Personalisation in Digital Marketing: The Dos, Don’ts and How-Tos
Using personalisation in marketing is quickly becoming a necessity to even just get seen by customers.
This kind of attention to detail, whether tailoring products to a specific range of people within your target audience or simply popping someone’s name on an email, will have a huge effect on your return on investment, especially if you’re doing it at every step of your marketing.
Adding personal touches to your marketing techniques, in particular, your digital marketing, will show that you’re a trustworthy brand who holds the needs of the customer at the top of its priorities.
If you want to begin showing customers that you’re able to be more personal in your approach, here are some do’s, don’ts and how-tos.
Do check before you send
It’s important that when you’re tailoring an email for a specific group of customers that every piece of information is correct, particularly the parts about the customer.
Using an automated system might save you plenty of time, but if you send an email to a customer (or potential customer) with the wrong name, there’s no doubt that they’ll be hitting unsubscribe as soon as they open it.
Double, triple and quadruple check all spelling of names on marketing emails so that you don’t end up in the dog house.
Don’t be too specific
When sending marketing emails that pertain to one group of people, you need to be specific to them, but not too specific.
For example, if you have a list of people who have downloaded one of your online resources, you’ll be able to tailor the email regarding relevant information. However, if you write something too specific or assume the same group of people have something else in common, it can become easy to cut people out.
Always play it safe and simply relate information to the one thing you know everyone has in common. This will save you from excluding anyone.
Do use knowledge of customers to your advantage
When you’re personalising your marketing strategy, it goes without saying that you should use this information to your advantage (within ethical means, of course).
This might include sending specific sales pitches to those who fall within your target audience, or reaching out to those who you imagine may like a particular product.
While this can be a time-consuming task, there is bound to be a huge reward. Use a little extra of your time and reap the rewards.
How to personalise on social media
When incorporating personalisation into your digital marketing strategy, managing your social media accounts effectively should be at the top of your list.
This is key in getting to know your customers and connecting with them – this is where people will see your brand awareness in action.
Take the time to reply to messages on all social media platforms and create campaigns that will encourage people to engage with your brand. This way you’ll be able to keep tabs on what your customers are chatting about and be able to incorporate this in your own strategy.
Do you need help adding a personal touch to your marketing techniques? Our team can aid you in creating the perfect campaign to make your customers feel extra-special, simply send an email to firstname.lastname@example.org!