Let’s Get Personal: Why personalisation is the secret to success in 2019

4th March 2019

With so many brands and businesses taking up digital methods of advertising over the past few years, it’s becoming easy for consumers to feel overwhelmed and grow unresponsive to campaigns. However, there’s a simple trick that will help you to spark their interest. In such a highly competitive market, there’s one way to break through the noise of your digital marketing campaigns and that’s getting personal.

When an experience is personalised, the user instantly feels a connection with the message so it’s no surprise that they feel more inclined to take action. It’s like the good old days of going into a shop and being greeted by your first name, it makes you feel valued and appreciated so why wouldn’t you remain loyal? So, the question is how do we replicate this in the digital world?


Email Marketing

Email Marketing is on the verge of a huge comeback and if you can successfully personalise your emails, then you’re already onto a winner. However, personalising your email marketing campaigns isn’t quite as simple as adding someone’s name. It’s about getting inside the head of your customer and tailoring what you’re offering to their needs. One of the easiest ways to do this is segmenting your database, so you can be sure emails are only going to people that are interested in that topic. But you can take it so much further!

What about giving treats and offers for their birthday? Personalising by gender? Or even personalising the offers based on previous purchases and enquiries? The possibilities really are endless, and the results are sure to be successful. The customer will notice the extra time, effort and consideration you’ve put in rather than emailing the same standard email to your entire database.


Social Media

Social media is all about being social (the clue is in the name) but you’d be surprised how many brands forget this. You should be using platforms to engage with your audience, responding to their queries and making them feel like a part of your story. Engagement is everything, and you’re much more likely to see it on content that people can relate to and appeals to their needs. Plus, engagement on social media is a sure-fire way to start building up customer loyalty and developing a relationship with your clients.

If you’re stepping into the world of social media advertising, you can use detailed targeting to really personalise your promotions. You can select very specific audience types and ensure that your ads are being seen by interested parties. Imagine you’re promoting a baby clothing range, you can make sure that ad is seen by parents with children aged 0-3, their family and friends. Say goodbye to wasting that budget trying to find interested parties!


E-commerce Sites

If you sell products online, one of the easiest ways to personalise your website is to add recommendations based on previous purchases or website clicks. Whilst this sounds complicated, most website developers can achieve it with a simple plugin or basic coding. It will take minutes for website developers but will make a world of difference to customers. They’ll feel like you really understand their needs, be able to see products easily and potentially buy more from you so it’s a win-win!


Content Marketing

Finally, whether it’s social media content, your email copy or a blog post, we can promise you a personalised approach will work wonders. Obviously, keeping within your brand guidelines is important but it’s also a great idea to make your customer feel like you’re talking to them directly. Where it’s appropriate (particularly if you’re aiming your work at a consumer market) try and use a more conversational tone of voice, explain things in a simple way and don’t try to overcomplicate them. You’ll see a lot more engagement and longer durations on your website. You’ll become a more trusted and reliable source rather than someone that’s constantly trying to sell or is trying to impress by using flashy industry terms.

If you’d like help personalising your digital marketing strategy, Cuckoo are ready to help! We’re experts in website design and development, social media marketing, email marketing campaigns and content creation. Pus we’ll take the time to really get to know your customers for the best personalisation techniques. Get in touch by emailing jennifer@cuckoodesign.com or calling 0161 660 8352.

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