Pop quiz: is the era of “one-size-fits-all” marketing finally over? All signs seem to point to a resounding “yes.”
After all, learning the information of individual leads as well as their personal preferences is arguably easier than ever. This means that marketers can create more meaningful ads and experiences rather than hitting people with unfocused sales pitches over and over.
Enter the era of marketing personalization
To ensure that you’re sending the right message, consider the following personalization tactics that you can implement to make a more lasting impression on your prospects. No matter what sort of business you’re marketing for, any combination of these tips are totally fair game.
Address Your Prospects by Name
This might seem like low-hanging fruit, but you’d be surprised how many generic marketing messages and autoresponders are out there that fail to feel personal whatsoever.
Here’s some food for thought: personalization increases email open rates by 29%. Although using someone’s name is perhaps one of the simplest acts of personalization, it’s also one of the easiest to roll out via email.
Whether it’s former customers, new email subscribers or conducting cold outreach, addressing them by name signals that you’re at least putting some effort to present the ever-so-valuable human side of your business.
Gather Personal Data in Your CRM
The sheer amount of data we can glean from our site visitors is truly crazy.
And while platforms like Google Analytics can certainly teach us a lot about our big picture and even granular traffic, a proper CRM can teach us everything we need to know about a visitor on an individual level.
That is, what sort of content they’re looking out, how they found your site and what pages they’re spending the most time on.
If you think your business isn’t “big enough” for a CRM, think again. There are tons of free CRM solutions as Apptivo and Hubspot which can help you learn the ropes of what such a platform does before diving in full force.
Segment Your Email List
Are you treating all of your email subscribers the same?
If so, you’re inevitably crippling the performance or your messages and deals.
Think about it. The offers you send when onboarding someone new should be night and day versus what you’re sending to committed, long-term customers.
Some quick ideas for segmenting your list include splitting it up based on…
- New subscribers
- Specific demographics (think: age and gender)
- Abandoned and inactive users
- Opt-in source (think: opt-in from a customer versus opt-in from someone who was interested in a lead magnet)
Run Retargeting Ads
Retargeting ads have exploded in popularity recently for good reason.
Allowing you to tailor messages on platforms such as Facebook for people who have interacted with your site or content, Custom Audiences allow you to hone in on hyper-specific messages and propositions for people who already know you. Although these ads don’t allow you to refer to leads by name, they can speak to your product or pain points you’ve highlighted in the past.
Recommend Unique Products and Solutions
We see this all the time with the likes of Amazon, don’t we?
There’s a reason for that. Consumers crave recommendations as they’re oftentimes on the fence about particular purchases or brands. A recommendation can provide the much-needed push they so desperately need.
If you’re not interested in a full-blown recommendation engine, consider how you can use your free CRM data to set the stage for recommending products. For example, if you notice someone keeps coming back to a particular webinar or page without making a purchase, you can tailor a pitch specifically for them in the future.
Another smart tactic is to recommend best-selling products to customers post-purchase. Although these may not be personalized per se, they do feel like they can be framed as if they came from a flesh-and-blood person (think: “We are some items we thought you might like…”).
Give ‘em a Quiz
Anything you can do to make your marketing feel more interactive is a major plus. Quizzes are all the rage right now for ecommerce brands in particular.
Allowing you to learn about what sort of problems or products your prospects need help with, you can provide a unique, personalized recommendation that speaks directly them. Opt-in quizzes likewise serve as yet another valuable opportunity to segment your email list.
Make sure that you take advantage of the wealth of opportunities available today for marketers to learn as much as they can about their prospects and customers. With these tips in mind, you can learn to better speak the language of those who are most likely to become long-term buyers.