Nowadays tuning into your social media accounts, refreshing your emails and searching for products online is rather like joining the M25 on a bank holiday weekend – it’s busy, fast paced and fraught with traffic. There is so much ‘noise’ out there with a plethora of brands purporting to provide the best customer experience and promising the world. So many companies were initially left puzzled, shaking their heads wondering how on earth they will be able to speak with their target audience and actually be heard. This gave way to a new era of marketing; the dawn of personalisation.
With one survey suggesting 80% of consumers are more likely to purchase from a brand which offers personal experiences, this certainly seems to be the way forward for innovative companies across the world. A quick stroll to your local Starbucks will involve you being asked to provide your name, a clever way to really engage and connect with each individual, almost as if Starbucks itself had created a unique drink for you to enjoy. Or take Coca Cola for example, their successful ‘Share a coke’ campaign used the clever notion of adding consumers names to each bottle, creating the ultimate brand experience.
Ultimately, achieving customer loyalty is one of the key focuses for any successful brand out there. However, remember you can’t just send out a personalised message or email to a consumer without still considering the tone of voice and the timing of the post.
That was a brief introduction into the magical world of personalisation, now let’s step into our snappy step-by-step guide on how to incorporate personal touches into your own marketing strategy.
- You can never have too much data
Although you shouldn’t get too bogged down with data, knowing stuff is important, especially when it comes to personalising content for your users. Gathering together accurate personas that represent your target audience means you will be able to convey the appropriate message. Conducting surveys or questionnaires before you start scheduling and sending out your content could really help (but remember to follow the GDPR guidelines).
2. Spread the personal touch across all channels
I am sure we are all familiar with phoning up a customer service helpline and speaking to an automated machine, frustrating right? You know the drill. Speaking to your audience on a one to one basis will reflect well on your brand and the values it holds. We all recognise the power of chatbots in certain scenarios but it doesn’t go amiss to communicate once in a while with your target audience.
3. Impact every Stage of the Digital Customer Journey
From the moment they receive your brand message to the time of deciding to purchase the product, ensuring you are really personalising your content throughout the entire user journey will allow the message to remain clear, precise and consistent.
4. Continuously Update and Refine Personalisation Processes
Reviewing the processes put in place will allow your users to have the best experience possible and drive traffic to you website, resulting in them choosing to repeat the purchase again and again!