To achieve the level of growth you are looking for, you need to tailor your marketing strategy for each customer.
- Segmenting customer personas will help you create targeted marketing campaigns.
- Product recommendations are used by some of the biggest businesses ever to exist.
- Personalized marketing can help you reduce cart abandonment.
- Reviewing your data is an essential step for continued growth.
When you're shopping online, are you more likely to click an ad if it seems like it was tailor-made for you? If so, you're not alone. Recent studies show that a stunning 63% of consumers expect to see personalized offers and content when they are browsing online.
The term for this type of marketing is called personalization. Personalization marketing is a strategy used by business owners and marketers to reach their target audience by displaying relevant content at the right time. You can create personal messages and adverts from your website, email, or social media.
If you're thinking about implementing this tactic with your company, stick around. We are going to examine several tips you should keep in mind if you want to see explosive growth after implementing personalization.
1. Segment your customer personas.
We are going to start by talking about segmenting your customer personas. Essentially, customer personas are demographic and personality-driven representations of the customers that frequent your site. Depending on your niche, you could have anywhere from two to 100 different personas. As a general rule, you'll likely have at least five fictional profiles that represent your real target audience.
These people are all likely interested in different aspects of your brand or online store. For example, if someone operated an online sporting goods store, they would build personas for people that use their various equipment. You would expect to see different ads for baseball players versus those who have purchased hockey equipment.
Understanding the personalities of the people who visit your website is an essential first step in implementing personalization. You can learn about your target audience by looking at your website and social media demographic insights.
2. Personalize your website UX.
Marketers and developers are also finding exciting ways to implement personalization within their website design. The goal here is to show customers that you understand their needs and want to make your website as easy to use as possible.
For example, if you have a store where you sell clothing for men and women, you could personalize your homepage. After someone visits your store for the first time, they will likely either browse male or female clothing. Whichever they pick will become the new default when that customer lands on your homepage.
Now instead of browsing through your catalog to get to the page they want, customers will get greeted with a homepage that shows them the kind of content they are interested in seeing.
Building a robust user experience (UX) is important when you're growing your business. Once you've established your foundation, you can start implementing personalization to fine-tune UX for each of your unique visitors.
3. Reduce cart abandonment.
Odds are you have an active email marketing campaign that you use to send your customers promotions and content. But here's a question: Do you use your marketing campaign to reduce cart abandonment?
Cart abandonment is a term used to describe consumers that visit your website, add items to their cart but don't complete the checkout process. Your goal should be to convert as many of these people as possible. Maybe they are still on the fence, or perhaps they got distracted while placing their order.
Regardless of why they didn't finish the checkout process, a personalized cart abandonment email can help you convince people to come back and complete their purchase.
There are several ways you can personalize your emails for these consumers. The first way is to offer a limited-time promotion that features a product they added to their cart. When they see that they can get an even better deal than the first time they checked, there’s a good chance some of those people will become customers.
Another smart trick is to use the consumer's name in the title of your email. Remember earlier when we said people are likely to click on promotions if it features their name? This is a perfect example. A simple headline that lets them know that there are still items in their cart and that addresses them by name is an excellent way to generate more sales and grow your business.
Research shows that cart abandonment emails work too. One study found that by sending three cart reminders within 24 hours can help business owners see 69% more orders!
4. Recommend products and services.
If you're a fan of Amazon, you're probably extremely familiar with recommended products and services. Imagine going to Amazon to buy a new hoodie and seeing sandals as a recommended product with it. You would probably scratch your head and think, "Someone's a little off today."
The same can be said for streaming services like Netflix and Hulu. These programs analyze consumer behavior and create suggestions based on other things that individuals watched recently. You wouldn't expect to see a bunch of documentaries on a Hulu account most commonly used by a child, right?
You can take the AI route like Amazon if you have enough products and services worth computing. However, you can create your own recommended products without implementing AI by simply understanding your target audience.
Let's go back to the example online sports store again. If you were the owner of that site, you could put recommended products for baseball players under each individual listing for a product with the baseball tag. When someone comes by to browse your products, they might see other items in the same category and add it to their cart.
It's also possible to use retargeting pixels on your site to display relevant ads to users who have visited your site on social media. Imagine someone was browsing your online store, then later, they see an advertisement with a discount on social media. You might convince them to come back, which makes this aspect of it similar to cart abandonment.
However, when you consider that most social media users spend two hours and 22 minutes on social media each day, these platforms are a fantastic choice for personalized product offers and promotions.
Once you start implementing personalization marketing, it's vital that you review your analytics data from your website, social media channels and email accounts. As a starting point, you're going to want to focus on tracking your conversion rates, website traffic and total sales volume. Understanding how these figures have changed over time will help you make smart decisions about your marketing campaign and customer personas.
If you don't see immediate growth, don't fret. Each business has a different target audience with unique interests. You're going to spend plenty of time working on new ways to forge personal connections with your audience. The surge of online storefronts over the past decade has forced many businesses to start thinking about how they reach the people who can benefit from their brand. It's no longer enough to sell a good product if you want to see explosive business growth; you have to focus on personal, individual experiences.