Personalized marketing is achievable with nearly any marketing budget, and isn’t exclusive to companies who can pull off complex marketing campaigns with multi-million dollar marketing investments. Once you understand the general premise of personalized marketing and why it works, you’ll be able to implement some practical ideas to create a more personalized experience for your consumers.
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As digital marketers evolve their strategies, these changes are often in response to or in anticipation of the way people are finding and consuming information. Last year, the big shift for many marketers was emphasizing personalized advertising in which consumers were delivered a tailor-made experience. The idea in personalized marketing is to indicate to consumers that their needs can be fully met and understood by the companies who are interacting with them, because these companies focus on particular details which are personal and unique to each individual consumer.
With personalized or one-to-one marketing, companies pushed to have meaningful engagement with their target demographic at the first possible moment, rather than using the traditional marketing tactic of imparting particular messages upon their target demographic. The idea was that consumers would feel this level of commitment from the company – the sense that their needs and desires matter to the company and that there was an innate goodness in companies who went the extra step to engage at this level. Personalized marketing forges a relationship, and the focus is on how companies market themselves, rather than what they’re marketing.
The truth is, personalized marketing didn’t simply take center stage because of its dynamic approach at reaching consumers. Personalized marketing is a smart move because it directly responds to current trends in the way consumers make purchasing decisions.
Why Personalized Marketing Works
Marketers who shifted their strategies to create an immersive, personalized advertising experience generally recognized improved sales and engagement from these strategies. Of course, this makes sense. It is well understood that consumers respond positively to being understood and that consumer perception of a company being a “good” company goes a long way. Personalized marketing does an exceptional job of playing on consumers’ emotions while substantiating their assumptions of value and quality of a product or service.
How you market your services or products matters more than what you market.
Chances are, you’ve determined that your products or services serve consumers well and that there is a need or desire for your products or services. Simply telling consumers that your products or services exist isn’t enough. Today’s consumer demands to be convinced that they should fill their need or desire with your company, and the best way to assure consumers of this is by moving their decision making into a personal, emotional decision making space. Remember, you’ve established that you can solve their needs or wants. Take your marketing to the next level, and show consumers that you want to establish a relationship with them to do a better job of understanding their needs and wants.
5 Practical Ways to Engage in Personalized Marketing
Personalized marketing is achievable with nearly any marketing budget, and isn’t exclusive to companies who can pull off complex marketing campaigns with multi-million dollar marketing investments.
1: Personalize email campaigns
Don’t send the same blanket email to every person you’ve ever collected an email address for. Break your email addresses into groups based on some important characteristics. For example, you may have the following groups: past clients, current clients, potential clients. You wouldn’t want to send the same message to each of those groups. You may find luck in telling past clients that you have some new, exciting products or services. Potential clients may convert into a current client with a great introductory offer or a risk-free trial period. Again, the messages are different and feed into different needs.
Also, make sure your emails dynamically pull in clients’ names or other information you have saved in your database. It helps to show that you’ve taken the extra moments to “personalize” the email.
2: Consider using video
People like seeing people. This is a simple principle which can help you make decisions about your content and marketing strategies. So, consider creating videos to support your marketing strategy, especially if your text content is dense, technical, or impersonal. Use videos to illustrate how a product works or show potential clients what to expect when they purchase services from you. You can also use video to show clients around your office or to introduce team members. You can also get very creative and tell a much larger story with video. With any approach, you’ll likely find that videos help consumers feel reassured that you’re a “good” company they can trust.
3: Prioritize receiving and responding to reviews
When consumers are choosing a product or a service, nearly 90% will turn to reviews. You can make sure your company is accepting reviews on a variety of platforms, such as Google+, Yelp, Angie’s List, Facebook, and others. However, it’s just as important to respond to reviews as it is to collect reviews. By creating a unique response to each review, it shows that you’re invested in each consumer’s experience with your company and that you’re forging a healthy 2-way relationship.
4: Design a remarketing campaign
If you’re an Adwords pay-per-click (PPC) user, then you’ll likely be familiar with remarketing. Since you can build an audience based on consumers who have visited your website or engaged with you in the past, remarketing is a great way to remind them that your company is here and that you’re able to cater to their particular needs or wants. Remarketing can be very complicated if you’re not an avid PPC marketer, so it may be worth working with an established PPC specialist. Tip: look for an Adwords Certified specialist if you’re going to work with an agency or specialist!
5: Be selective with your Facebook audience
There are endless ways to build a Facebook audience if you’re going to be boosting posts or creating ads. In most cases, you won’t want to cast a wide net and market to everyone in a particular region. This approach isn’t personalized or targeted, and you may not see very good results. Create unique audience groups based on different characteristics, and create unique content that matches the unique needs and wants of these groups. For example, you may wish to target men and women differently based on the products and services you offer. Or, it may be useful for you to target fans of particular sports teams or with specific job titles. With Facebook advertising, it’s possible to create very specific audiences, which is perfect for creating personalized ad content!
Still not sure where to begin with personalized marketing? See what Legnd can do for you!
Kristen is our Conversion Scientist, and she specializes in analyzing web traffic data for conversion optimization opportunities. In addition to conversion optimization, Kristen is also our AdWords specialist. In her spare time, Kristen enjoys traveling, astronomy, her 2 dogs, and spending time with her family and her husband.