Customers’ expectations for authentic, relevant, and personalized content have risen to unprecedented heights in today’s digital world. According to a report by Epsilon, 80% of consumers are more likely to purchase when brands offer personalized experiences. They do not want standardized emails and spreadsheets anymore. They like to feel valued and important. It is safe to say personalization has essentially become a hygiene factor for customers – if you don’t give it to them, they will run away!
While crafting a strategy for creating personalized marketing experiences does take a lot of effort and time, it also opens a business’s door to outstanding results and customer engagement. However, how do you create personalized experiences? Here is a quick guide for your business.
· Know your customers: It is impossible to deliver personalized customer experiences if you don’t have a thorough understanding of your target audience. In order to come up with a scalable personalized marketing strategy, businesses need to know their customers out and out. There are several ways to do that:
o Use an effective CRM platform to access information on your audience to understand their purchasing patterns
o Empower your sales and marketing teams to frequently interact with the customers to get the hang of their buying behavior
o Automate your marketing process. Use chatbots wherever possible to record your customers’ conversations and understand what their pain points are
· Stay relevant: Remember your customers are only interested in themselves. They don’t care about you. Or about other people like them. So, when churning out content, ensure that you understand each of your visitors’ profiles thoroughly and then send out content suggestions that are uniquely relevant and tailored.
· Stay versatile: Alongside relevance, versatility is also extremely important while creating content for your customers. There are high chances that your business wouldn’t be catering to only “one’ type of customer community but several groups with different expectations, desires and needs. Prepare an omnichannel marketing strategy that combines different channels in an integrated manner to support all groups of customers, online and offline. Ensure there are no gaps in your strategy. Tracks your customers’ journey across channels to identify possible speedbumps, offer proactive customer service and incorporate feedback.
· Leverage AI and analytics: For delivering a highly personalized customer experience, you must have the right technology. In order to understand your customer needs, viewpoints and opinions better, getting insights into your customer behavior is very important. This can be done by leveraging the power of a virtual event software platform available in market. These platforms enable businesses to gather customer data and map customer journeys more effectively.
Not only do analytics help meet customer needs, but you can also leverage these insights to offer your customers seamless and highly personalized content. The more you personalize the content, the stronger the connection between your business and customers will be.· LXPs and DXPs to the rescue: Lastly, with the help of Digital Experience Platforms, businesses can deliver personalized, consistent and authentic content to their vast range of audiences. These platforms can also help brands foster meaningful and long-lasting relationships with their clients by serving them with high-quality content tailored according to their needs and requirements.