Have You Checked Your Marketing Personalization Techniques Lately?

Once upon a time, “personalization” was a term that was relegated to greeting cards and office name plates. In a different era, consumers never expected to be directly targeted; in fact, many of them didn’t even think about the ads they were seeing or the interactions they were having with businesses. What a different world we live in now!

Personalization in marketing is more important than ever. Consumers have gone from not noticing ads to expecting full-fledged personalization that not only addresses them by name but suits their interests, needs, moods, and the times of day in which they’re most likely to become buyers.

Photo Credit: OptinMonster

According to a summary of studies reported by Adweek, 80 percent of people are more likely to do business with brands that personalize their messages, yet only 12% of marketers feel their strategies are performing well.

This is a huge variance, and it puts a lot of pressure on the backs of marketers. Have you checked your marketing personalization techniques lately?

If not, this is the time to start looking into your successes and opportunities so you can stay a step ahead of your competition as consumers grow increasingly tired of not-applicable-to-me marketing communications.

Where do you start? Here’s a few suggestions!

  1. Segment Your Audience
    Segmentation is vital to personalization. Make sure all your messages address each segment’s needs and interests. For example, the people at the top of your sales funnel are in a significantly different stage of the buying process than those who have worked their way down the tube. You want to make sure you are talking to your potential customers in ways that make sense to where they are in the buying process.In other words, you don’t want to send the same message to someone who has just encountered your brand for the first time and one who you have connected with several times through blogs and has downloaded some premium content.The more applicable your segmentation message is, the more you’ll be able to address users’ needs. In the end, this fosters positive relationships at all levels of a buyer’s journey, creating engagement and brand loyalty along the way.
  2. Build Trust in Your Brand
    On paper, this sounds like a given, but all too often, when bottom lines and budgets enter the picture, trust can be thrown by the wayside. Do companies do this on purpose? Not usually, because they know there are negative implications that come from being an untrustworthy brand. Nonetheless, it can happen.Here are a couple of ways you can foster trust amongst your audience while you’re evaluating current communications:

    • Make it clear that you won’t use their personal data for anything other than what they’ve signed up for, such as contacts from your company or a subscription to your newsletter (then stick to your promise!)
    • Put your customers and prospective clients at the center of your communications. It’s about them, and not about design or creating pretty things (unless, of course, the design enables people to navigate your business better).
  3. Utilize Technology
    There was a time when chatbots were frowned upon because they weren’t real people. Smart companies today have learned how to integrate technology and actual humans in a way that incorporates customer service and answers like never before. Great chatbots can be almost undetectable by real people. If you empower bots with enough information, they can deliver exceptional customer service and answer questions without putting extra stress on your staff.But, what happens when customers have questions about the services you offered, which can’t be answered by a bot? This is where humans enter the picture. If you’ve sent out an email or online ad that invokes an audience’s attention, you need to make sure you employees are able to answer questions about the products and services. Often, a bot can get information out of consumers that enables personalization throughout the conversation. The bot might ask the person’s name, reason for inquiring about your company, and general questions. When a real human gets on board, he or she will be fully equipped with the knowledge necessary to translate the interaction into a real-life people-centric conversation.

At The Weinstein Organization, we believe people matter and build response. If you’re ready to evaluate your current personalization techniques, we’re ready help! Reach out to our team today to schedule some time!