Once upon a time, marketing was a hit-or-miss effort. Businesses would look at their sales numbers, pull in whatever other geographic, demographic and product data they might have, and then take their best guess about what their target audience wanted. Even when marketers tried to be accurate, they knew that their efforts would likely only sway a random sampling of their customer base. But the days of one-size-fits all, spray and pray marketing campaigns have come to an end, thanks to new technology and access to data that makes truly personalized, one-to-one marketing tactics a reality. Let’s take a look at how a personalized marketing approach can help your team prove their contribution to the bottom line.
The Age of Big Data
We currently live in the era of Big Data. Big data is the enormous amount of information you receive about your clients. Some of this information may leap out at you in the form of purchase histories, customer surveys, web searches and coupon usage, while the majority of it lies half-hidden within email communications, event attendance sign-ups, donation histories, and more. Some of today’s leading software giants offer state-of-the-art data integration tools that aggregate all of your valuable information, as defined by your preset circumstances. You can then analyze and filter this data to understand exactly how individual customers choose the products and services you sell — from which social media channels they frequent, to where they live. Once you’ve locked your focus on these target areas, you’re able to craft much more specific and personalized marketing messaging and deliver it exactly where it needs to go.
Targeting Your Ideal Buyer
You may wish you know exactly what each individual buyer is thinking at all times — but perhaps the challenge is simpler than that. Maybe you only need to know what your ideal buyer wants, needs, loves and fears. This is where you pull all of that big data together to create an artificial construct called a buyer persona. Having buyer personas is the first step to taking a personalized marketing approach. You can get as specific as you want while using your current data to create a picture of their daily lives, objectives, challenges, demographics, and content preferences. You’re now poised to say exactly what your ideal buyer wants to hear, in just the right format at the right time.
User Behavior to Trigger Individualized Responses
Buyers sometimes seem to behave a little like pinballs in a machine, bouncing from one point in the sales funnel to another, looking but not purchasing. If you’ve almost closed that sale but need to regain your fickle friend’s attention, you can create automated marketing responses based on that person’s behavior. Retargeting is a perfect example of this. Perhaps your buyer has researched a product on your website. He didn’t buy it, but a targeting pixel on your page will continue to show him your ads as he moves on to other sites. Targeted ads based on social media clicks, views, and likes can also help you get a personalized marketing message to your prospect. If you’ve ever wondered how Amazon and YouTube always seem to know what you’re interested in, it’s because they’re paying attention to your actions and delivering those items of interest to you accordingly.
Obviously, personalized marketing can pack quite an effective punch — but only if you can coordinate the right data, the right marketing content and the right form of distribution. That’s why you should consider equipping yourself with an advanced content marketing platform like Mintent so you can make full use of this personal approach to brand awareness, conversions and sales. Contact us to learn more, and take your next big step forward into the future of marketing!