People, Personas and Motivations– Behavioral Marketing Works.

Blasting Ads At Everyone is Like Talking to No One.

Historically, marketers have had a very difficult time identifying groups or subgroups that best benefit from a product. Obviously, that never stops anyone from selling. With minimal data to work with, companies bombarded consumers with unrelated ads, emails, phone calls, and other outreach that is inevitably ignored. The result: a 1-2% response or less. Sound horrible? It is.

Imagine a World Where Buyers Want Exactly What You Sell.

I know it seems hard to believe but marketing, in essence, is about delivering solutions or products to those who most benefit from them. That is, the buyer is actually thrilled that they can buy what you are selling because it’s actually what they need. What a concept!

Understanding buyers and their needs allows for more precise and relevant targeting  — finding the right customers with the right motivations and interests is key.

Behavioral Marketing is About Understanding Buyers – From their Point of View.

Behavioral marketing is an approach to customer segmentation by which companies can target audiences based on a better understanding of their behaviors— how they respond to communications and what they really do.  It means looking at specific characteristics that determine what they do or would be willing to do from their interests, intentions, gender, income, occupation, geolocation, and other information.

Who Are We Focusing on? Defining Personas.

Behavioral branding and marketing define the characteristics and profiles of decision-making of buyers. That is, what 4-5 personas or personality profiles describe the thinking and buying behavior of most of your buyers when they review products and services vis-à-vis their own needs?  In the B2B world, it’s fairly complex since there are often many stakeholders involved in buying decisions and their decision-making can take many months for a major purchase. What are the top goals of each in the buying process? What are their concerns?

Radiant and Our Digital Platform.

Radiant uses our insightful research, interviews, and ability to define customer personas to better focus on key buyer profiles in our digital marketing system. We then use multiple online channels with multiple messages to reach potential customers, review their actions in response and understand what motivates them.

With this, we can fine-tune messaging, creative, and campaign strategies to better reach people as individuals with the right message. Using web analytics, social media groups, cookies, search history, and other insights to better define and segment these personas, we can be very targeted and channel-specific to target those who show real interest.  

A System that Defines, Reaches and Engages the Right Profiles.

With Radiant’s focus on behavioral marketing, we can build and refine strategy in everything we create, from the website, the branding, and outbound marketing to video content and social media postings. Tracking tools help us target specific market segments and individuals, see the results, know what works and adjust the messaging and campaign tactics. We’re using more precise data for better results.