Where to Get Personal With Your Marketing Tactics

The world of personalized marketing tiptoes a fine line between creepy and caring. Being too personal or overbearing can cause the customer to become annoyed and flee. Conversely, addressing the customer’s pain points and offering them bonuses to sweeten the deal can be the key to more conversions. 

The trick is to understand those pain points across a range of customer segments and address them in the right way depending on the communication platform.

Integrate Agency has spent more than a decade analyzing the marketing funnel and we’ve come to understand what interests customers at different points in their journey.  Let’s discuss some of the key platforms where you can personalize your marketing content to great effect. 

Email Marketing

Possibly the most personal platform of all, emails are a place where people go to receive news and offers from sources curated by them.  The intuition of spam filters has allowed a person’s inbox to become more trusted, and landing in it can make or break a brand’s email marketing strategy. 

That said, any old email can still land in the inbox while still being impersonal, and recipients are always on the lookout for the most important mail to open first.  If your subject line is too generic, or your images don’t load quick enough, it’ll be thrown into the trash folder faster than you can say, “Hey there [FirstName]!”

To get on a customer’s good side from the very first email, use your data to send emails that – *buzzword alert* – hit their pain points. 

If the problem is cost, highlight a discount. If it’s item uncertainty, highlight some featured products. If it’s shipping times, offer free express shipping. 

Hitting those points may sound simple when we put it like this, but some customers may be more complex than this. 

It’s up to your data collection and analysis processes to identify what is stopping your subscribers from converting into paying customers. 

Paid Ads

All paid ad platforms – Google, Facebook, LinkedIn, Instagram etc. – allow the author to specify their targeted audience segment.

Paid ads are all about spending your budget as efficiently as possible and trying to earn the most conversions per dollar. 

The more targeted the ad, the more likely you are to receive more clicks. 

As is the case with email marketing, it pays to have an intimate knowledge of your audience and use this to put specific ads in front of specific people.  Google Ads’ intelligent machine learning capabilities even allow you to basically “set-and-forget” a range of ad headline options. By providing up to 15 headlines and four descriptions, Google can track which options are receiving the most interaction and show more of these to your audience. 

Technology is evolving all the time and artificial intelligence tools are becoming smarter every year. It’s now a no-brainer to make use of these tools to hyper-personalize your advertising and show each customer that you are their new favorite brand. 

Customer Engagement

Another way to come across as personal and empathetic with your customers is by increasing your engagement with them. 

Picture a bricks-and-mortar setting: sometimes, it can be a hassle to have the shop attendant hovering nearby and asking if you need any help. 

“No thanks. Just browsing,” you might reply. 

Other times, however, a helpful attendant can be just the support you need to make a decision and go through with the purchase. 

Now, apply this to an online scenario, except in this case there’s no hovering attendant and only the helpful support that we all secretly need.

That’s all to say: engage with your customers. Do so in comments sections, follow-up with their concerns via personal message, or highlight happy customers in social posts. 

Recognizing that your customers are just fellow humans on the other end of the keyboard is key to attending to their needs. Likewise, once customers realize your brand is also run by fellow humans, they will treat you with greater understanding and kindness. 

Contact Us

If you’re having trouble figuring all this out, Integrate Agency is here to help. We’ve been there and done that, and we want to put you on the path to more effective marketing. Book a quick consultation with us today and discuss how we can benefit your brand.