The Power of Personalisation
The Power of Personalisation: Engaging Your Audience on a Whole New Level
Personalisation isn’t a new tactic or strategy but something that has been around seen day 11 The challenge is always the same, how to personalise a customers experience when you have mass amounts of data! think about it for a moment, if you had 10 people in your database you could manually contact them all in a different way, however add in 100 people, a 1000 people, 10000 people and this all goes south quickly.
The contact can be lost in a click of a button if you don’t think about them personally, why send a car ad to someone who loves motorbikes or cricket info to a football fan? to optimise your marketing you need to start planning out a personalisation process and dare i say it FAST!
What Is Personalisation?:
Have you ever received an email that addressed you by name, offering products or services that perfectly matched your interests? If so, you've already experienced the magic of personalisation. In a nutshell, personalisation is all about tailoring your marketing efforts to the specific needs and preferences of each individual customer. Gone are the days of generic, one-size-fits-all approaches. Today, it's all about creating a unique and engaging experience for every person who interacts with your brand. Fail to do this and you’ll lose the audience and return to the hook a duck approach that so many businesses use.
The Benefits of Personalisation:
Personalised experiences make your customers feel valued and understood. When you show that you genuinely care about their needs, they are more likely to trust your brand and become raving fans, selling then becomes easy!
Personalisation also allows you to deliver relevant content at the right time. By analysing customer data and understanding their preferences, you can send tailored recommendations, offers, and promotions. This not only boosts engagement but also increases conversion rates. After all, who can resist an offer that's perfectly aligned with their interests? You become helpful and useful to what they need and not disruptive and annoying :)
Implementing Personalisation:
You might be wondering how to get started. Well, fear not! Implementing personalised experiences is easier than you might think. Here are a few tips to help you get started:
1. Collect Data: The first step is to gather customer data. This can be done through surveys, website analytics, and customer feedback. The more information you have, the better you can understand your audience. Use CRM’s like HubSpot that allow the history to be recorded and make decisions on what you want your audience to receive based on what you know!
2. Segment Your Audience: Once you have collected data, segment your audience into different groups based on their characteristics, preferences, and behaviours. This will allow you to create targeted campaigns that resonate with each segment. As above think about each contact and link them to the right segment/ pot/ list (whatever you wish to call it)
3. Tailor Your Content: Now that you have your segments, it's time to create personalised content. Customise your emails, social media posts, and website to provide value and relevance to each group. Remember, personalisation is about making each customer feel special.
4. Leverage Automation: To scale your personalisation efforts, consider using automation tools. These tools can help you streamline your processes, ensure consistency, and save time.
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Don’t underestimate the power of personalising a journey for your customers, start small by taking a small group through a end to end process then repeat for the next group and so on. Review to see if its working, see if more can be added, what impact its had etc. However you choose to start don’t be overwhelmed by your database numbers! If you give 10% a better experience it’s still better than none.
