Personalized marketing is a tactic where you leverage data and data analysis (as well as digital tools) to deliver personalized and personalized content and marketing experiences to your target audience, prospects, and customers. Personalization can go well beyond this and continue to do so as the necessary technology becomes available to a broader audience.
10 Tips to Personalize Your Marketing in 2021
1- Get Data to Enhance Experiences
Brands using personalization should collect as much data as possible to make the buyer personable for better content and targeted advertisements.
Brands and marketers have to create buyer individuals who represent the exact center of their target audience. By collecting data, you can see your buyer’s habits, behaviors, and what they can see from brands like yours. You can create more compelling content from here. And let’s say that if you’re targeting your audience on Facebook, you can create targeted Facebook ads to meet the needs of your target audience. If you can successfully create relevant offers for the lives of your target audience with personalization, then your brand will perform better than before.
2- Generate Customer Personas
Once brands have sufficient data, they can segment their audience based on age, income, gender, interest, location, pain points, shopping habits such as frequency of shopping, which incentives they choose, and what else answers they need to decide etc.
Start building [person] by looking at the current demographics and photography of the current customer. Understand their needs and challenges. Create a clear roadmap of how you can meet the needs of each person in the company. It will feed directly into content creation. Brands are required to produce a library of content to meet each group of consumers’ individual needs.
Once marketers have clarity on [person], they can start refining custom messaging to show both new and existing customers. This
message should be met by addressing defined individuals to their needs and ultimately helping them enter the funnel’s next stage.
3- Map out your Content
However, if this content is not mapped with each individual’s specific interests and needs, it will not be viewed or shared, and it certainly will not pass on to the ambassadors of any brand. This means that marketers need to find out what content will be of unique interest to each person and map their interests using a diagram.
In your content library diagram, map your content interests to your buyer’s lifecycle. Will the content be of most significant interest to your buyer and most useful in nurturing the conversion funnel in every interaction? What triggers the deployment of that content? The organization may require an account-based marketing platform such as Marketo or Eloqua to deploy the content. This will give them a view of their customer and a platform to deploy personalized content for those customers across various proprietary and paid marketing channels.
4- Create your Personalized Content
This, in turn, enables brands to deliver on the original purpose: personalized content. Email is a clear example. It can drive 18 times more revenue than broadcast email.
Email can be really personal for e-commerce. MailChimp now has automated tools for WordPress and Shopify sites that send personalized emails based on your preference.
But email personalization is not limited to subscribers – it is also true when it turns out to promote content or form partnerships with journalists, bloggers, and influencers.
5- Research Your Target Personas
The first step is to think with whom do you market on social media sites. Is it a nameless, faceless group of persons who are almost the same age and interested in the same things? Or specific individuals with their own interests, needs, and personalities?
Knowing your target customer and audience has always been important to any marketing strategy. But if you really want to provide a personalized marketing experience, it is essential to know your target audience.
6- Choose a CRM to Manage Consumer Conversations
Beyond comprehensive personalization, if you really want to deliver personal experiences, you need one-to-one. By providing a personal touch, you make an excellent impression on the customer (or potential customer).
Customers are beginning to expect this type of personal interaction from brands on social media. One of the best ways to show those you care about is because valuable customers are through a small amount of details. But to include these small details in your interactions with customers, you have to use them.
It is a social customer relationship management (CRM) tool. It is basically a tool for your social audience. It is beneficial not only for personalization but also to provide better customer service through social media.
7- Create Personalized Content for Social Media
Delivering personal experiences on social media means that you have to be ready to improve on the spot, as at the upscale Kimpton Hotel and Restaurant.
On the other hand, personalized content is something that you have to plan and create ahead of time because it requires lot of research. For example, you may have to create multiple versions of a promotional update to suit different types of audiences.
8- Chat with Prospects in real-time
Whenever a visitor interacts with your website, you need a vendor who is ready to negotiate. Okay, this is what you can get with live chat.
Here are some live chat stats that show:
- 41% of consumers prefer live chat support, vs. 32% who prefer phone support, 23% who prefer email support, and 3% who prefer receiving support via social media.
- 40% of shoppers who use live chat are more likely to shop online (vs. 22% of shoppers who never chatted).
- 51% of consumers are likely to live or buy with a company if they offer live chat.
The power of live chat gives your team the ability to communicate one-on-one with visitors and:
- Build strong relationships by welcoming visitors, speaking in their language, and improving their online experience.
- Have honest conversations that meet up close and personal, address immediate needs and objections, and get a friendlier and faster solution than browsing a website alone.
- Get better results by providing faster, more compelling experiences that focus on customer satisfaction.
9- Turn Unknown Visitors into Hot Leads
If you want to help your marketing team treat prospects and leads with people, you need to ensure that your sales reps know more about the people who visit your website. In this way, salespersons can recommend products and resources suited to your visitors’ interests, actions, and behaviors.
Tracking a visitor’s behavior to your website allows you to see how people interact with your website, what content they browse, and what their initial journey with your business looks like.
Instead of demoing or making discovery calls based on contact forms alone, you now have a database full of relevant information based on actual website interactions. Once you are equipped with this knowledge, you can better prepare for sales meetings and provide real (not imaginary) value.
10- Create Meaningful Opt-in forms & Thank You Pages
While everyone has unique methods and strategies to gather information from leads, 96% of businesses agree that this one and single input is absolutely critical – email address! According to the DMA, email marketing can have an ROI of $ 40 for every dollar spent.
Opt-in forms are the fundamentals of an effective email marketing and lead nurturing strategy. This is why it is best practice to encourage visitors to submit their email. This includes creating some value for your visitors and providing them for free. But offering free stuff is just a trick.
If you want to attract high-quality leads, you must also tailor the message to the visitor’s specific actions and interests. Using contextual and behavioral data to design your opt-in strategies so that they address a customer personally.
Having access to such “personal” info about customers allows you to tailor personalized messages to opt-in forms that appear at the exact time and address them to the right person. This is how you create value and capture those precious email addresses.
Conclusion
Personalization is an integral part of marketing – Of course, it was Amazon that brought it to the forefront.
But as technology evolves and customer behavior changes (consumer expectations from the brand), personalization is no longer additional. This should be part of your strategy, even your company’s ethos.
Giving a personalized experience to your customers (and potential customers) will help you see higher engagement and retention rates for your business and more conversions and sales. To know more about personalizing your marketing in 2021, write to us. Our marketing experts will give you a free consultation regarding the same Reach us Now!