How Personalized Marketing Campaigns Will Change Your Business
Businesses must earn customer trust despite the rising competition in every industry. Today, customers prefer brands that understand them according to their needs and desires, which is why businesses need to step up their game and focus on providing customer-centric efforts.
In the digital age, data is a precious commodity and one of the main drivers of personalized experiences. 86% of customers prefer businesses that personalize their efforts to meet customer needs and desires.
The goal is to lead your target consumers from the top to the bottom of the sales funnel—from attracting them to making a purchase and keeping them loyal. This article will guide you through personalized marketing: what it means and how it can change your business. First, let us properly define personalized marketing.
What Is Personalized Marketing?
Personalized marketing is a marketing strategy that addresses current or potential customers with data-driven marketing initiatives and messaging.
The resulting data-driven content strategy directs the visitor from piqued interest to a purchase decision before securing long-term partnerships with customers. Its goal aligns with inbound marketing, where the attraction and retention of customers are created through content and tailored experiences.
- Personalized marketing elements
- Data collection – Maintaining excellent and clean data is the key to successful personalized marketing efforts. Focus on the relevant information you will need from your buyer persona before enacting a campaign. You may collect data through interviews, surveys, heatmaps, and more.
- Marketing analysis – You must thoroughly plan and analyze marketing efforts. Analyzing audience data and using insights transforms static data to develop a full-funnel content strategy.
- Action – By combining clean data and thorough analysis, you can enact your campaign and complete the process.
- Personalized marketing examples:
- Targeted emails
- Customized video messages
- Curated product recommendations
- Social media marketing
How Can Personalized Marketing Change Your Business?
- Satisfied customers
According to Retail TouchPoints, 70% of millennials feel frustrated when companies send them irrelevant emails, and 74% feel frustrated when website content is not personalized. These statistics prove that personalized experiences are necessary for the growing digital age.
The days of using general marketing strategies to convert some viewers are long gone. All that matters now is how a brand can connect with customers.
- Improved revenue
Nothing can stop businesses from experiencing steady revenue growth once they successfully capture a prospect’s attention and consistently deliver value. A solid understanding of your target audience and effective messaging can make revenue growth ultimately possible.
Personalized marketing can promote lead generation and conversion, which significantly increase revenue when used strategically.
- Newer leads
Data is power, so customers do not freely give it because it includes their personal information. When you consistently deliver solutions to your customer’s problems, they will be less apprehensive about giving away their data.
76% of consumers are willing to share data when they encounter personalized experiences, provided that merchants are transparent about their use and customers have control over which information they will share.
Do not underestimate the power of word-of-mouth. Leads can multiply once they realize that a business is trustworthy.
- Increased content engagement
When brands choose personalized customer messaging, it will pave the way to further engagement strategy improvements.
Greater content engagement can also help in driving more traffic to your website or page. Your SEO may improve and potentially increase the return on your investment by growing your website or brand’s social media accounts. Lastly, traffic can be beneficial in attracting awareness for newer leads.
Some ways to personalize content are through well-written texts like emails or blog posts. However, it can also be represented visually with compelling marketing graphics, web animation, video ads, and other personalization techniques that can make your business popular in your niche.
- Customer retention and brand Loyalty
Converting leads is one thing, but retaining a customer’s trust is another. How do businesses ensure that their previous customers will think about their brand the next time they encounter a problem that these brands solve? The answer is consistency in marketing strategies.
Another advantage of personalized marketing is brand loyalty. Loyal customers are the best customers you will be lucky to have. Here are some signs to ascertain that brands have just converted a regular customer into a loyal one if they:
- Likes your recommendations and suggestions and considers the products and services as one of their “holy grails” or “must-haves.”
- Become “regulars.”
- Recommend the products or services to their friends and family
- Defend the brand from doubt and criticism
- Brand differentiation
Brand differentiation occurs when a brand sets itself apart from the rest by providing superior products and services that are consistent in good quality, reasonably priced, and provide multiple customer solutions and benefits.
Utilize personalized marketing to set your brand apart from competing companies. Once you do personalization properly, the word will be out that your company is the best choice for your kind of products.
- Overall business growth
Though it is normal to have dips in sales from here and there, your business must generally experience an upward tick instead of a downward progression. The buyer’s journey has three stages: awareness, consideration, and decision.
Personalized marketing encompasses all these three stages by constantly appealing to the customer’s attention from start to finish. Closely studying your customers will make it easier for brands to learn about their attitudes, the media they consume, demographics, and more. This information allows businesses to develop strategies for the overall success of their campaigns.
Elevate Customer Experience
Marketers must trust and be patient in the sales process to catch a potential customer’s attention. The best way to capture leads is to catch your audience where they are. Hard selling might have worked in the 70s, but it is not necessarily as effective anymore. People are always on their mobile and desktop devices and should not feel like their experience with your brand is a general, templated approach.
To future-proof your business, you must invest in inbound and content marketing efforts as soon as possible.
David is the Marketing Manager of Intermedia Print Solutions, a print media and packaging solutions company in Princeton, NJ notable for its high-end print quality printing and on-time delivery. A mixture of technology and creativity is what makes David enthusiastic about his work. He likes to spend his free time reading books, watching sci-fi films, and writing articles.