Today’s marketers should make extra effort to get inside their prospects. You need to understand your customers and prospects intimately. Personal marketing attacks is a great source to fascinate your prospects. When they receive one of your custom-tailored communications, there is no other thing for them to think but you value them, you give importance to them. Only then can you truly wow your audience and maximize campaign performance.
What is Personalized Marketing?
Personalized marketing is a strategy of its own that you can do using different types of marketing mediums, such as email, social media, and blogs, to generate better results. It can be an effective and powerful tool when used right. Moreover, marketers have been using this strategy for decades to improve their marketing efforts.
In fact, research shows that personalized email campaigns receive 29 percent higher email open rates and 41 percent higher click-through rates than ordinary emails.
Needless to say, if you still haven’t implemented personalization in your marketing strategy, you’re missing out.
Reasons Why You Should Use Personalized Marketing
There are significant benefits associated with marketing personalization. For instance:
- Improves customer experience: Tailored offers make customers feel appreciated, important and satisfied.
- Relationship building: Personalized content allows you to get closer to the consumers and strengthen the connection between them and your brand.
- Higher conversion rate: The same goes for sales results – personalized offers drive more conversions.
- Lead generation: Marketers who customize content can expect to generate more leads than their less agile counterparts.
- Customer retention: Improves customer loyalty and turns consumers into brand advocates.
Now that you know the basics of personalization in marketing benefits, it is time to see the most effective ways to apply it to your strategy. Let’s jump into the list of seven simple but useful tactics:
Collect and Analyze Data
Providing consumers with personalized content requires you to collect and analyze customer-related data. It’s the first step you need to take in order to acquire valuable feedback and design a proper strategy. Most marketers do this in three different ways:
- Conducting customer surveys and opinion polls
- Website analytics reveals user behavior
- Tracking comments coming from social media followers and email subscribers
Once your working material is enough, you can easily divide the audience based on various factors. This will serve you as the cornerstone for future content creation activities. We suggest you to focus on these parameters:
- Age and gender: Prospects will definitely differ into genders and ages, so think in accordance with
- Location: You can’t apply the same tactic to local, regional, and global markets
- Education and annual income: Well-educated individuals analyze offers thoroughly and make data-driven decisions
- Online shopping habits: These reflect the personal interests of your prospects
Segment the Content
Now that you know everything about the target audience, you need to design the corresponding content creation strategy. Vivian Walker, a blogger at Brillassignment.co.uk, says you need to divide content so as to fit the three stages of the sales funnel.
Here’s how she explains it: “Generic content and paid ads are good for users at the top of the sales funnel because they help you to raise awareness. However, the middle part and the bottom of the funnel demand a more customized approach, with tailored content, personalized offers, and free trials.”
Being one of the oldest channels of digital marketing, email campaigns still play a major role in contemporary business. According to the reports, personalized emails deliver six times higher transaction rates. For this reason, you also need to personalize emails to make the most of your marketing strategy.
Engage in Social Media
Another way to use personalization is to engage in social media and establish regular communication with your followers. The goal is to humanize the business by using the same style and tone of voice, letting the world know there are some real people working behind the curtain. It will help you to make the audience feel acknowledged and to strengthen relationships with the regular commentators.
Improve Customer Service
In the business industry, it is a must to improve customer service and allow consumers to express thoughts and opinions or send inquiries around the clock. High-quality customer service proves the credibility of your organization.
Personalization in marketing can’t only get you that far if you don’t measure the results of your strategy itself. You must, therefore, keep an eye on all activities to detect both the good sides and pain points. You will be able to improve or eliminate weak spots from your strategy and put an emphasis on content that already proved to be successful by doing this.
Selling and marketing without personalization go unnoticed, therefore, offering personalized customer experiences is no longer an option but a requirement and a full-time necessity.
Marketing has always been one of the most important business drivers. But it evolved in the last couple of decades just to grow bigger and more complex. The result is that now you can hardly win over new customers using generic messages, so it’s crucial to tailor offers and personalize content. There are always challenges associated with personalization because there is no magic formula that will make it right. But when executed correctly, personalization can have a great impact on your bottom line. Let us, Venture and Grow help and guide you to your marketing journey.