What is Identity Marketing?
It’s marketing that appeals to a core attribute of your customers’ lives, like their profession or their life stage. When you launch an identity marketing campaign, you have the power to impact the lives of customers like Hayley Wombles.
See her story:
The Benefits of Identity Marketing
The key to identity marketing’s success is instant, digital customer verification. With SheerID’s Identity Marketing Platform, you create community offers and keep them truly exclusive, which makes them more compelling and shows how highly you regard your chosen communities.
When you use SheerID to confirm eligibility for your offer, the zero-party data you collect is verified by authoritative sources and far more actionable and accurate than third-party data you purchase.
Customers don’t like being tracked online or bombarded with irrelevant ads. Identity marketing lets you give them genuine value in exchange for engaging with your brand, which builds trust and encourages re-engagement.
Offering an exclusive reward to a community wins their business and encourages them to share the offer with others, which they love to do. More than 90% of consumer communities surveyed would share a special offer with others who were eligible for it.
Identity Marketing Drives Results
Acquire more customers by creating strong emotional connections that motivate buyers to purchase. Headspace turned 25,000 teachers into new subscribers.
2X Repeat Purchases: Build loyalty with more meaningful campaigns that make customers feel special. Shady Rays saw significantly more repeat purchases from community members eligible for their discounts.
Protect your margins by ensuring only eligible customers can redeem your offer. CheapCaribbean and CompTIA saw a double-digit drop in discount abuse.
The Three Pillars of Identity Marketing
Identity
Honoring someone’s identity creates an emotional bond. When you use personalized offers to reward customers for who they are, like being a teacher or member of the military, it moves them to act. Nearly 95% of consumers given a personalized offer based on their identity would redeem it.
Reciprocity
Identity marketing respects consumers as equal partners in the brand relationship. Instead of stalking prospects online, you invite a consumer community that aligns with your brand to enjoy a personalized offer. If your offer is attractive, customers accept the invitation and start a relationship with your company.
Verification
Verifying eligibility for your offer is crucial to identity marketing’s success because it prevents discount abuse. It also shows your customers the offer is truly just for them, which increases its appeal. This motivates customers to share your offer with others in their group, amplifying your efforts and driving down acquisition costs.
What Marketers Say About Identity Marketing
Our identity marketing program is a strong extension of our marketing strategy, and it’s helping us create lifelong customers.
Our sweepstakes campaign was a highly optimized way to leverage identity marketing. We saw a conversion rate that was 12x our typical sweepstakes and a ROAS of 100:1.
Our identity marketing program to students is a great way to turn GenZ subscribers into loyal customers.
Our identity marketing programs are a powerful revenue engine. In a typical week, they drive 25% of our sales.
Harness the Power of Consumer Communities
Consumer communities have strong networks united by the values and experiences they share. This makes it easy to create messages that engage them, and highly likely that they will spread the word about your offer. And when your campaign honors the service of groups like teachers, medical professionals, and the military, it generates tremendous goodwill and brand awareness among everyone who supports them.
Identity Marketing Delivers High ROI
The average conversion rate for identity marketing campaigns is 3x higher than the industry average. And verifying customers with SheerID prevents fraud and increases your ROI.
Launch an Identity Marketing Program in 5 Easy Steps
01 Identify the consumer community for your brand.
Map your core buyer’s demographics and interests to a consumer community. College students are into fashion and media. And marketing to the military can help you reach outdoor enthusiasts and do-it-yourselfers.
02 Create a gated, personalized offer.
Develop an offer that appeals to your consumer community. Gate the offer with SheerID’s Identity Marketing Platform to protect its integrity and prevent discount abuse.
03 Invite consumers to take advantage of the offer.
Promote the offer across your existing channels to raise awareness and allow eligible customers to opt-in.
04 Activate word of mouth.
Increase awareness within the consumer community with member testimonials and videos. Use the power of social media and referrals to spread the offer.
05 Re-engage to build long-term relationships.
Integrate the rich information provided by the consumers into your CRM and nurture them through your loyalty program.
Identity Marketing and the New Rules of Personalization
Read our identity marketing primer and learn how this new approach to personalization can help you acquire loyal customers.
