Take a look around at recent marketing campaigns and one thing is plain as day: The one-size-fits-all approach is over. Personalization is the new table stakes.
It’s for good reason.
Done well, personalization can be an absolute game changer. When your brand can meet your audience on a personal level, delivering content that speaks directly to their needs at that precise time? Nothing moves trust, conversion, and loyalty along better than that.
Intimidated about getting started?
There’s no need to be. Some of the most effective personalization approaches are well within any marketer’s reach. In this guide, we'll guide you through them—and some more advanced options, too.
Call it a Crawl-Walk-Run Roadmap to personalized marketing.
Let's get started!
Crawl: Options for Basic Personalization
Personalized Greetings Chances are, you have your customers’ first name on file. Add it to emails in the subject line and greeting! This can foster an immediate sense of connection. So can addressing your followers by their first names when you respond to comments or DMs on social media. You might be surprised to see a little personal touch goes a long way.
Segmented Email Lists One simple way to start segmenting your audiences is based on demographics, like age or location. Then, you can send content specifically tailored to those segments. For example, a marketing email for your younger audience might strike a more casual tone and include links to your social media. The version sent to your more mature audience might skew more professional-sounding, and feature quotes from figures they know and respect. Bifurcating the audience increases the relevance of your message and likely the engagement it will get.
Dynamic Content Blocks Put those segments you created to even better use with dynamic content blocks. This lets you display different content within a section of an email to different audiences, while the rest of the email is the same. An example: Let’s say you created your segments based on location. Your December email to customers in the northern hemisphere could feature a header photo with snow and northern lights. Your email to customers in the southern hemisphere could feature sunshine and shorts sleeves by the pool. Whatever your combination may be, personalizing the touch makes it easier for your would-be customer to connect with the content.
Behavioral Triggers This is another data point probably already in your system. You know when a customer first subscribes to your mailing list, when they purchase things, and when they leave items behind in their cart. Set up campaigns that kick off when these events happen! Welcome new subscribers with a getting-to-know-you series of emails. Express gratitude to recent purchasers with a thank-you letter. If someone left a high-ticket item behind in the checkout, send them a coupon code to help seal the deal. It’s about delivering the right sentiment at just the right time. Behavior triggers are key.
Walk: Moving Beyond Basics
More Advanced Segmentation Take your segmentation efforts a step further by considering factors like purchase history or engagement frequency. Tailor your messages to these more specific segments (perhaps in addition to your more basic ones) for a targeted and impactful communication strategy. An example: Send newsletters more often to those who are opening most of the emails you send or visiting your website more often. For those engaging less frequently? Reach out regularly, but at a gentler pace until their interactions perk up. Bonus tip—reserve the attention of your lower engagers for your bigger-ticket campaigns. When 90% of what they receive from you is great deals, their interest is bound to pick up.
Personalized Product Recommendations Incorporate algorithms that suggest products to website visitors and email recipients based on their individual browsing and purchase history. This not only enhances user experience, it also increases the likelihood of conversion through personalized suggestions.
Adaptive Website Content Provide a seamless online experience by dynamically adjusting website content based on a user’s behavior. This can be accomplished with cookies that store information about user behavior and preferences. For example, if a prospect spent their first visit to your website exploring an AI product that makes workflows more efficient, make sure to display content relevant to that product or problem when they visit again. Serving up the right version of content you already have is a great way to make their experience engaging and relevant.
Multichannel Personalization Pack more punch by extending personalization across all your customer communication channels. This requires an up-to-date and fully integrated CRM system that can ID the same user in email, on your website, and in customer service interactions. But imagine how powerful it would be if someone calls in for advice, and the rep already knows what product they recently purchased and what use case they might need assistance with. An easier-than-expected interaction with your brand isn’t something a customer will easily forget.
Run: Leveraging Advanced Personalization Techniques
Advanced Predictive Analytics Embrace the power of predictive analytics. Use machine learning algorithms to forecast user preferences and behavior. This can be applied to content recommendations, letting you suggest products, articles, and services that users are likely to be interested in long before they ever explicitly express those interests.
1:1 Personalization Implement individualized experiences for each user based on their unique profile and preferences. You can do this at scale by using AI to dynamically adjust website content in real-time during a user's visit to your site. Or, for a more hands-on, lower-tech approach, identify your highest value customers and provide them with contact information for a VIP-only representative they can access for personalized interaction with your brand.
Individualized Customer JourneysFor a seriously committed personalization experience, develop dynamic customer journeys that adapt in real-time based on individual interactions. Use a high-tech CRM to tailor the path users take through your marketing funnel, adjusting content and touchpoints according to their preferences, behaviors, and previous engagements along the way.
Remember, personalization is an ongoing process. Start where you are, use what you have, do what you can. And keep iterating based on the results that you see.
Interested in bringing a more personalized approach to your content marketing? Drop us a line. We’re always delighted to help.
Comentarios