If you were to stay at a random hotel, on a random day, what would make your stay special? Perhaps being remembered by the concierge? Chocolates on your pillow? A special discount just for you? Humans love personalization and part of marketing is understanding the psychology between your customers and your business. What’s the best way to connect with your current and potential customers? Well, through personalization of course. How do you do that? Take a look.
– Personalization Strategy
The constant overexposure to different media platforms has given us serious attention issues. According to a study from Microsoft, the new average attention span is a mere eight seconds.
This means you have to find a way to captivate your audience’s short attention span, which is why personalization strategies are important. Through research, a business can identify their audience, sort them into sectors and develop targeted campaigns with appropriate content that will capture their attention.
– Personalized Niche Target Audience
Part of a personalization strategy is having a target audience. To get personal, you’re going to need a customer persona. Once you develop the personas, you can create a niche target audience.
Here is a great example. A house cleaning service operates in Houston. A target customer persona for them could be “young mothers who are homeowners and have a household income of over $100,000”. This is wide enough that you’ll get bites, but narrow enough that you’ll reach those who really need you.
Are you one of the 121.7 million mobile buyers in the U.S.? Then you’ve seen that every time you look at something to purchase online, you usually see an ad for it in another completely unrelated page. This is what is called retargeting. It’s useful for reminding your visitors to come back and visit, whether it was a product they were looking at, a service, or even just content from your business.
– Marketing Automation
Have you seen our pick a card trick? It’s a great example of how marketing automation works.
Through workflows, behavior based triggers automatically send out the proper content to your customers. If they clicked to get more information but never signed up, there’s a workflow to send them a reminder e-mail. If they did click to sign-up, they’ll get a thank you e-mail. It’s a great way to keep engaged with your potential and current customers while tracking their behavior.
– Multi-Channel Marketing
The average adult spends 5.6 hours on digital media daily, and that’s across a multitude of platforms. Multi-channel marketing targets your customers through all appropriate platforms to deliver a consistent message.
What are the good examples of this? Native ads, retargeting ads, e-mail marketing campaigns, direct mail, mobile advertising, social media advertising… all running simultaneously and with a targeted message.
The most important thing to remember is to know your audience. Once you have that, you can develop personas and a personalization strategy, and eventually reach your exact target audience that will appreciate your business the most.
Personalization strategies can work for any business, but it’s just a small part of an essential element to your company’s success. Want to know what you can be doing to optimize your marketing efforts? Give us a call for a free consultation or send us an e-mail instead.