler alert: He buys from you.

How it works

Behavioral selling gathers behavioral patterns similar hunt history, pages visited, click-through, sign-ups, downloads, scroll depth, cursor movement, clip connected page, and different metrics. Marketers tin excavation these insights from analytics bundle oregon first-party cookies.

The information whitethorn see demographics and geolocation. You tin besides people the time of the week oregon clip of time of their action. You tin adjacent dainty caller tract visitors and returning visitors differently.

Map these behavioral patterns to the lawsuit travel to configure antithetic selling and messages based connected the perceived buyer funnel stage.

Behavioral selling triggers tin beryllium automatic, based connected your selling automation software, UTM codes, oregon dynamic links. Or alteration self-segmentation options to motorboat behaviorally targeted outcomes.

Configure behavioral selling for your marque successful the pursuing ways:

  • Marketing automation platforms similar Salesforce, HubSpot, and Adobe Marketo Engage
  • Email selling applications
  • Conversion optimization options (e.g., OptinMonster and Privvy)
  • Personalization bundle specified arsenic Adobe Target, Insider, Dynamic Yield, and SAP Emarsys

Once behavioral information is collected, usage it to amended selling campaigns with effectual assemblage segmentation. Then, A/B trial your campaigns wherever possible, and optimize to amended performance.

Behavioral selling ROI

According to immoderate behavioral targeting statistic from McKinsey, brands that usage lawsuit behavioral insights outperform peers by 85% successful income growth. On apical of this, they execute much than 25% amended gross margin.

Behavioral selling is truthful impactful due to the fact that it’s a selling strategy that puts the assemblage first.

85%

Brands that usage lawsuit behavioral insights outperform peers by 85% successful income growth.

McKinsey

The user sees lone contented and ads that are applicable to them.

With this superior assemblage segmentation, the selling they spot ever relates to the occupation they request to lick and is applicable to their lawsuit travel stage. Not lone that, but your marque becomes apical of caput acknowledgment to remarketing.

Additional Resources

Types of behavioral marketing

Behavioral selling takes assorted forms, from dynamic website contented to personalized recommendations. Here’s a rundown of immoderate of the astir communal types of behavioral marketing.

Dynamic Website Content

Dynamic website contented (aka adaptive content) automatically changes based connected the behavioral triggers of who views it. The contented is customized to entreaty to individuals based connected their anterior integer behaviour oregon expressed interests. 

For example, utilizing UTM codes, you tin show antithetic messaging to antithetic companies that respond to your email campaigns. The payment of much targeted messaging is it delivers greater relevance, which successful crook deepens engagement and drives action. 

Calls-to-Action

Conversion optimization bundle helps you crook your tract visitors into leads and customers. With the software, you tin configure a wide scope of CTAs successful your website to trigger the integer assemblage connection and actions of your tract visitors. 

Brands often usage the bundle to show a CTA based connected the scroll-depth oregon time-on-page of the tract visitor, arsenic these behaviors typically bespeak higher engagement and greater receptivity to related messaging.

Brands tin configure CTAs successful galore different ways, arsenic well, to re-engage, thrust extent of focus, oregon retarget users. For example, you tin amusement a CTA erstwhile a visitant has been inactive for a definite magnitude of clip oregon bypassed an earlier CTA. 

Or, if they explicit involvement successful a topic, you tin amusement options for deeper, related information. On the different hand, you tin stock precise antithetic CTAs with them if they permission your tract altogether but instrumentality later.

Retargeting

Retargeting ads usage data, similar the products an idiosyncratic viewed connected your website, to amusement the idiosyncratic advertizing related to that merchandise (or taxable connected the page) arsenic they walk much clip online. Similarly, hunt retargeting involves the show of ads to an idiosyncratic online aft they person entered a query into a hunt engine. 

Social media retargeting is the process of displaying an advertisement successful a person’s societal media provender aft they’ve visited your website.

Common retargeting tools see AdRoll, ReTargerter, Criteo, Google, and Facebook (to sanction a few). They usage behavioral information to show applicable ads to the people assemblage funny successful that peculiar product, service, oregon topic.

For example, I concisely visited the ClickUp website, a task absorption platform, past I near aft I tested the platform.

My enactment told ClickUp I’m astatine the bottommost of the acquisition funnel and mightiness beryllium acceptable to buy. When I visited LinkedIn soon afterward, a ClickUp sponsored station appeared successful my provender offering a limited-time, 15% discount for an yearly subscription.

ClickUp Behavioral Marketing Example

Email marketing

Behaviorally segmented emails look astatine your consumer’s actions connected your website and nonstop them emails accordingly. For example, let’s accidental you person an e-commerce site. And let’s presume the shopper adds a merchandise to their buying cart. 

You tin usage this real-time accusation to instantly service applicable contented by sending them an email with a discount codification oregon reminding them that they person items successful their cart. The other nudge is sometimes what a user needs to implicit a purchase.

Another illustration of behavioral targeting successful email selling is sending an email based connected leafage visits. Assess each customer journey signifier with trigger pages similar “Latest Trends” “Case Studies,” “Book a Demo,” oregon “Pricing.”

When a lawsuit visits 1 of these pages, your selling automation level tin trigger an due email to travel up with them successful a applicable and adjuvant way.

Product recommendations

Amazon gets a golden prima for merchandise suggestions. They usage their cognition of user behaviour and trends to suggest products that others person bought with the point you’ve added to your cart. 

For example, let’s accidental I conscionable renovated my backyard and I privation to adhd a span to my Amazon cart. The level mightiness past suggest a fewer different decorative items to complement the bridge.

Product recommendations summation buying cart worth and summation sales.

The recommendations besides physique lawsuit loyalty. They execute this done a seamless lawsuit acquisition successful which the website appears to work the caput of the tract visitor. The algorithm, behavioral patterns, and acquisition behaviour find suggestions, truthful they are beauteous darn accurate!

Amazon merchandise  proposal   image

Behavioral segmentation

Marketing segmentation based connected behavioral information is indispensable to present a personalized acquisition for customers. It besides ensures customers spot applicable content. Consequently, it helps to summation lawsuit lifecycle retention and purchasing behavior.

But what idiosyncratic information should you cod for close behavioral segmentation?

Visitor data

Monitor your visitant metrics and configure a scoring system.

  • Are they connected a desktop oregon mobile device? 
  • Are they a caller oregon returning visitor? 
  • Did they sojourn successful the morning, during luncheon hour, oregon successful the evening? 
  • How often bash they sojourn your website? Which products bash they view? 
  • Do they sojourn pages indicative of acquisition intent? 
  • Beyond merchandise pages, what blog topics are they digging into?
  • What person they downloaded? 
  • How person they engaged with antithetic elements of the site?

You get the idea.

Geolocation

Geolocation is simply a indispensable lawsuit conception for location-based businesses oregon in-person events.

For example, if you tally selling for a edifice concatenation and usage determination to people ads, idiosyncratic successful their car searching for a spot to devour connected their telephone would beryllium served your advertisement erstwhile they’re wrong a geofence adjacent 1 of your restaurants.

Geolocation is besides adjuvant for retail.

If you are selling for an outdoor apparel retailer, you tin way determination successful bid to service ads based connected the weather. When it’s raining successful Vermont yet sunny successful New Hampshire, you tin tally ads promoting waterproof socks and boots successful Vermont portion moving ads for sunscreen successful New Hampshire.

Buyer intent

Demographics and determination metrics supply penetration into your customers’ needs, but they don’t archer you however apt they are to marque a purchase. Segment your assemblage by purchaser intent, instead, to summation your conversion complaint and sales.

Look astatine their hunt history, engagement level, oregon the circumstantial pages they’ve visited. Have they utilized your virtual, interactive fitting country to effort connected your clothing? Did they spell done your proposal wizard? Or motion up for your online community? 

Or, connected the B2B pb procreation side, person they attended your webinars? Interacted with your online chat? Or registered for a demo?

Transactions

You already cognize selling much products to existent customers costs little than acquiring caller customers. This is wherefore lifecycle marketing is truthful important. 

Score your tract visitors based connected the fig of purchases, bid value, oregon frequence of purchases, and you’ll beryllium capable to hone your selling efforts accordingly. Send them emails, service them content, and contiguous them with customized offers based connected their anterior purchases to amended lawsuit retention.

Engagement

When customers go fans, you’re successful a bully place. Engagement is simply a important metric for spotting your brand’s ace fans. You tin find them done societal media interactions, email click-through rates, and website interactions. 

Engagement tin instrumentality galore forms. Look astatine past behaviors crossed aggregate touchpoints that bespeak involvement oregon purchaser intent. For example, fig of pages viewed, sojourn duration, downloads, sign-ups, questions asked, societal shares, instrumentality visits, etc.

Multi-channel behavioral marketing

Multi-channel behavioral selling distributes your connection crossed channels similar your website, YouTube, email, mobile, societal media, and third-party sites via advertisement networks. By going multi-channel, you summation the probability they volition spot your marketing, instrumentality to your site, and convert. It’s truthful a highly effectual mode to people your audience.

Plan holistically

When designing your multi-channel campaign, marque definite it’s cohesive by readying holistically. Start with your selling strategy, including the pursuing components:

  • Goals and KPIs: What run goals specify success? Whatever you choose, acceptable up your tools to way the metrics accurately.
  • Channels: This is wherever the multi-channel portion comes in. Where does your assemblage for this run walk time? Consider societal media platforms, YouTube channels, podcasts, email, hunt engines, media websites, and different third-party websites.
  • Budget: How overmuch bash you person budgeted? Will the fund beryllium designated by channel, oregon shared arsenic a portfolio? Consider the outgo of your interior team, agencies, freelancers, and advertizing costs. How overmuch bash you request to allocate to immoderate tools?
  • Content plan: What contented bash you request to physique for each channel? Do you cognize the contented that would instrumentality your people assemblage members to the adjacent level? What is the contented that would usher them down the funnel?

Creative assets: What are each of the originative assets needed for antithetic channels? Consider originative assets specified arsenic microsites, landing pages, images, video, audio, infographics, email templates, online tools, ads, etc.

Take your run crossed channels

Next, usage your lawsuit information to people the customers that person already signaled their involvement based connected their behavior. Score and conception your contacts. Consider the pursuing factors for taking your run crossed aggregate channels:

  • What are each the channels your people assemblage uses?
  • How bash they typically spell from 1 transmission to another?
  • In which channels are they much receptive to interacting with brands?
  • Is their transmission usage arsenic distributed? Or bash they thin to walk astir of their clip connected 1 channel?
  • Do they usage definite channels for accusation gathering, and different channels erstwhile they are person to a purchase?
  • How astir their penchant for mobile vs. desktop?

Behavioral selling examples

Many businesses are not utilizing behavioral selling today. This offers your marque a unsocial accidental for a competitory advantage. Here are respective examples to get you started.

NerdWallet example

If you sojourn the NerdWallet.com website, you’ll beryllium retargeted arsenic you walk clip online.

In my case, aft visiting the tract and selecting the Credit Cards category, I clicked connected the “Best Credit Cards of May 2022” option. I clicked connected a fewer options to spot what would happen.

From there, if I visited different fashionable websites astir the web specified arsenic CNN.com oregon USAToday.com, I was met with not conscionable 1 NerdWallet retargeting ad, but an full series.

The archetypal NerdWallet advertisement I ran into offered that I find a currency backmost recognition card. The 2nd advertisement I encountered offered to amusement a database of the champion recognition cards of 2022. This would person taken maine backmost to wherever I began.

NerdWallet currency  backmost  recognition  cards image
NerdWallet 2022 champion  recognition  cards image

The 3rd advertisement encouraged maine to look for cards due to the fact that of my bully recognition score. (Strangely, I’ve ne'er fixed NerdWallet my recognition people successful the past…).

NerdWallet fantabulous  recognition  image

And yet different retargeting advertisement that aboriginal crossed my way was guiding maine to find a low-interest recognition card.

NerdWallet debased  involvement  recognition  paper  image

NerdWallet kept each its ads applicable based connected my actions and inferred interests by repeatedly sharing recognition card-related ads. They besides changed the advertisement with each instance. This kept the messaging caller and enabled NerdWallet to trial which connection would get maine to click.

REI example

REI conducts aggregate levels of behavioral marketing. 

First, if you presumption products connected the REI.com website, you’ll beryllium presented with related merchandise recommendations. When you presumption a backpack page, for example, you besides spot a carousel with astir 20 different backpacks oregon related products.

These look nether the heading of “People besides viewed.” In addition, you spot different carousel. The 2nd carousel showcases products radical yet bought erstwhile viewing the aforesaid backpack arsenic you are. These are some examples of behavioral selling successful action.

REI radical   besides  viewed example

Then, let’s accidental you commencement visiting different sites astir the web. What you’ll find is, akin to NerdWallet, retargeting ads. 

Only, with the REI ads, you’re presented with photos of six circumstantial backpacks to entice you to instrumentality to the REI.com site. If you proceed your travel astir the web, you proceed to spot akin REI retargeting ads, but the ordering of the backpacks changes with each caller view. This is astir apt investigating to find the ordering of products that generates the highest click-through rates.

REI retargeting advertisement  example
REI retargeting illustration  2

Terakeet example

Terakeet, arsenic well, uses behavioral marketing. In our case, we show CTAs passim our blog based on:

  1. The contented connected the page
  2. The integer assemblage connection of tract visitors
  3. Past interactions

With much than 10 download offers connected the site, we pinpoint the close CTA for the close page. But that’s not all.

We past configure the CTAs to show lone if the tract visitant shows capable interest. Our squad automates this by configuring clip connected leafage and scroll extent triggers. If they don’t show specified behavior, past the CTAs are not shown.

In summation to these behaviors, we tin besides amusement definite CTAs to folks who engaged with circumstantial downloads oregon adjacent categories of downloads. Even better, we tin fell pop-ups from visitors who already downloaded the contented to amended idiosyncratic experience.

Since we started to connection our value-add contented downloads, tract visitors person downloaded the achromatic papers, probe reports, and templates thousands of times.

Behavioral selling strategies support you connected with your audience.

Better information postulation allows you to recognize lawsuit behaviour truthful you tin physique much precise idiosyncratic profiles. As a result, your efforts volition beryllium much personalized which amplifies marque affinity.

When you supply consumers with non-disruptive, seamless ways to reconnect with your brand, you’ll gain their spot and their business.