Increase loyalty by connecting with your customers through personalization in marketing. Above all, the best marketing brings out an emotional response. And telling a good story is part of that process.
Here’s more on the idea and practice of creating a better customer experience.
On Personalization in Marketing: Truth, Intimacy, and Trust
Telling a good story doesn’t mean you lie to your customers about the experience they will have with your product. Or about the mission of your company. That’s not good personalization in marketing.
Many people often feel more comfortable going anonymous. Especially when relating a personal story online. Or when seeking an answer to a difficult question. This links closely to how you develop a relationship with your customers. Truth, intimacy and trust matters, even in business.
Humans are wired to look for patterns and making meaning, like seeing eyes in beech trees. Yes, the forest is watching you. That’s personalization in marketing.
What’s social media all about? Showing of the self and #bathroomselfies? At first glance, yes. Dig a little deeper, and it’s about connection. People scroll to get a fill of feelings. No matter how much they complain about people sharing online. The same thoughts on connectivity and emotion apply to print media ads. However, these thoughts are especially powerful in the digital realm.
This will help you reach the right niche audience where you connect with your people. Don’t worry. Your brand doesn’t have to tell the world about that embarrassing time it…or should it be said?
Real Humans Want Real Marketing
Real humans are deciding if they need your product, service or brand and how it fits into their lives. So, be a real human in your marketing efforts. Focus on personalization in marketing.
The logic is sound, but how do the effort and data match up to that? Survey says:
- 70% of B2B buyers say they want organizations to provide a personalized experience for their company.
- 75% of buyers at businesses expect vendors to share personal offers with their company.
- 74% of customers report feeling frustrated when a website’s content lacks a personal touch.
- Emails that address a customer by their first name have a higher click-through rate than those that don’t.
Start by gathering and forming connections between all of your data company-wide. Most often, your data is analyzed by each department and is disconnected.
So when you can build customer profiles, you can track your relationship with that kind of customer and predict their needs. So your customer is a person with individual experiences that add meaning and value to their buyer journey.
Also, ask how you can use personalization in marketing to customize the visit of each customer. Imagine chatbots that address localized needs, and consider marketing that shows how software helps volunteers tell the story of those they help beyond the effort of helping them. And how these are people connected to other people through goodwill. Think beyond the demo.
Value Means Different Things to Different People
Marketing teams pass the word “loyalty” around the room the way the rolls are at dinner. But people spread the butter on differently. And some people can’t imagine butter. So, okay, that was a bad metaphor (but a decent pun).
The value and use of a product are unique. As unique as the single person engaged with that product. Value means different things to different people. There is no one size fits all. Thus, personalization in marketing is essential to reaching your audience.
So engage on social media. Reach out to answer questions. Also, share useful info based on prior customer behavior. Let your customers tell you what they want. Then, you won’t have to worry about issues of transparency.
To sum up, you’ll be the go-to brand for the customer. Watch as your referrals soar. And remember, you’re communicating with a real human, so don’t be afraid to get personal.