Nowadays, customers expect brands to be able to deliver personalized messages and better communication through all available channels.
However, personalization no longer consists of only addressing customers by their names. It has evolved so much that customers expect a unique experience from a brand both on mobile and web.
This, of course, is not an easy feat. But don’t worry, as there are quite a few ways that you can use personalization to improve communication with your customers.
What should you personalize?
There is more than one point in the customer journey that offers potential for personalization:
- Communication channels
- Time of day when a customer engages with a company
On top of that, you can also personalize videos, website pages, email, and mobile app content, discount offers, sale alerts, product, and service recommendations, receipts, shipping notifications, and so on.
But how exactly can you deliver a great personalized experience to your customers even when you know exactly who your customers are?
Let’s find out.
1. The importance of data
Before anything else, it is important to emphasize that a brand needs to rely on data. Brands that use personalization need to collect as much data as possible to create buyer personas for better content and targeted ads.
Marketers at your company need to create accurate buyer personas that represent the exact center of their target audience. The data you gather should tell you more about your customers’ habits, behaviors, and what they want from brands that are similar to yours.
Once you figure this out, you will be able to create more engaging content that your customers will find interesting. Additionally, this also means that you will be able to create offers that are relevant to your target audience with personalization.
To get the data, develop a list of attributes you want to collect and don’t ask too many questions. Instead, only stick to questions that lead to the essential information you need.
2. Segment the audience
Once you have gathered enough data, you should segment your audience based on a wide array of factors.
These factors include age, gender, income, location, interests, and pain points. However, you should also include factors such as shopping habits (frequency and purchases).
So, take a look at the current demographics and firmographics of existing customers to understand their needs and challenges.
It is necessary to build these out and have a clear roadmap of how the company can meet the needs of each persona. Then, feed this information directly into the content generation process.
As a marketer, you need to know the personas in order to refine the custom messaging. This messaging needs to be catered to the defined personas by addressing their needs and ultimately helping them enter the next stage of the funnel.
3. Map out the content
Your content has to be mapped out to the specific interests and needs of each persona. Fail to do so and your content will not be viewed or shared. This also means that it will not create any brand ambassadors.
As a marketer, one has to identify what content is interesting to different personas. These interests should then be mapped out using a diagram.
In the content library diagram, map your content interests to your buyer’s lifecycle. Think of what content would be of greatest interest to your buyers and what would be most useful in nurturing them down the conversion funnel at each interaction.
Also, it would be wise to use an account-based marketing platform to deploy content. A good platform of this kind provides a single view of the customer and it also allows you to publish personalized content to the customers across various owned and paid marketing channels.
4. Pay special attention to emails
Email marketing still provides a decent ROI that should not be ignored. Email marketing stats prove this better than anything else.
Basic email personalization includes tactics such as using a subscriber’s name in the subject line. On the other hand, more advanced strategies can include changing the content of the email based on a subscriber’s location, gender, or other things you know about them.
These three elements make up a basic personalized email:
You need to kick things up a notch with email personalization and offer relevant content. In addition, personalized emails need to be sent at the right times and they should come from real people’s addresses, not from businesses.
Basic email personalization tactics are not too difficult to implement: The ‘From’ field shows who sent the message. As it was mentioned, your emails need to be written by real people and the recipients should receive them from real people. Use a real person’s name in the ‘From’ field and use a face instead of a logo. Also, personalize the ‘From’ name of your emails so that different subscribers see different names.
- Next, modify the subject line. Create a personalized subject line for each of your recipients. Some marketers use platforms that allow this through personalization tags.
- Finally, think about creating unique content according to each recipient’s preferences. Personalize the content of your email campaigns and make them more relevant to your subscribers. That way, you’ll increase the chance they’ll click through.
5. All content should be personalized
All content that you publish through your marketing channels should be personalized as much as possible. This unique content should cater to your audience’s needs.
And this is not only true for B2C businesses. As a matter of fact, B2B marketers can also make great use of content personalization to get benefits like increased email engagement, better trust, and loyalty.
Thanks to numerous personalization methods, you can make emails more engaging for your business clients. This begins with some obvious tactics like inserting the contact name in your email greeting as well as using their company name in the emails you send them.
In addition to that, you can also use dynamic content to further personalize your emails. Each prospect could potentially receive a different email with content that is based upon their demographics, preferences, and previous history with your company.
On the other hand, customers trust people rather than brand names, so don’t reach out to potential customers with generic messages.
Your prospects are used to website experiences and content that is created to reflect their organizations’ needs. When you provide your audience with content that is up to date and relevant, you show that you actually care about meeting their needs.
Bonus tip – Personalize cold emails
Sending generic emails is not acceptable. Not even when you start cold emailing.
This cold email guide will help you take personalization to the highest level just like what you would do with the rest of your marketing methods.
It’s important to have a few things in mind:
- Cold emails start with your buyer persona. A buyer persona should accurately describe the right person, their role within the company, the right verticals, and the company size.
- Create your list of leads. The initial list may be overwhelming, but you can add different criteria to shorten it and make it more specific.
- Generate personalized messages with special emphasis on the subject line, greeting and intro, transitions, and CTAs.
- Don’t be afraid of following up. But do it in a personal way too.
Personalization is definitely something that customers expect from all brands. No one wants to receive generic messages that clearly point to the fact that a business is using cheap software or doesn’t invest effort into sending out promotional material or offers.
You should do your best to deliver a more personalized experience to your customers where they can have personalized offers and content that is of high interest to them. That is one of the most effective ways to keep them engaged and make them purchase from you again and again.
An article by Viktor Zdraveski