Marketing Tips and Techniques for Entrepreneurs
Have you ever wondered how certain companies seem to know what you want when you visit them online? That’s probably the result of a successful personalized marketing strategy, which is becoming an increasingly popular tool for modern businesses.
Marketing professionals and savvy online entrepreneurs find that personalized content and messages help them attract more clicks and sales than ever before. Although it is a bit more work to build marketing content around unique clients, personalized content is more likely to lead to brand loyalty and a better return on investment.
In this post, we’ll give you a few things to know about personalized marketing and how entrepreneurs can begin using the strategy.
Here are 5 things entrepreneurs should know about personalized marketing
1. Personalized marketing resonates with more consumers
The days of mass communication and generic messaging are over. Overwhelmed consumers are now tuning out messaging that does not interest or directly affect them.
That’s why personalized marketing is such a powerful tool for modern entrepreneurs. Global research found that 63% of consumers said they had become “highly annoyed” with traditional marketing and advertising messaging.
On the other hand, 78.6% of consumers said they were only likely to respond to a special offer from a brand if the offer was tied to how they have interacted with the brand in the past, according to the same study.
Another study found that 82% of marketers reported an increase in email open rates by using personalization techniques in email marketing campaigns.
2. Data collection and storage is key for effective campaigns
Marketing personalization relies on user data to target messages to individuals. Be sure that you offer a clear description of how user data is stored and used to ensure people trust your brand.
Web analytics also play a large role in personalized marketing. Regularly review your website’s analytics to track user behavior and trends to know what content is performing well compared to other content.
Many sales teams already collect this type of data on customers and website visitors, so you can use that insight to get started with more personalized marketing and content messaging. Users also willingly give you the information they’re interested in through online searches and browsing history. For example, real estate website Zillow sends emails to users with new property listings in areas they had previously searched.
3. Personalized marketing can be as simple or advanced as you want to make it
Companies have already found creative ways to personalize their marketing campaigns. For example, Starbucks encourages people to use their mobile app by drawing on data from previous purchases and offering in-app rewards for future purchases.
Other websites can include dynamic content blocks to direct visitors to other content that they may find interesting. Chatbots are becoming increasingly popular to help answer questions in real-time and direct visitors to the right location on a website.
Most brands begin by identifying their audience segments and build content that will resonate with that segment the best. You can have as many segments as you would like and work on targeting those segments with product recommendations, personalized offers, and dynamic content. You can build entire campaigns around these segments, or simply draft email subject lines that you think will resonate well with that particular audience.
4. Advancements in AI will drive the future of personalized marketing
Artificial intelligence will make personalizing marketing campaigns easier to manage.
For example, AI can help with an email marketing campaign. Instead of sending one generic message to all of your contacts, AI makes it possible to tailor content details based on each person’s unique interests. It can also be used to send emails at the best time to ensure they’re seen and opened by the targeted recipients.
AI also makes it easy to build customer profiles and send product recommendations that they’re most likely to be interested in. An industry report found that 35% of Amazon purchases and 75% of Netflix streaming are the result of product recommendations by the sites. Although those are huge platforms, they can leverage user data and AI technology to automate personalized messages to the right people to keep them coming back for the added convenience and relevant content they can provide.
5. Entrepreneurs can take advantage of online tools to make personalization easier
You don’t need to be a coding wizard or marketing expert to build a successful personalized marketing campaign. There are many online tools designed to help entrepreneurs optimize their websites and marketing campaigns to reach specific audience segments.
HubSpot’s Content Management System helps web developers easily create “smart content” sections to direct visitors to other pages they may find interesting.
Duda also offers website personalization options that target content based on a user’s browsing history, location, or time spent on each page. Duda looks for “triggers” that will prompt an automatic response. An example of a trigger could be items left in an online shopping cart. After the items are left for a certain amount of time, the system can be prompted to send an email to the user to remind them that the items haven’t been purchased, or when the item is low in stock.
To get to know more detail about customer engagement and trends, use Evergage to generate timely reports and build segment-based experiences.
Personalized marketing conclusion
Being an entrepreneur is challenging, but personalized marketing makes it easier to work smarter and ensure your efforts are not being wasted.
Further advancements in audience expectations and AI technology will make personalized marketing even more important in the future. If you’re still building your marketing strategies, or want to see a better return on investment, consider focusing on a more personalized approach to your business marketing strategy.
About One40
Personalization is important when it comes to all aspects of running a business. One40 is a business communication solutions company that offers transparent, cost-effective phone systems and VoIP Services that are tailorable to your team’s unique needs.
Sources
https://www.singlegrain.com/digital-marketing/digital-marketing-trends-2021/
https://instapage.com/blog/personalized-marketing
https://www.mckinsey.com/industries/retail/our-insights/how-retailers-can-keep-up-with-consumers
https://www.hubspot.com/products/cms
https://www.salesforce.com/products/marketing-cloud/customer-interaction/
