Twenty to thirty years ago, local store owners and businesses had to keep the names of their loyal customers in mind.
They had to remember their buying behavior, the type of lifestyles they had, etc.
They had to implement all the data they remembered to drive a more pleasurable and welcoming service.
Fast forward to the 21st century, today.
Extraordinary strides and innovation in technology now allows local retailers (both big and small) to easily gather and implement large amounts of data such as customer buying trends, their names, birth dates, buying history, etc. to provide a more seamless and personalized buying experience for all types of customers.
As a matter of fact, it has become business, as usual, to directly send messages to customers, referring to them using their first names and recommending different products that would suit their lifestyles.
They can now sell products specifically based on their buying history, their genders, their demographics, and their buying behaviors.
How is personalized marketing advantageous to your business?
Accurately meeting different customer specifications and expectations are some of the primary reasons why it is vital for you to go for meticulous, yet easy marketing personalization.
And you can do that through different social media networks and activities.
In light of this, mentioned below are some awesome benefits of designing individual personalization messages for your business:
It will help enhance your social media engagement
There is no doubt that personalized messages and content can drive more meaning for your business, enabling customers to engage and interact with your brand.
As per a report posed by eMarketer, it was identified that 56% of top marketing officials experienced exceptional response rates, and increased engagement using personalized content.
It will help enhance your brand image and awareness
Once you are successful in organically enabling your customers to develop a personalized connection with your brand, they will talk more about your business; refer you to others on social media, enhancing your word of mouth marketing, effectively lowering your marketing costs.
It will cement brand loyalty and affinity
Personalized content and marketing helps your target audience feel more valued and recognized. Therefore, they will be more inclined towards approving your business, becoming more loyal.
Streamlining your audience analysis is key to garnering a good response for your personalized marketing
Now that you know the merits of personalized marketing, the next step is determining how you can start individualizing and implementing your social network effort.
Fortunately, with the types of features and technologies easily available today, you can simply learn more about your customer base through data compilation.
It is important to first know who your target audience is.
You have to understand their buying history, lifestyle choices, and behavior to be able to personalize your content.
However, this is quite easy to do.
You can begin by launching different audience analysis on a variety of social media handles such as Instagram, Facebook, Pinterest, etc. and draw a digital map of different buyer personas.
To accomplish that, there are some critical factors to keep in mind, such as:
- All customer demographics
- Interests and preferences on social media platforms
- Activities on social media networks
- Page affinities
- The customer journey
- Influencers and followers
Simple ways to create a streamlined personalized social media marketing campaign
Let us look at some simple ways to create a streamlined personalized social media marketing campaign.
Tailoring content to accurately match your buyer personas
Always start developing content for personalized marketing using the correct topic and format. The right way to do both these things is to study different customer persona and engagement behaviors.
For example, you have to identify whether your customers respond more to links, blogs, images, videos, etc.
The information you gather should be in line with your target audience.
For example, if you are an online leather store, your main format would be visuals, blogs about different fashion trends in leather, etc.
Now that does not mean that you always choose one type of format.
You have to be diverse with all formats, but the key here is to determine the format most loved by your target audience.
Sure, selecting good and relevant topics will seem a daunting hurdle at first, but after you know what your customers want, (through their social media activities, influencers they follow, Pinterest activity, etc.), coming up with unique topics will become second nature.
There are basically two different methodologies you can use to create personalized content for your buyer personas, which are:
Paid search and reach
This is where you can invest in advanced social media marketing techniques (options and features provided by the social network itself) to target customers based on geolocation, behaviors, trends, buying patterns, interests, etc. to help shape your content and format accordingly.
This is where you publish tailored content to increase your organic reach on your social media networks as well as Google.
You can also create curated content that is specifically unique to your target audience without having to pay for advanced marketing tactics.
You can start by focusing on smaller buyer personas and then move on to bigger data.
Facebook also offers a streamlined organic content posting feature to help businesses direct specific-content to their target audiences.
Make sure your personalized content is in line with the customer journey
Creating unique content that is designed based on customer journeys is vital for successful personalization.
There are three main components in a customer journey:
Each one of these stages comprises of different requirements when you talk about user brand familiarity and their readiness to buy your products.
This is specifically why you have to develop curated and unique content. In the awareness stage, your customers do not have a good idea about your brand and are looking for a product that will match and fulfill their needs.
This is where you have to captivate their attention and attract them towards your brand by showing them how your product will help them.
In the consideration stage, you have to attract your customers, compelling them to consider buying products from your online store.
This is where you have to convince them how and why your product is the best choice for them.
Here, you are going to have to create content that will address their pain points.
In the conversion stage, you have to creatively compel customers to buy your product (these are customers that display a degree of readiness to buy your products).
And some of your customers may need to be nudged into buying.
This is where you have to use accurate and relevant personalized content such as pop-up coupons, discount deals, etc.
All this clearly shows that data is an important factor in delivering personalized marketing response. Incorporate the ways mentioned above, and you can enhance your personalized content strategy using customer data on different social media networks. Do you also have suggestions in this regard? Please feel free to present your information in the comments below.
Ashley Rosa is a freelance writer and blogger. As writing is her passion that why she loves to write articles related to the latest trends in technology and sometimes on health-tech as well. She is crazy about chocolates. You can find her at twitter: @ashrosa2.