So imagine this, someone who has previously looked at a specific page on your website and is immediately shown a pop-up or a recommendation related to that topic or item. What do you think that would do for your conversion rate?
Personalized marketing is the process of using data about your customers to send the right message to the right person at the right time. This can be anything from tailoring digital ads to customers’ interests, to showing a potential customer a coupon for a product they’ve looked at previously. The last blog post was an overview of personalized marketing – this post is meant to further expand on those ideas and give you clarity on what taking steps towards personalizing your marketing can do for you.
Why would a business want to do personalized marketing in the first place?
Personalization can increase conversion rates, and it can keep you on the mind of your customers. Lets start by making sure we’re not talking about spam. While spam emails are very irritating, and most people delete them without reading, personalized emails are something else entirely. With personalized emails, you know that the receiver of your email really wants to hear from you, and that makes the difference. This is what makes personalized marketing so important.
At a certain stage in my digital marketing career, I realized I could do a lot more if I included a personalized experience in my marketing strategy. I started by mapping out the customer journey. I used one of those mind map software to record each possible touchpoint and how they lead from one point to another.
I was able to end up documented 78 different touchpoints where potential clients were interacting with my business from the different segments of Masterly. I then strategically used behavioral tracking at all these touchpoints to understand how they were interacting. This allowed me to continually make adjustments to the touchpoints to deliver marketing personalization and even a personalized offer that was irresistible based off their previous behavior.
The analytics helped me uncover ways to deliver the personalized content in ways that fit perfectly into the individual customer journey. My conversion rates skyrocketed as I continually used the analytics to improve my personalization strategy.
So why go through all the trouble to build a personalized marketing experience?
Reason #1 – Better ROI on Marketing Efforts
A lot of companies have a huge problem. They aren’t making enough profit, and they know that they can’t make more changes to the sales process if they don’t already have information on their customers. This is where they have to do personalized marketing.
This sort of marketing is where a company knows as much as it can about their customer. Just like a greeting card company knows that if you are a mom with a child, you may be more interested in a card for your kid than a husband. They would also know that you might be interested in a card that is funny for your husband, rather than something that is funny for kids. (The same goes for birthday cards for men.)
Reason #2 – It Saves You Money
Personalized marketing can seem complex and costly, but it doesn’t have to be. You can start small, gathering data from just a few customer touch points and using it to give a better customer experience and support. Then, as you continue to move forward, you can add more customer data and predictive analytics to continue refining your marketing message.
Reason #3 Brand Awareness
It’s important to remember that marketing is an essential part of business. Marketing is all about building a brand, and how your brand is perceived in the eyes of the general public. The purpose of marketing is to capture the attention of your target market and to deliver a general message that doesn’t get lost in the shuffle.
Sending a personalized campaign to your customers is a great way to make them feel special and valued. It’s also a good way to capture their attention as they’re more likely to read and answer a message from someone they know and feel connected with.
The key to capturing someone’s attention quickly is to not waste their time. By building your brand in a way that’s relevant to the people you’re trying to reach, you’ll make them want to learn more about it and find out what you offer.
Reason#4 Personalization of Ads
In the world of advertising, there are two types of ads: targeted and general. Targeted ads are delivered to people who match the traits of your target audience. General ads are delivered to people who don’t match the traits of your target audience. The problem with general ads is that they don’t work as well. It’s important to recognise that social media is a great way to build your brand, but it’s important to understand who you’re targeting when you’re creating social content.
For example, if you’re trying to get more women interested in your tech products, then you need to create content that’s relevant to them. If you want to connect with people on a deeper level, you need to understand who they are and what makes them unique. It’s about understanding your audience and what makes them tick. This will help you to create ads that are relevant to them and that can resonate with them.
Reason#5 Relationship Building
Sending a personalized message to someone makes them feel as though you’ve taken the time to know them and that you’re invested in connecting with them. They’ll see you as someone who is interested in them and who cares about them, which makes them more likely to respond to you and give you their attention.
It’s important to understand that your customer satisfaction and conversion rate will steadily increase as you take steps towards personalized messaging. If you’re using mass-targeted email campaigns, you’re missing out on a massive opportunity to improve the customer experience. When you send relevant messages and no irrelevant ones, the people you’re trying to reach will be more likely to pay attention to your emails, ads and messages. People will only respond to messages that are relevant to them and on their level.
Reason #6 Uniqueness in Message
When you can personalise your marketing messages to connect with your customers better, they’ll respond better to you too. The more you can personalise your marketing messages, the more you’re likely to see them convert and take action. This is the difference between “anyone” and “your customers”. Building a relationship with your customers will hopefully result in them becoming loyal to you and your brand. As you get to know and understand your customers, you’ll know what makes them tick and what they like about your brand. This will then allow you to create content that will help you to build your customer loyalty.
Reason #7 Customers Engaging and Taking Action
If customers like you, they’re much more likely to engage with your content. For example, if you make a video about a product or service and you get a positive response from your customer base, they will be more likely to share your video on social media or recommend you to a friend.If you want your emails to be read, you need to provide value. Your message has to be relevant to the recipient and you need to make sure it’s something that they want to read. If you’re sending them something that’s not relevant to them, then you’re wasting their time.
Reason #8 General Marketing Has Lower ROI Versus Personalized Marketing
With more engagement, you’ll get higher conversions (more sales). With higher conversions, you’ll make more money. With more money, you’ll have more time to invest in the long-term reach of your business. Once you’ve built up an audience, you can start sending them targeted marketing that will be personalized based on their interests and buying history. This means that you’ll be able to retarget them with more personalized marketing. the product or service you provide has to be constantly evolving to keep up with the customer’s needs and expectations. In order to do this, it’s important to constantly review the customer behavior and data and publish new content and services to stay ahead of the competition.
But how can you possibly do personalized marketing in mass amounts?
By leveraging marketing technology, using dynamic content and consulting with an experienced marketer to help you understand your target market.
In coming posts we will be discussing the personalized marketing strategy, methods and systems. We’ll work to make the steps clear and actionable so you can follow along and build your plan. Be sure to subscribe to our newsletter to get notified once we release new content on digital marketing – and follow us on this journey to build your marketing step by step.