Harness the power of personalisation

Personalised marketing helps your customers or clients recognise your offering as relevant to them, their lifestyle, or their business.

And that relevancy is crucial - 28 per cent of UK and Ireland consumers say they would stop interacting with a business if it failed to stay relevant to them, according to research by Accenture.

Personalisation helps you to achieve relevancy: it stops your business using broad messaging, which tries to capture the attention of anyone and everyone in the hope that something will stick, somewhere, with someone.

Look at your existing data and consider how you could best segment your audiences, so that you can provide more tailored communications.

Where are they in their customer journey with you - are they a prospect, lead, current customer or lapsed customer? If you are a B2B company, what industry does a contact work in? What is the individual’s job title and key areas of responsibility? What have they purchased from you previously? All of these could be options for segmentation.

The data you are segmenting could be your email marketing list or data stored in a CRM. Popular email marketing platforms have ways to tag contacts according to a category and CRM systems will allow you to categorise contacts. Similarly, many email marketing platforms allow you to set up automated email marketing streams, based on how people have interacted with your previous emails. For B2B businesses social media advertising can offer some powerful personalised marketing options too. Create a list of top prospects, curate content specific and relevant to them, and investigate LinkedIn InMail advertising opportunities so you can target decision makers directly.

And that is just a flavour of the personalisation you can achieve with social media marketing. With retargeting you can advertise on social media platforms the products someone has viewed, but not purchased.

Equally, you could cleverly segment the audiences you plan on targeting via social media advertising to offer them content that will resonate with them – instead of clicking that ‘catch all’ Boost Post button!

For those interested in cutting-edge automation and personalisation, there are many tools available that allow you to learn more about your audience, feed that into your CRM system and personalise all the content they see from there on in – all whilst automating the processes. If you are interested in learning more, then seek the expertise of a marketing agency like Media Matters.