Imagine going to your computer. You sit down and click Amazon. You need a new health watch, so you click it and get that order primed.
Amazon then pops up some recommendations. There’s a recommendation for a compatible smartphone, some compression shorts and a biker’s helmet.
Then you remember, you ordered a mountain bike a few days back.
This is personalised marketing. It’s the type of marketing trend that global firms hyped for 2018. Whilst they’re right, it’s going to be a more prevalent marketing strategy in 2019.
Small and medium businesses in Australia are in the best position to adapt this digital marketing technique. Here’s how you do it.
What is Personalised Marketing?
To understand personalised marketing, we need to refine a few things. This is most of the things that we already know about our marketing strategies.
Personalised marketing is the marriage of technology and data to create a unique experience for every customer. The goal is to create a relationship with the customer that makes them feel the service is for them. In doing so, we’re creating a sense of loyalty and pride in the hearts of our customers.
It eschews the typical mass market techniques that we use to get as many leads as possible. Much of the digital marketing work in the industry are designed to target whole industries. Personalization aims to add a human experience to the marketing, rather than adding these people to a demographic.
Why Amazon is the King of Personalised Marketing Strategies
There’s a number of companies that pioneered personalised marketing within their scope, and have been successful in doing so.
The aforementioned Amazon has been the pioneer in creating personalised suggestions according to the purchases you have done in the past. An Amazon report listed that around 57% of customers are looking for something specific when they shop. In addition, 63% of the people who go to the world’s largest e-commerce platform know what to look for.
What does this mean for you?
Amazon has utilised their ability to take on order history, customer data and buying cycles to provide recommendations that are custom-made to a buyer’s behaviour. By using this data and comparing it with other customer behaviour, they can create accurate suggestions that predict buyer intent.
How Netflix Does Personalisation
Another great business that leverages their technology for personalised digital marketing is Netflix. Much like Amazon, Netflix uses their access to customer data and machine learning to offer personalised recommendations to their customers.
Here’s how they do it.
First, they monitor the viewing habits that customers have. They keep track of genres, view times, how many hours their customers spend per series/movie and even their video bounce rate. Their all-seeing eye style is so well-defined, as a matter of fact, that they checked on a customer if they’re ok after watching “The Office” non-stop for 10 days.
This level of personal care creates stories that are unique to the customer. Through word of mouth, they share these stories and add to the branding of the business.
How Can a Small Business do Personalisation Marketing?
So, you’re neither Amazon nor Netflix. You don’t have the level of cashflow to invest on machine learning. You’re not a Fortune 500 company who can buy all the technology setups needed for personalised digital marketing.
How do you do it?
Contrary to the examples, small and medium businesses are the best people who can provide personalised marketing. It’s all in the mindset.
There’s a way to do this even with the most basic budget you got. Here’s how you do it.
1. Start With A Buyer Persona
The buyer persona is more important in personalised marketing than anything else. Your goal in gathering data is to get information about your ideal buyer. Whether it is to confirm it or improve on it, the buyer persona is an important direction to any marketing effort.
The thing about the buyer persona is you’re assuming who needs your product. It’s a good start for any small business trying to work their way into leads.
Once you get leads, however, the buyer persona needs to change. It does not need to go, but it should get a refinement. Change it as needed.
Take your buyer persona one step further. Add a buyer persona to every product that you offer. Use it as a springboard until you have enough data to back your marketing efforts.
2. Use Buyer Data to Make Your Personalisation Tighter
Speaking of data, personalised marketing is all about data, data and more data. Analytics provides you with everything that you will need to tell what your customers want. One of the best ways to influence with analytics is to see the geolocation of the people who are buying from you.
Practical Ecommerce noted in one of their articles that one site tweaked their display prices to reflect the local currency of their visitors. This simple change has converted to 14% more sales on their part.
If you’re getting a lot of traffic from social media, use their native analytics tools. Find out the personal data of the people buying from you.
What’s their age group? What’s their profession? What do they like and dislike?
Gather as much data as you can. Keep track of what people are buying from your side.
What do they combine? Which do they buy together?
Do the same recommendations to other customers and use keep doing so if there’s positive feedback from it.
3. Personalise Your Email Marketing
We love email marketing, and the aim of every email marketer worth their salt should be personalised email. A study confirmed that 29% of personalised emails have higher open rate and 41% more clickthrough rates. When personalising, however, you need to tread the line between creepy and accommodating.
Add the recipient’s names. Reference past purchasing behaviours. Note personal preferences that you gathered from data.
Stay away from details that are very personal to people. These include social information, spending behaviour and even personal financial information.
Make them feel that you know them instead of exposing them. You want a right balance between being close and being nosy.
4. Add Extra Focus on Mobile
Leverage mobile. Google is gung-ho with their support of mobile. They’re providing SEO ranking factors for sites that provide responsive accelerated mobile pages.
How is this good for personalised marketing in your small business?
Mobile contains a body of equipment that you can use to gather data on the customers. You can request for location. You can request for contextual data as well.
By adding insights that you can get from mobile, you’re gathering information on how to provide your services better. Web-only focus won’t cut it anymore.
5. Be Everywhere with Multi-Channel Marketing
Here’s a word that is a dread to all digital marketers: touchpoints. The word is vague. It’s annoying. We don’t see how it helps with anything.
What we care about, however, is making marketing touchpoints into multi-channel marketing. The thing is, the need to be omnipresent in someone’s life is pervasive.
If you do it right, you can combine all the information that you can gather.
Don’t limit yourself in an online marketplace or an online store. Don’t stop at social media or brick and mortar. Multi-channel marketing allows you to remarket your products across any channel and retarget the right people.
You can’t stop trying to find the right people for your business. Facebook alone has billions of active users. By retargeting, you get to find the right people that fit your products.
You can also do multi-channel marketing through doing different visibility boosts for your business.
Why Do You Need Personalised Marketing?
What’s our point about personalised marketing? You as a small business want a customer that not only buys, but buys again.
In today’s digital marketplace, loyalty is not all about customer lifetime value. It’s not about the profit that you gain from sales.
Customer loyalty is all about having someone who believes in your product. It is about somebody who is willing to represent your brand and tell their friends how awesome your product is to them.
This loyalty is achievable if the customer thinks you value them. If the customer thinks you perceive them more than profit-making machines, they’ll stand by you.
What better way to tell someone exists by making them feel that your marketing is all about them.
That’s personalised marketing, and you need to do it now.