Consumers today, trail blaze towards brand affiliation to fulfill their desires that can only be utilized through personalization technology as conversions continue to spike.
Personalization is about targeting the customer information and engaging them emotionally – as if your entire marketing message is aimed at them. Of late, personalization has become a key component of marketing strategy and many brands have grown leaps and bounds by mastering this single art.
By personalizing with current and potential customers, you convey to them that your brand is not all about colorful logos but a lot of more than that. That way, they feel more at home while doing business with you.
However, integrating personalization into marketing strategy is easier said than done. If personalization is not done in a tasteful way, then you are all set to face adverse results. In a nutshell, you have to personalize without sounding like a creep.
Following are the best methods to incorporate personalization into your digital marketing strategy.
Well-equip yourself with the right tools
In the process of personalization, you will have to collect, segmentize and automate the data. So it is the first and foremost job of the marketers to ensure that they have the required technology in place to perform these tasks. Otherwise, you can’t even kick start your personalization campaign let alone complete it.
Don’t rely on outdated tools. It is best to equip yourself with tools which are best in the business.
Accumulate as much data as possible
Once you’ve got all the necessary tools, it’s time to collect as much data as possible. The process of personalization depends on data-driven strategy because data is like the foundation. Stronger foundation leads to the solid building. For example, if you are into ebook creation, you should have an idea about who is willing to take 7 day free trial for your ebook creator.
61 percent of the Americans are willing to share personal data with the brands because they know that successful brands like Amazon recommend an ideal product to them based on personalization. Yet, it is not uncommon for brands to make blunders in their process of gathering data.
If you don’t want to commit these often-repeated mistakes, strictly subscribe to the following guidelines:
- Most businesses send customers an exhaustive list of 25 questions. The best way is to ask questions gradually with time. It makes the process smooth and customers give honest answers instead of getting rid of questions in a biased manner.
- Not many people have problem with companies sharing their personal data but you have to take them into confidence. Ensure them that it is your job and responsibility to keep the information secret and not to be used for any purpose other than personalization. Let them know that you are abiding by The Data Protection Act.
Map out customer personas
Once you are done collecting the data, the next step is to analyze it to create impeccable buyer personas. If people from different age group or geographical location are buying your products, then you have to create different personas for each of the segment.
That way, it becomes easy for brands to target their customers accordingly. Naturally, when the offer sounds more relatable to people, it improves the chances of conversion.
The above picture shows an overall range of questions covered by brands to find out the buyer personas.
At times, marketers have a lot of data at their disposal. They try to consider too many factors while crafting buyer personas. As a result, they end up making the process too complicated for themselves. If you consider the following two aspects, they will help you a great deal to land upon the right personas:
- Pain points: It is one of the most dominant forces which makes the buyer come to a particular brand. Sometimes it could be difficult to identify pain points because people themselves are not aware of it. Take the pains to find out their pain points own your own from the bulk of data. Hitting upon the customer pain points makes the marketing almost irrefutable.
- Customer goals: If one side of the coin is pain points, the other one can be aptly called customer goals. These goals could be either personal or professional. If your personas’ goals are relatable to the features of your products, then you are an ideal brand for them.
Create persona-centric content
Long gone are the days when it was “nice to have” personalized content. Today, it has become an absolute “must-have” feature. How well you know your customer can literally make or break your business. If it was not so, content personalization would not be a hot topic today among digital marketers.
About 63 percent of consumers get annoyed by seeing generic advertisements. No surprises here since its common instincts of customers to ignore what they don’t care for. Landing pages, blogs, articles, and other channels are widely used to write personalized content. However, nothing beats emails.
If you think email marketing has lost its luster, you are at mistake. The number of email users is growing like anything. Talking about numbers, there will be more than 4.2 billion email users by 2022.
The graph shows a noticeable difference between the clicks rate of the emails which were personalized and the ones not-personalized.
The best thing about emails is that they give you space to focus on every customer individually. You can afford to be casual or a bit humoristic which could prove to be a refreshing break from a promotion pitch overtly used by brands.
Consider a few personalized techniques:
- Always use the customer’s name. Words like “Dear Customer” or “Dear Sir” are a big turn off. Here is an example to stress upon the importance of names. Famous brand Coca Cola launched a campaign called “share a coke”. Bottles contained popular first names of millennials and it turned out to be an extremely successful promotion.
- Mention the last purchase of the customer in your email. It is a must. By doing so, you will make the customer feel more valuable.
- Use the language keeping the geographic and linguistic barriers in mind. You have to be versatile in your tone otherwise, the essence of the whole appeal can be lost.
The above infographic the depiction of what your brand can achieve by merely personalizing the content.
Humanize your social media responses
Most millennials are highly active on social media. They are the most educated generation history has ever seen, so marketers know that they can’t bring into their pool of purchasers with outdated boring marketing campaigns.
Hence, many famous brands are making the most of personalization on social media to engage with millennials in particular. The name of Netflix immediately pops up in the mind. This brand is absolutely killing it on social media.
Social media quizzes have become an essential part of personalization. An average quiz is shared about 1900 times. The number speak volume about their popularity. More and more brands are following the suit because it gives an impression to the followers that they are not being controlled by anyone.
Consumers today, trail blaze towards brand affiliation to fulfill their desires that can only be utilized through personalization technology as conversions continue to spike.
Personalization is about targeting the customer information and engaging them emotionally – as if your entire marketing message is aimed at them. Of late, personalization has become a key component of marketing strategy and many brands have grown leaps and bounds by mastering this single art.
By personalizing with current and potential customers, you convey to them that your brand is not all about colorful logos but a lot of more than that. That way, they feel more at home while doing business with you.
However, integrating personalization into marketing strategy is easier said than done. If personalization is not done in a tasteful way, then you are all set to face adverse results. In a nutshell, you have to personalize without sounding like a creep.
Following are the best methods to incorporate personalization into your digital marketing strategy.
Well-equip yourself with the right tools
In the process of personalization, you will have to collect, segmentize and automate the data. So it is the first and foremost job of the marketers to ensure that they have the required technology in place to perform these tasks. Otherwise, you can’t even kick start your personalization campaign let alone complete it.
Don’t rely on outdated tools. It is best to equip yourself with tools which are best in the business.
Accumulate as much data as possible
Once you’ve got all the necessary tools, it’s time to collect as much data as possible. The process of personalization depends on data-driven strategy because data is like the foundation. Stronger foundation leads to the solid building. For example, if you are into ebook creation, you should have an idea about who is willing to take 7 day free trial for your ebook creator.
61 percent of the Americans are willing to share personal data with the brands because they know that successful brands like Amazon recommend an ideal product to them based on personalization. Yet, it is not uncommon for brands to make blunders in their process of gathering data.
If you don’t want to commit these often-repeated mistakes, strictly subscribe to the following guidelines:
- Most businesses send customers an exhaustive list of 25 questions. The best way is to ask questions gradually with time. It makes the process smooth and customers give honest answers instead of getting rid of questions in a biased manner.
- Not many people have problem with companies sharing their personal data but you have to take them into confidence. Ensure them that it is your job and responsibility to keep the information secret and not to be used for any purpose other than personalization. Let them know that you are abiding by The Data Protection Act.
Map out customer personas
Once you are done collecting the data, the next step is to analyze it to create impeccable buyer personas. If people from different age group or geographical location are buying your products, then you have to create different personas for each of the segment.
That way, it becomes easy for brands to target their customers accordingly. Naturally, when the offer sounds more relatable to people, it improves the chances of conversion.
The above picture shows an overall range of questions covered by brands to find out the buyer personas.
At times, marketers have a lot of data at their disposal. They try to consider too many factors while crafting buyer personas. As a result, they end up making the process too complicated for themselves. If you consider the following two aspects, they will help you a great deal to land upon the right personas:
- Pain points: It is one of the most dominant forces which makes the buyer come to a particular brand. Sometimes it could be difficult to identify pain points because people themselves are not aware of it. Take the pains to find out their pain points own your own from the bulk of data. Hitting upon the customer pain points makes the marketing almost irrefutable.
- Customer goals: If one side of the coin is pain points, the other one can be aptly called customer goals. These goals could be either personal or professional. If your personas’ goals are relatable to the features of your products, then you are an ideal brand for them.
Create persona-centric content
Long gone are the days when it was “nice to have” personalized content. Today, it has become an absolute “must-have” feature. How well you know your customer can literally make or break your business. If it was not so, content personalization would not be a hot topic today among digital marketers.
About 63 percent of consumers get annoyed by seeing generic advertisements. No surprises here since its common instincts of customers to ignore what they don’t care for. Landing pages, blogs, articles, and other channels are widely used to write personalized content. However, nothing beats emails.
If you think email marketing has lost its luster, you are at mistake. The number of email users is growing like anything. Talking about numbers, there will be more than 4.2 billion email users by 2022.
The graph shows a noticeable difference between the clicks rate of the emails which were personalized and the ones not-personalized.
The best thing about emails is that they give you space to focus on every customer individually. You can afford to be casual or a bit humoristic which could prove to be a refreshing break from a promotion pitch overtly used by brands.
Consider a few personalized techniques:
- Always use the customer’s name. Words like “Dear Customer” or “Dear Sir” are a big turn off. Here is an example to stress upon the importance of names. Famous brand Coca Cola launched a campaign called “share a coke”. Bottles contained popular first names of millennials and it turned out to be an extremely successful promotion.
- Mention the last purchase of the customer in your email. It is a must. By doing so, you will make the customer feel more valuable.
- Use the language keeping the geographic and linguistic barriers in mind. You have to be versatile in your tone otherwise, the essence of the whole appeal can be lost.
The above infographic the depiction of what your brand can achieve by merely personalizing the content.
Humanize your social media responses
Most millennials are highly active on social media. They are the most educated generation history has ever seen, so marketers know that they can’t bring into their pool of purchasers with outdated boring marketing campaigns.
Hence, many famous brands are making the most of personalization on social media to engage with millennials in particular. The name of Netflix immediately pops up in the mind. This brand is absolutely killing it on social media.
Social media quizzes have become an essential part of personalization. An average quiz is shared about 1900 times. The number speak volume about their popularity. More and more brands are following the suit because it gives an impression to the followers that they are not being controlled by anyone.
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