People-based marketing has been called the “biggest shift in marketing since digital” by Suneet Bhatt, the chief marketing officer of LiveIntent. People-based marketing allows you to shift your marketing target away from generalized data about a group and more toward the individuals in that group so you can provide the right message at the right time to the right person to cultivate the customer relationship and encourage the buying decision.
What Is People-Based Marketing?
People-based marketing is just what it sounds like. Coined by Facebook in 2014 with the release of its Atlas product, people-based marketing follows an individual ID across multiple platforms and devices online to give you information about your customer and begin to understand them in a holistic way.
Since its introduction by Facebook, many companies are beginning to target people-based methods. You may already be working with some, like LinkedIn, Google, Salesforce, or Oracle.
Taking People-Based Marketing Offline
This revolution in digital technology has been a key component to salespeople as long as there has been something to sell. Developing personal relationships with your customer base is essential to creating and maintaining loyalty in your customers.
Scaling that kind of customer relationship has always been difficult. New technologies online allow you to tailor your communications along the buyer’s journey to help your business relationships.
But offline, you can tailor your communications to your client base also. With the millennial generation, who don’t trust online advertising (over 90% don’t find online ads credible), personal contact is even more important than it’s ever been before.
To take your people-based marketing offline try these tips:
* Be where your customers are. Whether your customers are at the local beer festival or the library, find a way to be at the same destinations. Get a booth at the festival, sponsor a reading corner in the library, or find your own creative way to meet the people you want to serve.
* Support your customers’ passions. Nothing starts a relationship off on the right foot better than supporting someone’s passion. Sponsor a local bike race or take part in a cancer research fund-raising walk. What do you love? Your customers are likely passionate about the same things.
* Become a trusted source. Trust is a cornerstone of any relationship. When you are putting out information on the internet or giving away pamphlets, make sure that your messages aren’t all about selling your product. The majority of the information you give away should help your customers. When they trust you to provide quality, helpful information, they’ll also trust you to provide a great service or product.
* Stay in front of your customers’ eyes. Be there when they need you. Find a way to stay in their minds so that when they need your service or product, your brand will be the first one they think of.