Personalising Content is no longer just as an option. It’s one of the crucial aspects of getting users to engage with brand content and other marketing material. Consider this: your company sends out a promotional email with the often used “Dear Sir/Madam” greeting. Your competitor sends similar promotional emails, but with a greeting that directly addresses the target by name. So which email do you think the potential buyer is going to interact with? It will nearly always be the personalised one and not the generic email. Personalisation is a powerful tool. Here are several tips that will allow brands to create more personal marketing material that users can readily engage with:
Directly Address the Recipient
As mentioned above, when sending messages, emails, or other content to potential customers, use names instead of generic terms of address. Avoid the “Dear Sir/Madam” and use the customer’s name. This applies to video marketing material as well as others like voicemails. Directly addressing the recipient by name is the easiest way to personalise a promotional product. It’s also one of the most effective.
Segment Customers Based on Preferences and Past Behaviour
It’s not feasible to individually personalise emails and messages one by one for each customer. A better approach is to segment customers into groups based on individual preferences and past buying habits. Then it will be easier to create intimate customer profiles that the marketing team can use to personalize material that reaches customers. These customer profiles can be immensely useful for SEO purposes as well, such as when choosing keywords.
Recommend Products like Amazon
Amazon’ successful marketing strategy largely owes to personalisation. One of the neatest marketing tools the online retailer uses is recommending products to customers as they shop. If you have ever shopped on Amazon, you would definitely have seen recommended product listings while you shop for one thing. Your brand can also benefit from something similar to this. There’s no need to do exactly what Amazon is doing. But businesses can recommend products to customers before customers as for it. There are many benefits to this. If the customer doesn’t like the current product, he or she can quickly start browsing a newer listing without leaving the site. Recommended product emails are a great way to get customers to re-visit a website. There are many other uses. Do try to master this form of personalisation to drive sales.
Add a Human Touch Always
Bot recommendations can only go so far. Even Amazon has a team of human sales personnel to make recommendations more precise for users. Likewise, don’t forget to add a human touch to these personalisation efforts. There should be a human marketer overseeing the personalisation process. Get actual employees to perfect the personal touches that can be automated. The more natural and organic the content is, the more likely the customer is going to be engaged.
Use the Right Analytical Tools
Personalising content is all about using the right analytical tools. Companies should collect enormous amounts of data about user location, demographics, preferences, and such to create customer profiles. Having the data isn’t enough. The data should be carefully analysed. Therefore, do invest in the right type of analytical tools to gather necessary data to personalise content.
Don’t underestimate the importance of personalised content. Use the above suggestions to create a strategy that delivers excellent results.