Prospects and customers in today’s market crave personalized content. They want to feel like they are recognized, listened to and understood—they want an emotional connection. In fact, over 78% of consumers will only engage with offers if they have been personalized based on their previous interactions with your brand. Providing that connection in all of your marketing and advertising is therefore a key component to strengthening your brand and ensuring customer loyalty.
It All Starts with Data
Before you can provide personalized content, you need to collect customer data. Whether it’s following their purchases or services they use, or through online customer surveys, you need to get a sense of who your customers are and their preferences. In addition to the basics like name and email address, it’s helpful to know age, birthday, profession, and gender. Also, if you follow their interaction history, you also can determine how often they shop and for what. But when asking for their information, remember to keep in mind that people are protective of their privacy and tend to walk away from forms that ask too much, so proceed with caution.
What to Do With the Data
Once you have taken the time to get to know your customers, then you can put that data into action, by creating a more personalized experience:
- Segmentation: Looking at your data, you can sort them into a variety of categories, and then create targeted messages based on that group’s commonalities. You can recommend products or services more geared for their segment, as well as create better content knowing who your core customers are and their preferences.
- Individual Messages: Another way to establish a more emotional connection is to strengthen your relationship in a one-to-one communication. For example, by using your collected info, you can send a birthday note or anniversary wish, as well as personalized thank you notes after a purchase. It makes the user feel important and that you care.
- Humanization: A great method of creating a personalized experience is for the user to realize there’s a person on your end, too. We often see the emails we get as just automatically-generated content. But if you can help customers realize there’s a person on the other end, it gives a face to your business, again, strengthening that relationship. This can be accomplished simply by showing employees faces and bios on your website, and/or including their face in the reach us/contact us button.
Other benefits to personalizing your content include driving sales and revenue, increasing brand loyalty, and creating consistency across your marketing and advertising efforts. It’s all a win-win! So now the only question becomes how to implement this strategy into your marketing efforts. It can be a challenge—it will require time, resources, and the right technology. But Direct Opinions can lighten the load and help with that!