With the increase in the interaction of people on social media platforms and bombardment of various kinds of information which includes detail about a wide range of products and services, it is natural for people to tune out most of the input especially if they cannot relate to them on a personal level. Here comes the role of personalized marketing.
What is Personalized Marketing?
Personalized marketing is a direct marketing strategy by which brands or businesses can deliver personalized content to their consumers or potential consumers via the collected data, analysis, and the practice of automation technology.
Precisely stating, personalized marketing means interacting with one’s audience and consumers in a way that gives a personal and human feel with consideration of their likes, preferences and interests. A personalization strategy can include customized email marketing campaigns, personalized ads, targeted product recommendations, tailored content, and much more.
Why is personalized marketing important?
From a survey by Evergage, it has been found that 96% of marketers felt that personalized marketing has helped them to advance customer relationships, and 88% asserted that they observed a measurable boost in business results. 61% of marketers also said that personalization enabled them to deliver better customer experience.
Personalized Marketing or Normal Marketing – What is the difference?
The basic difference between Personalized Marketing and Normal Marketing is the section of interaction and the point of focus.
In mass or normal marketing, one sends information to large groups of consumers or a portion of the targeted market. So the message has a general concept structured for a group of people.
Whereas in personalized marketing, the focus is constricted on an individual and then delivered to that specific audience or consumer. So it is a more direct way to reach a consumer.
In a survey by McKinsey, it has been found that there can be a 5% to 15% increase in revenue and a 10% to 30% increase in marketing-spend efficiency by deploying personalized marketing techniques.
Here we will discuss some of the best practices and tactics to ace in promoting one’s brand by using Personalized Marketing.
1. Welcome the newcomers
One of the fundamental steps in the route to excel in personalized marketing is to make the new visitors feel welcomed.
Businesses should use this opportunity to make their first-time visitors feel welcomed and appreciated while also showcasing the brand’s values and services.
Brands should help the new visitors in their transaction journey by directing them to the different areas of the site with a welcoming language and take care to not come across like a sale enthusiast. This will encourage the visitor to connect with the brand and most likely to turn into a consumer.
2. Value the existing consumers
Besides looking for ways to get new customers, businesses should also keep in mind to recognize their existing consumers, whom they have gained through various social media platforms and marketing practices. It is one of the foundation blocks of personalized marketing that if and when the existing consumers return to a brand’s site, they should be provided with the required assistance to lead them forward and help them in their queries. The existing consumer might return to the site for various reasons like for seeking help about the usage of any product, of refund or warranty related issues, or to buy a new product, and they should be lead by actions to be given the full support and the best customer experience. This, in turn, builds the brand value and leads to build customer loyalty, besides reducing costs incurred by the business in support calls and customer service inquiries.
3. Provide relevant content to inbound traffic
It is the responsibility of any business to provide relevant content and information to the consumers or traffic that come to their site via an inbound source. This inbound source can be an email or a post on any social media platform that the consumers clicked on to gather more information about the product or service. So, businesses should provide their new customers with content effectively related to the post or link that intrigued their curiosity and brought them to their site.
This is what Personalized marketing is about; to provide potential consumers with a personal experience without making them hassle for the information that they want.
This also helps businesses to reduce expenditure on outbound efforts and helps them to generate more conversions.
4. Create and serve content that is relevant to the location and the community of people
Every country or state has its own list of common practices and favored places or food etc. Brands should practice geolocation personalization to make a visitor’s interaction more personalized.
But it’s not just about a country. Every individual has his own preference and things that he can relate to too. For example, a shoe company can produce an advertisement for every gender and age. But the advertisement can become more personalized if they mention a certain age group or a certain profession for which the shoes are perfect. Like boots can be worn by anyone and it involves the general public, but if it’s mentioned as spiked boots or soccer boots, then the item becomes more personalized. This is the nuance of personalized marketing.
A simple inclusion or exclusion of information can make a product more relatable and increase conversation rates.
So, it depends on the brands that what amount of the general public do they want to target and thus, should create their content accordingly.
5. Lead customers to connect via social media platforms and map their journey
One of the basic procedures of personalized marketing that can be practiced by brands is using account authentication in their site where customers can sign in or log in by using their accounts on different social media platforms. It makes it easier for consumers to sign into the brand’s site via Google, or various social media platforms like Facebook, Twitter, LinkedIn, and so on, as it saves the consumers from having to remember another username and password, and also connects them to a bunch of demographic and psychographic data that they can explore and learn from.
Also, by keeping a map of the customer’s journeys, that is, from recognizing initial requirements to researching alternatives, making judgments, and becoming a new consumer, brands can provide experiences that are modified to specific junctures along the consumer’s route on their site.
Concisely putting, more relevant experiences leads to more engaged customers, which in turn directs to increased conversions. We hope that some of these tactics would help a brand to interact in a more personalized manner with their consumers and build strong brand recognition.
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