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8 ways to introduce personalisation into your marketing strategy

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Personalising enables modern marketers to create highly engaging customer experiences that have continuously proven to generate higher conversion rates and improved lead generation. Yet many of today’s marketers are still only using basic forms of personalisation in their campaigns, a stock email with a category field, whilst a survey on marketing messages conducted by Lyris revealed that 63% of consumers report this no longer has an impact due to the volume of emails they receive.

Here are eight easy ways to help you take the first steps towards improving campaign personalisation:

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8 ways to introduce personalisation into your marketing strategy

  1. 1. 8 WAYS TO INTRODUCE PERSONALISATION INTO YOUR MARKETING STRATEGY MA My Automation My Awesome
  2. 2. The rewards of a well-conceived personalised marketing approach are self-fulfilling. An ever-increasing pot of customer data providing marketers with more and more granular insight, has meant that it’s become increasingly easier to bring personalisation into everyday campaigning. MA My Automation My Awesome
  3. 3. So why do when up to of companies still not undertake any form of personalised communications, of those that have, report a considerable uplift in conversion rates across multiple channels? 38% 32% MA My Automation My Awesome
  4. 4. “One thing is for sure when it comes to interacting with customers in the digital world, it’s that things will continue to evolve, and they can change quickly – so don’t get caught napping.” - Marie Myles, Director of Consulting, Experian Marketing Services MA My Automation My Awesome
  5. 5. Here are eight easy ways to help you realise the benefits of personalised communications. Build personalisation into your campaign strategy and marketing planning from the outset and, when combined with a strong database and well-integrated marketing automation tools, you’ll be on your way to improving campaign responsiveness and engagement. MA My Automation My Awesome
  6. 6. “Your ideal target customer is one who is already looking for your company’s product or service. Find them before you start your marketing.” - Marketo MA My Automation My Awesome
  7. 7. BUILD PERSONA PROFILES FOR YOUR MOST VALUABLE EXISTING AND POTENTIAL TARGET CUSTOMERS. 1 MA My Automation My Awesome
  8. 8. • Who typically buys from you? • Why do they buy from you? • What’s their buying cycle? • Identify pain points, key drivers, initiatives and validation points. Match every message to a target persona and the channel you are using for your campaign, whether it’s email, in-app message, a web page, a social media platform or an in-session pop-up. MA My Automation My Awesome
  9. 9. TALK TO YOUR SALES TEAM! 2 MA My Automation My Awesome
  10. 10. They are constantly in touch with your customers. Nobody is in a better position to know and understand their interests, preferences and frustrations. “The ability to personalise depends on how much we can learn about a customer’s preferences, whether it is directly through their own behaviour, the behaviour of people with similar tastes, or that of friends or peers.” - Rohini Srihani, Chief Scientist, SmartFocus MA My Automation My Awesome
  11. 11. 3MAKE SURE YOUR WEBSITE CONTENT IS DYNAMIC… … and matches the channel that has attracted the visitor to your ‘door’. MA My Automation My Awesome
  12. 12. Personalised website content helps you to maximise the value of each interaction and adjust your messaging to suit every stage of the buying cycle – whether a visitor is a returning customer or a new prospect. “Even using the word ‘you’ in landing page forms can help your company relay your message to your audience and feel as if the marketing message is aimed entirely at them.” - Jeff Shjarback, Internet Marketing Consultant MA My Automation My Awesome
  13. 13. 4PERSONALISE YOUR WEB CONTENT FOR SOCIAL MEDIA CAMPAIGNS MA My Automation My Awesome
  14. 14. If you can identify the social media channel on which a customer is most likely to share your content, you can tailor calls to action accordingly (and create personalised content for visitors arriving via that channel). MA My Automation My Awesome
  15. 15. 5PERSONALISE YOUR WEB CONTENT FOR EMAIL MARKETING CAMPAIGNS MA My Automation My Awesome
  16. 16. You don’t need to write hundreds of new pages to suit every eventuality, just use existing content to build landing pages which prioritise specific areas of interest highlighted in your campaign. Remember: conversion rates for links that take customers to generic web pages are notoriously low. MA My Automation My Awesome
  17. 17. 6PERSONALISE YOUR WEB CONTENT FOR PAID CAMPAIGNS MA My Automation My Awesome
  18. 18. Nothing punctures customer interest as quickly as a landing page which doesn’t match the expectations raised by an advertisement. Use smart content tools to personalise the experience for all the paid advertisements in the same campaign. “Studies have shown that click- through rates can be increased by 5% or more by tailoring the message appropriately.” - Rohini Srihani, Chief Scientist, SmartFocus MA My Automation My Awesome
  19. 19. 7SCORE YOUR LEADS MA My Automation My Awesome
  20. 20. • How much time are they spending on the page? • Have they read something and left a comment? • Have they visited before? • Have they purchased before? • If so, how recently? All of this information can help create personalised, lead-nurturing emails for future campaigns. Assign values to every visitor action: MA My Automation My Awesome
  21. 21. 8AUTOMATE, AUTOMATE, AUTOMATE MA My Automation My Awesome
  22. 22. Automated personalisation allows you to grow and score leads at every stage and across multiple channels. It slashes your lead-generation costs. It liberates your sales teams to focus on the most qualified opportunities. If you build closer links between your CRM database and your automated marketing systems, your customer view will become ever-more intuitive – and the foundation for more effective and rewarding marketing campaigns. MA My Automation My Awesome
  23. 23. TAKEAWAYS • Personalised marketing means making your content relevant to the target customer AND the marketing channel you are using to reach them • Automation takes the heat out of personalisation and liberates your sales and marketing teams to focus on the best-qualified leads • All the information you gather from personalised campaigns feeds back into a stronger, streamlined and increasingly rich database MA My Automation My Awesome
  24. 24. MY AWESOME GUIDE TO: THE FUTURE OF MARKETING AUTOMATION DOWNLOAD NOW Discover what the future holds for your marketing, download MA My Automation My Awesome

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