Personalizing your marketing is so much more than just greeting your customers with a hi or appending their name automatically in generated invoices. When done right, personalized marketing efforts can bring in significantly more leads and conversions. In this guide, we’re going to tell you the ins and outs of using personalization in your marketing strategy.
Let’s begin with understanding the significance of personalization in marketing.
Understanding Personalization in Marketing
The idea of personalization in marketing is to tailor products and experiences to meet the unique needs of individual customers. This is in contrast to serving all customers with the same content and experience.
Personalization in marketing helps connect with the audience on a deeper level by going beyond the traditional one-size-fits-all approach.
To do this, companies use data and customer insights and deliver highly targeted messages and relevant recommendations. In many cases, it’s also possible to deliver customized offerings special to customers depending on their preferences and needs.
There are many reasons why generic advertising fails more often. Consumers are continually bombarded with a barrage of ads and content — making it hard even for a relevant product or service to resonate properly.
Personalized marketing can be used to create better customer journeys and foster stronger relationships. It can enable business owners, marketers, and professionals to deliver more satisfying customer experiences. In fact, any marketing agency worth its salt today is leveraging personalized marketing at some level.
But how do you do it? Well, it all starts with data.
Collecting, Analyzing, and Utilizing Customer Information
Only robust data and analysis can enable marketers to create tailored experiences that work. Typically, this includes both types of data: explicit (such as customer preferences and behaviors) and implicit (such as browsing history and past purchases).
- Gather information through all touchpoints including website interactions, mobile app usage, social media engagements, email analytics, and so on. Use this data to get insights into customer preferences and behavior. It’s also a good time to segment your audience at this point based on demographics, behaviors, and preferences.
- Behavioral data, such as browsing history, purchase patterns, and click-through rates, offers valuable insights into individual preferences and interests. Contextual data, such as location and device type, provides real-time context for delivering personalized content. Utilizing both types of data ensures that your messages are timely and relevant to each customer.
- Data, on its own, isn’t very useful. It’s how you use it that determines its effectiveness. Analyze your data to derive actionable insights. Many data analytics tools today make it easy to do so. They help you understand customer behavior better and nudge you in the right direction when it comes to identifying opportunities for personalization.
Keep in mind that it’s very important to be careful in your data collection practices. Data is a powerful tool for personalization but you must prioritize customer privacy and data security above all. Make sure you have strong data protection measures that safeguard customer information while ensuring compliance with relevant regulations.
Tailoring Messages to Connect with Your Audience
Once you have the data, you now have to create personalized content. This mainly includes tailoring messages that connect with the audience better.
The first step is often customer segmentation. Though we like to think that companies should be able to deliver personalized recommendations and customized offerings to all individuals, it’s neither feasible nor the best solution, especially for smaller companies.
That’s why we create customer groups or segments that will be served with a specific type of message, often automatically (automation plays an integral role in marketing personalization and the majority of good marketing service packages from reliable agencies will include it as part of the strategy).
Mainly, you want to categorize your audience into distinct groups and create personalized messages to address their pain points and interests.
Companies and service providers should look into dynamic content. Think of dynamic content as a placeholder that you set up on your website — one that gets filled with relevant content depending on who is browsing.
There are many ways to implement dynamic content in modern websites and different industries will do things differently. The underlying process, however, remains the same. An intelligent engine specifically trained on data monitors the traffic and categorizes it into segments. Then, depending on the rules set up on the server side of things, it fetches or generates content that’s relevant to the particular segment.
Apart from finding ways to set up dynamic content on the website, you should also look into personalized emails. Personalized email marketing is a powerful tool and can take your marketing efforts to the next level. Just a simple change like a personalized, more relevant subject line on your emails can significantly boost email open rates, which, in turn, increases conversions.
Marketing personalization has become a crucial part of any successful marketing strategy development and can be used across channels — Website, email, social media, local SEO, and more. There is certainly a learning curve in all this, but once you get the hang of it, you’ll discover a host of tools and strategies that make it easier for you to fine-tune your marketing personalization effort.
It’s also worth giving AI and ML tools a try for faster personalization efforts once you have the fundamentals and the data ready. These models can be trained on vast amounts of data to accomplish segmentation or customized content creation remarkably faster than humans.