Marketers are spending countless hours finding the best practices to market a product or service. While new technologies like artificial intelligence and data-driven marketing will be huge trends shortly, we have to understand that marketing is all about human interactions and that people play a massive role in the result of a campaign.
To have a better understanding of how we can create better human relationships through our marketing, we're taking a look at the concept of personalized content, which will be a massive topic in the next few years, so don’t let this slip out of your hands.
What is personalized content, and why is it important?
The fact is that three out of four consumers get frustrated by websites that have nothing to do with their interests. I mean content like offers, ads, or promotions bombard us all day through various social media channels.
Personalization of content is a way to avoid such experiences by having a promotional message tailor-made for the end-user.
This can be based on the behavior, the interests, some quizzes that may answer, and even more. The advantage is that we approach customers on an individual level instead of sending a message to masses, and as a result, there are better chances for conversions.
There is an excellent shift in beliefs about what we think of marketing in 2020. It is more about the customer experience rather than anything else.
Marketers should avoid trying to convince people to buy from their company. Instead, they should provide their audiences with such value that the consumer keeps coming back for more.
Trying to build a positive business culture will make a difference in the long run and differentiate you from your competitors.
Personalized marketing is a strategy that leverages data and data analysis and delivers personalized and individualized content to our target audience.
A common form of a personalized approach is marketing automation. It is like sending an email to a prospect after they’ve abandoned a shopping cart online or delivering customized content to a customer based on their past behavior.
There are also some more complex personalization options, like when the content of a website changes based on the person who enters.
We can show, for example, only relevant products, or we can change the language and the information presented from the geotag location we have collected. Magic!
So, we have to keep all that in mind every time we design a new marketing campaign. We have to offer more than information.
But how can we do that in a more personalized way to achieve all these benefits?
Let’s explore the techniques together.
How to use personalization?
Like every other marketing campaign, personalization needs to have specific guidelines to be executed and produce the right results. To do that, we have to accumulate as much information as possible for each of our audiences. This can happen in various ways that we will discuss below.
Do the research and create your marketing personas.
Preparing a campaign may not be that simple if we don’t know our target audience. The first thing we have to do is make sure that we create different personas to whom we are going to market our products or services.
Knowing your customers inside out has always been a critical factor for the success of a marketing campaign. Personalization is no different.
To deliver personalized content, we need to know as much information as possible. This includes names, age, where they are from, their interests, and their favorite influencers. This info can be accumulated through social media, which is your superhero in this kind of situation.
Interact with your audience and create as many different personas as you can. Go deep and gather as much detail as possible.
To do that, use tools to make your life easier. Facebook insights and Instagram analytics will do the trick.
Another way to build these personas would be to have different interactive quizzes for lead generation. Questionnaires about demographics or psychology will have a significant impact on the information you can use for future ads.
Combine these results with your research on your audiences, and you will have a lot of useful ideas to create your first personalized campaign.
Being personal with Video Marketing
Personalized video marketing is a game-changer for brands. Soon, it will become a necessity. This is because personalization in videos puts our customers at the center of the action and makes them feel like they are part of our brand.
For example, we could have personalized content for valuable customers or a happy birthday video for anniversaries.
Creating videos to promote products, services, or events by importing consumers’ personal info is another excellent idea. This is what the Marketing Nation Summit did with their event.
They created a personalized video showing a person’s name alongside with names of famous personalities and influencers. How cool is that? I don’t know about you, but if my name were on the same list as Will Smith’s, I would go to that event.
Our social media channels and our website have a lot of traffic (hopefully), and it is a shame not to take full advantage of it. With retargeting, we can send personalized info, offers, or even content that we know the end-user wants to see.
How do we know that? Because of their past behavior on our content. We know where they spend the most amount of time on our pages and the content they have engaged.
Offering the same type of experience through retargeting ads can have a significant impact on conversions but also the engagement between our brand and the customers. Facebook retargeting ads and Google ads are your best in this kind of situation.
To do that, we need to place a pixel, a tracking code that will help us collect data. With the information that we get, we can create different audiences based on interests and behaviors.
Last but not least, we have to set up highly targeted ads and target the different kinds of audiences that visited our website and social media.
Keep in mind that working with retargeting ads may take some time to set up because it is essential to have some details on the target audiences, to make sure that we will have the base of an efficient campaign.
Create the ads, then take your feedback and pivot the right way to improve your next retargeting campaign.
- Using email marketing with personalized content.
Email Marketing, combined with personalized content, is a great way to get ahead of the competitions and create a community full of real fans.
With all these spam emails out there, getting in front of your customers’ eyes is becoming more difficult. To overcome this problem, companies tried to improve the experience with their emails.
Three out of four marketers say that creating targeted personalization increases engagement. If this is not a point you are interested in, and you are more focused on sales, here is another stat. There is an increase in sales by 20% when marketers used personalized experiences with their email approaches.
Sounds good, right? It is!
We all know the principles of email outreach. Still, when it comes to personalization, some basic tactics and some more sophisticated ones can help us get better results and increase engagement.
Automation tools can come in handy in these scenarios by helping us create campaigns on autopilot for our company.
The “from” name is one of the most critical elements in a campaign. The fact is that 68% of consumers choose whether to open an email or not based on this factor. To have a better success rate with these, we can customize this.
That way, the email will appear to be written by a sales representative or an account manager who currently has this position.
The subject line also plays an essential role in conversions. Research showed that subject lines that include the recipient’s first name could drastically improve open rates by 26%. Not bad for a little adjustment.
Apart from these, more complicated techniques can skyrocket our campaigns. Personalizing a copy of an email will make it more personal.
For example, having the first name, the company, the date of someone’s birthday can create a real bond between the receiver and the company. After all, it is all about personal touches that will make the difference.
Another example would be to change visuals to better appeal to specific subscribers.
Photos that match a subscriber’s location can play a massive role in the click-through rate and create a lot more fans.
Probably the most crucial aspect of personalization is product recommendations and cart abandonment emails.
Based on human behaviors and interests, we can create audiences and send personalized content to guide them into taking a particular action.
These can include recommendations of products similar to those they have already bought or even cart abandonment reminders.
Many companies also include discount codes or special offers to these emails to make the decision even more straightforward and have better conversions.
Examples of Personalized content
To better understand what personalization means, I gathered some examples to illustrate the points above a little more.
Coca Cola is one of the brands that had tremendous success with personalization. In 2011, they launched the campaign “share a coke,” where they added the most popular first names on the bottle. This created an unheard increase in sales for the first time in roughly four years.
Amazon is another excellent example of personalized content. It started back in 2013 when recommended products were on the home page of each user.
The great thing about personalization -when it’s executed correctly- is that it can often lead to unplanned purchasing decisions.
Spotify is another platform that takes advantage of personalization to promote the “Discover Weekly” section.
Based on the songs that you like on the platform, it creates patterns and then finds similar content in the music industry that you may be interested in.
The automation software they use makes it easy to observe this kind of information, and thus it has an extremely high success rate.
Personalizing your campaigns can evolve into game-changers for your company.
As they are designed to deliver incredibly targeted content to your customers, customized campaigns are a proven way to increase your revenue and the return on investment for your growing business.
Keep in mind that to craft a successful campaign, you need to collect as much data as possible.
Create different audiences based on interests and behaviors, and using automation tools personalize the end-product to better correspond with each of your subscribers.
Take some time to track the results and continue with micro-adjustments until you succeed, and you see the results you are seeking.
If you have to keep one thing, this is it: “Never stop showing someone how much they mean to you.”
Written by Alex Souchoroukof:
Alex is a content writer at Moosend. Coming from an architecture background, he took the leap of faith in the digital marketing world and never looked back. In his free time, you will find him taking photos in places around the world. Find out more on LinkedIn and Instagram.