Customise your content
One of the most obvious ways to create personalised marketing is to address your customer by name. It isn’t just names you can use to make customers feel special – birthdays are also individual to the person. Blanket email marketing that looks as if it has been sent to everyone on a database is obvious and won’t make your market think you value them.
In the same way, targeting the same content to everyone is lazy. If you find certain parts of your audience buy specific products engage with specific posts, be sure the right content reaches them. Creating different audiences in your paid social media campaigns and segmenting data in your email campaigns can help you reach people more effectively. If you’re unsure what people respond best to, you can test campaigns and compare results.
In addition to this, offering your customers personalised recommendations based on previous purchases or likes is also a great way to ensure content is tailored to them. This can help you upsell, and make a potential customer feel you know them. In a marketplace where consumers are bombarded with marketing messages, this kind of targeted promotion can help users filter out what’s useful to them.
Don’t forget, with data use for personalised marketing comes responsibility. Many users would rather opt to have a more personalised experience in exchange for their data, but trust is crucial. Be sure you keep your customers’ data safe and in line with GDPR requirements. Don’t be invasive – data is powerful but if misused can lead to consumer mistrust.
While data is important, personalised marketing should also focus on creativity and how you speak to customers. Ideas and resonating with your audience plays an important part in creating personalised campaigns.
Retargeting is another way brands like to personalise marketing. The practice involves collecting web visitor data from your website and then having your adverts shown to people when they’re browsing other sites on the web. The practice is great to help capture those who may be considering your services but have decided to halt on their purchase /contacting you. The idea is to keep your brand at the forefront of their minds when they’re not looking for it.
If you can cross your personalised marketing over in to real life customer service, you can help to enhance the whole customer experience. For example, if you have data about what your customers like or buy and can offer them incentives, discounts or something complementary you can help build brand loyalty.