Go custom to attract more custom: how to make your marketing more distinctive

The ability to customise and personalise messaging to individual customers is currently one of the biggest marketing trends. This is partly because it gives brands the potential to deliver exactly what consumers want, but also because of the potential to increase customer loyalty. Nowadays, personalisation has evolved way beyond just addressing potential customers by name.

Here are some ways that brands can learn more about their customers and offer more distinctive marketing. 

Get as much data as possible

Any brand that uses personalised marketing should collect as much data as possible to create customer profiles that can be used to represent their target audience. From gathering this type of data, you’ll get an insight into your buyer’s habits, behaviour and, most importantly, what they’re looking for from your brand.

From here, you can use the data to create more compelling content. For example, you can begin to reach your audiences with targeted ads to match their needs. If you do this successfully and create offers that are relevant to your target audience’s lives, your brand will perform well online.

To get this data, develop a list of attributes you want to collect and then ask your consumers questions. It’s generally best to do this periodically instead of collecting all the data at once in the form of questionnaires because these often overwhelm customers and put them off.

Carefully map out your content

If your content isn’t mapped out to the specific interests of each person, it won’t be viewed or shared, let alone yield any brand ambassadors.

Marketers must identify what content would be of interest to each customer profile and map these interests using a diagram. Work out what content would be of the greatest interest to your buyer and then what triggers the utilisation of that content. Use this map as a guide to help plan the production and distribution of your content.

Organisations may find it useful to make use of a live webcast platform in order to deploy content.

Personalise the whole experience

Tailoring the customer experience on a website based on past behaviour is one way to raise the personalisation bar. This would mean that different customer profiles see different content and sales messages that are carefully crafted to specifically appeal to them. This may mean tagging people inside the company CRM software based on the content they have consumed in the past and then using that to tailor future content to them.

There are a range of different ways and varying degrees of this, but a business offering a product suitable for both SEO specialists as well as paid traffic can identify which profile a lead identifies with, using email tags based on previous behaviour, for example.

Final thoughts

Overall, it is clear that personalising and customising your marketing can maximise ROI, optimise conversion rates, and thus potentially boost profits to drive stable growth. It is important to note that none of this is possible without the right tools, however, because, in the long run, customisation of any kind is only as good as the data that is being collected. 

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