It’s easy to assume that customers and clients want to buy from big businesses and this is true. They definitely don’t want to take a chance on an unproven business. The tales of the underdog may be fascinating to hear but they are not what clients want to see when they buy from a company. However, somewhat paradoxically, they do want to see the people behind the business. In other words, they don’t want to just buy from a nameless, faceless brand. You need to make sure that they feel connected to you and the people behind your business.
As well as this, they will also want to know that you understand who they are and what they want. This is all about delivering a personalized approach to marketing in more ways than one. So, let’s explore what this means and how to achieve it the right way.
Using Social Media
The best way to deliver a personalized marketing solution is to make sure that you are engaging with your clients and customers the right way. There are numerous options to consider here but social media is always going to be key. With the right social media campaign, you can ensure that customers feel completely connected to your business and want to buy from your company.
The trick to this is to follow the 80/20 rule when utilizing content. In other words, 80% of your content should be based around providing value to your customers. Only 20% should be based on pure promotional marketing. Of course, the value content can also be used as marketing. It can certainly lead to purchase decisions when created the right way.
However, content that delivers value will provide a significant advantage. It will show an audience that you know who they are and, more importantly, that you care. For instance, let’s say that you are marketing HVAC services. The temptation would be to create content directly marketing the solutions that you offer. Instead, you should write a piece of content about the common issues that customers have HVAC systems and the troubleshooting that they can try. By doing this, you are helping them out first and if these troubleshooting methods fail, you can then recommend contacting a professional.
Don’t forget this is also a great way to gain trust from the customer.
Of course, you should also be injecting some personality into your social profiles. Some brands are more effective at doing this than others. Wendy’s, for instance, has a rather sassy Twitter account that audiences absolutely love. If you’re too promotional, then customers are always going to find you irritating and they may reply with the ‘silence brand’ meme. Wendy’s doesn’t get this a lot because they are entertaining. To win with social media you need a solution like RSM Marketing that will be able to manage your campaign down to the finest detail.
Email Marketing 
It’s not dead. We know that’s going to shock a lot of people but email marketing is actually very much alive and kicking. It’s just a matter of ensuring that you are using it the right way. You see, if you just deliver the typical, mundane email, then what you are going to end up with is your emails going straight into spam. That’s the last thing you want. Even if they don’t end up being marked as spam, they’re still probably going to be ignored by your customers.
So instead, what you need to do is deliver something a little more specific and interesting. To do this, you need to make sure that you are using data. Data can provide a lot of interesting information including the products that customers were looking at, what they have in their basket and what they were exploring before they bounced away from your site. You should be able to see how you can use all this information to build an email that connects with them. Of course, a lot of these emails can be created automatically these days.
You should also think about segregating your email campaigns to send different emails out to subgroups. You should have an email for people who have just joined your mailing list, one for customers that haven’t made any purchases in a while and one for customers who constantly make purchases. Do this and you’ll find it far easier to keep their attention and get the crucial repeat sale.
Deliver Value
We have already talked about offering value in terms of content but the content isn’t the only option available here. Ultimately, you need to use your marketing and promotion to make customers or clients feel special. They need to feel as though they are a crucial part of your business model and not one in a million. One of the best ways to do this is by offering exclusive or secret deals. This is a fantastic way to ensure that customers do feel valued and they will then choose you over a key competitor. You don’t have to run deals like this all the time. You just need to keep them engaged and keep them interested.
Use a Figurehead
Finally, you need to make sure that a business has a person or a figurehead that the customer can connect with and see as the main face of the brand. This person should have a personality, a reputation and be integrated with the brand identity. Did you know that customers are far more likely to click on a website if there is an image of an individual connected to it? This goes back to them wanting to see the people behind your business. If the leader of the company is likeable, charismatic or relatable, then this is a great way to help them connect and ensure that they want to be a part of your business.
We hope this helps you understand some of the key ways to make your marketing campaign more personal and why this could be essential for ensuring your promotion is a success.
