Marketing is a lot like fishing — you carefully pick the right bait (your messaging), throw out your line (your marketing content) into a body of water (your chosen marketing channel), and hope the fish can’t resist (your conversions). In the case of targeting your prospects with online campaigns, there are additional challenges. Sometimes you don’t know where the fish are hiding. Sometimes you don’t have the information you need to avoid throwing your line and wasting your bait on a half-empty sea. Sometimes you know where the fish are, but don’t know quite know how to reach them. What you need is expert guidance and Versium REACH is the ultimate tool for marketers. (We can’t help with real fishing - sorry.)
The most important tool you need in your marketing tackle box is information about your customers - and that translates into higher match rates.
Why You Need High Match Rates
Match rates are all about identifying and recognizing users from within your audience data set. High match rates mean that your marketing messages have the opportunity to reach more of the people in your audience. They mean your campaigns reach farther, realize more opportunities, and enjoy a higher return on your marketing investments. When your message reaches more of the right fish, more of them bite.
Check out the below infographic which shows the compounding power of match rates. You match more business targets with their consumer emails, which allows you to match more targets with your social or display ads, which allows you to reach more customers. That’s like double the matching mojo. The more “touches” you have, the more you build your brand recognition and have more opportunities to get your message out.
The reverse is also true. If you don’t match business emails to consumer emails, you get fewer matches for your social or display ads, and that means lost opportunities, lost sales, and lower ROI. A bad plan for fishing!
Marketing Fish Tales
Here’s a simple example of how match rates compound to help you catch more customers. You want to target B2B business people, and have a list of leads you’ve collected from your website contact form. You have their first and last name, business name and business email. You upload that list to target ads on LinkedIn, Facebook, or Gmail, and… nothing. Or next to nothing. Very few of those business emails you’ve captured match on those platforms. If you run your campaign now, you’re wasting both money and opportunities.
It’s simple. People don’t sign up for those platforms with their business email addresses They use their personal email addresses. To get higher match rates and reach those customers, you need their personal email address, Facebook login email address, Gmail account email address, and any other consumer email address they may be using online. You need a tool to match your business emails to consumer emails. This is where Versium comes in. We connect the dots for you.
With all of that consumer information, you now have more information to match against. You upload that expanded list of targets to your advertising platforms, and your match rate goes up significantly. BAM. Today’s catch? A whole basket of conversions.
Versium Can Help You Fish, Sort Of
Our ultimate mission here at Versium is to help you connect with more of your ideal customers, using the best of your and our data. Our B2B2C identity graph contains trillions of business and on professional data points. We use AI and machine learning to improve our ability to make accurate matches, and then have cross checks and validation for the highest data quality. Versium REACH helps you improve every online audience you build by adding contact points so your match rates are as high as possible. That means more conversions, more revenue, and more marketing success. That’s no fish story.
For more on how marketing is like fishing, check out our video.
For a free trial of Versium REACH, sign up here.
Want to test out your match rates? Email us your list at firstname.lastname@example.org and we’ll run it.