THE 5 KEYS FOR EFFECTIVE PERSONALIZED MARKETING

Hanging keys - keys to effective personalized marketing.
Larry Lubin Aug 20 ,2019

An astounding 96% of marketers agree that personalization is the key to advancing your customer relationships.

To create a successful personalized campaign and outperform competitors, you and your team need to become personalized marketing gurus. Follow these 5 simple keys for effective personalized marketing and you’ll quickly become an expert and start reaping the benefits!

1. CATER TO EACH INDIVIDUAL CLIENT

How do you make a million different customers feel like they are one in a million? For companies offering a product or service that can apply to a heavily segmented audience, you need to find ways to connect with every one of your customers. One video that appeals to a wide audience isn’t going to have the same impact as a video that is able to adapt to customers on an individual basis. And what works for “Customer A” isn’t going to have the same impact for “Customer B”.

The more your message is tailored to your customer’s unique desires, the better chance you have of making a lasting impression with your message.

Watch the interactive video below to see how, after a few simple questions, the video delivers a personalized experience unique to the user’s needs.

power of personalized video

2. FOCUS ON THE LONG GAME

Personalized content is extremely effective at acquiring and onboarding new clients. In an era where customers are becoming less loyal, it’s more important and profitable to invest in a personalized customer journey that keeps them engaged with your brand. By increasing customer retention by as little as 5%, you could increase your profits anywhere from 25 to 95%.

When customers feel unappreciated, they are more likely to look to your competitors. Even customers who spend the most money with your company will continue to look at your competitor’s prices. So, it’s important to remind them why your brand has always been the best option and will continue to be the best for them.

3. INVEST IN YOUR 1ST PARTY CUSTOMER DATA

Sure, you can reach out to a third-party research team for a list of marketing leads. But by dedicating the resources to create a database of your own, you are setting yourself up for future personalized marketing success.

The more information you can collect and sort through, the more you are going to learn from your customers. Create a rich database that captures every detail, interaction, and sale you’ve ever had with a customer. This will help you predict their future purchasing behaviour and identify marketing and sales opportunities.

The numbers and statistics you can pull from customers’ accounts in your database aren’t just there for your marketing team and your internal marketing benefit. When incorporated into your content, this data can be used as an effective way to make your story more engaging for your customer.

There is a noticeable value difference in saying “John! You are getting closer to your savings goal” vs. “John, you are $512 away from your savings goal!”.

Watch this video to see how information from a customer’s account is used to present a story about their current situation and educates them on a new financial opportunity.

4. MAKE YOUR MESSAGE RELEVANT… NOT CREEPY

70% of North Americans lack confidence that their personal data is private and safe from distribution without their knowledge. So how is your brand going to build trust while leveraging customer data?

There is a line. Some marketers have been able to identify it better than others. In the case of the Netflix Twitter account (see tweet below), that line had been crossed.

Netflix

In our article “Personalized Marketing: How Personal is too Personal?” we explore both sides of the line. Leveraging customer information can help create strong, relevant content to motivate your consumers. Of course, there are examples of “cringy” personalized content that reminds customers that you have their personal information and invokes negative feelings of Big Brother.

Before you employ personalized content, it’s important to ensure the following, in order to build a strong level of trust as you launch your personalized campaign:

  • Make it clear why you are gathering the data
  • Give the customer a choice to block data mining
  • Explain the benefit of gathering data
  • Present content that is relevant to the consumer

5. INVEST IN PERSONALIZED VIDEO

Personalized content has the best opportunity to increase customer engagement. A step above, personalized video connects with your customers even more effectively. Video continues to outperform other methods of communication. Here are a couple key statistics we’ve pointed out in our article “Video Marketing Trends and Statistics You Need to Know”.

Personalization is essential to increasing customer engagement and fostering long-term loyalty. If you’re not delivering content that caters to every individual customer, you’re missing an opportunity to earn the highest ROI from your customer relationships. Apply these 5 ideas when creating your next marketing campaign, and start reaping the benefits!

Related Article: Are your regular marketing videos not delivering on the engagement you hoped for? Read our article on how “How Personalized Videos Drive More Customer Response.”

See below how IndiVideo by BlueRush helps companies like yours create effective personalized experiences to each of your customers.

For more information on personalized marketing and creating personalized videos in particular, stay tuned to the BlueRush blog.

personalized video buyer's guide

About the author: Larry Lubin

Larry Lubin

Larry Lubin is founder of BlueRush and has over 30 years of experience providing strategy and solutions to many of North America’s leading financial firms. Many leading applications for financial institutions were developed by Larry and teams he has worked with throughout his career. As CEO of BlueRush, Larry is providing a much needed vision for a new age of Fintech bridging the realities of legacy and the regulatory environment with unlimited possibilities through advancement in digital technology to empower the consumer. BlueRush is a digital solutions company specialized in financial service and healthcare solutions.

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