How to personalise your marketing

Over the years, personalisation has changed the marketing landscape; now, it’s widely expected to be one of the biggest trends in the industry. Marketers all around the world are emphasising its importance and effectiveness; however, some companies are still unaware of its potential, which could result in them losing both prospects and customers.

If this sounds like you, and you’d like to know what personalised marketing is and how it could increase your profits, read on.

What is personalised marketing?

Personalised marketing, also known as marketing personalisation, is the process of using user/consumer data to deliver targeted messages. This one-to-one marketing method differs from traditional marketing. Brands no longer delivering their marketing content en masse yield a smaller number of customers. Whilst this may seem a backwards step, the leads that personalised marketing creates are ‘warm’ and qualified, and they result in a higher conversion rate than generic messaging.

As traditional marketing focuses more on quantity instead of relevancy, it has lost its effectiveness in our overly crowded digital space. By using the analytics and data of potential customers, marketers deliver the right message to the right audience at the right time.

How to personalise your marketing:

Gather more data

In personalised marketing, data is of utmost importance. Not only does data help marketers analyse what customers are searching for, it also makes it easier to segment a large audience.

Although you can segment your user data in a number of ways, the most effective is to create a buyer persona. A buyer persona can represent your target audience and is critical for creating refined content and targeted ads. The buyer persona is likely to give insights into consumers’ habits, behaviours and their needs, which means you can create a more compelling message and introduce a personalised note to each one.

User data can also play a vital role in determining your future marketing campaigns.

Create personalised marketing content

A personalised marketing strategy helps you analyse and leverage your data. You can use marketing automation tools that automate the process and deliver personalised content, based on your customers’ past behaviour.

The use of personalisation in your marketing content offers numerous benefits:

• Generates more leads

• Increases conversion rates

• Boosts brand awareness

• Boosts engagement

• Enhances brand loyalty

Using a CRM

Tools and technology can make personalised marketing stress-free. With the help of customer relationship management software (CRM), you can segment your audience based on location, financial detail, historical interactions and more.

A CRM holds all your customers’ information; anything you learn about your prospects, from lead capture forms, sales calls, or third-party data providers, should be logged; this information can then be used to personalise your messages. A CRM can also help you identify new prospects and develop more opportunities for your business.

Responding personally on social media

Responding to each customer/prospect personally on social media may seem a daunting task. Despite many businesses seeing this as a waste of time, it’s actually incredibly effective.

People love to receive a response that acknowledges and answers their needs—much more than generic messages sent to the masses. Therefore, it’s imperative that you regularly monitor your social media activities and address the individual questions and queries of your customers and prospects.