Have you ever heard of one-to-one marketing? It’s when a brand targets individual prospects to market its products and services to. It’s also known as personalized marketing and it differs from traditional marketing in that it caters to a specific audience.
Traditional marketing usually relies on selling to a wide set of customers through billboards, chats from bots, and emails. Today, analytics are more advanced, which is why business owners and marketers can carefully choose the audience that they want to target with their campaigns, newsletters, or ads.
Here are a few examples of personalized marketing campaigns:
- Optimize your website based on your audience’s preferences
- Regularly send targeted email newsletters and campaigns
- Curate specific content and videos
- Personalize your messages and offers
- Create dedicated landing pages for small audiences
- Send targeted sale announcements
- Send personalized shipping notifications
- Customize your customer service messages
Good to Know Statistics on Personalized Marketing
Here are a few marketing personalization statistics that can be helpful for your strategy and give you an insight into its superpowers and what you can expect by incorporating them:
- According to Instapage, 82% of marketers noticed an increase in open rates when email personalization is applied.
- Hubspot found that personalized CTAs convert 202% better than usual Calls to Action.
- SaleCycle reports that 59% of their respondents said that the way email marketing is done influences their buying behavior.
- According to SmarterHQ, 70% of millennials usually get frustrated with brands that send irrelevant emails.
- Statista reports that 90% of U.S. consumers are more into brands that practice marketing content personalization.
- Smart Insights say that 51% of consumers prefer brands to contact them through email compared to other means of communication.
- Forrester reports that 89% of digital businesses such as Netflix, Wells Fargo, Fabletics, Sephora, and even Coca-Cola are investing in marketing personalization.
- According to Salesforce, 76% of consumers are expecting business owners and companies to understand their expectations and needs.
Now let’s look at some of the ways you can incorporate personalized marketing into your campaigns and benefit from it.
1. Collect All the Precious Data
Data-driven marketing is what the future is all about. Every decision about your every move should be carefully planned according to the information and insights you have. That’s why you need to collect data to know your customers better. This will help you create accurate customer personas, which will then lead you to create personalized funnels, ads, and approaches.
Gathering your audience’s data will also allow you to see your buyer’s online behavior, habits, and what they are looking for. That’s the foundation of any good marketing strategy and often used by both big companies and small entrepreneurs to understand their customers better.
In order to get data, you need to track it properly and interpret it correctly. If you have not already started tracking, make sure you fix this, as you are losing out on an important part of a successful campaign.
Most services, tools, and content management systems support statistics and analytics functionality that can give you some insights into user behavior and campaign performance. You can also use reports and data from tools like Google Analytics and Hotjar. Once you’ve successfully collected all the data, you can now start creating high-quality content and campaigns that would engage your customers. You can also learn more about the different techniques to gather the data.
Another way to obtain insights is to create surveys that prompt your visitors to give feedback. That is also an option supported by many online services.
2. Create Dynamic Customer Personas
Creating customer personas is a well-known way to add a more personal touch to marketing strategies. This also helps brands understand their perfect customers better. By implementing this approach, you can effectively communicate with your audience, which can help increase brand loyalty and lifetime value.
You can also use the data that you have collected to segment your customers based on their gender, location, age, pain points, interests, and income. Look at your current buyers’ demographics so you can better understand what they need and what challenges they are facing. This will help you build a roadmap of how your business can reach out to each persona.
3. Target Your Content Better
Once you have created your customer personas, it’s time to focus on the content that you will be putting out. See what your customers need and what they are looking for and create high-quality content that you know they would be interested in reading and sharing. Map your content out so you will be able to cater to each customer’s specific needs and interests.
You should also make sure that your content can easily be searched for, and that it will appear on the first few pages of search engines. Most customers tend to search for their needs on websites such as Google, Bing, and Yahoo, which is why it should be your main priority to make sure your articles get indexed by these search engines by incorporating good SEO and content marketing practices.
4. Check Your Analytics
You have to see who your audience is and check out what they are doing on your site, social media pages, or apps. Track what they are doing and communicate with them based on their recent activity. You can also use this information to advertise based on their online behavior. Additionally, you can also highlight the pages and products that your visitors recently viewed.
Analytics platforms can help you with the collection of data that you can use to create personalized content and campaigns. The data that the analytics collect is the one that answers most of your questions about your customers, such as what they do when they are online, what services and products that they are into, and who they are. Some of the platforms that you can use for this include Heap Analytics, Google Analytics, and Crazy Egg.
5. Send Personalized Emails
Emailing is a personalized way to communicate with your customers, which is why you should avoid sending it through bots or automated mailers. If you feel this is not your thing, you can try hiring a customer service team who can reply to your audience.
Always remember to add an email signature so the customer will know that they are talking to an actual person and not a bot. The same goes for social media messages and chats.
6. Launch Dedicated Landing Pages
According to Neil Patel, only “5% of companies personalize their email marketing campaigns extensively”. You definitely would want to be a part of this number if you want to stand out, which is why you should work on email personalization. Instapage also states that consumers are more likely to open an email and even respond to it or act on it if they feel like the email is especially directed at them.
You can send emails based on segmentation and behavioral triggers, just like how Coursera and Booking.com do with their email newsletters. Address customers by their name and send them a greeting during their birthdays. Make sure to include a CTA so they’d know where and how to respond to your email.
A landing page is a dedicated page on a website that pops out when an online user clicks on a marketing promotion, online advertisement, search engine optimized result, or email. This can be used for your PPC campaigns as they help lead targeted traffic to this specific page. This usually helps the user reach their end goal, helping them find what they need and act on it right away. It also helps build credibility and improve targeted messaging.
Create a targeted landing page for your products, services, special offers, and discounts. Make it as detailed and personalized to your customer personas as possible so they can turn into conversions. A well-built landing page will also help you establish your target audience a lot better.
Examples of Personalized Marketing
We’ve listed a few personalized marketing examples that you can take inspiration from. Take a look below and see how marketing personalization was used successfully.
Coca-Cola’s “Share a Coke” campaign was widely accepted and appreciated by consumers from all over the world. You can get a bottle of Coke with your name printed on it. This made people feel like the bottle that they are drinking from was specially made for them.
The campaign was launched in 2014 and has been sold in over 80 countries since then. They expanded the campaign in 2015, adding 750 more nicknames to the 250 that they initially started with.
Amazon performs its personalization marketing strategy by analyzing their customers’ past buying behavior and browsing history. They then use this data to recommend products that they know their customers would like and most likely purchase. They tend to amp up this strategy during the holidays, as they maximize their algorithms to perfectly match the consumers’ needs and wants.
Booking.com sends personalized emails to their newsletter subscribers every now and then. They use their algorithm to see where you are from and what you have booked before. They then suggest locations that you can visit and travel to in the future. They also take into account the current situation that we are in and suggest ways on how you can still travel safely even during the pandemic. Every travel and booking suggestion is unique to the person that they emailing.
Coursera is a website where you can hone your skills by taking different courses and earn your degree and certificate all from the comfort of your own home. They send email newsletters to their subscribers and suggest courses that they think you would like to take. Coursera takes a look at your browsing history, online behavior, and past courses that you’ve taken a look at and suggest new ones that they think you’d fancy.
Marketing personalization can further help you successfully convert your leads. By following the steps we have given above, you can start your journey to personalized marketing. Let your customers know that they are valued and that you are listening to them closely.