3 Types of Personalized Marketing & Why Your Business Should Use Them

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Businesses of all shapes and sizes are moving online in search of prospective customers looking to buy their products. With this surge, more and more sub-par content is being published to the web each and every day. Because of the success of a few, many are just trying to duplicate a process before ever figuring out why they are doing it in the first place. Unfortunately, because of this content overload, many great businesses are getting drowned out. Thankfully, with a little bit of help from personalized marketing (or one-to-one marketing ), businesses can connect in a more authentic way.

In this episode of the SMA Marketing Minute, we are going to take a look at 3 types of personalized marketing and how our marketing team uses them to improve both customer engagement as well as sales. Personalization is all about creating a unique experience for every customer, no matter where or how they come in contact with us. The key is to create a natural connection which allows for our companies to be more “human” while interacting online.

3 Best Personalized Marketing Strategies

  • Emails
  • Dynamic Content
  • CRO Software

Video Transcript:

Hey. What’s going on everybody? I’m Ryan Shelley and you’re watching the SMA Marketing Minute. In this episode, we’re going to be talking about personalization. It can bridge your marketing and your sales and make them both more effective.

With more and more people going online and using the same tactics like blogging, social media and email blasts, the internet is being overloaded with content. However, much of it’s not very good or buyer-focused. It has no purpose, other than trying to drive traffic, but it doesn’t add value.

People want to connect with businesses, and want to buy products that add value to their lives and personalization helps them to experience that and get more value out of your business. No matter how large you’re broadcasting your marketing message, whether you’re putting it on TV or you’re throwing a ton of ads out there, everybody’s going to experience your message personally. They’re not going to experience as a group. Even if they’re inside of a group, they’re still going to have a personal interaction with it.

The more we can personalize our messages, the more we can bring people into what we’re doing and share with them with a one-to-one marketing strategy, the more human interaction we’re going to have with higher conversion rates and loyal customers.

How Does Personalization Work?

Personalizing your marketing efforts can be done in a lot of ways. First, you should use personalized campaigns like email to engage with potential customers and encourage them to convert. Next, you’ll write relevant content for your target audience. This content should be tailored to the individual customer that creates a personalized experience for each user that will make them feel like you are speaking directly to them. Then look into conversion rate optimization (CRO) tools. They are essential for personalization as they provide the data to understand customer behavior and drive better results from campaigns. By collecting data around the customer journey, companies can identify patterns and trends in customer behavior that enable them to create more tailored and successful campaigns.

Email Marketing Can Enhance Personalization Efforts

Professionals use personalized emails all the time. Email marketing can be a great way to enhance your personalized marketing efforts. By leveraging software like Constant Contact and MailChimp, you can easily create and deploy emails that are highly tailored to the individual recipient. To effectively leverage email, create content that’s meaningful for different user segments, ensuring each message is highly relevant and targeted.

When you get an email from somebody you probably don’t know that says, “Hey, Jim,” or “Hey, Lisa. We have this great new thing or this new product to show you.” Then you found your name and it’s addressed specifically to you. In this case, they’ve scraped information using some sort of software, or you filled out a form on their website and now they know a little bit about you.

Don’t overdo personalization in your email marketing strategy. When businesses try to use what they know about you to talk to you as if they know you a little bit, it makes us comfortable when we get those emails because we feel like the person knows about us.

Be careful. You can push the envelope too much and try to add things in there that you probably shouldn’t add in there.  You probably shouldn’t use last names. If you have some other information that you’ve collected or you’ve been able to find in other places, that could be just kind of weird. Don’t add that into your email. Don’t add that into a place where it will make somebody feel uncomfortable.

Personalized email is all about building a bridge and making people feel comfortable to engage and interact with you.

Personalized Marketing through Dynamic Content

Another form of personalization is done through individualized content. There’s a lot of software out there that do dynamic content. HubSpot has what’s called smart content. Based on a number of parameters, whether it be customer information or a certain lead list, we can personalize our content based on who they are and how they’ve interacted with us. If they’re coming in from a certain country, geographic region, or they’re associated with a certain business and doing accounting base marketing, you can create personalized messaging. 

How does this help? Well, if you have a ton of people who are return visitors, you’re going to want to make sure that they see something different. Something that’s going to continue to add value and nurture them through the process. If you have somebody who’s coming in and they’re looking for specifically one service, and they end up on another page, you can use personalized content to direct that person to where they want to go, which is going to provide a higher conversion rate and better interaction with them.

There are a number of ways you can use dynamic content. As I said, we use HubSpot’s smart content, but you can also code it using JavaScript. There are also WordPress plugins that do it for you as well, but understanding how to use and incorporate personalization can be very powerful.

You can also overdo dynamic content and we recommend that you only use it when it’s appropriate to do so. One great place to do it is your slide in. You have some offers that you’re sliding in or you have a pop up and you want to use some dynamic content, you can use A/B Testing or dynamic rules to show the most appropriate offer to the person coming to your site.

Revitalize Your Personalized Marketing With the Right CRO Tools

The third most powerful way to use personalization is with Conversion Rate Optimization (CRO) tools.

CRO software builds data based on the users’ interactions, how they’ve come into the site, the things that they’ve looked at, how they’ve interacted with you. How they’re interacting with you to start to deliver the most relevant content to them, so that when they come to your site, they’re not just getting a bunch of content that they don’t need, they’re getting something that speaks to them, their pain points, and helps them find the solutions to the problems that they’re experiencing at that time.

BrightInfo has an awesome platform to give your buyer personas, users a unique experience. Every time that they come to your site and engage with you, they get content that matters to them. They have a number ways to deliver a personalized customer experience for your users – entry widgets, a sidebar slide in, or an exit banner. The great thing about this is they’re not just normal popups like you see on so many sites. They’re personalized to the person who’s on your website at that moment.

These are people who are engaging with your content that are looking for solutions. They’ve searched something even in your site’s search bar, this technology’s going to pull in some information, pull in the things that they’re clicking on, the pages they’re looking at, and then try to help them find the best solution to their problem. CRO tools are powerful because it helps the user connect with you. That’s the key to personalization.

Personalization is all about connecting. It’s not about just tracking people. It’s not about getting more data and scraping it and using that to sell them a product or service. The internet at its core is all about creating connections. It’s about building relationships and nurturing those relationships into long-term business relationships, partnerships, and sometimes, just helping each other out.

The key to personalization is to make marketing more human again. The more we can embrace this and start to reach out to people to help them solve their problems with powerful solutions, the better we all will be and the better the internet will be.

Why Should Your Business Use Personalized Marketing?

Personalized marketing can help your business in so many ways. You’ll reach your ideal customers and potential customers with helpful content that will earn trust. Writing content for real people rather than AI will also increase customer retention. As a bonus, personalized marketing efforts will help you stand out from your competitors and give you the edge you are looking for. Personalization delivers the right message to the right target audience at the right time, increasing the effectiveness of all your marketing campaigns.

If you have any questions on personalization and how that could work in your marketing strategy, please contact us! Thanks for watching this episode of the SMA Marketing Minute and we’ll see you next time.

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