Your consumer base expands as your company grows. However, do not forget about the personal approach to each client. By sending the same email to all your customers, you will achieve nothing but alienate the user.
All clients are completely different. It makes sense that your marketing strategy should not be tailored to one type of customer.
How to achieve a personalized approach? Just use user intelligence and automated marketing in combination.
It’s all about Personalization
Clients love a personal touch. Studies have shown that 75% of customers highly value personalized offers. Your business exists to serve someone else’s needs, meaning your customers will appreciate a personal touch.
Personalization is not just addressing the user by name at the beginning of an email. Personalization is the compilation of an individual (relevant) message for a user or a narrow segment, based on his behavior on the site and on the Internet in general. To learn more about your customers, you need to hear and see them, but not in the traditional sense.
Collection of information about user behavior
Social media profiles, website activity, referral sources, email marketing data – all these are the “beacons” by which you track the path, needs, and interests of the client. By connecting data from multiple beacons, you can use that information to create incentives to get your user to buy.
Get versatile information about your users:
The source of the transition to the site (to know where exactly the client came from, from contextual advertising or from a PR article);
City and region;
Information about social media profiles networks;
Data that they left on the site (mail, names, dialogues with employees, etc.)
Loyalty and readiness to buy (user scoring by points);
The amount of money the user has brought.
All of the above can be made possible by using website visitor tracking online tools.
Imagine how your efficiency increases and your work becomes easier if you know who your customers are. Now you segment the audience not by classical marketing, as you did before (gender, age, marital status, etc.), but you can see the hidden motives and interests of each segment, which will help you create the most relevant offer for them. In fact, build profiles of all typical characters (segmentation from the field of content marketing).
Users differ in a number of ways, at least they are all at different stages of purchase (someone just found out about your product, someone has been comparing you with competitors for a whole month, someone has already bought 5 times again, etc.). It will be ineffective if the same offer is sent to all these users.
The data is collected automatically. Based on the collected data, you can carry out point segmentation, and select completely different groups of people.
Targeting your users
By segmenting, you can prioritize segments and choose the best solution for a particular category of customers. Carefully preparing your letter for one specific group will be a much more balanced strategy than mindlessly sending out the same, identical information to everyone in a row. For different users, not only the content itself will differ, but also with what tools you deliver it to the user (when and where he will see it).
Surveillance and control
Everything we’ve discussed sounds cumbersome, but don’t be alarmed, the combination of customer intelligence and automated marketing provides a large and useful base. Such accurate information allows you to focus on those places where your traffic is sagging, or you need to pull something up. There are numerous website visitors recording tools out there for that.
This is not a “set it and forget it” sort of service. The work process must be controlled and monitored in order to obtain an increase in efficiency. By incorporating information about customers into the database, you personalize and automate your communication with them, all of this will increase the conversion and attitude of customers to your brand (which will increase both the average check and LTV).