One-to-one marketing or personalized marketing involves the implementation of a strategy in which companies can deliver personalized content to recipients using data collection, analysis, and automation technology. It offers several benefits to both businesses and consumers. Additionally, personalized marketing also helps improve customer experience, boosts brand loyalty, create consistency across various channels, and drive revenue.
As consumers can access content from different channels, personalized Marketing has become more important than ever before. When people see their own name, personalized content can attract consumers’ interest. Simply put, personalized content talks to your consumers directly.
In this post, you will discover the benefits of personalized marketing and some tips to start your personalized marketing campaign.
What are the benefits of personalized marketing?
1. Helps improve customer experience
Most customers enjoy filling online forms, downloading whitepapers, or participate in surveys. They may do all this for a discount or some special offering. And rightly so. They find it engaging when they get something in return. Collect their personal details such as name, city, or perhaps their birthday in exchange for discount code or an offer. Use this personal customer data to offer a more personalized experience when they visit you again.
2. Helps increase brand loyalty
Once your customer provides you with personal data, you have to treat him or her as a unique individual. Do remember, if you dedicate time and resources to implement successful personalized marketing strategies, you are sure to benefit from brand loyalty and consumer satisfaction.
3. Drives revenue
Personalized marketing helps you identify and respond to customers, thereby increase ROI. By leveraging technology, you can identify which channels your customers engage with most. This will automatically follow up across other channels and create consistency on all channels.
How to create a personalized marketing strategy for your business?
Before you create a personalized marketing strategy, you will have to do a lot of research and consider several factors. Also, you will have to compare various personalization platforms to find the right one. Once you find the right platform, you will have to implement some things in the back end of your website to capture data such as the number of clicks, how much time is spent on website pages, abandoned shopping carts, purchase history, etc.
Next, you need to analyze the data and figure out what type of content will suit your requirement and the best way to share it with your consumers. You may use A/B testing to validate the performance. After analyzing everything and collecting the necessary data, you can create your personalized marketing strategy.
Here are some factors you may consider while creating your personalized marketing strategy.
1. Custom video messages
Interestingly, businesses that use video see a 49% faster growth in revenue than those who don’t. Videos with custom messages, if done right, is very effective to engage your customers. Fun personal videos will help people understand your brand better. For instance, you can create personalized video content on holiday wishes such as Christmas or even Halloween from your team. You may also create a fun video on Instagram TV or Facebook TV that talks about a topic related to your business. A “how-to” video or a Q and A about your brand is also a great way to engage your customers.
Although personalization is memorable for your audience, make sure to have the right tools and resources to reach them.
2. Targeted emails
With the help of personalization, you can create and send individualized emails to a specific group with certain categories such as gender-specific, birthday-specific, etc. It is important to create relevant email content to understand your audience. Using Sign-up forms is one of the best ways to collect customer information. When a person signs up for your newsletter, you can collect information such as name, birth date, or other particular interest.
For example, if you own a restaurant and want to gift your customers discount coupons on their birthdays, you can do it through email marketing. You can give them birthday wishes along with a special discount code on their next purchase. Simply put, you can send an email based on certain interests or age of your customer.
3. Social Media Marketing
Interacting with your audience on social media channels can increase engagement, customer satisfaction, and brand loyalty. Social media helps keep relationships with customers and attract potential customers. Also, by sending personalized messages on social media, you can collect customer data that can help improve conversions.
4. Product Recommendations
Product recommendations use a collection of data to determine the type of product or service a user is most likely to be interested in and accordingly provide recommendations.
One great example of product recommendation is- Netflix. After watching a movie, Netflix asks for your rating and after you submit your rating, they will use the data to help recommend more movies for you in the future. This is personalized marketing.
Many users enjoy this as it helps them filter through what they like and don’t like without searching through every single product. It offers a great user experience and improves chances for repeat customers.
5. Fear Of Missing Out(FOMO)
Most people do not like to miss out on any opportunities as it makes them uneasy. You can use FOMO in different ways to boost your conversions. For example, you can show how many people are looking at the same product or have bought your product. These FOMO specific personalized messages will convince your customer to make the purchase before leaving your website. FOMO messages are usually short and precise such as “only 4 products left”, “10 people viewing the product as you right now”.
Final thoughts
Personalized marketing may seem easy but it requires many steps such as running tests, observing analytics, etc., to create a strong digital marketing strategy.
So, go ahead and create your own personalized marketing strategy using the tips in this post.