A study by Accenture found that 91% of consumers are more likely to shop with brands that provide personalized and relevant offers and recommendations.<\/p>\n\n\n\n
As more companies adopt personalized marketing efforts, customers come to expect it from other brands as well. From in-store discounts to online recommendations, shoppers prefer to patron and remain loyal to businesses that tailor the overall experience to their needs.<\/p>\n\n\n\n
However, it\u2019s not enough to add a customer\u2019s name to an email and call it a personalized marketing strategy. Instead, brands need to dig deep and identify specific areas and tactics where personalization opportunities can be leveraged.<\/p>\n\n\n\n
We\u2019ll show you how!<\/p>\n\n\n\n
Personalized marketing, also referred to as 1:1 marketing or marketing personalization, is a marketing strategy that uses customer data to deliver specific messages, content<\/u><\/a>, and digital experiences to an individual.<\/p>\n\n\n\n Have you ever been browsing products online, only to see them appear in a banner or social media ad later? This is one type of personalized marketing tactic.<\/strong><\/p>\n\n\n\n There are six different types of commonly used marketing personalization applications<\/u><\/a>:<\/p>\n\n\n\n Marketers are turning to personalized marketing tactics as old-fashioned strategies such as cold-calling, print materials, and mass emails no longer do the trick. Customers today understand and recognize sales tactics. So, why not give your leads<\/u><\/a> and clients marketing experiences designed solely for them?<\/p>\n\n\n\n Plus, more customer data is available to brands than ever before. From previous website activity to shopping habits, brands have a wealth of data at their fingertips.<\/p>\n\n\n\n Through this access to data, brands can:<\/p>\n\n\n\n There is nothing more frustrating than spending your precious time searching all over the internet or a website for a product or piece of information. Personalized marketing alleviates that aggravation by providing recommendations for products, content, and so much more.<\/p>\n\n\n\n And, through personalized marketing tactics, customers feel more connected to their favorite brands. SmarterHQ reported that brand loyalty among millennials increases by 28% if personalized communications are delivered.<\/em><\/p>\n\n\n\n While you can overhaul an entire strategy to focus on marketing personalization using customer data, it\u2019s best to start small and successfully build on techniques that work.<\/p>\n\n\n\n Begin your marketing personalization efforts with these five tactics.<\/p>\n\n\n\n Remember, at the end of the day, email marketing messages are essentially digital letters delivered directly to your customer\u2019s mailbox.<\/p>\n\n\n\n Do you want to be the brand that constantly sends spam? Or the brand that sends thoughtful, relevant messages based on the customer\u2019s needs?<\/p>\n\n\n\n (Choose the latter!<\/em>)<\/p>\n\n\n\n Email marketing is an excellent way to begin implementing personalization into your marketing strategy. You can start simple and work your way up by:<\/p>\n\n\n\n Including the Recipient’s Name in Emails<\/strong><\/p>\n\n\n\n This is the easiest personalization tactic available to marketers. Including the customer\u2019s name in the subject line and as part of the main message is a fantastic way to connect with customers and show them you care.<\/p>\n\n\n\n Sending Product Recommendation Emails and Shopping Guides<\/strong><\/p>\n\n\n\n Using marketing automation software, marketers can send personalized emails to customers filled with relevant product recommendations and shopping guides. These products are suggested based on the customer\u2019s shopping history and past activity on the brand\u2019s website.<\/p>\n\n\n\n Sharing Relevant Content in Newsletters<\/strong><\/p>\n\n\n\n The key to successful email marketing and personalization is list segmentation.<\/p>\n\n\n\n Your email marketing subscribers all have different needs, desires, and goals when it comes to interacting with your brand. Segment these interests and needs into various lists. Use these lists to send relevant content based on the individuals\u2019:<\/p>\n\n\n\n From interesting articles about the product they just purchased to \u201cHow-to\u201d videos for new leads, the personalization possibilities are endless.<\/p>\n\n\n\n Similar to traditional marketing, social media was once a place where brands plastered a picture\/link and caption on their feed for all to see.<\/p>\n\n\n\n However, with mind-blowing targeting capabilities and new features, brands can individualize their messages and content on social media networks.<\/p>\n\n\n\n Respond to Customer Messages<\/strong><\/p>\n\n\n\n Starting a social media personalization strategy is as simple as responding to customer comments and direct messages. This one-to-one conversation is a great way to ascertain a customer\u2019s needs or interests. Use that information to tailor your social strategy moving forward.<\/p>\n\n\n\n Use Customer Data to Guide Targeted Ads<\/strong><\/p>\n\n\n\n While you won\u2019t be able to personalize social media ads<\/u><\/a> using the individual\u2019s name (that\u2019d be taking personalization a bit too far!<\/em>), you can target social media ad campaigns with data such as:<\/p>\n\n\n\n And that\u2019s only scratching the surface.<\/p>\n\n\n\n Use these intricate targeting features to develop and distribute highly segmented social media ad campaigns for specific customer personas.<\/p>\n\n\n\n For instance, a car dealership can create social media ads targeting users who\u2019ve searched for a Ford Focus in Nashville, Tenn., and are interested in the Tennessee Titans. Using this information, they can also craft their ad creative to match those customer interests!<\/p>\n\n\n\n Today, content marketing is the cornerstone of a brand\u2019s online marketing strategy. From informative blog posts to entertaining videos, these pieces of content work to attract the attention of potential leads and retain existing customers.<\/p>\n\n\n\n Fortunately, much of this strategy can be personalized, too.<\/p>\n\n\n\n Suggest Content Based on Activity<\/strong><\/p>\n\n\n\n Let\u2019s imagine a user reads an article about video production. Throughout the article, there are callouts to related articles on video editing, video distribution, and other similar topics. And, at the bottom of the post, there\u2019s a banner encouraging them to click over to another related article to continue learning about video production.<\/p>\n\n\n\n This tactic of suggesting content based on a user\u2019s activity is a basic approach to marketing personalization. Marketers can take this to the next level by utilizing cookies and other tracking software to manipulate their website to show blog post topics relevant to the user\u2019s activity during their previous website visit.<\/p>\n\n\n\n Persona-Focused Content<\/strong><\/p>\n\n\n\n Back to the video production article example \u2026<\/p>\n\n\n\n A beginner videographer and an expert won\u2019t want to read the same article. And, they\u2019re both at different points in the buying cycle. A beginner is in the process of absorbing the basics and as much information as possible, while an expert is looking for the nitty-gritty details or an exact answer.<\/p>\n\n\n\n With this concept in mind, marketers can create persona-focused content for every segment of their audience. Although the content is not personalized to the individual, it will satisfy their needs and convince them to return for more content.<\/p>\n\n\n\n A 2018 Epsilon survey reported that 80% of consumers are more likely to buy from an online store that offers personalized experiences.<\/p>\n\n\n\n Since online stores can\u2019t offer in-person experiences like talking with a sales representative, they have to resort to other personalization tactics.<\/p>\n\n\n\n Product Recommendations<\/strong><\/p>\n\n\n\n In the SmarterHQ Amazon Report, it was discovered that 47% of shoppers will turn to Amazon if the online store they\u2019re shopping on doesn\u2019t offer relevant product suggestions. For a small or local business, this is a major segment of their potential customers!<\/p>\n\n\n\n Product suggestions can be implemented as \u201cFrequently Bought Together\u201d recommendations for top products or individualized recommendations generated from customer shopping history.<\/p>\n\n\n\n For instance, a customer who previously purchased a mixer for baking from a kitchenware website would receive relevant product suggestions like various ingredients, baking tools, and accessories for the mixer \u2014 based on that past purchase.<\/em><\/p>\n\n\n\n Retargeting Ads<\/strong><\/p>\n\n\n\n Marketing personalization can be implemented to influence an eCommerce store conversion, too.<\/p>\n\n\n\n If a user visits a website, looks at a few products, and leaves without making a purchase, brands can execute a retargeting ad campaign. These ads are based on the user\u2019s website and shopping activity and work to bring them back to the website to complete their purchase.<\/p>\n\n\n\n This concept works excellently in tandem with abandoned cart emails to improve an eCommerce brand\u2019s overall conversion rate.<\/p>\n\n\n\n Websites are the hub for marketing personalization. Companies can leverage a myriad of personalization strategies throughout their site to customize the experience for new visitors and returning customers.<\/p>\n\n\n\n Personalized Landing Pages<\/strong><\/p>\n\n\n\n Landing pages are a critical component of any inbound marketing campaign. Why not take the extra step and personalize these landing pages for each lead?<\/p>\n\n\n\n For instance, if a lead clicks the link to a landing page from a sales email, they\u2019ll be directed to a page automatically customized to their needs and interests.<\/p>\n\n\n\n Chatbots<\/strong><\/p>\n\n\n\n Chatbots<\/u><\/a> are an excellent way to leverage marketing personalization. Website visitors can chat with the artificial intelligence bot that will direct them to the information or product they want.<\/p>\n\n\n\n Chatbots are also capable of:<\/p>\n\n\n\n Marketing Automation<\/strong><\/p>\n\n\n\n Marketing automation software is the centerpiece of every successful personalized marketing strategy. This tool automatically executes a series of programmed events based on a user\u2019s information and activity.<\/p>\n\n\n\n For example, if a website visitor signs up for a brand\u2019s email newsletter, the software then knows to send a series of individualized emails about specific topics at predetermined intervals. Or, if a user downloads a free guide or piece of content, this can also serve as a personalized marketing automation trigger.<\/p>\n\n\n\n Marketing personalization isn\u2019t a trend. It\u2019s the new normal for brands looking to retain customers in the long-term, improve conversion rates, and increase overall brand awareness.<\/p>\n\n\n\n But, tracking the online leads generated from a personalized marketing strategy is only half of the picture. Have you considered the leads who decided to call your company after interacting with a personalized email or ad?<\/p>\n\n\n\n Call-tracking numbers can be integrated into every type of personalized marketing effort, from retargeting ads to emails and text message marketing campaigns<\/u><\/a>.<\/p>\n\n\n\n When a lead calls this specific phone number, you\u2019ll know exactly which marketing personalization tactic brought them there.<\/p>\n\n\n\n\n
Why Do Brands Use Marketing Personalization?<\/h2>\n\n\n\n
\n
Why Do Customers Enjoy Personalized Marketing?<\/h2>\n\n\n\n
5 Ways to Personalize Your Current Marketing Tactics<\/h2>\n\n\n\n
1. Email Marketing<\/h3>\n\n\n\n
\n
2. Social Media<\/h3>\n\n\n\n
\n
3. Content Marketing<\/h3>\n\n\n\n
4. eCommerce Stores<\/h3>\n\n\n\n
5. Website Personalization<\/h3>\n\n\n\n
\n
Always Track Your Personalized Marketing Leads<\/h2>\n\n\n\n