Consumers are paying more attention to brands which cater to their personal needs. Find out how you can better incorporate personalized marketing into your overall social media strategy to meet these demands, keep the attention of your followers, and get more conversions.
Planning your personalized social media campaigns
Having a good idea of how much customer data you already have is essential for launching an effective personalized marketing campaign. In most cases, you already have plenty of basic customer data from previous marketing campaigns. Also, take into consideration other data that you can easily get from your audience by asking for it:
What do you think about a new pedestrian and cycling bridge between Osborne Village and Downtown? Please join us at a workshop to share your opinions. Tonight is the deadline to RSVP for the event this Thursday. Let us know you’re coming: https://t.co/IyH1ZHTscp pic.twitter.com/cVgwHwwz1T
— City of Winnipeg (@cityofwinnipeg) January 22, 2018
Before you can personalize you need information. You need to start gathering your data and assessing whether or not it is sufficient. This often depends on the kind of campaign that you want to do. Basic demographic data will be useful for broader audience segments – gender, country, language. If you truly want to get personal you’re going to need to segment your audience further, and the only way to do this is with more detailed data.
At this point, you will also be able to determine the additional pieces of data that you might need. Plan how you will get this additional data from your customers. Examples include:
- Running a contest which asks for data the you need.
- Survey pop-ups with a discount on your website.
- Discount offers after a purchase which asks for data.
- Running polls on social media.
- Conducting polls within your stores.
There are a number of ways which you can get more information about your customers. The key is to ask for it directly. Don’t waste your time guessing. Here are the Vancouver Canucks with an interesting Facebook messenger poll:
— Vancouver Canucks (@Canucks) January 23, 2018
Clicking the link on Twitter sends you to Facebook Messenger. They may have been curious to see how many of their Twitter followers also use Facebook Messenger, or it could’ve also just been a way for them to cover their bases by doing cross-promotion.
Personalized marketing can be a resource-intensive effort. Gathering additional data from your customers will require you to set up a system to compile everything. You could use a tool such as Survey Monkey to make life easer. The amount of personalized content you intend to create will also have an impact on the resources that you can set aside.
Another consideration here is the kind of technology you will need and where you are going to use it within the campaign. Some pieces of technology that you might implement are:
- Data collection software
- Content personalization tools
- Marketing automation
- Automated recommendations
Consider different products in each category to see which ones would best suit your needs and how they would fit into your established social media budget.
Implementing your personalized marketing strategy
A major challenge for creating a personalized marketing strategy on social media is how you will cater to customers’ individual preferences. This is where creating distinct customer personas comes into play. The more personas that you create, the better you can categorize customers and identify their individual needs.
To begin creating your customer personas, look back to the customer data you have. Organize that data into simple demographic groups. Within these groups, look for distinct behavioral patterns. These patterns will help you further narrow down each persona to better reflect the range of preferences individual customers might have. Your customer personas will look something like this one.
— Amy Jorgensen (@AmyLJorgensen) November 4, 2013
Well, hopefully not all of your customers have brain cancer.
Creating your personalized content
Now it’s time to look at your customer personas and start creating content for those specific, and imagined, people. What are their needs? What can you give them to solve their needs, and what content will connect with them for that need? These are the questions that you need to start getting answers for.
Use this information to create a content library for each persona. Make sure that each content piece fits into each persona’s needs and preferences. Map out how each piece of content will fit into individual customer life-cycles.
Your goal should be to provide dedicated content that will pull them through your sales funnel. Increase the level of content personalization that you provide for each customer down each stage to better capture their interest and get them to engage more.
Deploying your personalized content
Which content platforms did your customer persona mostly use? You’re going to want to focus on distributing content via those platforms. Be sure that your content library can be easily adapted to these formats.
You can also deliver personalized content based on the most recent social media behavior of your audience. Take a look at the kind of content that they create and share within a given period. Spotify’s Discover Weekly feature uses this idea to deliver tailor-made music playlists to individual users.
Do note that this will require you to regularly monitor your audience to see their changing preferences. Use automated tools to more effectively keep track of these changes in customer behavior. Some tools even let you automate the selection and delivery of content from your library to each individual user based on their specific preferences.
Developing a more personalized customer experience
Creating and delivering tailor-made content is just one aspect of personalized marketing. To get your audience involved, you have to incorporate personalization into the entire customer experience.
One important area where you would want to introduce more personalization is in the social media correspondence you have with individual users. Using your customers’ first names in your responses to their social media messages is one way to add that personalization. Companies like Buffer Social frequently do this when addressing individual customer concerns.
Eek, Ashley, sorry for any troubles! Just to double-check, is the URL getting pasted in a https://t.co/yvTMiMpqcz one or the unshortened link? Up for DMing over an example URL you've seen this happen with? I'd love to help! -Daniel https://t.co/7POxMH7a7o
— Buffer (@buffer) January 23, 2018
Take this one step further by creating custom automated responses for each of your customer groups. Match your custom responses to the language used by each group. This will help you get them to engage more with your automated system.
Human responders are the best way to add personalization to your customer engagements on social media. Skilled social media personnel can effectively gauge the appropriate response for each customer situation. Your audience is also likely to engage further if they see that they are interacting with an actual person.
Promoting your personalized marketing campaign
Your employees can help create more audience interest in your personalized social media campaign. Much like the case with social media responders, people are more likely to respond to your content if they see the human side of your brand.
Here, your goal is to use your employees to promote the personalized customer experience that you are offering. Pick employees that are representative of the customer personas that you have created and develop dedicated content for them. Encourage them to share their own experience on social media.
— IBM Global Technology Services (@IBMServices) May 10, 2017
By letting your employees share their stories, you give your audience a clearer idea of the kind of personalized experience they can get. Additionally, you can use your employees’ reaction as a gauge for eventual customer response. This will give you additional insights that you can use to refine your marketing further.
Creating a cross-platform personalized marketing experience
Your personalized marketing campaign will be more effective at engaging your audience if you conduct it on different social media channels. The channels you choose to go with again depends on the preferences of your audience. When choosing which channels to use you also need to be sure that you have enough personnel to cover them.
Coca-Cola’s “Share a Coke” campaign is an excellent example of a multi-platform personalized campaign. The campaign started offline with bottles of Coke whose labels had names on them, connected to their website, and encouraged customers to share their experience with the brand’s personalized products on different social media channels using #ShareaCoke:
— BuzzFeed UK (@BuzzFeedUK) July 21, 2014
The campaign has helped Coca-Cola bounce back from an 11-year decline in sales.
The benefits of a personalized social media campaign
Personalizing your social media campaigns for individual audiences offers a lot of advantages over more general marketing strategies:
- Increased conversions: Since your audience members get the content that suits their individual needs, they are more likely to consume it, resulting in more conversions.
- Greater brand loyalty: Personalizing customer experiences can be an effective means to tell customers that you value each of them. This will help develop their loyalty to you.
- Generate recall: The positive personal experience that customers have with you will get them talking more about you online, popularizing your brand.
These benefits will make all the effort you put into personalization worth it.
I'd share a Coke with my Twitter friends any day. I hope you all have a safe, wonderful weekend. pic.twitter.com/vQQBqTL5yZ
— Veronica (@Wolvietat) January 14, 2018
Boost your social media campaign with personalized marketing
Personalized marketing can help you better meet the needs of your varied audience and get them to engage with you deeply. To effectively use personalized marketing in your overall marketing strategy, you need to:
- Have the right data: Know your audiences thoroughly by getting as much data about them as you can.
- Segment your audience base: Use the data you have collected to develop personas which cover the varied audiences you have.
- Creating the right content: Come up with a library of content that effectively captures the interest of your audience at every stage of their individual customer journeys.
- Create an entire personalized experience: Respond to your customers’ inquiries in a more personal manner to better address their concerns.
By following these simple reminders, you can more effectively take advantage of one of the biggest digital marketing trends of 2018.