By Grace Carter, guest contributor
In today’s digital age, it’s surprising how important human interaction can be. Content marketing creates a direct connection between businesses and their consumers, but also fosters a deeper relationship beyond the product and the brand.
Personalizing your marketing tactics allows you to tailor messages to your audience through identifying unique customer needs and diverse personas. According to a 2017 Accenture study, 81 percent of consumers want brands to know how and when to approach them – so personalization is key.
Here are seven ways to help you personalize your content marketing strategy, an how to leverage data to create individualized customer experiences.
Send business emails not as a brand, but as a human
If you send out mass emails using a template, make sure it comes from an individual rather than a marketing machine. This will develop a relationship between the company and its followers, and help build trust between your brand and consumers.
“Customers are much more likely to engage with your brand when they don’t feel bombarded. They want to relate with the company on an individual level and will stay loyal if they feel that they are a part of the brand’s ‘tribe,’” Jeremy White, Elite Assignment Help, said.
Use a person’s name
This is an older trick, but still an important one. It can make a big difference to start out your emails using a person’s name, such as “Dear Bridget” or “Hey George.” For marketers on leaner budgets, it might be one of the simplest ways of reaching out to your database without utilizing fancy software. Just make sure their name is verified before sending!
Reach out to customers with help of marketing automation tools
Automation tools can be the leanest, most effective way of reaching out to your customers. With the help of audience segmentation, marketers can create campaigns based on interests, or past interactions customers may have had with your brand.
For example: if one of your readers reads a certain number of blogs per month on a certain topic, you could continue the conversation by sending them a targeted email with more of the types of content they find interesting. You can also include other resources, and give suggestions for other things they might find interesting.
Use personas to segment your email database
You never have just one type of customer. It’s important that you segment your market based on multiple personas to ensure you’re sending personalized, targeted messages to the right groups. Customers are sure to respond to you better if you appeal to their interests, rather than getting another generic email that inevitably ends up in the spam folder.
Write individualized content
Your readers will be sure to value the type of content you provide, so long as it’s accurate and helpful. Before publishing, make sure your copy is clean, accessible, and easy to understand.
Interact on social media
As customers continue to use social media to do their primary research and make important buying decisions, it’s important to reach out to them through the channels that matter most.
Social media can be one of the best ways of establishing a deep connection customers. But the key here is to not fully automate the process. Automated tools, like bots, can help streamline interactions, but it’s important to have a dedicated social media manager or customer service representative behind the scenes to help manage more complicated inquiries or requests.
Set up targeted landing pages
Targeted landing pages are generally microsites with detailed information or gated content tied to a certain campaign. These sites can be tailored for personas, adding a personal touch and creating individual experiences for different customers.
To sum it all up
Rather than creating a push marketing campaign that extends out to the masses (but only winds up actually reaching a few followers) personalization creates a bond between your brand and your consumer. Keep the conversation going by appealing to the consumer directly and fostering the relationship to keep them coming back for more.