Practically everywhere we look we are greeted with some type of ad or marketing promotional content. In 2007, Yankelovich, a market research firm, estimated that a person living in a city 30 years ago saw up to 2,000 advertising messages a day, compared with up to the 5,000 daily 14 years ago. That 5,000 has without a doubt grown over this past decade.
In this highly congested market of marketing collateral, ads, promos, and brand communication, it is vital to reach customers on a personal level to stand out from the rest. Creativity and innovation is key.
Here are 5 easy ways to boost personalization for your marketing output and stand out from the rest:
1. It all starts with the bones
Before you can create any type of marketing communication, you must consider the template you are using. Whether this is an email template or the backend design of a webpage, it is vital that you use customizable templates rather than generic.
Emails, specifically, are crucial for branding and connecting with customers. One way to boost creative marketing in emails is through using HTML functionality which allows users to upload their own custom HTML and create unique, on brand templates for a variety of marketing needs.
To connect on a personal level with your customer, you must know who they are and what the journey was that brought them to your brand. You must also use data to focus in on the demographic, behaviors, and, ultimately, personas of your customer.
Once this “persona” has been identified you can use a variety of targeted ad strategies to talk to your customer directly. From there, brands can create a library of assets that speak directly to the buyer persona.
3. Create your personalized content
Now that you have collected your data, and segmented out your buyer personas, it’s time to create your compelling, personalized content. Sounds like a daunting task, but once you know your buyer this process of creating content becomes a lot easier.
Research is everything. Home in on the interests of your buyer and speak directly to those. Pain points are also a great way to connect with your customer by offering a solution to their problems directly. Social media, emails, and targeted ads are ideal mediums to implement your personalized marketing strategy.
4. Organize all that content and target through multiple channels
Even if you just have one buyer persona you are targeting, that means dozens of personalized assets being shared on a variety of mediums. Marketing collateral, social ads, email campaign graphics, digital brochures, the list goes on and on.
It is essential to keep these assets organized and consistent. A tool, like a digital asset management platform, can assist with the organization on your assets through meta-tagging.
Once your assets are organized and tagged, you can start sharing your more personalized, targeted content through a variety of channels such as social media, emails, digital ads, and direct mail.
5. Continually update your personalization strategy and content
Consistency is everything, but so is adapting to your market and to the ever changing climate of marketing innovation. Just like any other process, personalized marketing practices require continuous review and optimization to ensure effectiveness.
An excellent way to continually update your strategy is by keeping on top of ongoing reports and data tracking of how your content is performing. AB Testing is a great way to test new content but does require vigilant reporting and monitoring of results.
Personalized marketing is all about creating a seamless, easy buying journey for your customers while also using innovation and creativity to stand out from the rest.