8 ways to introduce personalisation into your marketing strategy

8 WAYS TO INTRODUCE PERSONALISATION INTO

YOUR MARKETING STRATEGY

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The rewards of a well-conceived personalised marketing approach are self-fulfilling.

An ever-increasing pot of customer data providing marketers with more and more

granular insight, has meant that it’s become increasingly easier to bring personalisation

into everyday campaigning.


So why do when up to

of companies still not undertake any form of personalised

communications,

of those that have, report a considerable uplift in conversion rates across multiple channels?

38% 32%


https://econsultancy.com/blog/65930-38-of-marketers-do-not-use-personalisation-report/

“One thing is for sure when it comes to interacting with

customers in the digital world, it’s that things will continue to evolve, and they can change quickly – so

don’t get caught napping.”- Marie Myles, Director of Consulting, Experian

Marketing Services


http://www.experian.co.uk/blogs/latest-thinking/personalising-marketing/

Here are eight easy ways to help you realise the benefits of personalised communications.Build personalisation into your campaign strategy and marketing planning from the outset and, when

combined with a strong database and well-integrated marketing automation tools, you’ll be on your way to

improving campaign responsiveness and engagement.


“Your ideal target customer is one who is already looking for your company’s product or service. Find them before you

start your marketing.”- Marketo


https://www.marketo.com/articles/three-effective-approaches-for-personalized-marketing-campaign-maneuvers/

BUILD PERSONA PROFILES FOR YOUR MOST VALUABLE EXISTING AND POTENTIAL

TARGET CUSTOMERS.

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• Who typically buys from you?

• Why do they buy from you?

• What’s their buying cycle?

• Identify pain points, key drivers, initiatives and validation points.

Match every message to a target persona and the channel you are using for your campaign, whether it’s email, in-app message, a web

page, a social media platform or an in-session pop-up.


TALK TO YOUR SALES TEAM!

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They are constantly in touch with your customers. Nobody is in a better position to know and understand their interests, preferences

and frustrations.

“The ability to personalise depends on how much we can learn about a

customer’s preferences, whether it is directly through their own behaviour, the behaviour of people with similar tastes,

or that of friends or peers.”- Rohini Srihani, Chief Scientist, SmartFocus


https://econsultancy.com/blog/66055-amazon-and-the-age-of-personalised-marketing/

3MAKE SURE YOUR WEBSITE

CONTENT IS DYNAMIC…… and matches the channel that has attracted

the visitor to your ‘door’.


Personalised website content helps you to maximise the value of each interaction and adjust your messaging to suit every stage of

the buying cycle – whether a visitor is a returning customer or a new

“Even using the word ‘you’ in landing page forms can help your company relay your message to your audience and feel

as if the marketing message is aimed entirely at them.”

- Jeff Shjarback, Internet Marketing Consultant


https://www.marketo.com/articles/three-effective-approaches-for-personalized-marketing-campaign-maneuvers/

4PERSONALISE YOUR WEB

CONTENT FOR SOCIAL MEDIA CAMPAIGNS


If you can identify the social media channel on which a customer is most likely to share your content, you can tailor calls to action

accordingly (and create personalised content for visitors arriving via that channel).


5PERSONALISE YOUR WEB

CONTENT FOR EMAIL MARKETING CAMPAIGNS


You don’t need to write hundreds of new pages to suit every eventuality, just use existing content to build landing pages which prioritise specific areas of interest highlighted in your campaign.

Remember: conversion rates for links that take customers to generic web pages are notoriously low.


6PERSONALISE YOUR

WEB CONTENT FOR PAID CAMPAIGNS


Nothing punctures customer interest as quickly as a landing page which doesn’t match the expectations raised by an advertisement.Use smart content tools to personalise the experience for all the

paid advertisements in the same campaign.

“Studies have shown that click-through rates can be increased by 5% or more by tailoring the

message appropriately.” - Rohini Srihani, Chief Scientist, SmartFocus


https://econsultancy.com/blog/66055-amazon-and-the-age-of-personalised-marketing/

7SCORE YOUR LEADS


• How much time are they spending on the page?

• How much time are they spending on the page?

• Have they read something and left a comment?

• Have they visited before?

• Have they purchased before?

• If so, how recently?

All of this information can help create personalised, lead-nurturing emails for future campaigns.

Assign values to every visitor action:


8AUTOMATE, AUTOMATE,

AUTOMATE


Automated personalisation allows you to grow and score leads at every stage and across multiple channels.

It slashes your lead-generation costs.

It liberates your sales teams to focus on the most qualified opportunities.

If you build closer links between your CRM database and your automated marketing systems, your customer view will become ever-more intuitive – and the foundation for more effective and

rewarding marketing campaigns.


TAKEAWAYS• Personalised marketing means making your content

relevant to the target customer AND the marketing channel you are using to reach them

• Automation takes the heat out of personalisation and liberates your sales and marketing teams to focus on the best-qualified leads

• All the information you gather from personalised campaigns feeds back into a stronger, streamlined and increasingly rich database


M Y A W E S O M E G U I D E T O

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