Why a Personalized Marketing Approach is Essential in Today’s World

By May 19, 2017Marketing
Marketing Approach

In today’s business environment, marketing to the masses is becoming easier and more cost effective. With social media, an optimized website, and an email newsletter, any business can reach a large audience efficiently. While this creates more opportunities, it also creates a big challenge. The age of digital marketing has made marketing less personal. How do you stand out when your potential customers are getting inundated with email newsletters and social media content? This is why it is essential to personalize your marketing approach.

In 2017 and beyond, the need to personalize your marketing approach and efforts is critical if you want to maximize your return on your marketing investment. The goal of personalization is to create an experience that shows you understand each customer’s personality and can anticipate what he or she might need from you going forward.

There are many ways to approach personalized marketing. Here are a few ways to get started:

Gather ‘personal’ information and develop buyer personas
The key to personalizing your marketing is to gather data and information about your customers and prospects. Utilize historical buyer behavior, surveys, focus groups and one-on-one discussions to gather demographic data, purchasing habits, content preferences and interests in your solutions. This information will help you develop buyer personas that group certain sets of customers into logical categories.

Segment your e-newsletter
If you are using an email marketing tool such as Constant Contact or MailChimp, great! Many businesses will send a monthly newsletter to all customers and prospects. The issue with this is that in most cases, the messaging doesn’t resonate with the recipients—it’s either too general or contains content that doesn’t apply. Consider segmenting your email list, leveraging your buyer personas, and sending separate newsletters to each segment.

Use an ‘old school’ approach to connect with your customers
With everyone moving to digital and impersonal marketing methods, there are more opportunities to leverage “old” techniques to complement your marketing. Some ways to do this include writing handwritten thank you notes, making personal phone calls, and creating more opportunities for in-person interaction, whether it be at tradeshows, lunch meetings and events.

Showcase your company’s personality
There is a saying that people work with people they like and trust. This saying also holds true for companies. Showcase your company’s personality publicly through social media and other digital marketing avenues. A few ways to do this might be to publicly recognize employees, showcase team volunteer efforts and share testimonials and examples of your work.

These are a few examples that are relatively cost-effective and straightforward. Some companies go well beyond these techniques, including designing a robust website that has custom landing pages and fill-in forms. However, by taking these steps to personalization, you will be able to better target your content and your solutions to meet the needs of each customer.


This piece was by Nevin Bansal.  Nevin is President and CEO of Outreach Promotional Solutions and can be reached at bansal@outreachpromos.com.

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