Do you have slightest idea about one-to-one marketing? When a company or brand market its product and services by targeting the prospects individually, then this strategy is called personalized marketing. The personalized marketing distinguishes itself from traditional marketing by targeting the specific audience.
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In conventional marketing, greater chunk of audience (relevant and non-relevant both) used to get catered through chat bots, billboards and emails. The insights have become more advanced, due to which people are well aware of targeting the specific audience for their businesses and brands using different mediums like ads, newsletters, campaigns etc.
There are many campaign examples that can be considered for personalized marketing, which are following:
Here are a few examples of personalized marketing campaigns:
- Specific video and content curation
- Website optimization considering the preferences of audience.
- Communicate with targeted sale.
- Notify about shipping with personalized communication.
- Offers and messages’ personalization.
- Reach your targeted audience with personalized campaigns and newsletters.
- For specific audience, create targeted landing page.
- Create customer service message with customization.
Statics are Always helpful for Personalized Marketing
While making a strategy, personalized statistics helps in marketing and provide you an idea of it wonders, also let to anticipate a great output with its execution.
- According to the research, there are total 76% customers who expect from business owners, companies and brands to meet their requirements and demands.
- By going through the reports of Forrester, 89% of renowned businesses have incorporated personalized marketing. Some of famous names are Coca Cola, Fabletics, Netflix, Wells Faro and Sephora.
- SmarterHQ has explicitly mentioned that there are millennials around 70% who get annoyed by the brands or businesses that send emails of no interest.
- According to the smart insights, there are 51% of the targeted audience who would like to interact with brands via emails instead of other mediums of communication.
- As per InstaPage insights, a rise in open rates has been noticed by 82% of the marketers after incorporating personalized marketing in their internal strategies.
- It has been reported by Statista that 90% of customers in U.S. have great interest in brands who study content of personalized marketing.
- Report has been collected by SaleCycle that 59% of the people who responded have mentioned that their buying behavior is influenced by the incorporation of email marketing.
- It has been noticed by Hubspot that the if call to action activity is incorporate with personalization then 202% leads are generated upon CTAs.
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The personalized marketing can be incorporated in businesses through several ways, lets have a look on these and know the benefits.
- Audience’s Data Gathering
The future is all about data centric marketing. All the insights or information that you have gathered, the decision planning should be made according to these. For this important reason, it is quite necessary to have information related to your customers, with which you can create accurate personas of consumers that can result in personalized ad, approaches and funnels.
With the help of gathered data, you can get access to the online behavior of buyers (your customers), their required needs and habits also. Good strategy of marketing creates its base this way, and it has been used by large organization as well as small scale startups, since they have better understanding of their prospects.
During the process of data gathering, it is necessary to track appropriately and correctly interpret it. If you have started gathering the date and haven’t paid attention towards its tracking, then without wasting time get a track of it and the success of the campaign lies within.
The performance of the campaigns and customers’ behavior towards it can be studied in detail by using some insightful tools, analytics functionality, statistics, content management system support and services. Further, Hotjar and Google Analytics are good sources or tools to get data and reports of the campaigns. The moment your data collection process is done, the next step of yours will be the content creation of high quality and the customer engagement campaigns. Different techniques of data gather can be learnt here, just a message away.
Data gathering can also be done by conducting surveys that can instantly take feedback from your customers. Survey technique is also incorporated by many businesses that have success stories.
- Make Active Customer Personas
The most famous method to magically add personal element in strategies of marketing is by producing personas of customer. In this way businesses can dig out the valuable customers and their information that can be helpful in right communication. After the execution of this method the effective communication leads to lifetime value of brand and its loyalty.
The customer segmentation process can be done by rightly using the collected data on the basis of location, age, gender, income, interests and pain points. Pay heed towards demographics of your current buyers, as it can make you understand the challenges and needs they are facing. This is how you can create roadmap to increase the reach of your business for reaching each and every persona.
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- Focus on Your Content
After successfully creating the personas of your customers, the next important phase is to pay heed towards the content that you will be incorporating in your business. Closely pay attention to what customers require and create the content of that level which you could be sure that your customers like i.e. sharing and reading. Generate a roadmap of our business content inclusive of your customer’s special interests and needs.
It is also quite important to make your content SEO-friendly, which means the content should appear in search on top or on first pages of search engines whenever a user looks for content relevant to you. The most frequently used browser for content searching by customers are Yahoo, Google and Bing. Since you know the famous browsers, it is important to get your blogs indexed in these search engines by practicing content marketing and SEO-friendly copy.
- Keep Checking the Analytics
First of all, find out the exact category of your audience and look out what are their activities on your website, applications and social media platforms. By following their activities’ algorithm, you can find out how they like to communicate and what they like to do. Then this data can be used to show your users relevant ads based on their buying behavior and interests. Moreover, the recently viewed products or pages by customers can also be seen and highlighted.
The collection of data can be done by using different useful platforms of analytics which can be helpful in generating personalized campaigns and other content. Many of the questions that you might have with your customers can be answered with this database for instance, the customers’ activities, most-liked products and services, their buying behavior and online timings. In this regard, there are some platforms that can be used including Crazy Egg, Google Analytics and Heap analytics.
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- Communicate with Personalized Email
An easy personalized method to digitally communication with your prospects is Email. This is the reason that you should not send emails via automated mailers, templates or bots. In case you get a feeling that this is not a job made for you or your interest and you can always go for hiring a new resource at a designated task, in this case get a community manager to respond everyone.
An important feature in this emailing process is to out your digital signature at the end of the email, so that the receiver will know that he/she is receiving email from a real person. This important feature applies to other chats and messages of social medias.
- Targeted Landing Page
For more conversions, design, develop and dedicate a landing page to your discounts, special offers, products and services having all the required details for your personalized customer persona creation. The landing page benefits in establishing your targeted prospects in a better way, if it is well-built.
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Inspirational Stories of Personalized Marketing and Content
We always need a successful reference to set benchmark of your services and it is being practiced worldwide. For better understanding, below we have listed down the inspirational brands practicing personalized marketing. Those brands are mentioned below which have successfully incorporated personalized marketing:
- Coursera
- Amazon
- Coca Cola
- Booking.com
Conclusion: For the lead generation, the personalized marketing or content can benefit you a lot in many ways. If you follow the step by step guidelines that we have jotted above then you can easily incorporate personalized marketing in your business. Wisely communicate with your targeted audience to make them understand that their needs are valuable to you and they are being heard.
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