You’ve probably seen the term “ personalized marketing” popping up with increasing frequency as of late. It sounds like a buzzword and it can be overwhelming to take the necessary steps to make it part of your marketing strategy. Don’t be deterred! Personalized marketing is a powerful way to grow your business and boost your sales. It’s not hard to start implementing personalized marketing strategies. This blog post will outline the basics of personalized marketing. You will learn what personalized marketing is, why it’s important, what you need to include in your personalized marketing strategy, and how to start implementing personalized marketing techniques.
What is personalized marketing?
Personalized marketing is a powerful marketing tool to grow your business and boost your sales. It’s a way to be more personal and targeted with your marketing. At its heart, personalized marketing is all about growing your customer relationships through segmentation. Segmentation is essentially done through how people act on your site. “The more actions are taken on your website, the more personal information the user gives you, i.e., in exchange for downloadable content,” said yulia khansvyarova, digital marketing team lead at marketing research software firm semrush.
Segmentation is done by collecting customer data using web tracking tools and “tagging” your perspective customers based on how they interact with your site or content. Segmentation allows you to send a particular message to your specific audience. By segmenting your audience, you can create a personalized experience which equates to a one-to-one marketing experience. The entire message will come across in a consistent manner. Segmenting your customer base allows you to send them unique a personalized offer at exactly the right time. For example, you can give each customer a tailored post, personalized video or give them discounts based on their purchases. Personalized marketing is also all about improving the customer journey.
According to marketing strategist, Selle Evans at Masterly CEO, modern marketing personalization will be defined by dynamic, hyper-specific targeted experiences that go well beyond dynamically inserting basic data like a consumer’s name or address. Marketing efforts should always include a personalized content so that they can speak directly to each individual customer.
Why is personalized marketing important?
One of the main reasons why marketing personalization is important is because it increases revenue and your personal brand. Let’s say you sell one-of-a-kind jewelry. Your customers come to you because they recognize the quality of your product. They enjoy the one-of-a-kindness of your product and are willing to pay a premium for it. The reason they are willing to pay a premium for your product is that they know you can create a customized piece just for them. So, they don’t have to order a piece that you create for a different customer. They can ask for a custom piece and you will create a custom piece just for them.
How is personalized marketing different than other marketing techniques?
When you use predictive analytics to generate a personalized recommendation and a personalized customer experience – you’re building brand loyalty with your potential customer before you’ve even made the sale.
Customers view personalized marketing differently than other marketing techniques. Engagement with a personalized offer is substantially higher. We find that our initial email click through rates increase between 214-346% once we implement a successful personalization strategy.
What does a personalized marketing strategy look like?
You should strive to make each of your marketing campaigns, whether on social media, online advertising, or any other channel, tailored to each person that you are trying to reach. That’s why it’s important to focus on one or a few key words in your marketing campaign. Each word should be chosen with intent. Your words should convey a message or allow someone to know something about you. For example, you could put a specific hashtag in your post to signal that you are talking about something specific (e.g. #coding), but your social media campaign might not use the same hashtag. It’s easy to mix things up, but your content should focus on your niche and your audience. If you aren’t sure where you fit into the niche, start researching it and make sure your posts align with it.
How to start implementing personalized marketing techniques
There is no one-size-fits-all approach to implementing personalized marketing. Each company will have different needs, goals, and interests. Make sure that you fully understand these differences before you begin developing your personalized marketing strategy. Even with differences in goals and needs, there are a few things to keep in mind when designing your personalized marketing strategy. You should make it easy for your customers to interact with you. For example, you can create a two-way communication to make it easy for customers to leave reviews. You also want to make sure that your customers know why they should talk to you, and then, how they can do that. Once you know what you need to include in your personalized marketing strategy, you can get to work. Meanwhile here are some examples of personalized marketing campaigns.
Personalized Marketing with Email
Email marketing remains one of the most popular forms of marketing. But with it’s popularity came those way too eager to see the results. They scurried in with a general message sending it to any email address they could get their hands on – spamming us all with their offers.
Email marketing is indeed a powerful marketing strategy – if done correctly. And personalized email marketing allows you to build a message that will engage your audience and increase opens and click-throughs.
Personalized marketing is a powerful concept that has been used by companies like Amazon for years. Now, with the help of tools like the ones we’ve built to use for our clients, personalized marketing is available to even the smallest businesses. Personalized email marketing can create a link between your business and your customer base.
This marketing strategy allows you to build links between your customers and your brand by sending customized, personalized emails based on customer profiles from your CRM. This type of service can be extremely beneficial for businesses of all sizes. These businesses can use personalized email marketing to grow their customer base, increase their brand awareness, and increase sales. But what does it look like and how would you get started?
Next you have to set up your segmentation and tagging based off the behavior of your customers. As previously discussed, you have to map out your customer touch points and use web tracking to understand these behaviors. These tags can act as triggers to automation sequences for promotions that are relevant to your perspective customers browsing or opt-in history. For our client campaigns, we like to take this even further with images and videos that are personalized and ready to WOW them into converting.
First, you have to select an email marketing platform. When connected with the rest of your marketing stack, it will allow your other tools (like a post-click landing page platform) to feed it prospect information, and, in turn, it can feed that information to an email marketing platform, which will help personalize your emails even further. We highly recommend ActiveCampaign as it allows for extensive automations with conditions, tags, custom variables and integrates with most other platforms. But any platform with similar functionality will likely get the job done.
Personalized Pop Ups
The basic technique for personalized marketing is targeted pop-ups. These offer companies the ability to tailor an offer to a specific customer.
There are three steps to creating a successful pop-up ad:
Step 1: Define a the desired behavior or trigger using tags
Step 2: Create an personalized offer based on your predictive analytics
Step 3: Display the offer at the right time
A simple example would be an exit attempt pop up that offers certain visitors a discount or bonus for completing a specific action. But personalized marketing efforts aren’t about simplicity – so these get very advanced.
Personalized marketing is about using strategies and tactics to create a sense of authenticity, trust, and relationship with your customers. Because it builds genuine relationships with your customers, it helps you build trust. Trust is the most important asset of a good customer base. Trust equates to more engagement and is one of the reasons why you will earn more customers for less work, and one of the reasons you will ultimately build your company. By taking the time to define the customer experience and implement personalisation
For more about building trust and building relationships with your customers, you can check out this article – and subscribe to receive notifications on how to optimize your marketing efforts through personalization.