Personalized marketing is the future. The more personal your marketing is, the more likely you are to reach your buyer’s needs, and more importantly — that they’ll convert. Personalized marketing has a range of benefits, including more effective targeting, better conversion rates, higher ROI, and greater brand loyalty. Personalized marketing requires a combination of tactics to be successful, including segmentation, message personalization and automation. We will cover how segmenting your audience, implementing personalized marketing and setting up automation will revolutionize the way you do marketing.
What is personalized marketing?
When it comes to marketing, we often hear about ROI and cross-selling, but what do we focus on when we want to make a personal connection with prospects? First, let’s define personalized marketing. Personalized marketing encompasses all forms of marketing that use data and/or technology to create a personal connection with your customers and prospects. Whether you’re reaching out on social media and posting content relevant to your product or service line, or using advertising to deliver valuable content that’s relevant to your customers or prospects, the goal of personalized marketing is to create a trusted relationship and ultimately, an engaged customer. To successfully achieve this you need to map out your customer experience in your marketing strategy and use customer data to continually customize that experience.
The best marketing not only has a shareable message that is relevant to the customer — but also a personalized experience, one that’s personalized precisely for each individual customer. The customer journey is not linear, but each step in the customer journey is uniquely related to their behavior and how they interact with your content or site. Every step up the sales funnel, every interaction with a customer, takes place on a journey. How a brand understands that journey and automates that journey is the foundation of personalized marketing. What it means to be personal: Personalization is one of the key elements that enables context-aware targeting and personalized personalization.
It is essential in the context of personalized marketing, to know what specific things your customers want, what goals they want to achieve, and what actions they are likely to take when they achieve those goals. If you have not created and continuously updated agency specific ROI or NPS scores for your business, you won’t be able to understand your customers’ motivations behind specific purchases and will inevitably miss out on opportunities to personalize your marketing. You will also miss out on featuring online products and services that resonate with customers, it may also reduce your return on investment for marketing efforts.
How can you use marketing personalization?
To apply personalization effectively, it requires a three-fold approach comprised of a) understanding the needs of your customers and their buying journey and b) developing customer relationships that empower them to make informed decisions. Understanding and developing customers’ needs are intertwined – both are critical to the development of effective marketing. Understanding your customers’ psychology and learning what matters to them, then using that information to inform your marketing, is a necessary part of the process.
A personalized marketing campaign is an active, ongoing process that starts with gathering as much new information about your customers to improve customer service and lead generation, and it is one that is constantly being developed and refined. After gathering that data, the next step is about combining the data with that of existing customers to begin characterizing the customers as prospective purchasers, searching, assessing their needs, and creating product descriptions and formats for the sales process.
Think about it — how often do you get that opportunity to ask a simple question: How does this help prospective customers decide? How many merchant accounts did you open in 2021? Thousands? Thousand? And even fewer of you said yes to setting up email marketing with an automated setup? Simple, right? Although automated email marketing could meet some of your marketing needs, by neglecting the behind-the-scenes work of analyzing your existing customer data, and by boxing your prospects (and customers) automatically into predetermined funnel paths — your prospects and customers will likely leave your marketing campaigns feeling that your marketing campaigns don’t actually make them a true sales or marketing leads.
How is a personalized marketing campaign developed?
With every piece of digital marketing you do, you’re doing the work of building an audience of followers, engaging them with valuable content, and ultimately building a brand and brand relationships in the long run. One of the most important tools for this is how personalized your marketing is, and most marketers are under the misguided impression that they have to do all of the work upfront. But if you want to successfully connect with prospects and customers — whether they’re using digital retail or not — you’ll need to pull back the curtain and see just how much automation really does make a difference.
To get you up to speed on delivering content in an effective, personalized way, we rounded up some key tenets you must pay attention to. By the end of this article, you’ll understand the five core concepts of personalized marketing, as well as how to leverage each one to drive results. Before delving into the five pillars of personalized marketing, it’s important to establish a few historical context points. In general, distinguishing the two can be a little tricky. While the term “ personalized marketing” makes it sound like collaboration is required upfront, this is one of the many aspects of marketing where customer focus trumps all.
Automatic customer engagement is a set of marketing initiatives, practices, and technology that advance the state of the art for effective customer engagement Just like personalization, automation isn’t just limited to a single channel. Businesses can also use dashboarding to produce engaging reports to aid in outreach and identify gaps in their customer service coverage. Automated customer engagement also applies to the order of how businesses contact their customers and better serves their intended audience. So, how can businesses leverage automation to capture customers better and get more of the value they serve? With automatic marketing, businesses gain access to valuable marketing and social media tools at a fraction of the cost of traditional marketing.
I’m talking about messaging, content, and automation that deliver customer-centric content in five to ten minutes — and it’s all free. Having these effective tools provides a competitive advantage to your company when it comes to messaging. It can help your business compete with the big players in their market, and, frankly, it provides great value for your business and marketing teams
What is an example of personalized promotion?
Ok, so we’ve learned a lot about the personalized customer experience, customer journey, and a general overview of a personalized marketing strategy – but how do you actually create the personalized content?
Well, once you’ve taken in customer data and studied it enough to understand trends and touch points, you can develop predictive analytics. You can do this by adding a personalized offer in the different touch points. This could include a personalized recommendation based off search history, personalized emails based off pages or blogs visited on your site, personalized video based off product recommendations.
So, lets break personalized marketing into general steps:
1. Essentially, you’re going to leverage marketing technology to gather and analyze the analytics.
2. You’re going to create dynamic content that shows your potential customer a more targeted marketing message directly related to how they’ve interacted with your content previously.
3. You’re going to continuously study how the consumer interacts or responds to each personalized campaign and continuously adjust your marketing efforts.
We will dig in to the detailed steps in upcoming posts to ensure you have everything you need to become a marketer and get started with a personalization strategy.
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