Consumers are getting personal! And they want businesses to treat them like people, too. Personalizing your marketing strategies will go a long way in connecting your business to your customer. We are social animals and need to feel connected to each other. According to Salesforce data, an average of 84% of consumers say being treated like a person is key to winning their business. And over 95% say that they will stay loyal to a company that they trust. Relationships are key to winning and maintaining customers, especially in this day and time where a lot of marketing is done by machines or artificial intelligence. By using the tools available to us today, you can tailor your marketing to reach consumers on a more personal level by leveraging information that is uniquely relevant to them. It’s important to make a strong first impression and follow through with personalized notifications and messaging to make the entire interaction with your ad a personal experience for the consumer. Salesforce suggests there are some important questions you need to ask when preparing your marketing campaign to make sure it focuses on the person you are trying to reach.
- Instead of “what do we want to show”, ask “what do they want to see?”
- Instead of “what do we want to sell”, ask “how can we show value?”
- Ask “what makes us better than everyone else?”
- Ask “how will this make our customer feel?”
Focus On Value and Relationships
Don’t assume people care about you or your product! When you focus more on value and relationships, you begin to recognize how your products fit into the lifestyle of your customer. Knowing your audience can help you tailor your marketing efforts to fit their interests, lifestyle, family situation, socioeconomic status, etc. And when you can tap into their trust sensors and understand the emotional impact of your marketing efforts, then you connect the human value. When your customers know you value their business, the relationship will naturally grow.
Marketing to Emotions
Marketing to emotions must be realistic! For instance, when you see ads with people working out – they’re always smiling. That’s not exactly how it works in real life! People working out usually aren’t smiling. The six primary emotions are love, joy, surprise, anger, sadness, and fear. When planning a campaign, stop and ask how your ad might make your customer feel or what it might make them believe about your company and/or product.
Audio can affect emotions too! In a recent article, Spotify and Neuro-Insight studies show that sound can impact our brain by effecting the emotional, memory, and engagement centers. Using four metrics, Spotify explains that through Engagement (relatability & relevance), Emotional Intensity (emotions), Long-Term Memory (memories, feelings, and themes), and Long-Term Memory for Details (specific message), we can create a pretty good picture of how the consumer will connect with the ad and remember it.
Make your Social Content Personal
Most of us share content on social media daily. Is your social media content more personal or more social? Get Response explains LinkedIn data shows how content with a quote will yield a higher click through rate by approximately 30%. LinkedIn also studied social posts comparing images with people vs. objects and the images with people had higher CTR and conversion rates!
*LinkedIn Marketing Solutions/Orbit Media
Keeping your message consistent and authentic can build your brand and increase visibility.
Know Your Audience
Marketing campaigns usually put groups of people into one large demographic (i.e. W 18-34). However, the interests, motivations, and lifestyle within that group could be very different! An 18–20-year-old woman may be single, enjoys going out with friends and partying, and is probably on a fairly tight budget. A woman 30-34 is most likely married, probably with kids, doesn’t go out partying much, and has a little more wiggle room in her budget. Knowing your audience and marketing to those who will find value in your service is key to a successful campaign. People may live in the same city, work in the same industry, or be the same age and/or gender, but that doesn’t mean they will all be interested in the same things.
Tell A Story
Finally, you can make your campaign more memorable by telling a story! People may not always understand your ideas or know all about your product, but they will remember a story – which ties back to the emotions we talked about earlier. Telling your story can take the consumer from the world that is to the world that could be with your brand tying the two together.
Personalizing your marketing strategies will help your customers feel more connected to you and your business. It doesn’t have to be difficult or expensive – it just has to be real.
Achieve your marketing goals and increase brand awareness by personalizing your advertising efforts and focusing on value and relationships.
At Brand Ranch Media, we love helping clients just like you come up with creative ways to utilize available tools to meet your marketing goals. To speak with an expert, give us a call at 713-309-6380 or send us a message on our website.
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