Personalized marketing is what happens when you imagine yourself walking to a coffee shop only to be asked the usual question while being addressed by your own name. Then you smile, nod and pay for your drink. In fact, because you are a frequent customer here, and they know you like the palm of their hands, you don’t have to speak, except when there’s a special request you want to make.
You see, statistics say more than 60% of shoppers or customers feel more appreciated when a retailer remembers all their personal information, including payment information. However, there’s still a relatively wide gap between people who use personalized marketing and those who love the idea but haven’t begun using it yet.
Look at what happens on the web when customers buy items from an e-commerce store. 88% (according to E-consultancy) say when they use social graph data to analyze their customers’ personal online experience; they find that it has a direct effect on both ROI and social engagement. Even though they admit this fact, only 6% actually practice it.
In addition to this, 68% of marketers say personalization based on the behavior of the customer has the highest impact on ROI, while 74% say it leads to highest rate of engagement.
This data should signify something very important concerning personalized marketing.
Personalized Marketing – The Benefits
1. Improve Conversion
Tailoring your message specifically to the audience will mean something. It’s a fact that generic is an enemy of conversion, because it simply doesn’t speak to them from a personal standpoint.
Here’s a breakdown of how personalization, say when you’re sending an email, would work:
The subject line should have their name, where they work, or just any topic of their interest.
Greet them using their first name, and then reference their past behavior. Call to action should be based on their past behavior.
Thank them for taking action, and recommend other products they may want to buy from you.
2. Personalized Marketing Makes Conversion Easier
Your conversion rate will look good when you take steps to make the buying process simple for the average customer. Whether you want them to download an e-Book, transact or maybe sign up for an offer, they will act fast if the process is simple and fast.
That’s the reason Amazon offers one-click purchases on all products.
When your marketing team remembers their personal information, they don’t have to convince them through the same process again and again. You can even personalize your forms with information that buyers need – with things that are relevant to them.
3. It Helps Build a Passionate Audience
Every customer loves something, and they are pretty specific about what they love. So for instance, if they love Hawaiian Kona coffee, they will be more interested in a blog post that talks about how to make the perfect Hawaiian Kona Coffee at home.
This is called content personalization. It speaks to the passion of that customer directly.
4. It Improves Lead Nurturing
Content fuels lead nurturing. So if you can modify it to address their interests and behavior, it will most likely make a strong connection between you and them – thus converting them to qualified leads.
You should also keep in mind that when personalizing your content, you should do it in the title, and also in regards to the position of the lead in the sales funnel.
For instance, leads that are on top of the sales funnel should be given general content, as opposed to those who are at the bottom level. The ones at the bottom should simply receive product-based information instead.
5. Sales Calls
The data you use to personalize your content has to come from somewhere in a database. If you find this information useful, then the rest of your sales team would also love to have this data, so they can also personalize their sales calls.
So you should arm them with this information, plus they should be equipped with lead intelligence strategies to keep them communicating even better.
6. Welcome Visitors
Not only does personalized marketing nurture your leads, but it also helps when it comes to welcoming new people into the general audience you’re targeting.
For instance, let’s work with an email marketing welcome program. You could start strong with new subscribers if you show them information which is relevant to their needs. After this, your personalization strategy could be based on the first offer they jumped into, the marketing campaign they responded well to, or better still – the pages they visited the most on your site.
7. It Keeps your Business Website Fresh
Chances are that when a visitor keeps coming to your website and seeing the same offer all the time, they won’t be thrilled. But you can use the power of dynamic content to enable you present something new to visitors every time they come back to you.
But you must ensure you present content that speaks to the interest of your visitors, or content that is aligned with their position in the sales funnel. Finally, this content must allow you to move your existing lead to the bottom of the sales funnel. After all, this is the main aim of getting into personalized marketing.
8. This is Marketing that people Love
Going personal is aimed at helping you get the right information; take it to the right people, at the right time. It could either be an interesting article on your blog, an email message or a new offer.
But on the other hand, people tend to feel assaulted with generic content, as compared with personalized information that makes them feel understood.
Personalizing your marketing actions simply means you are a company that listens to the needs of its leads and customers, which in turn prompts you to deliver according to their expectations. In other words, this could be considered as marketing that people love.
People who know how to attract and keep customers often speak to them in a language that makes them feel appreciated and recognized. Personalized marketing goes a long way to build your brand.