You’re in exactly the right place if you want to up your marketing game to include personalized marketing campaigns. You’re not alone, either. 41 percent of global marketers saw an increase in revenue growth after implementing AI technology into their personalized marketing campaigns.
This article serves as an introduction to personalized marketing. You will learn how to leverage its power to deliver meaningful and fruitful marketing campaigns.
Plus, you’ll gain an inherent understanding of your customers’ country b2b b2c email list demographics and their preferences and intentions. All of which will lead your business down the path to gaining more customers and, ultimately, more sales. Hooray!
What is personalized marketing?
Personalized marketing, also known as one-to-one marketing, is the art of delivering personalized content to potential customers. This is typically achieved through data collection technology. If you make your customers feel like your marketing campaign exists solely for them, you've done well.
To do this well, you need to know your customers. You can't give them what they want if you don't know them. AI technology provides valuable insights into your customers' behaviors, intentions, and desires.
This is what personalized experiences are all about. And when your customers enjoy their personalized experiences with your brand, they come back for more and become loyal, repeat advocates for your business.
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Personalization tools
Let’s explore how you will begin to collect this valuable customer insight data. Some of your options include:
Your CRM
Your CRM is the lifeblood of your business. It contains all the relevant information about your customers and potential customers. Lead capture forms and sales call data are located here. Combined with marketing tools, your CRM allows you to feed these customers’ data into your automated email system to personalize your marketing campaigns.
Analytics Platform
Use platforms like Google Analytics to gather data on digital interactions to understand who is browsing your site. Plus, gain detailed insights into navigation paths to get to where customers are dropping off in the funnel and how you can optimize their journeys.
Data Management Platform
By holding information about campaign data, your data management platform allows you to manage this data and personalize campaigns using audience segmentation techniques. Segmentation can include demographics, location, technologies, and psychographic data.
Benefits of personalized marketing
In addition to the obvious increase in revenue for your company, the following benefits are relevant to both your company and your customers:
Reminders
Remarketing strategies allow you to generate awareness and consideration for your brand. Surprisingly, audiences who see retargeting ads are 70 percent more likely to convert. So, gently remarketing to your customers, reminding them of products they have previously viewed, can certainly be a worthwhile marketing tactic.
Valuable suggestions
When you understand your customers, you can offer them relevant suggestions that you know they’ll be interested in. By doing so, they’ll realize that your brand is first on the list for their next need. Anticipate their needs and suggest options through personalized pop-ups , “recommended for you” lists, and cross-selling techniques.
Convenience
Personalization marketing techniques make it more convenient for customers to buy from you repeatedly. Simple actions, such as automatically filling out website contact forms, go a long way in building brand loyalty among your audience and persuading them to buy from you since it is an easy transaction.
Relevance
Your customers' browsing history and previous behavior dictate their journeys through your website. A new visitor will be looking for information about your business. They will try to build up a picture of your company and decide if your company is the best fit for their needs. The information that will be relevant to them at this stage of the buying process is:
About the pages
Meet the team
Company History
Corporate Mission Statement
Clear and concise products and descriptions
A good example of this is Nike’s About page, which details everything included in the list above. It starts with the message “If you have a body, you are an athlete,” which inspires the consumer to consider themselves the perfect person for Nike products, regardless of their physical activity.
personalized marketing
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On the other hand, a customer who has frequented your website in the past will be further along in the buying funnel and will likely want contact information. Base your website around different visitors and their requirements to meet their demands.
Make sure you have careful calls to action at every stage of the buying process and make it clear to your visitors how to find the information they need. A big roadblock in any marketing journey is dead-end pages or a customer feeling confused and leaving your site.
Custom Marketing Objectives
Before starting any new marketing strategy or campaign, it is essential to set goals.
Ask yourself questions like:
Who is your target audience? Create customer personas to dig deeper into your ideal customers, and consider whether you are targeting new or existing customers.
What marketing channels will you use? Can they be proven channels or will you explore new ones for new audiences?
What data will you need? Explore relevant data to match your campaign goals.
What content will you need? Depending on the marketing channels you choose, your content will vary.
What do you want to achieve? Do you want to achieve higher average order value, more website visitors, higher overall revenue, and more brand awareness?
How will you measure success? Choose metrics to measure goal success
