Personalize It!
When your clients are happy, they stick around. Studies show that having long-term clients helps you build a trusting relationship which makes it easier to ask your clients for referrals and testimonials. A key ingredient to keeping your clients happy is personalized marketing.
Some of the benefits of personalized marketing are:
➳ Create a more familiar connection between you and your customers by providing them with content that is relevant to their needs.
➳Provide a better experience for your customers because they get what they want when they want it.
➳Boost customer retention because customers feel like their interactions with the company seem more personal, more important.
➳Keeps your customers interested in your product by providing them with exclusive offers, discounts, and deals just for them.
And, in order for personalized marketing to be successful, you must first know your customer:
1. Research your client
What are their pain points? What are their happy spots? You can use the information you find out about them, and the tools of your trade, to help solve their problem so that they can move through your funnel to the next solution.
What are their pain points? What are their happy spots? You can use the information you find out about them, and the tools of your trade, to help solve their problem so that they can move through your funnel to the next solution.
2. Follow them on social media
Set up alerts on your social media accounts and on Google, to get their updates first. This is going to enable you to check out the messages your top customers are sharing and stating to their friends, family, and if they’re also business owners, their audience.
Set up alerts on your social media accounts and on Google, to get their updates first. This is going to enable you to check out the messages your top customers are sharing and stating to their friends, family, and if they’re also business owners, their audience.
You can also use their social media to help them by sending messages based on their behavior such as, “I noticed you shared that article about social media marketing. You’ll probably like this article too; I especially liked this part...” or, if you observe them trying one tactic, but you know another one is better, just give them the idea through a personalized message.
3. Visit their website
What are their offers? How does the website look? Does it load quickly? What about their keywords and phrases? Do a search and see where they fall. Use this information to send them a personalized web service.
What are their offers? How does the website look? Does it load quickly? What about their keywords and phrases? Do a search and see where they fall. Use this information to send them a personalized web service.
Your goal here is to keep informed about what your clients' current needs are and use that information to offer customized advice based on their actions.
Our jobs as marketers are to understand how the customer wants to buy and help them do so.
-Bryan Eisenberg
So now you have all this wonderful information, what do you do with it? You may not have thought about it before but there are plenty of ways that personalized marketing can help you connect with your clients:
Record a Personalized Video Message
One way to really wow your top clients is with a private, recorded, personalized video message. You can do this to promote something, to say thank you, or just to say hello or happy birthday. Videos are a hot trend in marketing today, and a personalized video takes you over the top!
Customer Anniversary
The day your customer first became your customer is a very important date that you should remember. You can use your shopping cart software to examine this information and get the right dates, or the day they signed your service contract. Sending your customer an anniversary message and "thank you for being my customer” message is a great way to create deeper, more trusting, and long-term relationships with your customers.
Customer Birthdays
Knowing customers’ birthdays is beneficial because it shows customers that they matter enough to remember their special day and it allows you to better tailor communications to your client. Send a specialized birthday message, bonus points if you send a personalized video, to thank them and give them a little coupon or even a real gift, like an Amazon or Starbucks gift card. Get creative and send a QR code to take your customers to the video. Put it on a creative and fun e-card, or add it to a birthday card you plan on sending through the mail. Add something sweet and chocolatey, and you’re a winner.
After Purchase
Whenever your big clients make big purchases, they deserve a little extra high-touch. Send them a personalized thank you mentioning what they purchased, and offering to give them the extra help they may need to make their purchase a success.
Before a Big Event
If you’re having a big event that your top customer is part of or coming to, send them a personalized message that thanks them, assists them, and makes them even more excited for the event.
New Launch
If you are getting ready to have a launch, and your product is ready but hasn't hit the market yet, open it to your top customers first. Let them in on the sale early by sending a personalized recorded video message with a link to a personalized “secret” sales page.
Goal Success
Did your client or customer reach an important milestone or goal? Send a special personalized recording as soon as possible after they have achieved success to help them celebrate.
To Say You’re Sorry
Have you ever made a mistake or had something that didn’t go as planned? Heartfelt apologies can go a long way, and a recorded video apology will really wow them.
It has been proven that doing just a little extra will make you really stand out to your top customers and result in an amazing payoff! And bonus? It's actually going to be enjoyable to do, and you’re going to get a lot of valuable information from these customers. They will be helping you perfect your marketing messages to all your customers today and in the future. Plus, due to the added personal service you're providing to your customers, they’ll end up acting as brand advocates, and they’ll likely brag about it again and again to everyone they know.
Good marketing makes the company look smart.
Great marketing makes the customer feel smart.
-Joe Chernov
I would love to hear your ideas on different personalized marketing techniques. Feel free to add more ideas to the comments.