Have you ever walked into your neighborhood coffee shop, and before you can even get up to the counter, the barista already has your regular order memorized – and maybe even your name?
The likelihood you’d continue to return to that coffee shop for your morning caffeine fix is high. They’ve not only anticipated your needs but even personalized them, making the experience special.
So how can we take this everyday example and apply it to the marketing world? The answer isn’t as complicated as you may think. By personalizing your marketing strategy, you too can make your customers feel special by anticipating their needs. Here’s how to master it.
What is Personalized Marketing?
The concept of personalized marketing means tailoring your marketing strategy to your audience through the use of data. This tailoring can go as far as gathering information regarding interests, purchase history, demographics, and other consumer behaviors. By collecting this data, analyzing it, and putting the information to use, you can create better marketing campaigns and content that strikes a chord with your audience.
Implementing Personalized Marketing
Ready to get personal? Keep these tips in mind as you develop your personalized marketing strategy.
Collect Necessary Data
If you’re hoping to implement personalized marketing, you’ll need as much data as possible to ensure you’re creating relevant content and targeted ads. Leveraging an analytics platform will help you in this data gathering, beyond things such as names and email addresses. Analytics platforms, such as Google Analytics, will help you gain more behavioral-driven data. Additionally, don’t be afraid to gather data from customers by using email or surveys, as this info can help you gain even more information from your target audience.
Create Potential Customer Personas
Now that you have your data, you’ll need to figure out how to put it to good use. Segmenting your audience by age, gender, income level, geo-location, and interests can help you build a detailed plan for addressing the specific needs of your clients. Once you’ve developed these in-depth customer personas, you can better filter your messaging for both new and existing clientele.
Choose Where You’ll Personalize
In a world where clients are demanding a more personalized experience, it can be overwhelming to figure out exactly where that tailoring to your clients should occur. There are numerous platforms that support personalization, but rather than jumping at every potential opportunity, you’ll want to figure out where your audience spends the most time. Some prime examples include tailored email marketing, social media platforms, digital advertisements, and even landing pages. If you opt to use multiple platforms in your strategy, just make sure there’s cohesion within messaging and imagery to help reinforce your brand’s identity.
Walk a Fine Line
Personalizing your brands’ marketing can offer many benefits, such as humanizing your brand and strengthening the relationship between client and company. However, if your personalization strategy comes across as more invasive than curated, you may actually turn potential customers away. Show your audience that you’re listening to their needs, and have an understanding of what they’re looking for without appearing nosey. Privacy is a real concern for contemporary consumers, so make sure your personalization efforts are calculated, not creepy.
With so much competition in the marketplace today, consumers expect a customized experience. With personalized marketing, you can truly make your brand stand out. Increased revenue, engaged clients, and strengthened brand loyalty are just of a few reasons why you should be implementing personalization into your marketing strategy.
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