Today, customers are providing your company with more data, more intelligence, than you have ever had access to before. How are you capturing this information today? How are you leveraging the intelligence to create customer experiences that are intended to build relationships and loyalty to your brand?
Are you reaching out to customers in a personalized way or are you speaking to all your customers with the same message and providing the same experience?
By definition, “Personalization is a means of meeting the customer’s needs more effectively and efficiently, making interactions faster and easier and, consequently, increasing customer satisfaction and the likelihood of repeat visits.”
This sounds like what every organization should be striving for! However, the thought of executing personalized experiences to your current and potential customers may seem overwhelming.
Through the adoption and execution of technology, today’s marketer, has been given the opportunity to create personalized experiences at scale. The execution of this 1:1 marketing will involve harnessing the power of two core technologies – Marketing Automation and CRM.
Whether you already have those technologies in place or are considering the adoption of these powerful tools, there are three questions that are critical to answer in developing a personalized marketing strategy even before you touch the technology.
To begin, ask and answer the following questions:
- Who are you personalizing for?
This is a critical step in the personalization process. You need to really know your customer segments, understand the needs, wants and desires of each segment and also understand what the sales triggers are for each segment to understand how they are moving through the sales funnel and becoming “sales ready”. Why is this critical? Understanding this will help you target the right messaging, the right content at the right time to the right people.
- What content/messaging do you want to position?
After you have defined those segments, your next step is to determine what content and messaging you want to position to each of your customer segments. Examples of content include case studies, blogs, eBooks, events, videos, infographics, social posts, product demos, webinars, etc.
The types of content that you should create will also be dictated by the industry in which you serve and the customer you are reaching. Take a look at your customer segments and create a chart that aligns content to each of the defined buying stages for your product and/or service. This will be a good starting place to know what content you currently have and what you will need to create to execute your personalization strategy.
- Where will you use your content?
Finally, the last “how” question to be answered in developing a personalization strategy is the “where”. You have defined your customer segments, aligned content and now the next piece of the puzzle is where will you use your content?
Again, the “where” opportunities are ample and just a few examples of areas where you can execute a personalization strategy include email, landing pages, forms, social and web content.
The most important thing here is, once again, to know your audience and know where they want to engage. This is why question #1 is so important. The segmentation of customers will help to define demographic as well as behavioral attributes that will help to define where your customers seek and access information so you can position accordingly.
Once you have answered these three critical questions, you can now begin to harness the power of your Marketing Automation System and CRM System to create personalized marketing experiences at scale.
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