When I travel, I love coming across small towns, you know, the ones that have the main street with boutique shops where you can check off everything on your to-do list within just a two-block radius. Where everybody knows your name (cue the Cheers music) that familiar and personalized feeling will get me wanting to pick up and move, every time.
Now imagine a brand that makes you feel that fuzzy inside. What is that feeling you may ask? It’s the feeling of familiarity, a personalized touch. That feeling is a brand’s “secret sauce”. It not only captures customers’ attention but keeps them coming back for more. So, if it’s so “effortless,” why are so many companies missing the mark?
Why Companies May Overlook Personalization:
- Growth Prioritization: As companies grow, maintaining a personalized experience often falls down the list of priorities. Scaling operations can make it challenging to keep track of individual customer preferences and interactions.
- Resource Limitations: Personalized marketing requires time, effort, and resources. Small businesses might not have the budget or manpower to implement curated marketing strategies effectively.
- Unclear ROI: The return on investment (ROI) for personalized marketing can be hard to measure. Companies might perceive it as less impactful compared to more direct, measurable marketing tactics.
How Companies Can Show a Personalized Touch:
- Birthday or Anniversary Emails: Sending special offers and messages to customers on their birthdays or anniversaries shows that you remember and value them. Offering discounts or freebies can strengthen customer loyalty and encourage repeat business.
- Targeted Ads: Utilize social media platforms and analytics to create targeted ads based on interests, engagement history, and demographics. This ensures your audience receives relevant content, making them feel seen and understood.
- Interactive Content: Incorporate interactive content such as quizzes, polls, and personalized recommendations. This not only engages your audience but also provides a tailored experience that can lead to higher conversion rates.
Personalization in marketing is not just a trend; it’s necessary in today’s competitive landscape. By implementing these strategies, companies can create memorable experiences that foster loyalty and drive sales. Even if your budget is limited, there are many ways that you can capitalize on a “personalized touch.” Start with identifying your values and mission statement and tell your story, the customers will accumulate on their own. Remember, every touchpoint is an opportunity to leave an imprint. So embrace the magic of personalized marketing and watch your brand flourish,
Examples:
Spotifys Wrapped Campaign – personalized year in review had high engagement – more downloads and subscription renewals
Share A Coke Campaign – personalized bottles with first names on label – increased sales, everyone wanted their own names, increase brand loyalty
Written by: Elizabeth Bartlett, Co-Founder & Chief of Strategy