People pass over a flood of content daily, becoming more and more desensitized to each piece of content they ignore. The problem is that most content isn’t specific enough. Business owners are finding that personalized content is a highly effective way of increasing sales. Moreover, the personalization of marketing tactics is gaining recognition for its significant customer response rate.
Issues with misguided content derive from the fact that it isn't customer-centric. Specificity is becoming a rising factor in content, and therefore marketing. Think about it, you’re more likely to look at content if it specifies your age or location, but you’ll stop in your tracks if you are specified by name.
Personalized marketing isn’t just gearing content and ads for a specific customer’s name, however. Let’s take a look at some tips and techniques below.
1. Do Your Homework
Understanding your audience enough to create personalized content for them is going to require considerable analysis of your target audiences. I say audiences because unless your business only has one customer, you can heavily personalize different content for two or more people. The amount of time can discourage some business marketing professionals, but your efforts will be rewarded with customer interaction, transactions, and loyalty.
If the amount of effort still scares you, you’ll be happy to know that there are tools to help you implement signups, opt-ins, and analytics to gather customer information variables for the segmentation of your personalized content. Now that you’ve got an idea of your segmentation variables, you can now start thinking of the personalized experiences you’ll have to illustrate to your different audiences.
2. Segmenting Variables
Before you start creating content for your personalized marketing campaign, you’ll need to segment it to target different audiences. The goal with personalized marketing is to stray away from the generalized marketing that people have become numb to. A more specifically aimed piece of content is going to create better interaction between your business and the customer.
If you’ve done your homework, you’ll be making the slight determination of the subtle, yet personal, difference between men of 20-30 years of age who need your product in Jacksonville, NC from men of 20-30 years of age who need your product in Jacksonville, NC who are in the military. We see here that segmenting creates the opportunity to run the same content for both audiences. However, further personalization of another segment of content will catch a more specific audience.
Demographics such as location, age, and gender are a start — but a more personalized analysis will include qualities such as customer interests, activity on your company website, social media activity, income, buying habits, and much more.
Including details such as the customer’s name, it is up to you to ethically and dutifully gather information targeting customers. If you know too much information about the customer, it not only is morally ambiguous but will creep out your target audience as well.
3. Content Creation
Now that you have compiled a segmentation of your audience’s demographics, interests, buying habits, etc., it’s time to start tailoring your communication to them with these things in mind. Personalized content marketing can be thought of a just a more focused content marketing campaign in which you’ll need to keep up with internet marketing trends, but instead of just marketing your product to the general public, show why a specific person of a particular age and region would be interested in your product or services.
Email and social media content can be highly personalized. However, any way you can personalize your communication with your customers will let them know that you pay attention to their needs and know what they are looking for in a company. This experience will build customer loyalty and retention. Making sure to state the name of your customer in the email is in the same realm as remembering someone’s name in conversation, it lets them know that you care.
4. User Experience
As noted above, personalized marketing creates a user experience customers won’t forget and will look forward to when conducting more business with your company. In a successful personalized marketing campaign, an individualized customer-centric correspondence will be present from start to finish. From the first lead generation email to the sales invoice, a personal touch should be present.
Detail of the little things are noted by the customer; being referred to by name in an email, noted interests and solutions to their problems, autofilled customer information on things such as surveys, invoices, and signups. Anything you can do to engage the customer and make the customer’s user experience memorable and easier will create an incentive to keep them coming back to your company.
A marketing campaign is needed for company visibility, lead generation, and revenue. A more developed personalized marketing campaign will increase all these things while maintaining customer satisfaction and retention. It would benefit any business owner to implement a personalized branch of marketing for their campaign, and with the tips above you can get started today.
Avery T. Phillips is a freelance human being with too much to say. She loves nature and examining human interactions with the world. Comment or tweet her with any questions or suggestions.