Did you know, according to research from SmartHQ, 72% of consumers claim they will only engage with messaging that’s personalised? This eye-opening stat shows how crucial personalised marketing has become in today’s digital landscape.
For small and medium-sized enterprises (SMEs), getting personalisation right can be a game-changer. But how do you do it effectively? Let’s dive into why it matters and how you can make it work for your business.
Key takeaways
- Personalisation boosts engagement: Adapting marketing messages for specific customers significantly increases the chances of interaction.
- Enhances customer loyalty: Those who feel understood and valued are more likely to become repeat buyers, cultivating long-term relationships.
- Improves conversion rates: Personalised content can drive sales and sign-ups by speaking to your audience’s specific needs and interests.
- Data is your friend: Tools, like Google Analytics, can help you understand customer behaviour and preferences, so you can market to them more effectively.
- Embrace new technologies: Consider Digital Experience Platforms (DXPs) and headless content management systems to streamline content creation and enhance personalisation efforts.
The power of personalisation
Personalised marketing is an extremely powerful tool in boosting your bottom line. Here are three reasons why it matters:
1. Better customer engagement
Do you remember the last time you entered a shop, and the service was impeccable? The staff member was not only courteous and knowledgeable – they also introduced themselves, used your name, and listened attentively to your needs. That personal touch left you feeling valued and special. Similarly, when you personalise your messages for each customer, you capture their attention and increase the likelihood of a positive response.
2. Increased loyalty
Customers who feel understood and valued are more likely to stick around and become repeat buyers. By making each interaction feel special, brands create a connection that goes beyond just transactions. Think about a local café where the barista not only remembers your name, but also your favourite coffee order. That personal touch makes you feel valued and keeps you coming back.
3. Higher conversion rates
Imagine browsing an online store and seeing product recommendations that perfectly match your style and needs. You’d be more likely to make a purchase, right? It’s like having a personal shopper who knows exactly what you want – making it easier and more appealing to say “yes” to a purchase. That’s the power of personalisation in action.
Research as reported by Business Dasher backs this up:
- Personalisation can boost conversion rates by up to 20%.
- 78% of consumers say personalised content increases their likelihood of repurchasing from a brand.
- Companies using advanced personalisation see a return on investment of at least 200%.
How to nail personalisation
1. Get to know your audience
Use data to understand who your customers are and what they want. Tools like Google Analytics can help you track website behaviour, while social media insights can reveal what content resonates with your audience. This can then inform the best way to communicate with customers. For example, do they respond better to emails or video reels?
2. Segment your customer base
Categorise your customers based on shared traits or behaviours. This could be by age, location, or buying habits. Then, create more targeted and relevant messages for each group.
3. Personalise your emails
Email is a great place to start with personalisation. Use your customer’s name and create content based on past interactions. For example, if a customer often buys sports gear, send them emails about your latest fitness products.
4. Create dynamic website content
Use tools, like Mutiny, to change your website content based on who’s viewing it. This could mean showing different products or offers to different visitors based on their browsing history or location.
The tech behind personalisation in digital marketing
At Higher Ranking, we search high and low for fresh ways tech can help our clients stay ahead of the curve. One exciting development for personalisation in digital marketing is the use of Digital Experience Platforms (DXPs) and headless content management systems (CMS).
What’s a DXP?
A DXP is a tool that helps businesses create, manage, and deliver personalised content across various digital channels. It’s like a Swiss Army knife for digital marketing. Thus, allowing you to handle everything from your website to your mobile app from one central hub.
The power of headless tech
Headless CMS is great for content management. It separates the content creation from how it’s displayed to how it’s used, making it easier to reuse content across different platforms. This means you can create content once and use it everywhere: on your website, in your app, or even on in-store displays.
Putting it all together
Personalised marketing isn’t just for big corporations with massive budgets. Even small businesses can make a big impact by taking small steps towards personalisation. Start by getting to know your customers better, segmenting your audience, and using tools that make personalisation easier.
Remember, the goal is to make your customers feel valued and understood. By delivering the right message to the right person at the right time, you’ll build stronger relationships, and drive better results for your business.
If you struggle with personalised messaging, we can help. Higher Ranking helps businesses bring in revenue through lead generation that includes personalised messages on LinkedIn. Contact us today to chat about your specific needs.
