While straight line marketing systems such as email auto responders and content delivery systems used to work quite well in 2006, 2007 and 2008, unfortunately many companies are seeing diminishing returns.
The reason behind this declining year after year result is that these systems do not adapt to what the prospect is interacting to.
For example, if you’re using a straight-line automation that sends out email every 24 hours, you might think the prospect is getting value from you because you’re sending an email – a valuable email every 24 hours.
However that is dependent on
- If the prospects open the emails.
- If the prospect takes the desired action to actually view the value, if it be a click through to a download page, video player page or article.
- Whether the prospects consider the information valuable enough to get an immediate result from it.
Where most automations fail is by sending content every 24 hours in a straight-line format.
The prospects have seen email after email, video after video, interview after interview, and article after article in a very straight line format using simple auto responders.
It’s not dynamic; it’s not ever changing; it’s not adapting to what the prospect interacts with.
Just because you’re sending “value” to a prospect does not mean you’re actually improving the quality of their lives or adding any tangible value what so ever.
Our Capture And Convert Marketing Funnel is built on Behavioural Dynamic Response Marketing.
This means that the marketing funnel has emails, automations and contingency plans that are adjusted if the prospect does not consume content, does not open content, does not click through content and does not find the content valuable.
Your prospects literally choose their own journey through their marketing experience. If they do not take the intended action then a contingency plan is triggered.
See why us, as business owners are very clear on who we serve and the outcome that they desire – Where many business owners fall short is integrating the reason WHY their prospects want the outcome we provide.
Enter the 3 levels of marketing communication.
- The first level of marketing which new business get stuck at is only communicating the outcome that they provide to their customers. Think of this as your spammy, loud and annoying style of marketing.
- The second level is where many business owners get stuck and will forever remain. That is communicating the outcome with a single reason why and the benefits of that outcome to their prospect.This allows the business owner to more personally connect with the prospect because they’re expressing the prospects emotions and movies within their marketing at scale. The problem with this is that the business more than often, only end sup communicating a single set of emotions and motives to their audience, so it still feels like marketing to the prospect, not a personal deep level conversation.
- The third level of marketing is where Behavioural Dynamic Response Marketing sits. Which is responding to their personal reason WHY they want the OUTCOME. Yes your prospects all may want the same outcome but their reason as to WHY they want it will change from prospect to prospect.
For example if you’re in the weight loss industry and you’re wanting to serve middle aged men a training program on how to get a six pack to look fit for summer. Then you’re only communicating one angle of WHY they want it.
What about those who just want the health benefits of a six pack?
Or those who want more energy to play with their kids?
Or those who want to be able to fit into a certain item of clothing?
Or those who just need to get slim for an upcoming event?
Yes you can try to integrate all of the reason “WHYS” someone may be a great fit for your product but if you try to appeal to everybody inside your copywriting you’ll just end up having a mish-mash of words and phrases that don’t really do anything besides drive your customers away.
So what does all of this have to do with Behavioural Dynamic Response Marketing?
Well, when you use Behavioural Dynamic Response Marketing you’re able to automate single content campaigns to single prospects based on what they respond to, where they respond to it and the reason why they want the outcome.
For example you may send out an email marketing automation content piece to your email list that talks about six pack abs for summer.
For those prospects who did not respond to this style of content its an indictor that the angle of “six pack for summer” did not appeal to them. This means that all future marketing campaigns should never talk about “six pack for summer” to those prospects who did not respond to it.
Instead you should try a different marketing angle, one that appeals to their reason WHY they want the outcome. There are always a dozen or more ways a way to angle different products to different prospects with different desires, hopes, fears and dreams.
So this is where your Behavioural Dynamic Response Marketing campaign would automate to the prospect behaviour of them not responding to that marketing piece and then dynamically adjust the next content piece on the fly so that it has a higher likelihood of landing with that prospect.
Then rise and repeat until every prospect is receiving their own trailed marketing experience based on what they actually respond to again and again. Rather than sending a straight line automation that treats every prospect the same with the same product that conveys the same features and benefits.
The end result is that each product actually chooses their own marketing experience and dedicates how they want to be spoken to, when they want to be spoken to and on what platforms they want to be spoken to.
When you begin to use Behavioural Dynamic Response Marketing on a time-parting, day-parting and platform parting level you’re able to maximise your results on every front.
For example, Behavioural Dynamic Response Marketing allows you to only send marketing materials to those prospects at the times they’ve been shown to open emails. Thus improving your open rate. Instead of, sending an email at the standard 9am like everyone else, Behavioural Dynamic Response Marketing allows your prospect to dedicate the time when they are most responsive to your marketing.
This goes with day-parting to. Behavioural Dynamic Response Marketing will allow you to only send your marketing messages on the most prime days where the biggest opportunity for a sale can happen.
And then we have platform-parting which is whereby the prospect dictates where they prefer to consume content. For example if you’re sending videos to a prospect and they are showing interest in the content by opening the emails but have yet to click…then it could be an indictor that maybe that prospect doesn’t like to consume video content. Thus Behavioural Dynamic Response Marketing should send that prospect a transcribe of that video directly in their inbox and change the platform of value.
Behavioural Dynamic Response Marketing is the future of marketing and is giving those who embrace it an infinite upside of opportunity within their marketplace.