Digital Marketing

How To Add Personalization To Your Digital Marketing Strategy

Engage with your customers and target audience with personalized digital marketing

The opportunities that digital marketing presents are practically endless and there are so many ways to drive conversions with different pillars of a digital strategy, so it is essential for brands to be active in the digital space. Digital marketing is made up of many things including social media marketing, influencer marketing, content marketing, SEO and SEM, just to name a few, and within every channel, there are a number of ways to personalize the messaging to target your customers and target audience more effectively. Here are some ways you can start personalizing your strategy and messaging. 

Google Adwords

Google Adwords are an amazing technique and are something worth adding to your digital marketing strategy if you have the expertise and budget. Google Adwords is for businesses wanting to display ads on Google and are largely focused on keywords. For example, if your business is focused on selling succulents, you can create an ad that pops up on Google every time consumers search for the word "succulent" or uses a phrase that contains the word "succulents." How much you pay for these ads is dependent on how competitive the keyword is, and how many other brands are using Google Adwards in your industry or niche. In saying that, Google Adwords campaigns should only be approached if you have budget and a team that is experienced in SEM best practices and paid media to ensure you get the best results. For brands that use this strategy effectively, it can drive hundreds, thousands and sometimes even millions of dollars in revenue and ROI. 

Facebook Ads With A Targeted Audience 

Have you ever been scrolling through your newsfeed on Facebook and noticed an ad for something you’ve had your eye on for awhile and thinking about purchasing? Whether it is a new pair of shoes, tech equipment or kitchen appliance, it's not a coincidence, that ad is targeted to you! That's Facebook ads in play and they're a great way to ensure your ads are seen by the right people.  

You can also use Facebook to post specific posts to a targeted audience of facebook users in a particular demographic, whether that's females under 25 who like fashion, or males in the USA who like sports. It's a great way to reach new audiences and it can be quite cost effective for brands who are just starting out with a paid model on Facebook. 

Email Segments

If you want to reach your customers on a large scale but personalize the messaging sent to them, use email marketing to target and personalize your digital marketing strategy on a whole new level. Email segments and drip-fed email marketing campaigns are based on user behaviour and triggered by pre-determined events, meaning an email is sent based on an action a user performs on your site. For example, if a new customer purchases a dress from your fashion eCommerce store, you might add them to a segment of your database of "summer clothes users" or "users who purchased dresses," so you can personalize future messaging and marketing to them based on what you know about they - they like dresses and have made a purchase from you recently. Now that you have your segment set up and new users are being dropped into it based on their actions, you could then schedule an email newsletter for this particular segment of the list about the "Top 10 Dress Styles For Summer," because you know it is something they will likely be engaged with, so it has more chances of converting. You can do lots of personalization with email marketing, so think of ways you can segment your list and database to make the email content they receive more personalized and targeted. 

Likewise, drip fed email marketing campaigns are a great way to personalize your email marketing based on segments and user behavior to give people the right content at the right time, or keep them engaged over long periods of time. 

Birthday Incentives and Rewards  

A birthday incentives or rewards ‘program’ is an excellent way to make your consumer feel valued and recognized, and it's very easy to personalize the messaging with the information you have on hand. By sending them an email that’s directed specifically to them with a discount code on their birthday or after they’ve purchased X amount of products can turn a customer into a loyal fan. When a customer feels like a valued member of a brands community, they are much more likely to become repeat customers. 

By using these steps to personalize some aspects of your digital marketing strategy, you’ll be able to understand your consumers on a more personal level, which ultimately allows you to personalize the marketing that is distributed to them. Consumers feel valued and your marketing is targeted, it’s a win-win for everyone!  

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