Personalization is the name of the game. So, if you’re going to engage in multichannel marketing… It should be a personalized multichannel marketing strategy.
It’s one thing to reach out to your prospects and customers in a broad sense. Quite another to use their name in your marketing And share relevant and compelling offers with them at exactly the right time.
After all, marketing is all about reaching the right person at the right time with the right offer, isn’t it?
So, here are six ways to create a more personalized multichannel marketing strategy.
1. Focus on Your Target Audience
This probably seems like common sense. But many businesses make the mistake of marketing from their perspective instead of seeing things from the perspective of their customers.
Focus on creating a positive brand experience. Be proactive about interacting on every channel, responding to comments and messages, and the like. Prioritize channels that you know your target audience frequents. That’s a personalized multichannel marketing strategy.
2. Don’t Forget the Data
You’ve been a marketer for any length of time. So you probably know how important it is to collect and analyze data. The more channels you’re using, the more important it is to have a clear understanding of how each channel is contributing to your goals.
The data you collect can be used to better connect with your audience. It’s based on what they’re clicking on, topics they’re interested in, messages they’re responding to, how they’re engaging with you on social media, and so on.
3. Use Personalized Content
So don’t just create a catch-all landing page for a personalized multichannel marketing strategy. Send your prospects to specific landing pages, value propositions and call to actions based on their interests. Use personalized content. You should be able to do this using the data you’re already collecting. Keywords used in search, emails opened or not opened, the location of the visitor, customer history, device usage, the time of day and so on.
4. Utilize Retargeting Ads
Retargeting is a good way to convert the “low hanging fruit” as it were. You can get your product in front of people who’ve already visited your website. They’ve also read your content, opened your emails, gone to specific landing pages and so on.
You know what actions these people have already taken (also see the earlier point on data). Customize messages that are sure to appeal to them.
5. Send SMS/Text Messages
Get permission from your audience to send them texts. According to Esendex, the global average open rate of SMS is 94%. So, SMS represents a massive untapped opportunity for marketers. So regardless of conversion, there’s a solid chance your text will be opened and read. And, if the offer is compelling, there’s no question many users will follow through with a profitable action.
Use what you know about your customers to send them personalized texts at the right time.
6. Choose the Right CRM for Your Personalized Multichannel Marketing Strategy
Customer Relationship Management (or CRM) software is a powerful tool for collecting and managing prospect and customer data. And sending relevant messages at the appropriate time, and of course, personalizing your marketing.
But not all CRMs are created equal. So, depending on what platform you’re using, it could be a little out of sync with your needs. So find a platform that’s smart and efficient so you can track customer relationships more effectively.
There are many creative ways to engage in personalized multichannel marketing. So let your imagination lead the way. There is plenty of room for innovation in this area. Keep an eye on new channels, new tools and apps, and other developments. This way you’re always on the leading edge of multichannel marketing.
Do you use personalization in your marketing? What effect has it had on your results?
Let us know in the comments below.