Which brands speak your language? 5 ways to make your marketing more personalized

by | Apr 12, 2021 | Marketing, Public Relations

Today, the market is oversaturated and highly competitive, so marketers now have to be more innovative than ever, possess all the know-how about what customers want and need, and be there to satisfy their desires.

Bottom line, due to the overcrowded market, brands and marketers have to know their customers and speak their language. Since almost 80 percent of marketers who reported they exceeded their revenue goals have a personalization strategy in place, we understand how much a personal approach is important.

However, obtaining a personalized experience for customers is easier said than done. That’s why we decided to explore the ways you can do it right and achieve your revenue goals effortlessly.

Strike up a conversation with your customers

Statistics say that more than a third of consumers would love to receive personalized messages from brands. Sadly, only 20 percent of them report satisfaction with the type of messages they receive from brands. This means there’s a lot of room for improvement when it comes to sending personalized messages, but this is not so easy to achieve.

Brands first need to understand what their customers want—their habits, problems, motivations, and concerns—to make their customer journey more enjoyable. Amazon and Netflix, for instance, do a great job with their accurate suggestions for shows to watch, and this is surely food for thought for other brands who’re struggling to achieve the same level of personalization.

Utilizing the power of conversational commerce might help brands on their way, as it helps them strike a meaningful conversation with their consumers and convert them much faster. By utilizing the methods of conversational commerce, brands can strike a highly-personalized conversation with their customers through chat apps, voice assistants, or other messaging platforms. They can provide them help during the checkout process (for instance when it comes to questions about shipping and other charges) allowing them to be much more secure about their purchase and helping them feel cared for.

Showcase your strengths

Customers are more likely to go with a brand they know and understand—which means they’re more likely to go with a brand that can show them what sets them apart from the competition.

That said brands and marketers should focus more on providing value to their customers. They should communicate with them about what their brand is, their strengths and values, and strive to be experts in the niche. Offering impeccable customer service goes along these lines, and brands should show their customers they care for them and put them in the first place.

Tell your story—and make others know it

Humans are natural storytellers. Stories we tell and hear make stronger and deeper connections. Customers don’t want just to buy the product anymore—they want to form a bond with a brand. They want to know the story behind each product, as a way to make more meaningful purchases. Ultimately, they want to see if their values align with the values of the brand and this is how they base their purchasing decisions.

With this being said, brands should insist on telling and spreading their story, be consistent about it, and promote their values across various channels to win over and retain customers. Even though their story might not align with everybody, it will help in creating a solid base of trusting customers.

Be active on social media

Being personal in your marketing endeavors means also being where your customers are—on social media. However, just being there isn’t enough. Brands should be active on it and respond to customer’s inquiries promptly. Recent surveys state that around 40 percent of users expect a brand to respond to their inquiries within an hour, while about 80 percent of them expect a response within 24 hours. Considering this data, we know how important it is to be there where your customers are, provide them with a personal service, and attend to their needs promptly.

Furthermore, most people check the brand’s online presence before they make a purchase. They’re so used to using social media, that not having it is equal, not existing. That said, being on social media can help your brand shine, as customers can check the reviews, share their opinion and concerns and have a closer relationship with the brand. What’s more, actively engaging with customers on social media is a good way to support the narrative you’re promoting about your brand.

Show your appreciation

Successful brands treat their customers like a part of the family. They make it a part of their philosophy and strive to make them feel like they’re part of the bigger picture. That said, caring and showing appreciation to customers should be the norm—whether it’s about offering them loyalty discounts and cards, gift cards and thank-you notes, holiday cards that show gratitude and care.

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Dina Janevski Farcic

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