Have you ever noticed – Netflix suggests similar series or movies right after you finish one? Right after you buy a product on Amazon, it suggests a similar product that you are most likely to buy with it? They even mail you, product suggestions similar to what you’ve bought previously. We call this a personalized recommendation.
For Netflix, these suggestions are one of the major reasons for people sticking to it and for Amazon – more revenue.
You might think, they’ve been doing this for a long time, and is this still effective? Do you know what’s trending and effective now? Giving personalized marketing a human touch!
The tech giants use machine learning algorithms to provide suggestions based on your data. They have all the means to hire the best programmers and marketers to do the job for them. But, what about small business – The freelancers, a restaurant, or people who just started a business from home?
In this article we will talk about how a small business with limited resources can still do personalized marketing and human touch!
Prepare your buyer personas based on data
The first step and base on any personalized marketing is your persona, you can’t personalize any marketing activity if you don’t know what kind of person you are talking to. We can’t stress this more, persona tells you, whom you should talk to and how you should talk!
Also, it is a fact that we should get a persona in the right way. I’ve heard from many people they made a persona based on whom they think could be their customers. That could be catastrophic. They’ll end up marketing to wrong people.
Instead, pull your existing customer’s database, gather whatever info that you could. Prepare a buyer persona from that. If the data isn’t enough? Try gathering missing information. Get your customers to do a quick survey for some exchange, discount? Offers? You name it.
For more information on persona creation and template you can check here
Keep social channels interactive
Nowadays for businesses starting an online presence, social channels are the easiest way. Give your basic business details and they set up a page for you. Getting the right audience and making them engage in your task though!
People expect social channels to be more personal, so when they engage or ask for any information, they expect it to be personal and specific. I have a friend who maintains two original accounts – one for family and one for other uses – It is that personal, social channels are for them!
Frequently engage with your audience by going live, reply to their comments, respond to queries, retweets, and so on. And if you are using chatbots, landing pages, keep them human too. The chatbot or any automated replies should provide warmth, that only an actual person can deliver.
Okay, let me ask you. If you are querying on a website and you feel it is a bot, Do you continue to interact with it? If so, to what extent? The same applies to your customers!
Make different versions for automated emails based on persona and segmentation
Emailing is probably the first place, all this personalization started for other companies. So, it is the best place for you to start and test. Do segmentation of your mailing list based on your persona, their interests, and their needs. Tailor your email based on these segments. Here are a few tips you could do to give a human touch.
- Attach the name of the actual person to emails
- Maintain the tone and language of the email as conversational. Engage your audience in what you are talking to (in email)
- Include the face of you or the person (the name attached to the email) with the email. It feels human and legitimate too.
- At every point, you seem to talk, help your audience solve their problems – Not selling!
Always remember, they use emailing to develop relationships with your audience, eventually gaining their trust and conversion. The more human feeling you give to your email (or audience), the easier it is to gain trust!
You should personalize your website/blog too!
Content marketing reaps long-term rewards. That’s true when you are helping specific people. But, If you’re writing content just for the sake of writing with no direction, you’ll end up wasting your time.
With the persona, you might already understand who your customers are, what problem are they facing? How are you solving it with your product? Great! Your content should focus on this area.
You don’t need content that appeals to those masses. That makes it vague for your audience. You need to create genuinely relevant content, make sense, and fit into people’s problems and helps solve them. Trust me, content provides you a brilliant opportunity to engage your audience. Use it to solve their issues, you gain their trust!
Use personalization (personalized marketing) only for a human feel and relevant content
You might have heard it so many times. Too much personalization makes it seem creepy. That takes the entire reputation that you’ve built into negatives!
Well, let me explain
People expect personalization. They want you to talk to them as a human. But there is a fine line between personalization and spying. We can debate whether having more data about your customers is ethical or not for years. But, even if you have so much data about your customers, don’t let him know this.
Use the data only to provide your customer with the right content and the right help and give a human touch. Nothing more!
Get real time update about this post categories directly on your device, subscribe now.