These days, no matter where you turn, you’re bombarded with advertisements. Looking to check in on friends on social media? Say hello to that Facebook ad or promoted content. Researching a DIY project? You’re likely to be presented with advertisements from local contractors who can get the job done for you. Heading to the grocery store? Get your ears and eyes ready for radio and billboard ads.
Advertising is overly abundant in our day-to-day lives. The average consumer is exposed to around 10,000 brand messages every day. With so many ads cluttering the world, most consumers are likely to ignore them altogether. That puts pressure back on marketing and advertising companies to target their audience in captivating and unique ways.
To succeed in marketing, your campaigns and the experiences your company provides must be unique, “disruptive,” or at the very least different. One of the best ways to do this is to embrace personalized marketing, which gives customers their own customized experience with your brand.
What is Personalized Marketing?
In its simplest form, personalized marketing involves delivering individualized content to consumers. This marketing strategy focuses on marketing initiatives that are tailored to current, prospective, or even new customers – in other words, specific segments of the market you are hoping to attract.
Personalization can be achieved through a combination of automation, data analysis, and targeted marketing techniques. Customized marketing can be as simple as adding a customer’s name to an email, or it can be more complex, like creating personalized feeds and pages that are based off past consumer behavior.
Why Personalization Works
Companies tend to focus more on quantity versus quality. While an upcoming campaign may be designed to target hundreds of new customers, what really matters is the return on investment. If out of these hundreds of customers you only pick up 20 solid leads, the campaign may not have been as successful as it could have been.
To experience the real potential of your marketing, you need to connect with customers on a personal level. With customized marketing, customers feel less like a number and more like a valued and respected customer – more like a human being. By creating a connection with each potential customer, you can create a better sense of value and inspire the trust that’s needed to build brand loyalty.
One of the top benefits of personalized marketing is that it provides a unique experience for each customer. By improving the customer experience, people are often more willing to provide personal information that can then be used to tailor their experience the next time they visit your company’s website or brick and mortar store.
Other personalized marketing benefits include:
- – Increased brand loyalty
- – Higher conversions
- – Better customer experience
- – Boost to brand engagement
- – Brand consistency
Another benefit worth noting is the potential for increased revenues. You can mark your marketing campaign a success when your leads and revenue show a steady boost. Companies that use customized marketing, for example, often see an increase in total sales by almost 20%.
How Can I Personalize My Marketing?
We’re glad you asked! There are truly an endless number of ways to add personalization to your marketing campaigns. Here are 5 proven paths that are sure to drive conversions and boost brand loyalty.
Targeted Emails
Email campaigns aren’t new, but targeted campaigns will give your consumers a taste of something new. Through the use of customization, you can create unique emails that are targeted for a specific audience. Using data such as age, birth date, and/or demographic, you can target consumers with emails that pique their interest or purchasing behaviors.
By using personalized emails, you can expect a high return on investment. Just adding the recipient’s name in the email can have a huge impact. Mentioning the local market, types of previously purchased items, or even a custom promo code can also make a giant impact. In fact, customized emails offer transactions rates that are six times higher than standard emails! Paired with automation tools that can send emails on a pre-set basis, you’ve got a solid personalized email campaign.
Social Media Marketing
Social media is the prime opportunity for your company to connect with consumers across the globe. Using social media, you can boost brand awareness and also brand loyalty. Finally, sites like Facebook and Twitter are useful in keeping customer satisfaction ratings high.
Using social media marketing, you can craft and send social media messages that allow you to collect data and responses from customers. Facebook even allows you to create chat bots on its platform to provide more automated personalized answers when you are not able to respond in real time. The ability for chat bots to respond to users with their name, in real time and at scale, is just one of the ways that you can utilize personalization on social media platforms like Facebook.
Personalized Advertisements
To get the most use out of online ads, your best bet is to personalize them. This allows consumers to have a tailored online experience that is less likely to be frustrating or a nuisance. Tracking online behaviors, product clicks, or seeing which videos on your site are watched the most can give you enough information to build your advertising around these activities.
Better yet, create a series of advertisements tailored to the product that are garnering the highest level of site traffic among various market segments. By displaying ads that a customer may be interested in, you’ll grab their attention while earning their time and engagement.
Product Recommendations
Recommendations aren’t merely for clothing and personal items either. Companies like YouTube, Netflix, Amazon, and use them to entice users to watch certain videos or to find their new favorite series.
Across the globe, product recommendations accounted for nearly 12% of all online revenue. To experience the most success with product recommendations, ensure listed products are above the page fold as they are 1.7 times more effective in making sales.
Dynamic Content
A-B-C-D all the way to Z testing has been (and is) a staple in most marketing campaigns. Historically, companies have run all sorts of tests and small individual campaigns in hope of routing prospective customers into the right funnel with the right message. But, thanks to dynamic content, you can now create a single campaign or a single landing page that can display differently depending on who is on the receiving end and where they may be viewing from.
Utilizing dynamic content may not be “flip-the-switch” simple, but it can be a powerful way to personalize your message.
Let’s consider the fact that a good majority of Internet traffic comes from mobile users, more than 56% to be exact. Having the ability to customize the messaging, images, or products on your landing pages based on location, device type, or even time of day… now that is powerful personalization.
Personalized Marketing You Can Count On
Creating a personalized marketing campaign that is sure to drive results is no easy feat. From collecting consumer data to pinpointing which marketing paths to take, there’s a lot of work to be done to ensure that this new campaign drives conversions and leads and ultimately increases revenue.
If you’re looking for a campaign that will get the results you’re looking for, leave your marketing in the hands of trusted professionals. Our team at National Positions specializes in all forms of marketing, including personalized campaigns.
We offer a wide range of personalized marketing solutions that will build the brand loyalty that’s needed to secure your company’s success.
