Today’s customers expect personalized products and communications from your brand.
Personalized marketing is sharing products, offers, and communications with a customer that are uniquely relevant to them.
There are a variety of ways to create personalized experiences for your customers, but they all have to do with making each customer feel seen and valued.
Personalized marketing isn’t something today’s consumers want — it’s something they expect. As a small business, it’s important that your marketing strategy and tactics incorporate customer personalization. Join us as we define what personalized marketing is, how it benefits both your customers and your business, and some practical things you can start doing today to create personalized experiences for your customers.
What Personalization Looks Like
As the phrase suggests, personalized customer experiences are those that are tailored to the unique needs and preferences of each client. It’s sharing products, offers, and communications with a customer that are uniquely relevant to them.
Personalized marketing can look like:
- Putting the customer’s first name in the greeting of each automated email they receive
- Having a chatbot on your website so customers can find the services and products they need faster
- Suggesting product recommendations based on past products/services the customer has purchased
- Using segmented messaging that automatically triggers based on certain customer behaviors
- Offering customers special deals based on their individual needs and interests
The Mutual Benefits of Personalized Marketing
Personalization in marketing benefits not just consumers but businesses as well. According to recent research from McKinsey & Company, 71% of consumers expect personalization and 76% get frustrated when they don’t find it. The same study indicated that companies that aced personalized marketing generated 40% more revenue from those activities than the average players. According to a study from Researchscape International and Evergage, 97% of marketers reported improved business results due to personalization.
But personalization has some additional advantages for your small business. Not only does it drive revenue, but it also creates consistency across marketing channels and increases brand loyalty.
5 Simple Ways to Start Personalizing Your Marketing
Not sure where to begin with implementing personalized marketing for your business? Here are five things you can start doing today.
Use an email platform that lets you create personalized emails and email flows. We recommend Klaviyo to all of our clients.*
Try adding personalized videos in your emails to customers. This can be done via a platform like Sendspark or Videoform, which lets you embed personalized videos directly into the email.
Engage customers with meaningful opt-in forms and thank you pages. Opt-in forms let you gather customer data so you know what your customers are looking for and their demographics. This will inform your marketing and messaging. Thank you pages (like the ones that trigger once they’ve subscribed to your email list or purchased a product) are another way to get personal with customers. These pages can share special discounts, link them with relevant content, or highlight positive reviews from current customers.
Use live chat to interact with customers in real time. This tool allows customers to express their unique concerns and questions so you can connect them with the products, services, and answers they need.
Address common questions with an FAQ page and tutorials. If you notice that customers are asking certain questions, add an FAQ page to your website if you don’t already have one. Are customers having the same issue with setting up or using one of your products? Create a simple tutorial video that makes your customers’ lives easier (and strengthens your relationship with them while growing their trust in your brand).
It’s Time to Get Personal
Need extra guidance on personalized marketing? Contact us at Technology Therapy® Group to inquire about group coaching sessions. And be sure to check out the following on-demand training sessions.
*DISCLAIMER: the link included in this post is an affiliate link. If you purchase a product or service with the links that we provide, TTG may receive a small commission. There is no additional charge to you!