Via Forbes : Four Ways To Personalize Your Next Marketing Campaign
Everyone wants to feel special. No one yearns to get lost in the crowd or thrills at the sound of “customer 00014578.” That’s why personalized marketing campaigns have always performed better than their generic counterparts, which smell of mass production, faceless corporations and long lines.
What is personalized marketing? It starts with knowing your customers — who they are, what they’re interested in, how they shop and what they buy. Over the years, we have seen the benefits firsthand. Personalization increases engagement, drives leads and makes customers happy. Do it right and they’ll reward you with more attention, more trust and more purchases. Now, here are a few ways to align your strategies and market to your customers on a more personal level.
1. Create Customer Personalization With Geofencing
If you believe it’s all about location, location, location, then you’ll love the abilities that geofencing provides. This location-based technology lets you draw a perimeter around a certain area and target customers who wander through it. The best part is that you can get as granular as you want — down to the city, zip code, street or even block.
Geofencing opens up a world of possibilities. You can send push notifications to lapsed customers who walk by or near your retail location. You can send surveys to those who just left your business after purchasing an item. You can even siphon customers from rivals by reaching out to people who just left your competitor’s nearest location. The opportunities are nearly endless if you’re willing to get creative.
2. Use Snapchat’s Geofilters To Boost Engagement
Snapchat is no longer just for teens and tweens. The app now has plenty of business-friendly features, such as custom geofilters — a nifty geotargeting tool that’s great for branding. Geofilters consist of texts, graphics and icons that users can overlay photos with when they’re at a certain location. Let’s say you sell skateboards and you know your customers flock to the X Games every year. You can create a skateboard-themed, branded Snapchat filter that pops up when people get near the X Games event locations.
The same thing goes if your audience frequents other events like Comic-Con, Lollapalooza or Shakespeare in the Park. Just beware, the competition is likely to be heavier around the bigger, more popular events and, therefore, prices will be higher. If you want to stand out from the crowd, you’ll need to design an incredible filter and pay a bit more to get it seen.
3. Drive Leads With Email Segmentation
A great email campaign is still one of the most effective tools for driving leads, and personalization is now the only way to succeed at it, in my opinion. Indeed, marketers have understood the power of personalized emails for decades. It started with a simple tweak — adding someone’s name to the subject line — and has since blossomed into a full-scale marketing strategy.
According to a study by MailChimp, segmented email campaigns garner 14% more opens and 100% more clicks than non-segmented campaigns. These days, businesses can discover nearly anything about their customers, and brands are more willing to ask. That makes all the difference since your segmentation efforts are only as good as the data you collect.
If you want to nail personalized email marketing, you’ll need to segment users according to certain characteristics — demographics, geography, interest, buying and browsing history, engagement level, length of subscription, etc. You can collect that information using Google Analytics, automation platforms like Hootsuite and the ever-valid, ever-handy survey. Armed with that data, you can send your customers emails that have that just-for-you quality.
4. Cross-Promote Your Posts On Social Media
Social media personalization starts with crafting a unique message for each platform, rather than blasting the same updates across all of your channels. It’s called cross-promoting rather than cross-posting, and it can pay rich dividends in terms of higher engagement.
It’s not just a matter of formatting either. Distinct demographics have grown up around each platform and expectations can change depending on which one they happen to be using at any given moment. As a result, you can be more personal on Facebook, more professional on LinkedIn, punchier on Twitter and more emoticon-friendly on Instagram.
This is where specialization pays off. If you’re trying to promote your content on every social media platform ever created, you may be overstretching your efforts. However, if you start with one or two platforms that suit your brand, product and message, you’re more likely to see better results.
How do you figure out what shoppers really want from personalized marketing? The answer may not be easy, but it doesn’t need to be rocket science either. In my experience, consumers want personal interaction. They want brands to understand their needs. They don’t want flurries of irrelevant emails and unrelated offers. They don’t jump up and down when they receive cookie-cutter promotions. Your clients want to know they are valued and respected beyond the transaction. Adding personalization to your marketing campaign can bring you one step closer to reaching your sales, customer acquisition and customer retention goals.