forbes.com
These days
in the business world, it’s really not enough to simply reach customers with
your marketing message, because more often than not, your message will bounce off thecustomer just
like raindrops on a freshly waxed sports car – or something like that.
It’s far
better to try to engage customers via marketing that’s personalized for them,
and therefore has much more meaning and relevance to something which actually
interests them.
This
approach to marketing and merchandising is nearly 20% moreeffective than
the traditional approach which blanketed all potential customers with the same
message. That may not sound like a huge number, but a 20% increase in sales
might make the difference between success and failure for an enterprise these
days. Here are some ways that personalized marketing can accomplish this kind
of increase:
1.
Personalize email subject lines using demographics
You can
make subject lines more personal than just using a recipient’s first name. You
can use demographic info to find out if an email recipient is a member of your
loyalty club, and if so, send emails with the subject “Exclusive Offer for
Loyalty Members.” If your recipient lives in Los Angeles, you can send an email
about the best hiking trails in the LA area.
Whichever
way you choose to use demographics to personalize your email subject lines, know
that you can also use this information and apply it to dynamic content blocks
within your emails or website.
2.
Individualize all communications from your business
“One good
idea is to connect with customers after they book a package,” says Anthony
Trapani, CEO of PhoenixScottsdale Golf. For
instance, sending confirmation emails with individualized message that includes
imagery of the resort they’ll be staying at, shots of local cultural events and
places to eat, weather updates, and even a picture of a staff member at either
the resort or the golf course. This information is shareable with friends and
family on Facebook or Twitter.
3.
Prompt customers to use your app
According
to Localytics, 26% of apps that are downloaded
are never used. Prompt customers to use your app again by using date-driven
content in emails or on your website to get “app abandoners” to re-engage. For
customers that haven’t used your app in a month, you could display content
telling them what’s new or link to a resource providing tips for getting the
most out of your app.
4. Offer
content based on whether a customer is “social”
“Knowing
whether a customer is active on social media can be a big boon to your
personalization strategy,” says Marrissa Hernandez, Director of Operations for
online travel site, Puerto-Penasco.com.
“By making
use of modern technology, you can actually know if a customer is active on
social media by asking a few questions: did they sign in on your site using
their Facebook profile, do they share your content a lot or did they comment on
your blog post?” she said.
She says
marketers should then use this info to serve up unique content like
offering these customers an opportunity to review a sneak peek of a Facebook
promo their running or prompting a blog commenter to visit
their Twitter feed for more thought-provoking content.
5.
Experiment with Google+ topic Circles to target content
You can
also use social networks to provide more personalized content.Using Circles in Google+, you can form some different topic
circles according to what is important to your target audience. You can then
ask your page followers which Circles they’d like to be added to, and
distribute pertinent content targeted at just those Circles. This creates an
element of singularity- that it was made to order specifically for the
customer.
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