How to implement personalized marketing for your brand

March 21, 2022

Importance of implementing personalized marketing for your brand

Traditional marketing involved running ads on television, using telemarketers, and even the use of billboards. These strategies worked for some time until digital technology came into play. Nowadays, your target audiences are usually found on social media platforms and the digital space.    

Out with the old, in with the new, digital marketing has been emerging in the marketing industry for quite some time now. Although it has given traditional marketing a run for its money, the sector is quickly becoming saturated with generic content. When an ad isn’t executed with precision, it ends up being boring and monotonous. Sometimes it may damage the company’s brand by making the company appear lenient and lacking foresight.  

Present-day consumers want to feel seen, valued, and appreciated by the brands they adore and follow, especially on social media. More so, they expect customized product endorsements and special offers that are reconciled to their specific need, wants, and different preferences, rather than the usual marketing tactics. This is where personalized marketing comes in, which is considered an excellent strategy that can increase sales and boosts the loyalty of your target audience.

7 steps for implementing personalized marketing for your brand

Marketing without personalization lays more emphasis on quantity over quality. That means that the content is used to cast a wide net to capture all types of consumers in the hope that there will be a small audience that will be interested among the captured consumers. Personalized marketing, on the other hand, focuses on quality over quantity. Therefore, data is analyzed to identify the needs of the target audience. Once the customer needs are identified, the ad is tailored to be relevant to their needs. 

If you’re wondering how to get started with your brand’s personalized marketing, here’s a step-by-step guide to help you.

Identify and collect the right data

When it comes to personalized marketing, data is king. It helps you understand your customers’ needs, and hence you can align your ads to their needs. Therefore, the first step towards creating a successful personalized marketing campaign is collecting the right data from your prospective customers.  

Where do you get this data? Well, there are various avenues in acquiring this data: 

    • You can track everything your customers and prospect customers do on your website through the website’s cookies and web beacons. Likewise, you can also collect data from the customers’ inquiries and concerns loaded through the website.   
    • You can also gather data through their opinions, attitudes, and motivations towards certain products through surveys.  
    • Social media interactions are also a good way to collect data based on demographics, interests, and behaviours. 

The collection of data is an automated process and can be done by software such as Persado, or any other customer data platform online. It would be ideal to research for more information regarding such software, as it can be a big help in creating your target customer’s persona.

Segment and analyse the data

The data you collect is only as good as the analysis you draw out of it. Therefore, this stage of personalization is very crucial. Segmentation refers to the process of categorizing the collected data based on a range of factors, including  

    • Location 
    • Gender 
    • Age 
    • Income 
    • Behaviour such as shopping habits and the frequency of shopping 
    • Interests and Pain Points 

Segmentation is used to build an informed customer persona that you can use to represent your customers. Through the customer persona, you can better visualize your customers’ needs, motivations, dislikes, and pain points. With such information, you’re better placed to produce content that aligns with your prospective customer desires. 

Follow these easy steps to segment your data  

  1. The first step to segment your data is listing your customer goals. Put matching goals under one segment 
  2. Use your customer’s individual goals to put them under the different segmentations so that they form groups  
  3. Once you have segmented the data, it becomes easy to analyse it.

You must be wondering how you can handle all these tasks, well, you don’t have to. You can automate the segmentation process through Customer Relationship Management (CRM) tools.  

As mentioned above, segmenting the data makes it easy to analyse your target market. Analysing data is studying the patterns to draw information. Just like segmentation, there are tools to help you explore your data. You just have to feed the data into the software and wait for analysis. For example, data analytic tools can study the data to determine the age group of your target audience based on their behaviour and interaction. If the analysis states that most of your audience is between 18- 35, then you know your marketing ads should appeal to that age group. 

Anticipate your customer’s future needs

Building a customer persona helps you understand your prospective customers’ needs and behaviour. As such, this is the best time to predict their needs. You may want to make your marketing campaigns viable for a while.  

What does predicting their needs look like? For example, if your brand sells kitchenware and your prospective customer tends to read reviews about pans, then predicting their need would mean putting up blogs on different pan-cooked recipes.  

You’ve already made their future needs easier by providing them with recipes that they will use after buying the pan. This aligns with your customer’s needs and piques their interest which may drive engagement and traffic to your website. 

Select a good marketing channel 

When it comes to choosing the marketing channel to use, the goal is to be where your prospective customers are. Otherwise, if you randomly use social media without using informed insights, the marketing won’t be targeted, and hence it won’t be personalized. Here’s how you choose a good marketing channel. 

Step 1: Use the data collected to determine which platforms have the most influence on your target audience. It could be emails, your website or social media pages. You can determine influence by evaluating the response to subscribing to content on email? If most of your target audience tends to subscribe to your emails willingly, it could mean that it’s one of your most influential marketing channels.  

Step 2: The next step is to test the channels against each other to determine which is most effective 

Step 3: Depending on your business goals, select channels that meet the needs of those goals. Different channels of marketing will help solve different problems and achieve different objectives. Your business marketing goals could be to: 

    • Increase the engagement of your content 
    • Reduce cart abandonment rates 
    • Growing a new customer base 

Create the personalized content

Now that you’re armed with all the necessary data, information, and channel of marketing, it’s time to make the magic happen. Note that this isn’t just any other content creation process. The content you produce has to be personalized. Here are some strategies you can use to personalize your content. 

Map Out Your Content Strategy

You know your target audience, their wants, and their pain points. Therefore, create your content so that it aligns with their needs and solves their pressure points.  

One of the best ways to map out your content is using the funnel analogy. At the top of the funnel are strategies to get people to know your website and interact with your content. The middle of the funnel is about nurturing a relationship with those who visit your website and the bottom of the channel is making these people choose your brand. When mapping your content, focus on these three areas. 

Create your content so that it can be put out across different platforms. You should be able to create different variants of the content. For example, if you have put out content on YouTube, create a shorter video version that can be used on TikTok. This helps to diversify your audience. Remember to use the right channel for the right type of content. 

Humanize the customer experience

This is arguably one of the misused strategies of personalized marketing. When personalization first began, many companies left humanization to just using a customer’s first name in their emails. Currently, this is one of the most basic, generic forms of personalization.  

To humanize the content, add a face to the voice used for customer service. It creates a friendly customer experience that boosts your brand image. Besides, a customer is more likely to share more information with a person with a face than just a voice or a bot. 

Conclusion

If you’re considering using personalized marketing for your brand, you should know that data is your utmost priority. Everything that goes into creating personalized content comes from data-driven analysis. Therefore, with all the information and strategies mentioned in this article, it’s proven that personalized marketing will continuously change how the industry should implement ways in improving marketing efforts and customer experience to make businesses consistently profitable.

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