Personalization of customer experiences
With recent changes to the web and mobile experience and the shift in media consumption patterns of our customers, it has become increasingly easy for marketers to obtain data that tells them who gets what content, where they get it and what they do with it. Marketers will be expected to tailor their messaging and experiences to better match what their customers expect – relevance. In 2016, you can expect more personalization of brand experiences.
Personalization is the ultimate form of targeted marketing, creating messages for individual consumers – it delivers to a market of one. With the customer data we’re able to collect from multiple points of interaction with our brand – online and offline, we’re able to develop more concise buyer personas that paint a clearer picture of who our customers are, where they go, what they do and what their needs are. Marketers can now develop experiences that are specifically tailored to these customers, like custom landing pages, or features on a website that are in line with what users want to access.
Personalized services have always been an element of small businesses and local stores, where people know their customers by name; now database technologies are equipping larger businesses to personalize as well. The ability to personalize depends on the information available on the customer; therefore, personalized marketing is most effective with consumers who are most comfortable with sharing information.
Fortunately, more people are willing to exchange a degree of privacy for a personalized experience. Compared to the total population, younger people—who have grown up with technology—are more comfortable with sharing information than older customers.
- Apart from making personalized recommendations, web pages should be designed to display other content based on customer history. You should consider building your landing pages on the same premise; when a customer arrives at the website, the referral source, geographic location, and purchase history can all influence what is presented on the page.
- Greeting your customer by first name is more engaging than an impersonal “Dear customer.” Lead data can be integrated into the emails so that specific products or offers are highlighted accordingly. For example, if your mailing list is generated from your customer/lead database, then information on prior purchases or lead activity can be used to suggest future actions.
- You should adopt the same personalization approach when responding to customers on social media, answering their questions and engaging them. A personal interaction here (as opposed to automated responses) goes a long way.
- Case Studies – 5 Incredible Examples of Personalization
- Why Marketers Must Think Personalization
- 10 Personalization Tips
- Personalization Strategies to Attract and Retain Customers
Content Marketing – What it is
“Content Marketing” is a buzzword that is bandied about in the digital marketing industry and it can even sometimes intimidate the marketer that doesn’t consider themself up to date with the latest digital marketing tools.
Courting the customer with content
What is Content Marketing?
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” – Content Marketing Institute
Marketing in a Recession
Getting maximum value from marketing is always a goal but it becomes crucially important in a recession. With many signs pointing to a Caribbean recessionary environment, this post focuses on marketing strategies and tactics that will help your business succeed where your competitors may fail.
Content Creation – Let’s Get Engaged!
Your content creation strategy of yesteryear will not yield the same results today! The way your audience consumes content across various media is constantly evolving. We’re in a space where audiences are demanding richer experiences from brands. Much of this experience lies in the quality of content that is delivered. Great content allows a brand to grow its reputation, reach and visibility, to engage with their audiences, convince and convert them into brand loyalists/ brand ambassadors. When you’re ready to start thinking about content, here’s a great plan to follow –
Content Plan Development
Whether your content creation plan calls for developing new content or curating content to share with your audience, you’ll need to be creative with how you represent your brand’s message and consistent with what and how often you’re sharing these messages. A content plan or map helps you to plot out your course of action across multiple channels and varying types and styles of messages.
1. Keep it simple! You don’t need elaborate or expensive tools to create a good content plan, Microsoft Excel or Word can get the job done. Figure out what can work best for you, will allow you to make changes easily and store multiple versions.
2. Pay attention to the W’s. In your content plan think about answering the following questions –
- When am I posting – what day of the week and what time. Refer to information on each platform that dictates the best times to post. Think about your audience and understand their consumption patterns, know what they’ll respond to when and schedule your content accordingly.
- Why am I posting – what’s your direction or angle? Are you promoting an event, creating visibility for a burning topic or sharing general information related to your brand?
- What am I sharing – what’s your content source – are you sharing 3rd party content or are you creating your own (blog post, video, photo, memes).
- Where is my content going – what are your communication channels, what media have you identified to carry your message – is it just one or multiple.
- Who is posting – if you’re a part of team that is responsible for managing and disseminating content you might want to identify roles and responsibilities so that your team members are aware of what they need to do to support the process.
3. Special messages need special attention. If you’re focused on the launch of a new product or service, an event or activity, then you’ll want to create a mini content plan that supports your activities through this period.
4. Stick with it. Building a content plan that is creative and valuable takes time. Find tools that help you to be consistent, that make it easy for you to create or curate content and keep at it.
Just the tip of the iceberg!
Content creation of course is just the tip of the Inbound Marketing iceberg. If you’re really interested in figuring out whether your organisation is Inbound ready and what else you’ll need to help get you there, you can sign up for a FREE Inbound Marketing Consultation from Caribbean Ideas.
Let’s get started!
In one of my recent posts, I shared the benefits of evolving to attraction-based marketing, which seeks to deliver value that attracts target prospects to you, vs. disruption marketing which interrupts people with messages that may not be relevant.
One of the essential strategies in a philosophy focused on attraction is Inbound Marketing, yet it’s not a term that most Caribbean marketers are very familiar with.
We’re already 3 weeks deep into the New Year so as a business leader, marketer, brand steward, you’ve most likely mapped out the direction you’d want to take your business/brand in 2015. Kudos to you if you got this process locked in before 2014 got ushered out the door. For some of us, it’s a more laborious process to get through and we’re still pretty much in the thick of things.