How Personalization Can Boost Your Sales: A Guide for Marketers
Good marketing makes the company look smart. Great marketing makes the customer feel smart.
– Joe Chernov
Joe Chernov, the VP of the InsightSquared marketing company, was labeled by the AdWeek magazine as one of the creatives in the business that made marketing a more attractive and relatable industry to the public. The secret which makes Joe so successful isn’t that much of a secret. He simply respects his customers.
The reason why Joe insists so much on honoring his clients is simple – mutual respect is the most prolific type of a relationship. When customers feel appreciated, they tend to engage with the brand more, and they also feel more comfortable about their decisions.
Did you know that a simple personalization of your campaign can result in a 20% increase in sales? It’s evident; this method works wonders!
This fact shouldn’t surprise you. We all have our favorite local businesses where we are greeted as friends. Bars with bartenders that know what your favorite drink is, hairstylists that remember what kind of style you like, car mechanics that seem to know your machine better than you, etc. When a business treats a consumer as an individual, that individual feels appreciated, and valued customer always comes back. Not to mention that they will always gladly recommend those businesses to their friends, coworkers, and family.
Even though marketers are well aware that this type of a personal approach can help them significantly in promoting their products and services, a lot of them fail in utilizing this technique. The challenge of personalization of customer experience in the marketing automation era throughout every step of the funnel is still a goal that waits to be conquered. However, this is not because of the lack of trying – on the contrary.
In 2016, 2 out of 3 US based advertisers reported that they are planning on investing more in personalized marketing in particular, (according to the AdWeek). As much as 63% of them also reported that investments in this department already helped them to improve their click-through rates significantly.
Furthermore, personalized content is a strategy that’s been around for years, used by large corporations and global publishers. All of them are well aware that as much as 72% of consumers feel frustrated when they receive a generic proposal that isn’t relatable to them. According to the IBM, marketers that fail to implement personalization in their marketing funnels are soon to become an extinct species.
So, how can we utilize this tactic and intertwine it with our marketing strategies? Here are a few suggestions that you should take into consideration and implement them if possible.
Send “Personal” Emails
Instead of using your company profile to send messages to contacts in your mailing list, make a personal email address and profile, and remember to state what is your position in the company (you can generate your email signature for free using Hubspot signature generator). Everything from your subject line to the profile photo in the footer section should be optimized and personalized. This technique should also come with a conversational and friendly tone implemented in the body section of your email, especially if you are working in B2C marketing.
Mind the Time Zone
There is a time and place for everything and when you are sending out emails to your recipients, knowing their time zone is a vital factor. Nobody will ever appreciate your business if you wake them up in the middle of the night to promote it. According to MarketingSherpa, a company called Busted Tees managed to increase their email marketing performance by a total of 8% simply because they paid attention to different time zones and past behavior of their subscribers. Based on the results, they were able to segment their lists for maximum performance just by continuously monitoring these two sectors alone. Almost every marketing automation software has this option available, so if you are using an automation platform pay special attention to this segment in particular.
Mind the Location
Believe it or not, 6 out of 10 internet users don’t mind giving out their location in order to receive more personalized content. Always count on the fact that your customers are well aware of the possibilities of marketing automation and be transparent about your advertising strategies. As we established in the first section of this article, showing that you value your customers’ business can get you far. So let them know that you are trying to reach them and make your service or product as convenient, useful and accessible as possible. Now that we’ve established that, you should start thinking about geo-fencing. Geo-fencing is a relatively new method of advertising which is based on push notifications and messages sent to users who enter a specific location. If you can utilize this feature in your marketing campaigns, go for it. However, if your business cannot benefit from this option, then you should at least be aware of the possibilities and mind the location. For example, our service can help you to target your audience automagically and personalize your check out system for your global visitors based on their location. This option includes optimization of both language and currency.
In 2017, personalization will move to the social media as well. With so many services trying to enable marketers to deliver custom content tailored to the need of their users, it is evident that personalization will become a priority of marketing agencies, very fast. With accent on usefulness and quality, marketers will have to adapt their campaigns to deliver more value with less effort, and in this period of transition try to be innovative and find the time to customize your marketing strategies. Soon, it will become a mandatory part of your profession.
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