Why you need to be personalising your marketing

On April 11, 2017

Marketing is what makes people pay attention. Good marketing is what makes people interact with your business. Great marketing is what makes people stick with you as lifelong customers.

Marketing strategies are intricate processes. They no longer involve a single campaign or channel. They have a million moving parts at any given time. You need to interact with your audience on a variety of different channels with a versatile set of content options. From direct mail to social media to email campaigns, each of these tactics need unique strategies to excel.

However, these is one marketing tool that effectively increases the success rates of all your marketing content across channels and strategies: personalisation. Why? Well, the simple answer is that people love to be remembered. It's a natural human preference – we like the feeling of recognition. It makes us feel valued.

Personalised marketing is a tactic that works across channels and platforms.
Personalised marketing is a tactic that works across channels and platforms.

Personalisation by the numbers

Whether it is addressing a customer by their first name in your next email campaign or tailoring your purchasing suggestions to their past shopping preferences – for marketers, personalising content provides huge advantages. This value comes in the form of conversions, lead generation and spikes in revenue. Don't believe us? Let's take a look at some of the numbers from a recent Adobe study.

  • 80 per cent of marketers that leveraged the use of personalisation tactics saw an increase in revenue as a result.
  • Companies that use automated personalisation platforms for their marketing content see an average of 50 per cent more leads.
  • These personalised leads cost more than 30 per cent less than a typical lead.
  • Brands with above average personalisation tactics receive 1.7 times more conversions than the average business.
  • Personalisation tactics boost profitability by as much as 26 per cent.

The numbers are pretty impressive, but what else is it about personalised marketing content that makes it such a hit? Well – in a world full of content what are you more likely to look at? Something that addresses you by name and showcases your preferences, or a random ad floating around on the internet? Personalisation makes it much easier for your content to reach its intended audience. In fact, consumers expect businesses to make these efforts. HubSpot found that over 70 per cent of consumers get frustrated with companies that provide content that is not tailored to them and their preferences.

Consumers today genuinely value forming relationships with their brands – business is a lot more than just a sales transaction.

On top of that, consumers today genuinely value forming relationships with their brands. Business is a lot more than just a sales transaction, people want to find value by engaging with your company. There are few things that draw people in more than personalisation. It shows your customers that you not only remember them but that you value their continued commitment to your brand. More than that, it demonstrates to them that you know what they like and can direct them to other products and services that may interest them.

"Consumers have reached the tipping point when it comes to being shown content that isn't relevant to them," CEO of Janrain Larry Drebes explained to HubSpot. "Consumers have been pretty consistent and clear in their feedback, the way to avoid alienating them is to give them what they want- personalised, relevant content using their data in a responsible and transparent way."

So how do you do it?

It's hard not to get excited about personalisation when you consider the stats. It's a relatively simple way to draw in lots of customers and improve a whole lot of core business functions. That just leaves one question: How do you use it?

Start with the basics – There are a lot of fancy ways to employ personalization in your marketing approach. But before you dive into these high-level techniques, test the waters with the basics. Start by getting more specific with your email and direct marketing campaigns – separate your mailing lists into groups. Does a certain chunk of your customer base have similar buying preferences, do they respond best to a specific type of content? Then cater your content to these grouped preferences.

Social media is a great tool for having personal interactions with your  customers.
Social media is a great tool for having personal interactions with your customers.

Leverage the power of social media – Marketing isn't just about the actual branded collateral you create – it's about the brand interactions your customers have. A great way to get personal with your audience is by reaching out to them directly on social media. Do your customers tweet at you when you post some cool content? If so, respond back! Like their Facebook comments and interact with their suggestions – this adds a personal feel to your brand without a whole lot of effort on your side of things.

Embrace the tech – If your budget permits, it is hugely useful to leverage the assistance of personalisation software. There are platforms that can help you create more effective personalised content by helping you segment your audiences, group them and publish it at the most effective times. There is a large volume of data about your customers available at any given time, personalisation tech can help you cut through the noise and focus in on the important stuff.

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